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Campaigns

Nexus Select Malls Diwali Film Celebrates The Build-Up To The Festival

Ad Tribe! Bureau2 min read
A man holds up a sequinned purple kurta on a diya-lit balcony as two women watch, from Nexus Select Malls' Diwali film

The Nexus Select Malls Diwali film, 'Asli Happyness Wali Diwali', celebrates the days before the festival rather than the day itself. Its line, 'Tyohaar Ki Tayaari Mein Hai Asli Happyness', says the real happiness is in getting ready. Nexus Select Trust posted the 60-second film on YouTube on 28 October.

  • Brand: Nexus Select Malls
  • Campaign: 'Asli Happyness Wali Diwali'
  • Line: 'Tyohaar Ki Tayaari Mein Hai Asli Happyness'
  • Format: 60-second film, plus social, influencer and in-mall activity

The Nexus Select Malls Diwali Film

The film moves across the decorated balconies and windows of one residential building, where several families get ready in their own way. A mother and daughter stand at a mirror, a father and daughter make a rangoli, and a younger brother interrupts his sister while she films a festive reel. Frames from the film show diyas along the railings, marigold garlands and a man holding up a sequinned kurta for two women to judge. It uses more than one language.

What Nexus Select Malls Said

"For us, the opportunity begins when people start looking forward to Diwali. A family outing is already part of the celebration, even if the festival is still days away. That gives Nexus a meaningful role in the build-up," said Nishank Joshi, chief marketing officer, Nexus Select Malls. "Creatively, we wanted to preserve the personality of each home which includes the banter, the rituals and the little differences people recognise from their own lives. The neighbourhood brings those stories together, allowing one campaign idea to speak to many audiences."

How The Campaign Runs

The integrated campaign spans advertising, social and influencer content, festive decor, in-mall experiences, shopper activations and topical moments. 'Asli Happyness Wali Diwali' is a platform Nexus has used in earlier festive seasons. Agency and production credits for this year's film have not been disclosed.

The film is on the Nexus Select Trust YouTube channel.

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#Diwali Campaigns#Nexus Select Malls#retail marketing
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