As Diwali approaches, brands across India are lighting up the festive season with innovative campaigns that resonate deeply with cultural values and modern concerns. From promoting sustainability to celebrating traditions, these campaigns reflect a rich tapestry of emotions and messages. In this listicle, we explore how various companies are embracing the spirit of Diwali through impactful storytelling and creative initiatives, each uniquely contributing to the festive atmosphere while encouraging meaningful connections with their audiences. The following are the highlights of this year’s Diwali campaigns:
Honda Two Wheelers
Amid Diwali festivities, Honda Two Wheelers India promotes responsible riding through their film ‘Let Light Move You’. The message encourages using headlights and indicators accurately for safe journeys. The campaign stresses being a guiding light on the streets. Celebrate Diwali safely with Honda Two Wheelers as they illuminate the way for a joyous celebration.
SMFG India Credit
This Diwali, SMFG India Credit unveils a heartfelt brand film titled “Teri Pragati Ki Udaan, Banegi Iss Tyohaar ki Nayi Pehchaan”. This two-minute film pays tribute to the enduring determination and transformative spirit of women across India, especially those from underserved regions. It is a celebration of every woman’s aspirations, resilience, and relentless pursuit of her dreams and demonstrates how SMFG India Credit stands alongside them, fueling their progress through tailored loan offerings.
Zuno
Zuno General Insurance launched a new Diwali film, mirroring the festival’s joy and transformation. The film parallels Zuno’s journey to innovate insurance, emphasizing ease and friendliness. Through creative storytelling, Zuno celebrates Diwali’s theme of change and promises a fresh insurance experience. The film will spread digitally nationwide, showcasing Zuno’s commitment to transparency and making insurance simple and inviting.
Cinepolis
Cinepolis India’s CGI Diwali campaign, ‘Diwali Lights Meet Cinema Magic,’ merges the Festival of Lights with cinema, inviting patrons to experience warmth and unity through the theme ‘Lanterns of Diwali, Lights of Cinema.’ The campaign merges traditional Diwali lantern motifs with cinematic lights to bring the festival’s essence alive, drawing families and friends to theatres for inspiring stories that unite.
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Jindal Stainless Steel
Jindal Stainless has launched a Diwali video urging people to #SwitchToStainless for a cleaner celebration, joining the fight against global plastic pollution by promoting sustainable materials. The quirky video humorously highlights excessive plastic waste during festivities, showcasing how stainless steel can be seamlessly integrated for a cleaner environment.
Motilal Oswal Asset Management Company
Motilal Oswal AMC’s Diwali campaign, #MeriTarafSe, celebrates passing on traditions between generations, highlighting core Indian values of support, tradition, and aiding loved ones. The campaign’s digital film portrays a father-son relationship in an Indian home, emphasizing parental support in all aspects of life, including emotional and financial assistance.
Mobec
Mobec, a pioneer in EV charging solutions, is thrilled to announce the launch of its latest campaign, #ChargeCleanThisDiwali. This initiative aims to create awareness around sustainable energy and encourage environmentally-friendly practices during the Diwali season, a time when pollution levels in cities across India often rise significantly due to increased festivities and seasonal smog.
Orchids The International School
Orchids The International School has released its new Diwali film “Diyon Se Dil Tak”, a heartwarming welcome to the festival of lights. The film highlights the true essence of Diwali by focusing on values that extend beyond celebration, such as empathy, unity, and joy making a meaningful impact within the community.
Indian Sellers Collective
Indian Sellers Collective, an umbrella body of trade associations and sellers across the country, has launched the Diwali Desi Delights campaign. The campaign champions Indian sweet items and savouries over western food items like chocolates and cakes. The campaign, which also aligns with Prime Minister Narendra Modi’s clarion call of ‘Vocal for Local’, seeks to revive and celebrate the unique flavours and traditions that define our cultural identity, ultimately forging a stronger connection with our roots and communities.
Upstox
Upstox launched a new campaign for Muhurat Trading, blending tradition with modern investing to encourage equity participation this Diwali. The initiative aims to create new traditions by investing in various financial instruments like stocks, mutual funds, and Gold ETFs during this auspicious time. Through the theme “Iss Diwali, Kuch Naya,” Upstox shares a story of a multigenerational family embracing new investment habits alongside traditional practices, portrayed in a heartwarming video.
