Diwali, the festival of lights, is a vibrant celebration filled with joy, glowing diyas, and loads of sweets. This auspicious occasion marks the cultural traditions of Lakshmi and Ganesh pujas, symbolising the arrival of prosperity, and commemorates the homecoming of Lord Ram. People adorn their homes with flower garlands, lights, rangolis, diyas and celebrate the day with warmth-filled hearts.
Friends, families, and loved ones come together sharing gifts, laughter, and cherished moments. This triumph of light over darkness is celebrated by brands too, embracing this enthusiasm, happiness, and traditions. The celebration of cultural heritage and community is a sentiment brands profoundly share, and aim to connect with audiences through marketing and campaigns.
Brands including boAt, Blinkit, Parachute Advansed Jasmine Hair Oil, Home Centre, and Zepto commemorated Diwali with campaigns that touched the hearts and minds of audiences, mixed together with creativity. Moreover, brands like- Archies, Tanishq, Elver, Simply Fresh, joined in the celebration with their innovative and heartfelt campaigns.
Joining the fun of Diwali, Marketing Mind presents a curated list of brands and their vibrant campaigns that capture the joy and traditions of the season.
Zepto
In the spirit of Diwali, Zepto rolled out its “Make Soan Papdi Great Again” campaign and named ‘Soan Papdi’ as the official Come Back Officer (CBO). On the same note, the platform brought back the sweet that’s been passed around for years, on its mission to make “Soan Papdi Great Again”.
As per the platform, from October 18 to 20, Soan Papdi was available as a free gift with eligible purchases with the sellers, letting it grace every celebration and reclaim its rightful place in Diwali festivities.
In the campaign film, Soan Papdi is humorously portrayed as a ‘rejected’ character, feeling lonely and longing for a second chance at love. This is where Zepto steps in, transforming Soan Papdi from the passed-on sweet to the life of the party, giving it a fresh start.
Parachute Advansed Jasmine Hair Oil
Marico’s Parachute Advansed Jasmine Hair Oil launched its TV campaign, #IssDiwaliChamakUtho. With Diwali, families across India eagerly anticipate the homecoming of their children, who often live away from home to pursue education or careers. For parents, it is their children who bring the real shine to the festival, making the occasion even more special. The campaign was rolled out across television, digital, and social media platforms.
boAt and Blinkit
boAt, an audio and wearable brand, joined hands with Blinkit to deliver festive cheer and audio gear to the user’s doorstep in 10 minutes and launched an ad campaign featuring stand-up comedian Maheep Singh. The ad is packed with whimsy and his popular catchphrase, “Mummy Kaisi Hai?”, with the house number ‘98’, which is a tribute to one of his iconic jokes.
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Home Centre
Home Centre brought its Diwali collection with a heartfelt campaign “Speaking Gifts by Home Centre”. It was launched as a digital first campaign with visibility across all key social media platforms and will be seen across malls, OOH locations, Home Centre stores and print media.
With the campaign’s tagline, ‘This Diwali Unwrap Emotions with Speaking Gifts by Home Centre’, the campaign shows how gifting is an expression of emotions. More than just materialistic presents, gifts represent heartfelt connections and meaningful gestures.
Google Shopping
Lowe Lintas unveiled the ad campaign for Google Shopping that captured the essence of Diwali festivities through a vivid and vibrant virtual marketplace experience. The campaign titled “Google Shopping ka Mela”, expressed the convenience and variety of Google Shopping, all through the playful lens of a Diwali mela.
This campaign by Lowe Lintas highlighted the platform’s features, including customising user’s shopping experience by using different features like price slider, different filters to choose from, personalised suggestions, an interface that taps the Google ecosystem end-to-end.
The film begins with actress Farida Jalal, the grandmother, talking to her granddaughter, Sana, about how she acquired her beloved juttis, which are displayed in a photo frame. She shares that she bought them from a Diwali Mela when she was a young girl herself.
They begin a search for the same jutti in the Google search bar, and Google Shopping takes them to a mela that resembles the Google interface. The line at the end sums it all up: “Yaha Kho Jaoge to Sab Paoge,” (Lose yourself here, to find whatever you desire).
OPPO India
OPPO India celebrated festive spirit with its new campaign #VishwasKaDeep. Through a captivating film and a series of engaging digital experiences, the campaign explored the unique Diwali celebrations across India, capturing the essence of unity in diversity.
