It's the start of the Diwali week and we are going to see plenty of films with the 'homecoming' theme for the festival.
Hike Messenger has taken the same route with its film that has been conceptualised by J Walter Thompson. With a twist.
Labelled 'no formality' this film shows a boy returning home for the festival. He rings the bell and calls his mother at the same time urging her to open the door to surprise her. To his surprise, his parents are away on holiday. His mother transfers him money instead to call his friends over and have a house party.
A Hike spokesperson said, “'No formality' is a way of life that emphasises that you should simply be yourself without any formalities or pretence - a way of celebrating traditions without formality. It is about accepting that we all need to treat each other as equals in a fun and easy manner. And ‘No formality’ is an expression of that spirit. ‘No formality’ cuts across culture, language, and geographies and is a reflection of our society. We believe that in today's day and age, more people need to hear this message because in so many ways it also represents us."
The campaign will run till December. Along with the film, the campaign also has digital, radio and social media legs.