Zee urges consumers to shop local this Diwali

Puts the spotlight on small businesses through its campaign #YehDiwaliKissonWali

Mumbai: The festive season is usually filled with countless stories that unfold on the streets. It’s truly an experience going to your local city market with your friends and family members and returning home with little moments of laughter. This Diwali, OptimiZEE, the social content hub at Zee is celebrating such stories that strike a chord with its purpose-led campaign #YehDiwaliKissonWali.

Featuring veteran actors including the evergreen Zarina Wahab, Avtar Gill, and Virender Saxena, the heartwarming film rolled out across ZEE’s social platforms portrays a relatable moment and the countless stories that unfold with the message #YehDiwaliKissonWali. Depicting a saree shopping visit and another couple on a cutlery shopping spree, the feel-good films each bring alive a unique story that unfolds on the streets. Be it Sarojini Nagar market in Delhi or fashion street in Mumbai, OptimiZEE urges viewers to shop local to help them rediscover the small joys of helping your neighbourhood business and creating memories this festive season.

OptimiZee head Kartik Mahadev said, “In the post-pandemic world, while digital transactions have helped many businesses flourish and given consumers convenience, it has also brought with it a tyranny for small businesses who thrive on the footfalls from the neighbourhood. ‘Stories’ emerge when people connect. With this belief, the campaign encourages people to make a local shopping trip, experience a story, and make their Diwali shopping trip a memorable one, while also supporting the neighbourhood business.”

Tiqui-taka founder Jigar Fernandes, Founder, tiqui-taka who directed the films, said, “A visit to the local shop often rewards us with interesting moments. Through two such moments, the campaign highlights the joy of local shopping and asks the viewer to go experience their own local shopping stories this Diwali. It was a privilege working with legends like Zarina Wahab, Avtar Gill, and Virendra Saxena. Their timeless charm is the soul of the films."

The campaign is further bolstered by a user-generated content activity announced across Zee’s social handles calling for viewers to share their Diwali shopping stories with #VocalForLocal by tagging @ZEECorporate.

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