MUMBAI: Nexus Select Malls is betting that guilt sells better than glitter. The mall operator has roped in Hindi cinema actor Ayushmann Khurrana for a Diwali campaign urging Indians to declutter their emotional baggage alongside their homes—and then head to the shops to celebrate.
The digital film, Declutter Wali Diwali, wraps a shopping pitch in feel-good messaging. “Adhure vaade, ankahee baatein, pending apologies iss Diwali, emotional space bhi declutter karo, aur apno ke liye dil mein jagah banao,” Khurrana intones against a backdrop of festive lights. Roughly translated: sort out your unfinished business, make space for loved ones, and—conveniently—do it at Nexus.
“Our idea was to go beyond traditional festive advertising and tap into what the season truly stands for: togetherness, reflection and genuine joy,” says Nexus Select Malls chief marketing officer Nishank Joshi.
The campaign’s sign-off is less subtle: “Asli Happyness sirf yahan hai, at Nexus Select Malls.”
The film will run across digital and social platforms throughout October, backed by on-ground activations at 19 malls across 15 cities. It arrives as India enters peak shopping season, with Diwali serving as the year’s biggest retail moment.
Whether consumers buy the emotional angle or just the merchandise remains to be seen. Either way, Nexus is counting on footfall—reconciled or otherwise.
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