Google Shopping has rolled out a campaign ‘Google Shopping ka Mela’ (Google's shopping fair), which showcases the unparalleled convenience and variety of Google Shopping, all through the playful lens of a Diwali mela (Diwali carnival). 

Conceptualised by Lowe Lintas, the campaign which consists of an ad film, begins with actor Farida Jalal, as a grandmother, reminiscing with her granddaughter Sana about a beloved pair of juttis (shoes) she bought at a Diwali mela in her youth. Now too old to shop, Sana introduces her to online shopping through Google. As they search for juttis, the experience turns into a whimsical marketplace mirroring the Google interface. Along the way, they find the perfect pair and create a deeper bond. It showcases who the platform has a personalised experience with features like price filters, suggestions, and integration with tools like Google Maps and Google Pay. The campaign captures this with the line: “Yaha Kho Jaoge to Sab Paoge” (Lose yourself here, and you'll find everything you desire).

What we think about it: Cleverly taps into the nostalgia of Diwali shopping through a seamless blend of digital convenience and emotional storytelling. With a rich narrative and dynamic integration of Google's ecosystem, the ad perfectly captures the brand's USP—personalised, intuitive, and accessible shopping—while delivering a high recall value, thanks to its whimsical portrayal of a virtual mela.

Vasudha Misra, president (creative), Lowe Lintas, said, “What is Diwali without a mela? From the times of our grandmothers to that of our children, Diwali is forever associated with it - be it at the local maidaan (field) or the one at school. So, when it came to embodying the excitement, the incredible range and serendipitous joy that one feels at Google Shopping, all of us decided to go to the mela.”

Naveen Gaur, group chief operating officer (growth), MullenLowe Lintas Group, added, “Working with Google has always been a rewarding experience for us at Lowe Lintas. Our partnership goes beyond campaigns; it’s about understanding how to connect with consumers in today’s fast paced digital world. Together, we’re not just promoting shopping on Google; we’re shaping the future of shopping and making it more accessible, enjoyable and providing exceptional value with better deals for everyone.”

The campaign will be launched across various digital platforms.

CREDITS: 

Client: Google Shopping 

Agency: Lowe Lintas

Chief creative officer: Prateek Bhardwaj

Group chief operating officer (growth): Naveen Gaur

Chief strategy officer: Anurag Prasad

President, creative: Vasudha Misra

Planning: Pallavi Mehta

Creative team: Kartikeya Dixit, Sarthak Sharma, Bibaswan Majumdar, Akash Swamy, Surbhi Rathee

Account management: Sunil Manhas, Aakash Jain, Sarthak Verma

Production house: Chalk & Cheese

Director: Achowe

Producer: Arkoday

Brand: Google India

Google brand team: Prithvi Mazumdar, Pranav Verma, Jessica Sharma, Prashant Gutch, Shefali Parashar