MUMBAI: HyperCITY Retail (India), a hypermarket chain, has launched its new digital campaign, #HarDilRoshanKaro. The DVC captures the ever-evolving positioning of HyperCITY of providing a perfect opportunity to their patrons to be a ‘Super Hostess’, this Diwali.

Keeping up with the brand promise of ‘Something Fresh Everyday’, the DVC opens with the Sharma’s planning and organising a Diwali party. With multiple demands by each member in the family, the lady of the house fulfils each request efficiently by the wide range of offerings available at HyperCITY, making her the perfect hostess.

HyperCITY VP - marketing, loyalty and visual merchandising Manoj Jain says, “We at HyperCITY have been studying changes in the purchase patterns of our target audience, over a period of time. The campaign salutes the lady of the house, incidentally our primary shopper, who makes everyone feel special and appreciated, thus becoming a super hostess this Diwali.”

Gozoop Online group director - communications Amyn Ghadiali says, “In today's hyper-connected environment, any brand's outbound communication should be a reflection of the society it thrives in. Besides being relatable, every piece of content is carefully crafted so that it can add value to the audience."

He further adds, “Before creating the concept, we conducted thorough research to understand how women, 25-40, are consuming content online and examined the changes in their interest/behaviour across platforms. As the team working on the campaign we believe the true outcome of the campaign is very simple: Har Dil Roshan Karo.”

The campaign has been scripted and directed by Gozoop Online. The integrated marketing program will include radio, online, and in-store promotions through a phased rollout.