Laxmi – HOS Global Foods
New Yorkers recently enjoyed Laxmi’s Diwali commercial in Times Square, featuring actors Noel Sean and Payal Radha Krishna. The ad depicts an Indian couple abroad celebrating Diwali with students by sharing Laxmi’s authentic food, resonating with students away from home. Founded in 1972 by Mr. G.L. Soni, Laxmi offers a wide range of South Asian food products, catering to the community’s need for authentic flavors while living abroad.
Homesfy
This Diwali, Homesfy’s “Sapno Ka Gullak” campaign illustrates a touching story about a family’s journey to homeownership in Mumbai. Each year, the parents sacrifice and crack open their savings, stored in a ‘gullak’, to support their son’s dreams. The son later reciprocates by gifting his parents their dream home as a token of appreciation for enabling his aspirations.
TECNO
TECNO’s “#PehleWaliDiwali” campaign aims to revive the festive spirit by embracing togetherness and joy. Amidst the bustle of the season, it encourages reconnecting with cultural traditions and supporting local retailers to spread the joy of Diwali globally.
Redington
Redington Limited, an IT solutions provider, launched a Diwali campaign emphasizing the emotional value of printed memories showcased in photobooks. The campaign video introduces a heartwarming scene where a friend gifts a personalized photobook during a Diwali party, reminding viewers to preserve their joyful moments with #KhushiyonKiKitaab.
RR Kabel
This Diwali, RR Kabel is acknowledging electricians, the unsung heroes behind the Festival of Lights, with their #LightUpLives TVC. The Company pledges to support these heroes by sponsoring their children’s education through the Kabel Stars Scholarship Program.
Bajaj Broking
Bajaj Broking’s ‘Shubh Diwali, Shares Wali’ campaign offers customers a special deal: Margin Trading Facility (MTF) at a reduced 9.99% interest rate, nearly 50% lower than their standard rates. The campaign aims to excite traders and investors during the festive season, empowering them to maximize investments while celebrating Diwali spirit.
Sri Mandir
Sri Mandir celebrates Diwali by lighting 100,000+ diyas at Raj Dwar Mandir, connecting devotees with Ayodhya’s sacred light. The campaign #YehDiwaliAyodhyaWali spreads warmth and devotion globally. A heartwarming TVC featuring actress Rupal Patel showcases family bond through Diwali celebrations enabled by Sri Mandir app. The platform also offers a 24-hour Musical Akhand Ramayan Path to engage users worldwide, fostering a meaningful connection to the festive spirit and traditions.
Bumble
Bumble’s survey shows that 91% of Indians value equal festive planning contributions from partners, reflecting a modern romance of collaboration. Love this season is about teamwork, sharing responsibly, and enjoying together. While women traditionally led planning, 45% feel this burden, but attitudes are shifting towards shared roles. Over half are excited for equal involvement, recognizing the need for adjustments. Couples value teamwork, transitioning from traditional roles to balanced partnerships for stronger relationships.
Burger King
This Diwali, Burger King India is launching #BurgerKingSwaadKaPatakha, a creative campaign where guests can design personalized packaging by pairing their favorite Burger King products with firecrackers on a dedicated microsite. Created designs can be shared on social media for a chance to win a Free Whopper by tagging Burger King India and using the hashtag. This campaign combines Diwali spirit with Burger King’s innovation for a fun and memorable experience.
Panash Wellness
Panash Wellness introduces #PanashKaDiwaliNikhaar on Instagram, showcasing glowing skin with all-natural products this festive season. Their Ayurveda-infused range cleanses, rejuvenates, and hydrates, promising a healthy and bright glow for the celebrations. The campaign’s infographics highlight the benefits of Panash’s face packs and toners, emphasizing how their skincare solutions can help you achieve radiant skin naturally.
Chandak Group
Chandak Group’s ‘Ghar ka Favorite Din’ campaign celebrates Diwali by showcasing the rich tapestry of family life within their homes, capturing the essence of coming home. It portrays Diwali as more than just a day, weaving experiences into daily life at Chandak Group residences where every corner reflects family essence, dreams, and memories.
HDFC ERGO General Insurance
During Diwali, HDFC ERGO launched ‘Shubh Diwali, Surakshit Diwali’ campaign to raise insurance awareness for a safe and prosperous festive season. The initiative reminds people to protect their belongings, like home and cars, for a secure celebration. Created with BBH India, the campaign includes a film promoting the idea of safeguarding loved ones and will be shared on digital platforms.
