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Dipstick: How did the Diwali campaigns stack up this year?

Advertisers and marketers are keenly aware of the fact that festive season sales can make all the difference to the year’s bottom line. This is the time when many brands raise the pitch and decibel level for the consumer’s attention and wallet

Shachi Tapiawala | Mumbai | November 23, 2012

Diwali, the festival of lights, is among the biggest festivals of the country during which people customarily indulge in high spends. Various brands promote themselves through special Diwali television campaigns to catch the high-spending spree prevailing in the festive season. Each year they come with a different message though the brand remains the same. It is the presentation, picturisation and concept that take on different hues. This year was no different.

BestMediaInfo spoke to some leading creative minds and marketers to find out which ads appealed to them the most amongst this year’s brand campaigns.


KV Sridhar 'Pops'

KV Sridhar ‘Pops’, National Creative Director, Leo Burnett

“Ads in previous years were well defined, especially the Cadbury campaign ‘Iss diwali kisko khush karege’ and the Coke campaign ‘Khushiya baatne se badhegi’ which were rolled out two years back. Out of all the ads I have seen this year, the majority were clichés, so there is nothing in particular which I would consider a standout. There was a lot of noise and the ads showcased the same ‘dhamakas’ which we all are aware of.”

Rajiv Rao

Rajiv Rao, National Creative Director, Ogilvy & Mather

“I liked the Coke campaign as they executed it in a very refreshing way. It was not a typical Diwali moment but yet it was festive and Indian in nature.”

Watch the Coke & Meals TVC:


Deba Ghoshal

Deba Ghoshal, Head of Marketing, Voltas UPBG

“At a time when most TVCs get wrapped around a festive 'song and dance' template, the latest Tanishq commercial – the one that shows the husband and wife discussing about Tanishq gold jewellery – stands out. The script is involving, and the execution very engaging. This ad stands out due to its tonality, which is low profie, calm, yet believable, especially for a product like branded gold jewellery. The element of prudence and caution before making a high ticket and emotional investment is well captured. And the way the deliberately serious script makes way for the charming surprise at the end, makes this one stand out.

“From a marketing perspective, the TVC convincingly takes care of the key marketing challenge which all high ticket brands face during a slowdown, in a charming and emotional manner. Simple, crisp and in very good taste.”

The Tanishq Diwali TVC:


Santosh Padhi

Santosh Padhi, Chief Creative Officer and Co-Founder, TapRoot India

“I loved the Idea Cellular ad as it gave a real meaning to the festival. We need this kind of advertising to influence consumers to ensure the changes that the nation is seeking. Idea has been doing this kind of social messaging throughout their communication. Even this one touches you; this to me really stood out as there is a bigger message apart from the festive message.”

The Idea TVC:


Subhash Kamath

Subhash Kamath, Managing Partner, BBH India

“The only Diwali ad that stood out for me this year is the Tanishq commercial on gifting. It's been nicely scripted and really well crafted. The casting and the dialogues are natural...very 'un-addy'. And it beautifully captures the emotion in the couple's relationship. I've seen it many times and I still don't get bored. Hats off to the agency and the production house.”

Colvyn Harris

Colvyn Harris, CEO, JWT

“I liked the Cadbury Celebrations ad as it captures the right empathy. It was a very good execution to show a moment of celebration.”

Priti Nair, Co-Founder, Curry Nation

“The most beautiful ad I can remember is the Tanshiq husband and wife one, where he gifts her a necklace, first pretending it to be from his friend to his wife. It is beautifully crafted. Though it

Priti Nair

seems soaked in the Cadbury kind of emotion and pitching, it is still is an ad I love to watch again and again.”
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