Stepping up their marketing game during the festive season, several brands including Odonil, SWISS, L&T Finance, Bikano, Amazon Fresh, Homesfy, Flipkart, Honda Two Wheelers, Upstox and more came up with innovative marketing initiatives and moved the needle beyond just emotional campaign films.
They did so by creating a buzz via leveraging marketing tools and technologies like AR filters, contests, etc. to come up with campaigns that moved the ante on interactive marketing.
Odonil
Conceptualised and executed by Tonic Worldwide, Odonil’s diwali campaign for this year aptly reminded audiences that the fragrance of love and appreciation makes every home brighter via a heart-touching short film titled ‘A Diwali to Remember’.
The campaign film shines a light on the spirit of generosity and connection tells the story of Pushpa, a resilient single mother and housekeeper whose life takes a joyful turn with a thoughtful Diwali surprise as well as features Zepto as a delivery partner.
Through the unexpected arrival of an Odonil hamper and a cricket bat for her son sent by her boss, the film reveals how small gestures can make people feel valued and seen. As the story closes, the voiceover resonates with the message, “Phoolon se mehkte rahe aapke ye anmol rishte. Happy Diwali, aap sab ko Odonil ki taraf se”.
Watch the campaign film here:
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L&T Finance
On the occasion of Diwali, L&T Finance also came up with a campaign to empower dreams and aspirations, encouraging individuals to take the first step towards their goals and the same was powered by AI to give the audience an interactive and memorable experience while aligning with the festive spirit of Diwali.
In addition to coming up with #SapnoWaliDiwali campaign and to further engage with the users, LTF also launched an AI-powered microsite with the same domain name as the campaign to guide the users through a unique personalised journey.
Via this campaign, users could select a dream- be it buying a home, purchasing a two-wheeler, planning a vacation, expanding a business, etc., and receive a personalised AI-generated image of themselves that visualised their aspirations alongside being able to download a custom image accompanied by a Diwali greeting to share with friends and family.
The campaign was live across all social media platforms of the brand and was amplified via collaborations with influencers across lifestyle and entertainment categories to inspire audiences and connect. In addition, LTF also hosted a contest, inviting users to post their AI-generated images on Instagram for a chance to win exciting prizes.
SWISS
Recognising how many individuals can’t go to their home to celebrate festivities with their next of kins due to a slew of reasons including that of employees not getting leaves, SWISS on the occasion of Diwali came up with a heartfelt campaign wherein it showcased how a family could once again celebrate Diwali together despite the daughter of the family not being able to come back home by flying to her place instead.
The campaign aptly throws light onto how sometimes, life gets in the way and being with one’s loved ones at home for special celebrations becomes impossible, however, home is not a place, it is where your people are.
The campaign’s overarching wholesome message was “This Diwali, with SWISS by your side, fly to the people you call home, no matter where they are.”
Additionally, SWISS also came up with a contest titled #DiwaliWithSWISS inviting people to share videos showcasing a loved one with whom they love spending Diwali using the brand’s own heartfelt track.
Watch the campaign here:
Bingo!
This Diwali, Bingo! also decided to put a stop to generic festive wishes forwarded year after year, by introducing The BOINGAiTOR- a WhatsApp bot that creates personalised unfiltered festive wishes.
Conceptualised and executed by Tonic Worldwide, this isn’t just any greeting card generator. Designed for tech-savvy Gen Z audiences seeking unique ways to express themselves, the BoingAitor is an AI-driven chatbot with NLP capabilities that crafts hyper personalised greetings in real-time, capturing the personality and quirks of each recipient.
Through a simple WhatsApp journey, users can engage in playful interactions, creating fun festive wishes to toast or roast their friends, in true Bingo! Style. The campaign leverages influencer partnerships and innovative platform engagement.
Watch the campaign here:
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L’Oréal Paris
On the occasion of Diwali, L’Oréal Paris collaborated with &TV to come up with a content-driven marketing campaign to emphasise the significance of a daily hair care routine during Indian festivals- a time when everyone desires beautiful hair even amidst stress and fluctuating weather conditions.
