Sainsburys World Foods- Ramadan, Diwali & Winter

I took on multiple roles throughout this year-long campaign, including Art Director, Assistant Director, Video Editor, Colourist, Motion Graphics Designer, and Storyboard Artist. I collaborated closely with Sainsbury’s and other clients during the pitching and concept development stages, contributing to presentations and participating in pre-production meetings.

During the shoot, I helped source key resources such as wardrobe items and worked directly with the Director, DOPs, and Gaffer to ensure smooth execution. Post-shoot, I formatted and adapted ads and TV tags for various broadcast stations. I also handled numerous additional tasks that supported the creative and production workflow

My roles in developing the campaign included-

Diwali Advert

We developed TV and VOD campaign to drive awareness of new range of authentic products and improve value perceptions, enticing new Hindu & Sikh customers into Sainsbury's during Diwali and winter season.

Objectives

Drive +£33m additional sales and help gain a fair share of the £2bn world food market, currently 5%.

Business

Communication:

Build trust and credibility among Hindu, Muslim and Sikh customers and improve perception of Sainsbury's as an inclusive retailer.

Marketing

Drive awareness of new range of authentic products and improve value perceptions, enticing new Hindu, Muslim & Sikh customers into Sainsbury's.

Winter Advert

We developed TV and VOD campaign to drive awareness of new range of authentic products and improve value perceptions, enticing new Hindu & Sikh customers into Sainsbury's during Diwali and winter season.

Ramadan advert

We developed TV and VOD campaign to drive awareness of new range of authentic products and improve value perceptions, enticing new UK's muslim customers into Sainsbury's during Ramadan and summer season.

Approach

Build credibility among this audience by demonstrating cultural understanding.

We developed a campaign to engage Hindu, Muslim & Sikh customers during Diwali( the Hindu festival of lights) and Ramadan For the Diwali ad The campaign featured British-Indian chef Nisha and al who prepared a traditional Diwali feast for her family and friends. The advert celebrated the diversity of the Indian community in the UK and highlighted Sainsbury's wide range of authentic Diwali products. For Ramadan Ad the campaign features featured famous Pakistani celebrity Imran Abbas.

Solution

The advert were well-received by viewers, who praised it for its diversity and its celebration of culture. Sainsbury's also reported a significant increase in sales of Diwali & Ramadan products during the campaign period.​​​​​​​

Results

Winter TV Tag

"Just a quick note from me to say a MASSIVE well done to you guys for all the amazing work you have done so far on the Sainsbury's Diwali/Ramadan campaign and THANK YOU for all the support you have given us! As we know it hasn't been an easy campaign by any means at all and it has taken a lot of labour of love to bring it alive. The clients have loved it and really appreciated the quality that we have delivered together within such impossible deadlines! The creative looks beautiful and I am hoping this is the start of many more such brilliant work to come. Ankita and Javed- thank you for all your patience and support at every step of the way and for being such superstars! Getting Imran as a talent was the ultimate coup as well!

Royce, Qaiser, Nidhi, Renasha, - Thank you for all the amazing work you guys did on production, post and even more behind the scenes. Couldn't have done this without you.

This has indeed been a mother of all collaboration! Well done everyone and more to come!"

- San Mahadevan,

Head of Content & Partnerships, UNITE

Testimony