Godrej L’affaire
Diwali celebrates love, light, and togetherness, bridging hearts and traditions. Godrej L’Affaire continues their #CelebratingAcceptance campaign, highlighting acceptance and equality. Through a brand film, a same-sex couple’s emotional journey challenges biases. Young Shlok learns about love and family from his neighbour Aunt during Diwali. Embracing all relationships, Shlok inspires acceptance.
IIFL Home Finance
IIFL Home Finance Ltd. launched ‘Bharose Ki Keemat’ campaign with actor Abhishek Banerjee as face. Banerjee, known for impactful performances, embodies trust in financial decisions. First video at Diwali mela establishes trust in relationships with humor and relatability. Film follows Banerjee navigating fair stalls symbolizing trust. ‘Bharosa Meter’ reflects ups and downs of trust. ‘Bharosa Jingle’ adds emotional appeal. Campaign emphasizes trust in everyday life, strengthening IIFL Home Finance’s role in homeownership dreams.
Netflix
Netflix India has unveiled a new campaign for Diwali that looks to go beyond entertainment, and celebrates shared moments through storytelling. The brand film titled ‘Har Parivaar Ke Liye’, is an ode to the power of stories in bringing people together. It looks to reflect how Netflix brings families, friends, and even strangers closer, celebrating togetherness and discovery through its wide variety of high quality and emotionally resonant stories.
Edelweiss Mutual Fund
Edelweiss Mutual Fund released ‘Bachpan Waali Diwali’, a film evoking childhood memories of a simpler Diwali. It reflects on a time of family, homemade treats, traditional decor, and the joy of lighting diyas. The film prompts viewers to rethink the true meaning of prosperity beyond just material wealth.
Dainik Bhaskar
Dainik Bhaskar Group launched ‘Sarthak Deepawali List Badlo’ as part of their CSR initiative, inspiring kindness during Diwali by spreading joy to the less fortunate. The #SochBadlo #ListBadlo campaign aims to include those often overlooked, igniting conversations about bringing festive cheer to all. Developed by One Advertising & Communication Services, the campaign urges a change in mindset this holiday season.
Spice Money
Spice Money, a rural fintech subsidiary, launches the Bharat Connect campaign, “Customer Ek, Bill Anek,” empowering Adhikaris to offer bill payment services. This initiative promotes financial inclusion, aiming to educate Adhikaris and grow transaction volumes, enhancing customer engagement. With a focus on festive Diwali spirit, the campaign targets 4,00,000 Adhikari counters, promoting bill payments ranging from recharges to utility bills. This effort has led to increased digital bill payments in rural areas.
Finolex Pipes And Fittings
Finolex Pipes launched a Diwali film highlighting women empowerment. A plumbing issue transforms into a tale of divine help and entrepreneurial discovery. A homemaker, aided by a skilled female plumber embodying Goddess Laxmi, finds inspiration to pursue apparel design. This parallels traditional blessings with modern prosperity, showing how the plumber not only fixes pipes but also unlocks self-realization for the homemaker.
Zing
Zing’s Diwali campaign, #Apnichoicessechamko, inspires personal victories through daily decisions, emphasizing self-belief and perseverance for lasting joy and purpose. Drawing from the Ramayana, the promo resonates with youth by showcasing their resilience in the face of challenges, symbolizing the triumph of positive choices. Zing’s message of transformation and renewal highlights the potential of young individuals to inspire through small, steadfast victories.
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Samco
Samco Securities has launched the campaign ‘Puja Ki Thali Insights Wali’ for Muhurat Trading, combining Laxmi Pujan traditions with stock market insights. Visit www.samco.in/muhurattrade to perform a virtual aarti and receive stock recommendations by research analyst Ashwin Ramani.
Sabhyata
Sabhyata, one of India’s leading ethnic wear brands, has unveiled its latest Diwali campaign, #CelebratingMotherhood. Known for spotlighting the essence of womanhood through their festive campaigns, Sabhyata takes it further this year by focusing on motherhood—highlighting the importance of supporting new mothers and creating empathetic work environments that foster their growth.
Elver
Elver, a D2C electronics brand, launches #GharAaneKaTyohar campaign for Diwali, portraying a story of a single father eagerly awaiting his daughter, touching on family bonds and the power of audio. Daughter’s absence transformed to joy with Elver earbuds and a voice note reminiscing cherished moments. Heartfelt reunion highlights Diwali’s true spirit of love and togetherness. #GharAaneKaTyohar promotes valuing relationships, emphasizing home in shared connections.
