Retail chain Big Bazaar has followed up its Paperless phataka
campaign for Diwali last year with one for the Ramzan festival, that celebrates the Neki ka tyohar
(Festival of righteousness). The film has been conceptualised by DDB Mudra Group.
Set in a hospital, it features a young doctor Heena about to eat as prayers are underway at a mosque nearby. Before she can take a bite, a nurse calls her to attend to an emergency. An older lady accompanying the nurse feels guilty about this, since the doctor is evidently fasting during the holy month of her faith.
The patient, a pregnant mother, is wheeled in. When the doctor does her rounds the next day, the baby is fine and the parents and grandmother are delighted. The older lady thanks the doctor, pointing out that because of them she had to go hungry the previous day. Dr Heena says it was her duty. When she is about to leave hearing the sound of prayers, the older lady requests her to break her fast with them. She has laid out fruits and dates just like the tray she saw yesterday, on a table nearby.
Initially surprised, the doctor warms up to the gesture and joins them, as a voice over says, “Neki ke is tyohar ko sab ke saath manayiye. Big Bazaar – Making India Beautiful.” (Celebrate this festival of righteousness with everyone.)
Client: Big Bazaar
Agency: DDB Mudra Group