Diwali Campaign for
For UberEat’s Diwali campaign, they required us to come up with something that explored the festive feels of the season. Their target audience has people of all ages, which is why we devised a video-based campaign that revolved around the concepts of sharing food during celebrations across diverse human equations.
The first step was to conceptualize the shoots for the campaign. We did six different video shoots for the campaign. The concept of the shoots revolved around how food plays an integral role in all our celebrations.
The narratives revolved around the concept of food and sharing across diverse human equations. For one shot, we replicated the act of elders blessing the younger generation and handling sweets out to them. For another shot, we kept the mood breezy and flirtatious, showcasing a teasing chase between a couple.
Our next step was to finalize which food items to use for embodying the spirit of Diwali. We did a market survey to analyse which sweets sold the most during the festive time and used them in the shoot.
We decided on using warm and soft lighting and bright colours to enhance the festive mood. To plug in human emotions and the concept of sharing we used hand gestures. We used props like poker chips, playing cards, golden diyas and marigold flowers, to complement the sweets in the frame.
We used the Canon EOS 5D Mark III DSLR to shoot all of the statics and videos. Our supplementary equipment included colourful background sheets, reflectors, scrims, mirrors, black cloth, and a boom tripod.
Post-production work included colour correction to remove reflections and match tonality of the videos. We also had to fix the time setting of the videos to match the pace of action to the emotions conveyed via the video.
The finished shoots were successfully launched across all their social media platforms, bringing greater attention to the launch of UberEats as a brand in the India.