Big Bazaar briefed us on the ‘jamai shoshti’ campaign. This is a popular festival in West Bengal and is dedicated to the son-in- law. We knew that the relationship between the mom in law and son in law is changing from being formal to a more casual and informal one. We also knew that ‘jamai shoshti’ is only day when the mom in law gets to pamper the son in law and there is a certain element of fun and frolic associated the occasion. We tried to capture this spirit and keep the communication very simple and evocative.