MUMBAI: This Diwali season Big Bazaar and Red FM joined hands in creating Diwali out of just a piece of paper. With the re-introduction of the Paper Patakha in the city, a paper toy which makes a loud sound on flipping it, Big Bazaar in association with Red FM took Diwali celebrations to the next level and many on a journey down memory lane.

The campaign transcended beyond the barriers of time and place to celebrate Diwali. Whether you are with your loved ones or not, all you need to do is fold a piece of paper, snap your wrist and produce a loud bang which is guaranteed to bring a smile to your face. The Red FM crew went all across the city to spread this holiday cheer.

The campaign was sparked off with a digital wave, where Red FM urged their listeners to post videos and images on their Paper Patakha experience at home or outside. This activity reached out to a total of 76, 530 users on Facebook.

This movement was further propelled by a flash mob on the 15 October at 1MG Mall in Ulsoor, and was carried forward to various traffic signals in Brigade and Koramangala. It was also propagated in an NGO and schools such as the Sri Sai Vrundavan Unit of Sri Shathashrunga Vidya Samsthe, Patel Group of Institutions: Patel Public School, Bell School, Sindhi College, Louds School to name a few. The Paper Patakha message was also spread in the SJR Tech Park and Eco Space Tech Park. These on-ground activities lasted till 21 October and created quite a buzz, breaking the daily routine at these places.

As a finale to the entire campaign, at the Phoenix Marketcity, Whitefield, Big Bazaar and Red FM attempted to create a long human chain of Paper Patakhas with special guest of honor, the ravishing Kannada actress Ragini Dwivedi.

On this occasion, Red FM COO B. Surender said, "In typical Red FM style, we urged Bengalureans to celebrate this Diwali 'zara hatke' by bursting paper patakhas instead of real ones. We shared Big Bazaar's thought of encouraging people to have fun this Diwali but without creating air pollution. Being a socially conscious brand, we always do our bit to reduce pollution of all kinds. Our RJ's kickstarted the fun CSR activity on radio and digital and then extended it to various on ground touch points like malls , schools , tech parks & care homes "

A Big Bazaar spokesperson said, "Big Bazaar's motto ‘Making India beautiful’ is about creating beautiful memories in our customers’ lives. Paper Patakha initiative is a simple yet very imaginative way of celebration. We saw the popularity of Paper Patakha in huge number of people participating and enthusiasm shown by them."