Product: SITARA (Eng: ‘Star’) – Toronto’s 1st South Asian Shopping Mall.
The Agency created a series of four (4) 30-seconders – each piece showcasing one specific South Asian customer group, e.g., Punjabi, Gujarati, Sri Lankan etc.
This piece was the 1st in the series. It features a Sikh gentleman (originally from North of India) but with a typically Canadian-style turban to identify with ‘settled’ Punjabi businessmen in Toronto.
Messaging: “This is my destiny and this is my Star!”
Objective: Brand reinforcement > Build ‘pride’ in ownership > Communicate product completion date to encourage purchase action.