Project Details
Objective
Promote SPAR’s Diwali offer, ‘Everyone’s a Winner’, on radio and clearly communicate a rare retail promise; every customer wins something. With no lucky dips, scratch cards or contests, the challenge was to make the offer instantly believable, memorable and festive.
Idea
We turned to a story every Indian knows. Borrowing from the Mahabharata, we reimagined the iconic dice game where Yudhishthira loses everything, with a playful twist. The familiar narrative, laced with humour, made the message entertaining while driving home SPAR’s no-conditions promise.
Outcome
The radio spot struck an instant chord with listeners. The humour, cultural recall, and clarity of the offer drove strong footfalls, with Diwali sales roaring across SPAR stores. By blending mythology with modern retail, the campaign made ‘Everyone’s a Winner’ impossible to ignore and easy to believe.
Client
SPAR India
agency
TBWA/Inda
Category
Radio
Year
2015