The message, “Har Diwali Vishwas Ka Deep Jalati Hai”, marked the deep-rooted trust and hope that connect people and communities during this festive season.
It began in Rajasthan, where a man travels to his hometown of Jodhpur amidst a fierce sandstorm. Guided by a Diwali lamp lit by his mother on the rooftop, the film captures the essence of ‘Thar ki Diwali’, featuring the art form of Kathputli. Himachal Pradesh’s age-old tradition of Budhi Diwali, celebrated almost a month later in several communities, comes alive with midnight bonfires, Nati folk dances and music. Also, the film takes the audience to Goa, bringing the Narak Chaturdashi celebrations to the spotlight.
Tanishq
Tanishq, the retail jewellery brand from the house of TATA, launched a film directed by filmmaker Mira Nair. Conceptualised by Lowe Lintas, the festive campaign, titled ‘Nav-Raani’, pays homage to the Modern-day Queens.
The film opens on Diwali night, spotlighting four Nav-Raanis in different settings, each highlighting the beauty, power, and sophistication of the modern woman. Whether lighting diyas or hosting family gatherings, the film showcases how the collection is designed to enhance her inner majesty, making her feel elegant.
Nikon India
Nikon India, a 100% subsidiary of Nikon Corporation, brought the “Diwali Candids with Nikon” campaign this Diwali. This initiative aimed to celebrate the heartwarming, often unnoticed moments that truly make Diwali magical.
The campaign film captures the joy of meaningful moments that make the festival truly special- whether it is the warmth of early morning rituals, the fun of making sweets together, or the shared laughter while decorating the home.
Diwali Campaign Video: Shot On Nikon Z6III
Archies
Archies, a gifts and greetings brand, launched its digital ad campaign, #SabKiDiwaliHappyWali. The campaign aims to celebrate the unsung heroes of the festive shopping experience- the store managers and staff.
IIFL Home Finance
IIFL Home Finance unveiled the ‘Bharose Ki Keemat’ campaign this festive season. The company teamed up with actor Abhishek Banerjee as the face of the campaign. First video of the campaign set in the vibrant atmosphere of a lively Diwali mela, established the concept of trust in personal and financial relationships, combining humour and relatability, along with the festive spirit in India.
At the heart of the campaign is a film that follows the actor as he navigates through different stalls at the fair, each symbolising various aspects of trust in daily life. His interactions with family, friends, and neighbours lead to the balance in his ‘Bharosa Meter’ fluctuating over screen, representing the irony of trusting someone blindly in relationships.
The visuals, soundtrack, and a light-hearted narrative, the campaign aimed to engage the audience and highlight the interplay between personal and financial trust, emphasising that trust is a currency we exchange in everyday life, whether in relationships or financial decisions.
Developed in collaboration with Schbang, the campaign takes a unique approach to depict trust in financial services.
Elver
Elver, a D2C electronics brand, rolled out its campaign, #GharAaneKaTyohar. Crafted by the in-house production team, this emotionally resonant campaign captures the essence of family, love, and the joy of togetherness that define the festival of lights, while celebrating the unifying power of audio.
The brand film features a touching story of a devoted single father eagerly awaiting his daughter’s return for Diwali. When he learns she can not make it home, his excitement shifts to disappointment. However, a heartfelt gift from her- a pair of Elver earbuds- serves as a poignant symbol of their connection. As he puts on the earbuds and listens to a cherished voice note from his late wife reminiscing about their daughter’s childhood, the warmth of her words and the music that fills the space evoke cherished memories and the nostalgia that defined their moments together.
The climax of the narrative is a touching reunion with his daughter that serves as a powerful reminder of the true spirit of Diwali: that love and togetherness can overcome any obstacle. The campaign encourages viewers to cherish their loved ones, reinforcing that the essence of home is found in the connections we share, no matter where we are.
NPCI BHIM Services and Child Rights and You
NPCI BHIM Services (NBSL), a wholly owned subsidiary of National Payments Corporation of India (NPCI), launched a campaign, ‘Meethi Diwali’, in association with CRY (Child Rights and You). The campaign aimed to bring the sweetness of the festivities to underprivileged children across India by contributing a box of sweets for every ten transactions completed via the BHIM app.