To cultivate a loyal consumer base and deepen its connection with the UP market, L’Oréal has selected Angoori Bhabhi from &TV’s cult comedy ‘Bhabiji Ghar Par Hai’ as its brand ambassador and made the protagonist unveil her veil for the first time, revealing her long, shiny hair- a well-kept secret shared exclusively with viewers.
The integrated campaign which was promoted across ZEE’s channels, was executed by Wavemaker and featured Angoori Bhabhi sharing the benefits of L’Oréal Paris Hyaluron Moisturise Shampoo, Conditioner, and Night Cream, with a focus on raising awareness about the importance of hair hydration, especially during the festive season. With her light-hearted appeal, she emphasised on the importance of regularly using the product trio to maintain soft, shiny, and vibrant hair.
Amazon Fresh
Delivering more than groceries this Diwali was Amazon Fresh who took the opportunity to deliver festive joy infused with tradition, creativity, and convenience and super savings in a season brimming with togetherness, cheer, and cultural beauty!
This time around, the brand embraces the spirit of Diwali in a unique and heartfelt way by bringing the magic of Diwali into every home with a special Diwali Token of Love Card and a vibrant Rangoli stencil, bringing together families to celebrate and enjoy the festive season.
As part of the campaign, each purchase came with a beautifully crafted card featuring a perforated Rangoli stencil, available in four distinct designs that change with every order as rangoli has long been a symbol of prosperity and joy during Diwali. Additionally, each card also included a QR code, providing seamless access to the Amazon Fresh Diwali Essentials Store across markets in Bangalore, Delhi, Hyderabad, and Mumbai.
As the creative partner behind this initiative, Schbang played a vital role in bringing this vision to life owing to its understanding of both the emotional depth of the festive season and the convenience consumers seek today.
Honda Two Wheelers
Transforming Diwali’s symbolism of light into a powerful message about responsible riding as the nation basked in the glow of Diwali lights and the joy of celebration, Honda Two Wheelers India came up with a campaign titled- ‘Let Light Move You’ to not only seize the moment to highlight the significance of shining the right light.
Taking a unique approach, the campaign transformed Diwali’s symbolism of light into a powerful message about responsible riding and urged viewers to use headlights and indicators correctly to help everyone get to their destination safely as well as emphasised the importance of being a guiding light in the streets.
Watch the campaign here:
Homesfy
Highlighting the emotional journey of owning a home, the tech-led real estate brokerage platform Homesfy also rolled out ‘Sapno Ka Gullak’ campaign and acknowledged the sacrifices made by parents for their children.
Set in the heart of Mumbai and showing the journey of a middle class family, the campaign shows that homebuying is far more than a transaction- it is a celebration of cherished dreams and family bonds. Each Diwali, the family sacrifices to meet the son’s needs; this time, he reciprocates by fulfilling his parents’ dream of a home, transforming years of love and sacrifice into the gift of a lifetime.
Link to the ad film:
Bikano
Bikano, one of the leading brands in the Indian packaged food industry, also launched its new digital campaign- “ Kahein Dastaan Khushiyon Ki” for the festive season and beautifully captured the spirit of Diwali- joy, togetherness, and the heart-warming stories that emerge from every celebration.
The campaign symbolises the joy that comes from gifting and sharing sweets and gifts during the festival of lights. These moments reflect the essence of Diwali- a celebration where every smile has a story and every gift pack becomes a symbol of happiness.
Link to the campaign:
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Flipkart
Flipkart, along with FCB Kinnect, on the occasion of Diwali created specialised glasses that transform any light into a dazzling display as India geared up for the dazzling celebration of Diwali.
This time around, the brand took to reminding everyone that the sparkle of the festival is everywhere, if only you look at it through the right lens- bringing the magic of the festival to life with their unique ‘DiwaLIT glasses,’ a special pair of glasses that transform any light into a dazzling display.
The DiwaLIT glasses are a fun and innovative way for the quick-commerce brand to remind people that, just as it delivers everything within ten minutes, these glasses can instantly ignite the festive sparkle the moment they’re worn.
These festive glasses, which were a surprise addition to select orders during the Diwali season, captured the imagination of customers, who took to social media to share their experiences with the dazzling spectacle.
