Product: SITARA (Eng: ‘Star’) – Toronto’s 1st South Asian Shopping Mall.
Treatment: This 2nd TVC features a Gujarati couple from the West of India. This ethnic group is traditionally business oriented and is a fairly new entrant into the Canadian immigrant pool.
Messaging: “This is my destiny and this is my Star!”
Objective: Brand reinforcement > Build ‘pride’ in ownership > Communicate product completion date to encourage quick purchase .