The campaign integrates digital payments with a social cause, helping the BHIM app users to contribute to a meaningful initiative while enjoying the convenience of cashless payments. It lets users contribute to a social cause that resonates with the spirit of Deepawali. It features a vibrant and heartwarming short film, which captures the essence of making the festival ‘sweet’ for others.
McCain Foods India
McCain Foods India launched the “McCain Banega Diwali Ka Maza Badhega” campaign. On one hand Diwali is a time of celebration, but it’s also a time when different generations often find themselves clashing over their different perspectives. The campaign embraced this generation gap, transforming these differences into moments of joy.
At the heart of the campaign was a digital video titled Jugalbandi ft. McCain, which humorously portrays how families, amidst all their differences, find a moment of unity and agreement when McCain is served.
With a 360-degree amplification plan, the brand reached the families through social media, where engaging content, contests, and digital activations. The brand also worked with influencers like Devanshu Saran, who captured the essence of generational banter through music. Additionally, Anshuman Sharma reimagined the jingle across different eras, making it relatable for everyone- from the 80s generation to today’s youth.
OLX India
OLX India unveiled its campaign, ‘Safai Mein Kamai’, encouraging consumers to turn their Diwali home cleaning into a rewarding experience. It encouraged users to declutter their homes by listing old or unused items on OLX platform, turning them into a rewarding experience. The campaign showcased engaging stories of consumers who have turned their festive clean-ups into a rewarding experience. The campaign was conceptualised by Social Panga, OLX’s creative and digital marketing agency partner.
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Zing
This Diwali, Zing rolled out an inspiring campaign, #Apnichoicessechamko. Aiming to make a meaningful impact, the campaign highlights the importance of personal victories achieved through everyday choices, celebrating how even the smallest decisions, rooted in self-belief and perseverance, contribute to a life filled with true joy and purpose.
The new promo presents a powerful narrative that resonates with young audiences, drawing parallels to the teachings of the Ramayana, where good triumphs over evil. It highlights relatable moments of self-discipline and resilience in the lives of young individuals, who face modern distractions and challenges yet choose to stay true to their goals.
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Finolex Pipes & Fittings
Finolex Pipes and Fittings launched an inspiring Diwali short film that redefines prosperity through the lens of women empowerment. What begins as a plumbing emergency on Diwali transforms into a story of divine intervention and entrepreneurial awakening. When a broken pipe threatens to derail a homemaker’s festival preparations, she encounters a skilled female plumber who brings more than just technical expertise. Through their interaction, the homemaker discovers a deeper calling, finding the confidence to pursue her hidden talent in apparel design.
Angel One
Angel One brought back its ‘Shagun Ke Shares’ campaign. The campaign, which has become synonymous with Muhurat Trading during Diwali, returns with a fresh narrative that intertwines traditional festivities with smart investment decisions.
The campaign brings to life the message, ‘Kariye Investments ki Smart Shuruaat, Angel One ke Saath!’, highlighting the brand’s role in empowering smart investment choices. It demonstrates how investors can participate in Muhurat Trading using Angel One App, which provides a complete range of investment options. The campaign film seamlessly weaves in the concept of Muhurat Trading, positioning it as a meaningful tradition during Diwali celebrations.
Redington
Redington, an integrated IT solutions provider, launched a heartfelt Diwali campaign that underscores the enduring emotional value of printed memories, brought to life in photobooks.
The campaign video opens with a Diwali and farewell party where the lead character, surrounded by loved ones, prepares to leave. In the midst of the celebration, her friend presents her with a personalised photobook, immortalising their shared moments. This heartfelt gesture seamlessly taps into the nostalgia of treasured memories, urging viewers to make their happiest moments permanent this Diwali with #KhushiyonKiKitaab.
Simply Fresh
Simply Fresh, the flagship brand of BN Group rolled out a socially conscious campaign titled #DiwaliKeBaadKiSafai. The campaign encourages people to extend their cleanup efforts beyond just the pre-Diwali preparations, emphasising the importance of maintaining cleanliness after the festival to ensure both their homes and surroundings stay clean and welcoming.
The #DiwaliKeBaadKiSafai campaign encourages citizens to continue the festive spirit by keeping not just their homes, but their communities clean. Furthermore, the campaign showcases a grandmother teaching a simple but powerful lesson to her grandchild- “Diwali does not truly end until the house and neighbourhood shine together”.
