Campa Cola has rolled out a festive campaign, ‘Tayyari Big, Tyohaar Bada Big’, conceptualised by McCann India, part of Omnicom Advertising India. The campaign celebrates the anticipation, effort and collective energy that go into preparing for India’s festivals.

Rooted in the insight that festivals begin long before the actual celebrations, the film captures the bustle of preparations through humorous, slice-of-life moments from across the country. From youngsters decorating diyas and housing societies practising dandiya to jalebis being made, giant Ravans taking shape and families cleaning their homes, the film brings together the many activities that mark the run-up to the festive season. Pandal construction, decorations and other last-minute preparations further underline the campaign's central idea that while the process can be chaotic and demanding, it is also an occasion for togetherness and shared excitement.

What we think about it: By focusing on preparations rather than the familiar tropes of celebration and togetherness that dominate festive advertising, the campaign finds a relatively fresh angle. The recognisable, slice-of-life moments lend the film relatability, while giving the brand a subtle role in the narrative.

The campaign is live across television, digital and social media platforms.