Diwali, India's week-long festival, celebrates the triumph of good over evil, of knowledge over ignorance, of happiness and prosperity over hardship—all metaphorically signified by the festival of lights. Known for its dazzling fireworks and traditional diyas, this is the time for friends, families, and relatives to come together for celebrations.
This year, brands have introduced campaigns that reflect the traditional spiritual values that Diwali signifies along with the modern focus on aspects like prosperity, relationships, and festive joy. Let’s explore how various brands are celebrating Diwali, the festival of lights, this year.
Brand: Edelweiss Mutual Fund
Brand: Burger King India
Brand: Netflix India
Netflix's 'Har Parivaar Ke Liye' (For every family) campaign celebrates the unifying power of shared stories. The brand film, created with Toaster, depicts various scenarios where Netflix content catalyzes connection among family and friends across digital, television, and cinema platforms.
Brand: Finolex Pipes and Fittings
Through a narrative linking a homemaker and a female plumber, Finolex's short film weaves together the traditional symbolism of Goddess Laxmi with modern women's empowerment. The story showcases how unexpected connections can lead to self-discovery and new opportunities.
Brand: Johnnie Walker Refreshing Mixer — Non-Alcoholic!
The 'Can't Stand Still' campaign, featuring Priyanka Chopra Jonas, marks 25 years of the brand's 'Keep Walking' philosophy. It explores evolving perspectives on luxury among Indian youth, highlighting individual journeys and unique experiences.
Brand: Fin One
With #TheLakshmiTest quiz, Fin One approaches Diwali through the lens of financial literacy. The social campaign encourages participants, particularly youth, to assess their financial preparedness through a ten-question evaluation running till 2nd November, 2024.
Brand: Chandak Group
'Ghar ka favorite din' (The favourite day for the house) by Chandak Group captures the essence of homecoming during Diwali. The film showcases family moments, from shared meals to storytelling, positioning homes as spaces where memories and aspirations intersect.
Brand: Sabhyata
The #CelebratingMotherhood campaign addresses workplace support for new mothers. Through its narrative of creating dedicated spaces for working mothers, Sabhyata connects Diwali's themes of positive change with contemporary workplace challenges.
Brand: Orchids, The International School
'Diyon Se Dil Tak' (From lights to hearts) follows students creating a meaningful Diwali experience for a long-serving staff member. The campaign, with its tagline 'Diwali Pe Kisiko Akela Nahi Chhodte' (No one is left alone on Diwali), reinforces the festival's community spirit.
Brand: Fortune Foods
The #DiwaliKaFortune (The fortune of Diwali) campaign introduces an augmented reality filter for personalised Diwali greetings. Users can select festival-themed dishes and create custom wishes incorporating the brand name, blending traditional festivities with digital innovation..
Brand: Spice Money
Spice Money launched the 'Customer Ek, Bill Anek' (One customer, multiple bills) campaign to enhance financial inclusion in rural India. Implemented through its Bharat Connect platform Spice Money is empowering adhikaris (merchants) with bill payment services. The campaign targets over four lakh counters aiming for a 5-7% increase in Diwali transaction volume. In the past three months, about one lakh adhikaris processed 21.7 lakh transactions worth INR 450 crores.
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