Mumbai: Faasos, the flagship brand of Rebel Foods, unveils its unique campaign, 'The Soan Papdi Exchange Program,' to make this Diwali sweeter and more enjoyable. This innovative initiative aims to transform the common practice of re-gifting Soan Papdi into an opportunity for delicious meals, offering participants their favourite wrap instead.

As part of the campaign, Faasos invites participants to share their reasons for wanting to part ways with their Soan Papdi by filling out a simple Google form between 18-27 October. The funniest and most creative responses will win a free Faasos meal, with up to 500 winners announced just before Diwali. Faasos will deliver meals to the lucky recipients between 28-30 October.

“Diwali is about joy and togetherness, but we all know the amusing saga of Soan Papdi re-gifting. With this campaign, we wanted to tap into a fun cultural quirk and offer people a way to share a laugh and celebrate the festive season with something they’ll truly enjoy. At Faasos, we're always looking for ways to connect with our customers in a light-hearted yet meaningful way,” said Rebel Foods, chief marketing officer, Nishant Kedia.

The Soan Papdi exchange program is promoted through various interactive mediums, including the 'Dude with a Sign' initiative, where people carry humorous signs in public spaces like train stations, university campuses, local trains, office complexes, and markets. The campaign generates engagement through a blend of newspaper advertorials, hilarious memes, interactive polls, and relatable videos, while cleverly crafted WhatsApp forwards in society and college groups amplify its reach. To boost excitement, influencers from the comedy world share their own Soan Papdi experiences on Instagram and YouTube, encouraging their followers to participate.