Behrouz
Rebel Foods’ internet restaurant, Behrouz Biryani, launches ‘The Nawabi Surprise’ campaign on October 25, 2024, with Saif Ali Khan featured. Orders come with a unique palace-shaped card containing a hidden QR code unlocking custom video greetings from Saif Ali Khan, the campaign’s star.
Equentis Wealth Advisory Services
Equentis Wealth Advisory Services in India launched the ‘Har Ghar Lakshmi’ Diwali campaign, honoring women as influential financial decision-makers. The campaign highlights women aged 25-40 managing personal and professional duties during the festive season, showcasing their strength and ability to balance life. The stories portray women in various roles emphasizing family traditions and community strength.
Manappuram Finance
Manappuram Finance’s new ‘Spread happiness’ Diwali ad campaign promotes easy gold loan access. The ad, available in eight languages, aims to raise gold loan awareness nationwide. A heartwarming story in the ad showcases a father using Manappuram Gold Loan for his daughter’s education expenses. The officer joyfully shares his success with the branch staff during Diwali, highlighting how the loan quickly secured funds for his daughter’s education, leading to her becoming a pilot.
Home Centre
Home Centre’s Speaking Gifts campaign, created with United270 Global Communication Lab, highlights the emotional language of gifting amidst today’s digital conversations. By emphasizing the value of gifts in expressing unspoken emotions, the campaign aims to make gifting more meaningful beyond festive exchanges.
Nikon India
Nikon India, a 100% subsidiary of Nikon has unveiled its ‘Diwali Candids with Nikon’ campaign. This initiative looks to celebrate the heartwarming, often unnoticed moments that make Diwali magical. While the festival is filled with lights, fireworks, and vibrant celebrations, this campaign shines a spotlight on the candid, joyful moments of love, friendship, and togetherness that unfold behind the scenes, capturing the true essence of Diwali.
HelpAge India
In keeping with the spirit of the festivities, HelpAge India rolled out its Diwali 2024 campaign, titled #SabkiDiwali (#DiwaliForAllAges), spreading the message of ‘age inclusivity’. Giving voice to the campaign, was HelpAge’s Honorary Brand Ambassador, actress Sharmila Tagore, who urges consumers to spare a thought and support elders who are alone, abandoned and in need.
McCain Foods
McCain foods India’s campaign unites families during Diwali, managing generational clashes with “McCain Banega Diwali Ka Maza Badhega.” The campaign celebrates diverse family dynamics, turning debates into joy through a common snack. The digital video Jugalbandi ft. McCain humorously highlights how McCain bridges differences, fostering unity and agreement among family members.
SBI
State Bank of India launches ‘Celebrations Unlimited’ campaign to reshape perceptions around borrowing through engaging films showcasing loan offerings with a humorous twist, fostering a relatable connection and emphasizing SBI as the preferred choice for festive financing.
V-Guard
This Diwali, V-Guard captivates millions with a heartwarming film on social media by Ralph & Das. The film showcases elderly neighbors bonding over Diwali Rangolis, highlighting empathy, compassion, and togetherness.
Zomato
Zomato’s ‘Mission Diwali’ campaign delves into real-life stories behind the ‘India on Diwali’ Nasa photo, emphasizing the festival’s essence. It highlights human connections and the joy of togetherness through food, symbolizing unity that brightens lives. The film portrays a heartwarming scene where a Zomato delivery partner brings mithai to a family, creating a beautiful Diwali moment. This campaign will be promoted extensively through various marketing channels.
OLX India
OLX India’s campaign, ‘Safai Mein Kamai,’ urges consumers to make Diwali cleaning profitable. Users can sell unused items on OLX, converting cleaning into earnings sustainably. Success stories and selling tips aim to make the campaign interactive and rewarding.
South Indian Bank
South Indian Bank’s new Diwali brand film, “Rishton Se Hai Diwali, Har Din,” emphasizes that Diwali is a continuous celebration of love and connections, aligning with the Bank’s philosophy of “Investing in Relationships since 1929.”
