Google Shopping lights up Diwali joy, one click at a time

Lowe Lintas launched a new ad campaign for Google Shopping that captures the essence of Diwali festivities through a vivid and vibrant virtual marketplace experience. The ‘Google shopping ka mela’ (Google shopping carnival) showcases the unparalleled convenience and variety of the digital platform through the playful lens of a Diwali mela (carnival).

In an era where digital shopping has become second nature, Google Shopping simplifies product discovery and purchasing by searching the internet to get the best deals on best brands so that the user gets a holistic view on one platform. This campaign highlights its features, including customising the shopping experience by using different features like price slider, different filters to choose from, personalised suggestions, an intuitive interface that taps the Google ecosystem end-to-end.

The campaign not only imagines the Google Shopping experience as a virtual Diwali mela that calls out to shoppers with its dazzling offers, but also helps them find exactly what they are looking for with its carefully designed filters. It is summed up with the line, ‘Yaha kho jaoge to sab paoge’ (Lose yourself here, to find whatever you desire).

The film begins with a grandmother, played by actor Farida Jalal, talking to her granddaughter, Sana, about how she acquired her beloved juttis (slip-on shoe), which are displayed in a photo frame. She shares that she bought them from a Diwali Mela when she was a young girl herself. Now too old to go shopping, it falls upon Sana to introduce her to the mela of online shopping using Google.

The duo initiates a search for the jutti in the Google search bar, and the Google Shopping experience comes alive in a whimsical mela that resembles the Google interface. Their journey takes them through thousands of juttis, quickly filtering down to the one they are looking for. At the end of their journey, they discover a bond and a memory more precious than the jutti that started it all.

Elaborating on the campaign’s creative direction, Vasudha Misra, president (creative) at Lowe Lintas said, “What is Diwali without a mela? From the times of our grandmothers to that of our children, the festival is forever associated with it—be it at the local maidaan or the one at school. So, when it came to embodying the excitement, the incredible range and serendipitous joy that one feels at Google Shopping, all of us decided to go to the mela.”

Naveen Gaur, group chief operating officer—growth at MullenLowe Lintas Group added, “Our partnership (with Google) goes beyond campaigns; it’s about understanding how to connect with consumers in today’s fast paced digital world. Together, we’re not just promoting the shopping on Google; we’re shaping the future of shopping and making it more accessible, enjoyable and providing exceptional value with better deals for everyone.”

The Google Shopping campaign will be launched across various digital platforms. With interactive content and targeted messaging, consumers will be encouraged to explore the benefits of using Google Shopping as their preferred online marketplace.

Campaign’s take: The ‘Google shopping ka mela’ is a great blend of nostalgia and modern convenience, capturing the essence of Diwali through the playful metaphor of a virtual carnival. This ad reminds us that while times may change, the joy of festive shopping remains eternal—whether you’re bargaining at a bustling fairground or scrolling through an online marketplace.

The story kicks off with a heartwarming scene of a grandmother, played by the ever-charming Farida Jalal, sharing a sweet memory with her granddaughter, Sana. She fondly recalls the Diwali mela of her youth, where she spent two whole days hunting for the perfect pair of juttis. Now, too frail to physically attend such events, her granddaughter introduces her to the modern version of the Diwali mela—Google Shopping.

In just a few clicks, Google’s vast digital marketplace springs to life, resembling the chaos and colour of a real mela. The grandmother’s nostalgia is met with Sana’s tech-savvy skills, as they quickly sort through thousands of options using the platform’s intuitive features—filters, price sliders, and personalised suggestions. The ease of navigating the online shopping experience turns what could have been a tiresome task into a fun-filled bonding moment between two generations.

Here’s where the campaign shines: it’s not just about the shoes. Sure, the juttis are what kickstart the adventure, but the heart of the campaign is about something much deeper. It’s about the relationships we nurture during festivals, the little moments that stick with us long after the lights have gone out.

The search for the perfect pair of shoes becomes a metaphor for rekindling a bond, showing how even the smallest interactions—like finding the perfect pair of juttis—can make lasting memories. The ad film beautifully captures the spirit of Diwali, not just as a festival of lights, but as a time for exploration, discovery, and connection.

In the grander scheme of things, this campaign taps into an evolving trend in the way we celebrate festivals. With the world shifting online, Google Shopping offers a new kind of mela—a digital fairground where everything you could possibly want is just a click away. And it does so with an understanding of what shoppers crave today: convenience, variety, and an experience that’s seamless yet enjoyable.

CREDITS:

Agency: Lowe Lintas

Chief creative officer: Prateek Bhardwaj

Group chief operating officer (growth): Naveen Gaur

Chief strategy officer: Anurag Prasad

President, creative: Vasudha Misra

Planning: Pallavi Mehta

Creative team: Kartikeya Dixit, Sarthak Sharma, Bibaswan Majumdar, Akash Swamy, Surbhi Rathee

Account management: Sunil Manhas, Aakash Jain, Sarthak Verma

Production house: Chalk & Cheese

Director: Achowe

Producer: Arkoday

Google brand team: Prithvi Mazumdar, Pranav Verma, Jessica Sharma, Prashant Gutch, Shefali Parashar