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When it comes to the festive season, there are countless stories that unfold on the streets filled with the festive spirit. It’s truly an experience going to your local city market with your friend, parent or even your partner and you are sure to return home with little moments of laughter and surprise from your visit. This Diwali, OptimiZee, the social content hub at Zee is celebrating such stories that strike a chord with its purpose-led campaign #YehDiwaliKissonWali.

Featuring actors including Zarina Wahab, Avtar Gill and Virender Saxena, OptimiZee has rolled out the #YehDiwaliKissonWali campaign across Zee’s social platforms. The films portray a relatable moment and the countless stories that unfold with the message #YehDiwaliKissonWali. Depicting a saree shopping visit and another couple on a cutlery shopping spree, each film brings alive a unique story that unfolds on the streets. Be it Sarojini Nagar market in Delhi or fashion street in Mumbai, OptimiZee urges viewers to shop local to help them rediscover the small joys of helping your neighbourhood business and creating memories this festive season.

Kartik Mahadev, Head, OptimiZee, said, “Stories come into existence when real connections happen. In the post-pandemic world, while digital transactions have helped many businesses flourish and given consumers convenience, it has also brought with it a tyranny for small businesses who thrive on the footfalls from the neighbourhood. ‘Stories’ emerge when people connect. With this belief, the campaign encourages people to make a local shopping trip, experience a story and make their Diwali shopping trip a memorable one, while also supporting the neighbourhood business.”

Jigar Fernandes, Founder, tiqui-taka, and the director of the films, said, “A visit to the local shop often rewards us with interesting moments. Through two such moments, the campaign highlights the joy of local shopping and asks the viewer to go experience their own local shopping stories this Diwali. It was a privilege working with legends like Zarina Wahab, Avtar Gill and Virendra Saxena. Their timeless charm is the soul of the films."

As part of the purpose-led initiative, the campaign is further bolstered by a user-generated content activity announced across Zee’s social handles calling for viewers to share their Diwali shopping stories with #VocalForLocal by tagging @ZeeCorporate.

The films: