Decoration of homes with lights, special prayers, exchange of gifts with family and friends — there are many treasured memories associated with the festival of lights, Diwali.
Although the celebrations this year may be different, brands across categories are communicating with their campaigns that the festive cheer of Diwali spent with family need not be subdued.
This year’s Diwali campaigns are empathising and supportive of people’s emotions, where while some brands have asked consumers to buy local, others have urged us to spread love around.
#Not Just A Cadbury Ad
Conceptualised by Ogilvy, Cadbury Celebrations’ Diwali campaign provides an advertising platform to local retailers, whose businesses would have been impacted by the pandemic.
Cadbury Celebrations, Ogilvy and Wavemaker came together to put this campaign into action. Facebook and YouTube helped drive this hyper-local data-driven campaign that reached out to a large set of audience.
Due to Covid-19, 2020 has been a very challenging year for many. Cadbury Celebrations wanted to do its bit and created a data-driven campaign platform. ‘Not Just A Cadbury Ad’ highlights the spirit of generosity in action.
The brand designed a unique real-time data experience in a Cadbury ad where it advertised not just for itself but also for thousands of small businesses across India.
The displayed small stores in the ad changed based on the location in which the ad was being viewed. Therefore, a person viewing the ad in Pune would be guided to small stores in Pune in their vicinity. Similarly, a person in Mumbai or Delhi would see the names of the small stores in his vicinity.
In order to execute this multi-platform activation campaign, Cadbury reached out to 1800+ local retailers across 260+ pin codes in Mumbai, Delhi, Lucknow, Indore and Pune.
The ad beautifully captures an Indian family celebrating the occasion of Diwali where the woman of the house gifts something to every member of the family bought from a local store. It ends on a celebratory note urging people to support local stores and add sweetness to everyone’s Diwali this year.
Someone watching in Golf Course Road, Gurgaon will receive and see this ad.
Someone watching in Mahalakshmi, Mumbai will see this ad.
Someone watching in Powai, Mumbai will see this.
#Ek Diye Se Do Ghar Roshan
To support local artisans and potters whose livelihoods have been severely impacted by the Covid-19 pandemic, Grofers, an online grocery retailer, has come forward to enable local potters to sell their diyas on Grofers. The initiative called ‘Ek Diye Se Do Ghar Roshan' encourages consumers to shop for diyas made from local potters during this festive season, which can help lighten-up ‘Diwali’ for more than 200 potters and their families across Delhi, Gurgaon, Noida, Bangalore, Mumbai and Kolkata.
Through the ‘Ek Diye Se Do Ghar Roshan’ initiative, Grofers will not only be able to provide the convenience of delivering local handmade diyas to homes but enable local potters to sell their products to a large customer base.
Tata Motors rolled out the ‘Silent Diwali Film’, encouraging viewers to celebrate a silent, safe and pollution-free Diwali with their loved ones. The video aims to encourage viewers to protect the environment by opting for an electric mobility solution as a step towards building a sustainable future for India. Highlighting one of the important features of an electric car, i.e. curbing noise pollution, this film draws attention to the underlying message — ‘the loudest statement will be the quietest one’.
The video begins with a young girl giggling at the excitement of being able to light a firecracker. On the contrary, the second scene cuts to the chakras of nature spinning while pots of flowers are exploding into thin air, emphasising the fact that nature suffers the consequences when human actions such as bursting firecrackers pollute the environment around us. Amid all the noise showcased in the video, the final scene shows footage of electric car, the Nexon EV, as it drives quietly with only a ‘soft hum’ without contributing to any noise to its surroundings. An important point to note in this video is that the sound of the bursting crackers is replaced by the sounds of nature.
Emoha Elder Care
Emoha Elder Care, a technology-powered platform enabling elders to age with grace and relevance, launched its unique #EldersFirstDiwali campaign. The campaign urges people to keep elders as first priority and seeks their support to make this Diwali special.
It highlights the urgent need to help them stay connected, feel involved, purposeful, and less lonely and most importantly ensure that they are a part of the cheer around the festival of lights.
The video begins with the heart-warming images of an old woman living alone, reminiscing and cherishing the memories of the past. It goes on to show how she suddenly gets baffled on the assumption that a naughty kid in her neighbourhood is trying to disturb her and intrude into her privacy. The moment she steps out of her home, she ends up getting pleasantly surprised after seeing a delicately made Rangoli at her doorstep by the same kid and that brings immense joy to her.
The campaign’s core theme is in sync with the platform’s ideology of #EldersFirst. The platform acts as a gateway for elders to stay safe, secure, and engaged while in their homes.
StepSetGo (SSG), a fitness application, released the brand campaign #SSGKeSaathChal, just in time for the festive season.