Upstox
Upstox, one of India’s leading wealth management platforms, unveiled its new brand campaign for the auspicious occasion of Muhurat Trading. With a seamless blend of tradition with modern investment opportunities, Upstox has introduced an initiative designed to encourage increased equity participation this Diwali.
Muhurat trading has been a long-standing practice in the Indian markets where investing occurs during an auspicious hour on Diwali, symbolising wealth and prosperity. This year, Upstox aims to make this occasion even more special by encouraging users to participate and start a new tradition by investing in stocks, mutual funds, or Gold ETFs and MFs to secure their financial future.
“Iss Diwali, Kuch Naya” encapsulates the message of starting new investment habits while honouring traditional practices. Through a heartwarming story, Upstox has depicted a multigenerational family celebrating Diwali and discussing how their traditions – making clay diyas, cooking festive sweets – have passed through generations. Now, they take the conversation forward by starting a new family tradition of investing together. Hence, the family explores the various investment options that are available to them via Upstox’s app.
Link to the ad film:
Fortune
Fortune Foods, the flagship brand of Adani Wilmar introduced #DiwaliKaFortune, an innovative AR (augmented reality) filter campaign this Diwali that enabled users to craft and share personalised Diwali greetings, adding a digital dimension to festive celebrations in the form of an immersive AR experience with the Diwali Special Ghar Ka Khana. The innovative and unique campaign aims to connect with loyal customers and foster brand affinity.
The campaign offered users a curated selection of Diwali-themed dishes, inviting them to create customised wish cards and share unique, heartfelt greetings with friends and family from the convenience of their smartphones. The AR filter, which can be accessed via a dedicated microsite linked on Fortune Foods’ social media channels and shared by influential creators, allows users to select a favourite Diwali dish, visualise it on their tabletop in AR. Users have to compose a Diwali Wish incorporating the word ‘Fortune’, capture the image and share this vibrant image to their loved ones as well as their own Social Media Handles, and tag @FortuneFoods to participate, with opportunities to win exciting prizes for the most creative and meaningful entries.
Fortune Foods has partnered with influencers across food, lifestyle, and family niches to extend the reach of #DiwaliKaFortune initiative, inspiring a broader audience to embrace the festive spirit and share their celebrations. This campaign reflects Adani Wilmar’s commitment to honour tradition through innovative engagement, offering a memorable and interactive way for consumers to connect during the festival of Diwali.
Link to the Filter:
Edelweiss Mutual Fund
Punctuate Productions recently created Diwali campaign for Edelweiss Mutual Fund featuring poet and social media influencer, Priya Malik.
Links to the campaign-
SAMCO
SAMCO launched a virtual Laxmi Pujan interactive campaign- ‘Puja Ki Thali Insights Wali’. This innovative campaign conveyed the traditional rituals of Laxmi Pujan by providing stock market insights to guide traders toward prosperity during this auspicious period.
Available on the microsite www.samco.in/muhurattrade, the platform encouraged participants to perform a virtual aarti, by rotating the thali as a ritual. As the aarti progresses, stock recommendations are generated, aligning the blessings of Goddess Laxmi with sound trading strategies. These recommendations, curated by SAMCO’s renowned research analyst, Ashwin Ramani, guide traders in their investment journey.
Apart from these films and initiatives, several brands also leveraged social media posts to make the most out of Diwali this year. Here are a couple of them:
Cartoon Network India
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Discovery channel India
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Mehta jewellery
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Chutnefy
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Chennaiyin FC
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Mumbai City FC
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Pogo TV India
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Animal Planet India
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Steve Madden
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Mario Foods
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Sun Risers Hyderabad
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Sony Liv
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Club Mahindra
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PayU India
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APL Apollo
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Bharat Connect
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Vinod Cookware
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Kotak Securities
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Shalimar paints
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Prega News
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Sunfeast Bounce
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Jindal Stainless Steel
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TATA AIG
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Chola MS
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Paytm Travel (Microsite intro reel)
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Hyundai
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Himalaya OTC
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Dhara
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Mother’s Recipe
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Godrej Construction
Balaji Wafers
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PG18
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