This year Asda found a unique way to highlight their Diwali offerings – right from rose petals to garnish your traditional mithai’s to kitchen essentials – Asda showcased their Diwali range in style. A small community concept such as a supper club brought alive the essence and flavours of Diwali. With community champions coming out in full force to savour the unique Diwali dishes created by Asda – the campaign created a social ripple – targeting the right audience in a meaningful way with a reach of over 100,000.
Talking about the campaign, Here and Now 365’s Account Director Preet Khanna said: “We pride ourselves in creating campaigns which create resonance and a following from the community. In the past, Asda’s campaigns have led the way for other multiples. This year, we executed another groundbreaking initiative with a community supper club, where South Asian influencers and leaders came together to experience and highlight the fact that Asda has everything you need under one roof for Diwali. While we have always reached out to the community on a ground level – this year we married the on-ground supper club to the digital audience by reaching out to the right captive audience through community influencers. Digital marketing in the ethnic space is about knowing the right human plugs. With inspiring recipes and an immersive experience we helped Asda reach out to the contemporary tech savvy mum through a campaign that crossed all platforms. With an overall reach of 100,000+ on social media in a span of three days the campaign excelled digitally, thereby creating waves in ethnic press and amongst the community.”