Diwali has always been a festival of significance for the Indian landscape, not only in terms of generating revenue but to attract customers with quirky ad campaigns and bumper offers. Over the years, it has been a tradition for brands to come up with campaigns, be it through traditional mediums such as print or digital ad film. This year too, brands created campaigns – some playful, some quirky and some AI-generated. BrandWagon Online looks at some of these campaigns:
Haier’s AI-generated #DoDoDiwali
Haier India takes their challenger brand approach to launch their latest AI-generated Diwali digital campaign. Building on the excitement of Diwali, the campaign celebrates the zeal of coming together of Diwali and the cricket team’s winning streak at World Cup 2023.
Adani Realty’s #AddressOfGoodness
The campaign created by Tonic Worldwide is about a young guy who gets teased by his sister for sending greeting cards. But he keeps going and writes addresses on each card. You’ll see that the cards don’t have names, only door numbers, and they’re all going to houses in a place called Sunrise Society in Agra.
Mahindra Finance’s ‘Main Sambhaal Lungi’
Mahindra Finance has released a film encapsulating the essence of Diwali – ‘Main Sambhaal Lungi’. The film revolves around a daughter’s efforts towards fulfilling the dreams of her family. The narrative set in the backdrop of Diwali, features the protagonist, committed to fulfilling her family’s needs and dreams. The film concludes with the daughter bringing home a new car on the occasion of Diwali, enabled by a car loan provided by Mahindra Finance.
Berger Paints’ Chiku ki Painting
The campaign conceptualised by Green Chutney Films aims to shed light upon the perspective of inviting the audiences to consider viewing the world through the eyes of colour-blind individuals. In contrast to the traditional Diwali campaigns centred around vibrant colours, it is interesting to note that a colour company chooses to focus on the absence of colour, highlighting the life of those living with colour-blindness.
Rajanigandha’s Diwali 2.O
The campaign conceptualised by McCann encapsulates the core message of the brand ‘Kuch Kar Aisa, Duniya Banna Chahe Tere Jaisa’ to encourage people to make a positive impact. The campaign highlights dedicated food delivery boys, who selflessly toil on this special day to deliver happiness to others’ doorsteps. The protagonist decides to do something extraordinary for these delivery boys, capturing the essence of kindness.
Reckitt’s #MorteinKiRakshaJyoti
The campaign conceptualised by Havas Worldwide India, showcases a conversation between a mother and her son on Diwali where the son questions his mother on opening the doors and windows on Diwali. While she explains to him the ritual, he immediately gets his bow and arrow as a symbol to fight the mosquitoes that will enter his home through the open windows and doors. The mother then goes on to tell him that Mortein will provide protection from the mosquitoes.
Panasonic’s ‘Iss Tyohaar Jatao Pyaar’
The campaign conceptualised and executed by Grapes and Hardcover, with the message of #IssTyohaarJataoPyaar, urged us to come together with not just our friends and family, but everyone around us, with a feeling of love and celebration on the occasion of Diwali.
Eicher’s ‘Har Safar Roshan’
The campaign conceptualised by Grapes depicts the impact that genuine gestures can have in making the occasion a little more joyous and safe for others. The ad film showcases a woman bus driver ensuring that her colleague and friend reach home safely after having worked late during the festival, strengthening the brand’s message of ‘Nayi Soch, Naye Raaste’.