SMART Bazaar wanted to drive festive shopping during Durga Puja with a strong focus on fashion, while also promoting groceries and appliances. The brief was to highlight a wide range of products required for the celebrations, supported by attractive offers and discounts, and position SMART Bazaar as the one-stop destination for everything the festival demands.
Rooted in the ritual.
The significant elements of Durga Puja were studied closely and woven into the design language, making the communication feel culturally grounded rather than generically festive. Every creative decision was anchored in what the festival actually means to the people celebrating it.
Built to work at every scale.
The campaign was developed across a full suite of retail touchpoints: large estate elements including a focal point, gate arch, standee and cut-out standee, small estate formats including danglers, drop-downs and tent cards, TSO offer communications for outdoor, and adaptations across formats. A system designed to hold together from the entrance of the store to the last aisle.