The campaign features two videos and is themed around the festive season where people are most active. Whether it’s cleaning the house or the daily grocery run, using the hook of Step.Earn.Redeem. the app encourages audiences to infuse the season with a little bit of fitness one step at a time.
To spread a message of hope, Nestlé Milkmaid has launched a TVC which highlights that even though this Diwali is not the same, it can certainly be made special.
The TVC features actress Shruti Bapna as a mother who encourages her son in an endearing way to join her in making lots of easy yet special homemade desserts for the family during Diwali celebrations.
The brand takes this legacy one-step forward by helping people prepare sweets like Gulab Jamun, Kaju Katli, Laddoo, Kheer and many more at home, thereby enabling everyone to “Apney haathon kee mithaas se banaye Diwali khaas”.
Parle Products recognise the effort it takes for families to celebrate festivals and stay connected in the current situation where many are away from their loved ones and will not be able to celebrate Diwali together.
The brand has released a series of short digital films showcasing celebrations in the new normal.
The campaign #DiwaliAurParle revolves around four short digital films and one main film capturing the Diwali celebration in the new normal through video calls and the familiarity of Parle Products, an integral part of every household bringing everyone together.
Confectionary brand Ferrero Rocher has launched Ferrero Rocher Moments with an integrated marketing campaign. The TVC aims to bring alive the perfect moments that we cherish with family and friends during Diwali. The campaign builds on the importance of choosing that perfect gift, to light up the special occasion of Diwali, making it a perfect moment with family and friends. It emphasises on the unique recipe, that provides an enjoyable taste experience and protective hermetic packaging that suits the tropical climate, while the host relishes the fine taste of Ferrero Rocher Moments.
Additionally, Ferrero Rocher Moments will be creating unique experiences for its consumers through festive in-store visibility, shopper activations, digital and social media engagement. For in-store consumer engagement, the company has installed premium and elegant display units in modern trade and traditional trade stores across the country.
#MakeTheMomentPerfect is a 360-degree campaign that will be leveraged across platforms, including TV, digital and on-ground activations. The campaign will be integrated with digital and social media channels.
Welspun India Limited’s domestic brand Welspun has launched #DonoTarafKhushiyan campaign. As part of the campaign, the brand will donate a percentage of the proceeds from the sale of Welspun Reversible Bed Sheets to an NGO that is working towards the betterment of domestic helps in India. It will also offer a complementary back-to-work kit to every buyer on the purchase of two Welspun Reversible Bedsheets on the brand’s e-commerce portal.
The campaign video features a montage which highlights the plight of domestic workers by shedding light on how the Covid-19 pandemic has affected their employment opportunities. The film encourages people to add the much-needed brightness, hope and happiness into the lives of domestic workers this festive season by giving them the “Phir Khushiyan Kit”. The film proceeds to explain that this kit has been curated especially so that patrons can present it to their domestic help, empowering them to get back to work in a hygienic manner. It also informs the viewers that Welspun has already distributed 1,000 of such kits and invites the consumers to help the brand spread “Dono Taraf Khushiyan”.
With the campaign and the kit, the brand aims to empower homeowners with the necessary equipment to welcome their beloved domestic help, while keeping their safety and hygiene requirements in mind.
Cement brand UltraTech has come up with a sequel to their last year’s Diwali film. The campaign has been conceptualised and created by the brand’s digital agency Infectious Advertising.
Last year, UltraTech’s Diwali film was titled #AgliDiwaliApneGhar where a young couple was seen celebrating a low-key Diwali at their rented home, making plans for shifting into their own home before next year’s Diwali.
The same couple is back this year in the brand’s Diwali film titled #IssDiwaliApneGhar. The story makes us realise the importance of having our own home, especially during difficult times like the pandemic. The film celebrates the grit and determination of individual home builders who persevered during the challenging times of the last few months and provided their family a safe haven.
JK Super Cement
#YehPuccaHai – Thank You Doctors
JK Super Cement, a cement brand, pays tribute to frontline corona warriors, to the doctors, who sacrificed their lives while saving patients during the pandemic and continue to do so. As per a report by IMA, until September 2020, 2,238 doctors were infected and 382 lost their lives while treating Covid patients in India.
The campaign conceptualised and produced in association with Social Cloud Ventures is a continuation of JK Super Cement’s efforts in acknowledging the front line warriors.
The new video pays homage to doctors, saluting them for their relentless hard work, sacrifices, strength and contribution in their service to humanity, and their efforts to help build a safe nation.
It depicts a mother’s perseverance and unwavering dedication towards her responsibilities as a doctor, sacrificing at times her responsibility as a mother, and the disappointment of being unable to celebrate Diwali with her loving daughter.