Top 7 Diwali Ad Campaigns in India: Stories of Joy and Togetherness
In the vibrant tapestry of India's Diwali celebrations, advertising campaigns play a significant role in spreading joy, togetherness, and the spirit of giving. These campaigns not only promote brands but also touch hearts and inspire meaningful connections.
In this article, we'll take a closer look at seven heartwarming Diwali ad campaigns in India that have left a lasting impact, from Coca-Cola's call for genuine togetherness to Philips' message of creating a chain of happiness during challenging times.
Let's delve into the stories behind these memorable campaigns that have added a special sparkle to the Festival of Lights.
Coco Cola
In 2022, Coca-Cola India unveiled its heartwarming Diwali campaign, #MilkeHiManegiDiwali, rekindling the spirit of togetherness after challenging times. As the festive season approached, the campaign extended a heartfelt invitation to relive the joy of celebrating in person with loved ones. Despite the pandemic's trials, the campaign advocated for a return to genuine connections over virtual greetings.
The campaign highlighted the true magic that blossoms when people unite, forging enduring memories. The campaign spanned TV and digital platforms, amplifying the call to meet face-to-face.
"Real magic happens when we meet in person. And not just online." During Diwali, the sentiment resonates deeply – embracing the genuine magic of personal connections. Echoing the slogan "Gale milke kaho Happy Diwali," Coca-Cola's campaign encapsulated the profound yearning for authentic togetherness during the festive season.
Reflecting the core essence of Diwali celebrations – unity and togetherness – this campaign seamlessly aligned with The Coca-Cola Company's 'Real Magic' brand platform. Amidst a world seeking reconnection, Coca-Cola's #MilkeHiManegiDiwali poignantly reminded everyone that sharing moments with loved ones remains the true essence of this joyous festival during 2022.
Cadbury
In 2022, Cadbury Celebrations launched a heartwarming campaign just in time for Diwali, celebrating the strength of communities and the magic of technology. With #ShopsForShopless, Cadbury set out to support the hardworking hawkers who often lacked permanent stores.
This innovative campaign harnessed QR code technology to create virtual stores for these local heroes. By scanning a Cadbury Celebrations pack, users could find nearby hawkers and their products. But it didn't stop there! One could actively assist local hawkers by creating a virtual shop for them on the campaign's website.
It was as easy as providing basic details like the vendor's name, phone number, and a few product images. Once registered, you could connect with these hawkers via a phone call, SMS, or even a video call to make your purchases.
This initiative, driven by kindness and a desire to make Diwali brighter for everyone, aimed to give hawkers a permanent virtual space to showcase and sell their goods.
This campaign went beyond supporting small businesses; it was about providing a lasting virtual home for those without a physical one.
It was a beautiful act of generosity that surely touched hearts and made Diwali 2022 sweeter for all. So, the community joined hands to support their local hawkers with #ShopsForShopless, making the festival season truly special.
HP - Ye Diwali Dil Wali
In 2020, HP India released a heartwarming Diwali ad called 'Ye Diwali Dil Wali' which touched the hearts of many. The ad reminds us of the importance of kindness, especially during challenging times. It tells the story of a young boy who learns about social privilege when he meets his family's tailor, who is struggling due to the pandemic.
Filled with compassion, the boy decides to help the tailor. With the help of technology like an HP laptop and printer, he came up with a plan to uplift the tailor's business. This act of selflessness and creativity, empowered by technology, sets an example for adults to follow.
The message behind the ad – is to spread hope and cheer during Diwali, especially when traditional businesses are facing tough times.
The ad also highlights how the pandemic has affected traditional jobs and businesses. It reminds us that during these difficult times, acts of generosity and empathy can bring light to the festive season.
In a world where we often get caught up in our daily lives, this ad serves as a touching reminder of the power of compassion, technology, and the joy of giving. It shows how simple acts of kindness can connect people and make a lasting impact, especially during Diwali, a time of celebration and togetherness.
Birla White - Deewarein Sajengi Tabhi toh Tyohaar Ki Rangat Badhegi
In 2020, Birla White, a part of the Aditya Birla Group, launched a touching campaign called #DeewaronKiSuno. It urged people to support the painter community during the festive season. The COVID-19 pandemic hit the global economy hard, especially daily-wage earners in India who lost their livelihoods.
Before every festive season, many Indians traditionally renovate their homes as a good omen. However, due to the pandemic and social distancing, painters had no work even during this busy time.
