DealShare has unveiled its new brand campaign, ‘Mehnat Ki Kamayi, Haq Se Bachao’, following its recent consumer-first relaunch across key markets of Jaipur, Lucknow, Kolkata, and some parts of NCR (Ghaziabad and Gurugram).
The relaunch marks DealShare’s transition from a next day delivery model to a 2-hour delivery model on a consumer-first, savings-led e-commerce platform, backed by renewed leadership and upgraded supply chains.
“‘Mehnat Ki Kamayi, Haq Se Bachao’ is more than a campaign; it’s a cultural stance,” said Kamaldeep Singh, CEO, DealShare. “We want to celebrate the strength and pride that come with smart saving. At DealShare, our mission is to defend every Indian’s right to save, helping families stretch their earnings without compromise and feel proud of every smart choice they make.”
Conceptualised by Bates India, the brand film captures everyday moments of decision-making, when families balance aspiration with prudence, and convenience with conscience. Told through a grounded, human lens, it celebrates Indian households that plan, manage, and save with quiet pride.
“The idea was to humanise savings, to show that stretching your rupee is an act of wisdom, not restraint,” said a spokesperson at Bates India. “We wanted the film to feel real, grounded, and emotionally resonant, capturing the dignity behind everyday choices. At its heart, the idea celebrates India’s saver mindset, where saving isn’t stinginess but strength.”