Simply Fresh
Simply Fresh, the flagship brand of BN Group and a player in India’s edible oil market, has unveiled a socially conscious campaign titled #DiwaliKeBaadKiSafai. This initiative encourages individuals to extend their cleanup efforts beyond the traditional pre-Diwali preparations, highlighting the importance of maintaining cleanliness after the festivities to create a welcoming environment in homes and communities.
Haldiram’s
Haldiram’s launched “Haldiram’s Diwali ki Dhadkan” to spread love, light, and delightful treats in Indian homes, offering diverse gifting options. Their Sweet Symphony and Dry Fruit Delights ranges provide a blend of rich flavors. Customers can enjoy a variety of sweets, premium dry fruits, and festive gift hampers, catering to different preferences to create memorable celebrations.
Soch
Soch, the women’s ethnic wear brand, has launched a vibrant new campaign titled “I Am The Celebration” in collaboration with creative agency popkorn. This initiative aims to highlight the essential role women play in festive celebrations across India, emphasizing that no celebration is complete until women are dressed and ready to shine.
Parachute
Marico Limited’s Parachute Advansed Jasmine Hair Oil has launched an exciting new campaign, #IssDiwaliChamakUtho, just in time for the Diwali festivities. This heartwarming campaign captures the essence of family reunions during the festival, focusing on the joy and glow brought by children returning home from their studies or jobs.
Paragon
Paragon, a footwear brand, has unveiled its latest festive campaign, “Ek Kadam, Khushiyon Ki Ore,” in celebration of the vibrant spirit of Diwali. This year’s theme is an extension of the brand’s positioning, “Zid Chalte Rehne ki,” encapsulating the joy, togetherness, and high spirits that Diwali represents. The campaign invites individuals across the country to take a step towards happiness with Paragon by their side.
Nexus Select Malls
Nexus Select Malls has launched its festive campaign, ‘Asli Happyness Wali Diwali,’ featuring Bollywood superstar Ayushmann Khurrana. The initiative celebrates the joy of in-person Diwali experiences, encouraging customers to embrace the festive spirit at the mall rather than opting for home deliveries.
Pepperfry
Pepperfry, an e-commerce furniture and home decor company has launched its latest campaign, ‘Fashion for Home: Festive Edition,’ just in time for Diwali. Following its original ‘Fashion for Home’ campaign, this new festive twist emphasises the idea that homes, like personal style, deserve to be thoughtfully ‘dressed up’ for special occasions like Diwali.
Cars24
This festive season, Cars24, a AutoTech platform has unveiled a brand film, exploring how a simple drive can reconnect consumers with memories that they thought were lost. The film, featuring Kuldeep Sareen and Chandan Anand tells the story of a father who struggles with dementia, and how a familiar drive brings back some of his long forgotten memories. It aims to be a reminder that cars are more than just vehicles—they’re companions to life’s most significant moments.
Starbucks
Tata Starbucks has announced the launch of its new Diwali campaign, #MeriSpecialJagah with a digital film – inviting Indian families to come together and celebrate Diwali at Starbucks. Over the past 12 years in India, the brand has focussed on meeting local tastes and preferences, becoming an integral part of daily life for consumers.
Google Shopping
Lowe Lintas, has launched an new ad campaign for Google Shopping that captures the essence of Diwali festivities through a virtual marketplace experience. Titled “Google Shopping ka Mela”, the campaign showcases the convenience and variety of Google Shopping, all through the lens of a Diwalimela (Diwali carnival).
Parle-G
When talking to older Indians about Diwali, expect cherished stories and concerns on tradition erosion. Thought Blurb created a viral Diwali film for Parle-G, featuring a grandmother’s sadness and a grandson’s realization. The film highlights family unity and the fading of traditions in a commercialized world. It conveys the message ‘Genius wohi, jo auron ke khushi mein paye apni khushi’.
Royaloak Furniture
Royaloak Furniture, a furniture brand, has unveiled its latest campaign, ‘Royal Festive Sale’ right in time for the festive season. The campaign looks to capture the warmth and joy of the festive season while highlighting mega discounts of up to 70% on all Royaloak Furniture’s products. The unique festive sale offers families with an opportunity to transform their homes, for the festive season and stand out among their neighbours.
Vummidi Bangaru Jewellers
Vummidi Bangaru Jewellers launches ‘For All Your Festive Looks’ videos and creatives in line with the upcoming festive season. The campaign showcases their varied collections in gold, diamond, and solitaire, capturing the essence of Indian traditions in a festive spirit across print, social media, and OOH platforms.
