TD Celebrate Local is an award-winning Barrett and Welsh online campaign for TD Bank.

South Asian immigrants are more likely to be small business owners and they were hurt the hard by the pandemic. Entering into the second wave of infections, in Canada’s colder, harsher months, these business owners anticipated even more financial challenges.

For the South Asian community, supporting these businesses is personal because it means supporting their mother, brother, or uncle who are small business owners. Through a multi-lingual, digital and social media campaign, we inspired South Asian Canadians to shop during the Holidays at their local small businesses.

Just like every other culture, when South Asians celebrate the holidays, they celebrate in a very South Asian way. This was brought to life with a series of culturally relevant food and shopping items that were leveraged to create very unique South Asian celebratory icons. The-Rasgulla-Snowman; The-Samosa-Christmas-Tree and The Mirchi-HolidayWreath became new cultural icons that encouraged South Asians to visit their local South Asian stores. The heart-warming response to the creative was only matched by the outstanding digital performance results that we tracked over the campaign period.