Top Story


Home >> Digital >> Article

GroupM's online carnival Grand Diwali Mela kicks off with a buzz

Font Size   16
 GroupM's online carnival Grand Diwali Mela kicks off with a buzz

GroupM along with Google,, LINE Messenger and a host of other brands across various categories are bringing a unique online carnival for Indian consumers, Grand Diwali Mela. It allows users from across India try out everyday products through samples @Rs 1, play games that are in sync with the cultural moment, stream movies for free, and watch great content from the upcoming film Happy New Year.

Over 1,00,000 samples have already been taken up and interestingly over 70% of these are from tier II/III towns, very similar to the sachet revolution that happened decades ago. Everyday fresh samples are put up at 10AM on Grand Diwali Mela.

5 lakh mobile users have already visited the mela, with 87% of these on Android, 7% on iOS and 4% on Windows.

In its first year, the Grand Diwali Mela is attempting to celebrate a little more of India on the internet. The platform in the 1st year of its journey represents the mobile 1st internet scenario in India. The Grand Diwali Mela is ‘the mela’ that India can visit on its mobile phone. has come on-board as a key partner and will be working closely with top Unilver brands such as Lakme, Ponds, Vim & Comfort which are a key part of everyday lives, ensuring consumers across India can try them out with samples that are delivered to consumer doorsteps at a COD of Rs.1! With over 2.5 lac samples from Unilever & Kellogs the mela would end up being India’s biggest product sampling platform., through its sellers, is also offering Mela visitors the quintessential Diwali products ranging from diyas, candles, idols, pooja thaalis etc., at amazing deals.

Amit Aggarwal, Country Manager & VP, Amazon India said, “We are excited to be part of this initiative. With festival shopping reaching its peak now, we are very happy to offer customers on Grand Diwali Mela a shopping experience that is simple, easy, convenient and delightful.”

LINE Messenger has also partnered in the mela festivities and the grand Diwali Mela official account already has 170,000 friends! All updates from the mela and participating brands will go to LINE customers first. Consumers can also download a unique Diwali Sticker pack that celebrates the Grand Diwali Mela.

Rajat Gupta, LINE spokesperson said, “The ‘Grand Diwali Mela’ is an excellent platform for best brands in India to come together. Together we are creating opportunities and avenues for brands to connect with LINE’s fast growing youth communities and offer exciting services to the millennials. Being a mobile first company, LINE is constantly innovating to build the right tools for Grand Diwali Mela to communicate with the audience in real time and open up India’s most dynamic mobile marketing platform.”

At the Grand Diwali Mela, consumers can experience gaming in a special zone and a variety of entertainment on Centerstage. At Centerstage is allowing consumers to stream two Bollywood films online at the ‘Grand Diwali Mela’. The gaming zone in partnership with Games2Win has launched new Diwali Chakri game exclusively for the Grand Diwali Mela and in association with Rummy Circle allows users to play with other card game enthusiasts from across the country. In the gaming hour every night from 9-10PM, prizes will range from exclusive merchandise and great online offers.

Alok Kejriwal, CEO of Co-Founder of said, "We are super excited to partner with Grand Diwali Mela and have specially designed an exclusive game called Diwali Chakri. Diwali Chakri is a simple & engaging game of luck, lakshmi and lagan that lets players win lots of prizes on a daily basis! A la a virtual Diwali."

Proptiger and found in this in an innovative opportunity to help India buy new homes with deals that save them over Rs.11 lakh. Other brands consumers can expect to see at the mela include Kurkure, Horlicks, Godrej, Fiat, etc. 

CVL Srinivas, CEO, GroupM South Asia said, “With the Grand Diwali Mela we are starting off a journey that is new & exciting. We are happy to have the support from Google, and LINE messenger, along with the brands as we bring this together for Indian consumers.”

Rajan Anandan, Country Head, Google India added, “We are delighted with the initial response to this unique initiative by Group M, and together all partners have created a great consumer experience on the platform.  Users will be able to sample, shop, play and enjoy the latest offerings from Bollywood, and I am confident that everyone will find something to take back home from the Mela.”

Users can visit from early October till the end of Diwali festivities.



Rajat Sharma who was recently elected as President of the NBA talks about his plans for the industry body

The Country Sales Manager Media at Akamai says that technology seems to be taking over all possible spaces and people considering it in both positive and negative ways

The India Marketing Lead of Skyscanner believes that with the acquisition by Ctrip they have reached the market leader status

Our typical marketing budget is usually 10 per cent of the topline spend

The BBC carried out a survey along with Globescan to see how the world looks at the issue of ‘fake news’

The objective of content marketing is not just to encourage product purchase or generate ROI. The key to its success lies in building relationships based on trust, opines Dasgupta

The interesting animated rap music video encapsulates Droom’s ecosystem tools and their role in facilitating second-hand automobile transactions