#DeewaronKiSuno shared stories from the perspective of the white walls in homes, revealing what they saw during the pandemic. The idea was simple yet powerful: "Deewarein Sajengi Tabhi toh Tyohaar Ki Rangat Badhegi" (Decorate the walls for the colors of the festival to bloom).
The campaign encouraged people to listen to these walls, meaning to help those who depended on them in the economic cycle. Birla White's brand film showed how small decisions by individuals could improve many lives during the festive season and strengthen the economy.
The film, created by Autumn Grey, spread on social media, emphasizing the importance of supporting the painter community. It inspired homeowners to paint their homes during Diwali, helping painters recover from the pandemic's losses.
In a challenging year, Birla White's campaign beautifully portrayed the spirit of giving and collective support, reminding us that even small actions can make a big difference in the lives of those in need.
Reliance Fresh and Smart: Diwali hai, Badi Manao
In 2019, Reliance Fresh and Smart launched a heartwarming Diwali campaign called 'Diwali hai, Badi manao' (Celebrate Diwali in a big way). The campaign aimed to inspire customers to make Diwali more meaningful and deeper, not just extravagant.
This 9-film series showcased different ways to celebrate Diwali in a special manner. Each film told a unique story, from breaking traditional gender roles in the kitchen to spreading love and inclusivity, touching the hearts of many.
The campaign emphasized that Diwali is not just about materialistic celebrations but also about meaningful gestures. It ran successfully on TV and social media platforms like Facebook, YouTube, and Instagram, creating a strong connection with customers.
The campaign highlighted how Diwali is a festival of inclusivity and small joys. The campaign beautifully captured these feelings through its joyful films. They wanted to convey the message of making Diwali 'badi' (big) by doing the right things and celebrating with a purpose.
This campaign allowed them to express a wide range of emotions, emphasizing that a big Diwali can also be a meaningful one. It encouraged people to connect on a deeper level during the festival.
In a world where Diwali often becomes extravagant, Reliance Fresh and Smart's campaign reminded us that the true essence of the festival lies in the meaningful moments and connections it brings.
OnePlus and Snapchat
In 2019, OnePlus and Snapchat joined hands for a heartwarming Diwali campaign that touched hearts worldwide. They introduced special Diwali-themed Lenses that worked their magic on famous global landmarks like Tower Bridge in London, the Eiffel Tower in Paris, the Taj Mahal in Agra, and the Gateway of India in Mumbai.
This collaboration came just before the festive spirit of Diwali filled the air. OnePlus and Snapchat created these special Lenses to bring the festival's essence to life in a unique way. They even shared a video explaining the fantastic features of these lenses.
Snapchat, with its vast user base of 203 million daily active users globally, made sure that these Lenses reached a wide audience. These lenses utilized Snapchat's Landmark technology to transform the world's most iconic landmarks in real-time, adding a touch of Diwali magic to them.
OnePlus' General Manager in India, Vikas Agarwal, expressed their gratitude for the love and support they received from the Indian community worldwide. Through this campaign, they aimed to share the warmth of the festive season, especially as India celebrated its grandest festival, Diwali.
In a world where distances often separate loved ones during festivals, OnePlus and Snapchat's campaign bridged those gaps, connecting people across the globe through the spirit of Diwali and technology.
Philips - Khushiyon ki Ladi
In 2020, Philips launched a heartwarming Diwali campaign called 'Khushiyon ki Ladi' (The Chain of Happiness) in collaboration with Ogilvy. This campaign aimed to bring joy and hope during a challenging time when the world was grappling with the pandemic and economic downturn.
Recognizing the sensitivity of the moment, Philips wanted to inspire people to celebrate Diwali in a meaningful way, understanding that full-fledged celebrations might not be possible. They believed that the power to revive happiness and stimulate the economy was in the hands of each individual.
The core idea behind the campaign was simple but profound: every purchase made, no matter how small, could contribute to someone else's Diwali celebration. It emphasized that as India gradually opened up post-lockdown, the act of purchasing one's home could have a ripple effect, bringing joy to multiple families.
The campaign came to life through a heartwarming digital film that showcased how a single purchase for Diwali could create a chain of happiness, passing joy and prosperity from one family to another. It extended to platforms like Instagram stories, carousels, print, and point-of-sale.
In a year filled with uncertainty, Philips' 'Khushiyon ki Ladi' campaign beautifully conveyed the message that even small acts of kindness and celebration could connect people, creating a chain of happiness that transcended boundaries and brought communities closer together.