‘Sitara’ – GTA’s 1st South Asian Shopping Mall. (English #1)

Product:SITARA (Eng: ‘Star’) – Toronto’s 1st South Asian Shopping Mall.
Treatment: The Agency created a series of four (4) 30-seconders – each piece showcasing one  specific South Asian customer group, e.g., Punjabi, Gujarati, Sri Lankan etc.
This piece was the 1st in the series. It features a Sikh gentleman (originally from North of India) but with a typically Canadian-style turban to identify with ‘settled’ Punjabi businessmen in Toronto.
Messaging: “This is my destiny and this is my Star!”
Objective: Brand reinforcement > Build ‘pride’ in ownership > Communicate product completion date to encourage purchase action.

‘Sitara’ – GTA’s 1st South Asian Shopping Mall. (English #2)

Product: SITARA (Eng: ‘Star’) – Toronto’s 1st South Asian Shopping Mall.
Theme: 4th TVC in the series, this piece features a South Asian businesswoman to target the growing segment of female South Asian entrepreneurs in the GTA (and, on a wider scale, Canada).
Messaging: “This is my destiny and this is my Star!”
Objective: Brand reinforcement > Build ‘pride’ in ownership > Communicate product completion date to encourage quick purchase action.