India Utsav

A GCC-wide celebration of India's 75th Independence Day run with ZEE5 Global, with regional food trails, cultural shows and competitions in store. ZEE5 flew Sonali Bendre in to meet shoppers in the UAE and bundled free or discounted subscriptions with spends of Dh100 and Dh1,000.

The brief

Indian expatriates shopping at LuLu across the GCC, around India's 75th Independence Day.

The idea

LuLu launched India Utsav across all its GCC markets at once with ZEE5 Global, running food trails by region, cultural performances and contests, a Sonali Bendre visit and streaming subscriptions bundled with purchases.

What to borrow

Pairing a retailer with a streaming service serving the same diaspora lets each bring the other a ready audience.

Brand	LuLu Hypermarket
Agency	Not named on the source
Talent	Sonali Bendre
Channels	in-store, on-ground, digital
Source	MediaNews4U