The storyline of the ad is based on Jamai Soshti, a festival which celebrates the bond shared between a son-in-law with his mother-in-law, predominately in West Bengal. During the festival the mother-in-law lovingly prepares a feast with an array of traditional Bengali delicacies- from Aloo Posto to lip smacking Bengali sweets. It’s a festival of love and food, the core of which is captured in the film where the Father in law keeps the tradition alive and touches hearts of people as reflected by the numbers reflected below on both videos.
JioMart is India’s leading e commerce grocery player and Food is at the very centre of the festival Jamai Shosthi. In the film there is a beautiful integration of JioMart brand as an enabler and facilitator in the father’s efforts to make Jamai Shosthi grand for his daughter and Son in law.
JioMart being a leading grocery brand which offers the customer a plethora of options to help prepare their meals, targets the right audience at the right time with the film. The film has got an enthusiastic response from the Bengali community who have given the content a thumbs up on the social media.
