The film has been created with DDB Mudra at zero cost with all the scripting, recording & editing done at home Future Group’s Big Bazaar has launched a zero cost film for Ramzan, in keeping with the spirit of the holy month. As humanity plunges into dark times amid the pandemic, it has become mandatory for the world to adjust to a new kind of normal – one that involves constant sanitizing. The digital film ‘Ibaadat Bhi, Hifaazat Bhi’ (Prayers with Safety) has been launched by the hypermarket chain to highlight the brand’s larger initiative of helping everyone stay safe and protected. As we open up our hands in prayer, Big Bazaar wants us to also open up our hands to wash, sanitise and purify. The film has been created by DDB Mudra at zero cost during the lockdown. All the scripting, recording and editing has been done at home. Interestingly, the entire ad has been shot on a camera phone.