Retail Upliftment Campaign

A Diwali-season brand activation that helped Indian shopkeepers transform their small stores into high-impact retail spaces.

  • Client

    Pine Labs (PayPal-backed fintech unicorn)

  • Format

    • Brand film
    • Physical activation

  • Focus

    • Merchant engagement
    • Seasonal revenue enablement

  • Goal

    Enable small-format retail stores (called dukaans in India) to boost visibility and footfall during Diwali, the country’s largest shopping and gifting season.

  • Role

    • Concepted and scripted the brand campaign with a focus on emotional relevance and merchant pride

    • Partnered with design, product, and regional teams to align messaging across in-store kits and digital film

    • Positioned the brand’s service as a business enabler, not just a fintech tool

  • Result

    • Over 10,000 store kits deployed within the first week of launch

    • Strengthened loyalty among independent retailers while increasing platform visibility

    • Reframed the brand’s role from payment processor to small business enabler at a culturally and commercially high-stakes moment

• Dukaan means “shop” or “store”
• Diwali leveraged as a business engine
• Financial product reframed as ally