Crackling Diwali campaigns that caught our attention

We take a look at some of the most creative ads that lit up screens this year

e4m by exchange4media Staff
Published: Nov 5, 2018 7:05 PM  | 5 min read



The festival of Diwali is undoubtedly the biggest and brightest of all Hindu festivals. It falls on the 15th day of the Hindu month, Kartik and is marked by four days of festive fervour.

It is not surprising then that this is that time of the year when brands go all out to connect with their consumers with attractive offers and creative campaigns. This year was no different, with brands rolling out some very 'bright' work. We take a look at few of the most creative ads that lit up the screens this year.

Did your favourite Diwali ad make it to the e4m list?

Read on to find out…


The campaign by Schmitten Luxury Chocolates, #AadhiAadhiDiwali builds a sense of belonging towards the family of one’s partner. Conventional Diwali commercials showcase this as a time to celebrate with the family while this ad drives home the message that people should accept themselves as a member of their partner’s family, and create new memories with them as if they were their own family.

Saregama Carvaan  

The brand breaks the clutter of the conventional Diwali communication by raising an interesting question of choosing between 'noise and music’. Showing how the noise can scare animals and be substituted by music instead makes the ad endearing, genuine and relatable.

The strong insight it stems from and the way it communicates to its target audience, like the brand's previous campaigns, can fetch it 'top-of-the-mind brand recall'. The beautiful brand storytelling and the way the product is integrated into the ad makes it hit all the right musical notes!

Tata Tiscon

This Diwali, Tata Tiscon throws the spotlight on a different aspect of strength and elevates the focus of power from physical to a more emotional plane.

As India surges ahead as one of the world’s fastest-growing economies, young men from all over the country are heading towards big metros in search of better job opportunities, leaving behind lonely aged parents. Across rural and urban India, loneliness and depression are constant companions of senior citizens, who spend their days remembering a time when their homes were abuzz with family, joy, and laughter.

Conceptualized by J Walter Thompson and produced by Light Bulb Motion Pictures, ‘Be the Light’ leverages the topic and puts a purpose in the celebrations.


Tanishq’s communication essays that no matter which state people are from, or the language they speak, everyone comes together to celebrate the wonderful festival of Diwali.

The festival is all about the beauty of lights, gifting and the auspiciousness of buying gold, which is exactly what the film shows. Whether a morning puja in the South Indian household or a teen patti party amongst friends in the North, Tanishq is here to celebrate with everyone in all forms and styles.

The film shows loved ones gifting each other a piece of Tanishq jewellery – a husband and his wife, two friends, a mother and a daughter – all equally showcasing their love towards one another and celebrating ‘Tanishq Waali Diwali.


With the theme ‘Iss Diwali, Har Dil Bola Tere Naam Ki Coca-Cola’, the campaign has been created on the core message of connecting cultures, featuring actors Ayushmann Khurrana and Anupriya Goenka. In the ad, Ayushmann plays the role of a tenant who is away from his home on Diwali.

His neighbor hears him say on the phone that he misses Delhi’s Diwali. So, she and her family take it upon themselves to make the festival of lights a brighter one for Ayushmann. There is also a subtle romantic touch in the film between Goenka's character and Ayushmann's.

Ghadi Detergent

In the past two years, Ghadi identified three key festivals of India and decided to propagate its philosophy of #SaareMaelDhoDaalo. It urged people to cleanse their minds of this deep-seated filth.

Every single time, it identified and addressed a new notion of the mind and showed a mirror to the society. Continuing with the idea, the new campaign around Diwali tackles another kind of ‘mael’. This time, Ghadi urges its consumers to give each profession its due respect and not to belittle people for what they do.

The TVC takes place inside every proverbial Indian household, where the domestic help is taken for granted. Their efforts and sacrifices go unnoticed. Often, their work is considered as “menial”. The TVC advocates the cleansing of this ‘mael’ through the story of a teenager. We see him constantly admonishing the maid’s efforts until his mother asks him to step into her shoes. The lesson he learns is a lesson for us all.

The campaign requests us to realise that no work is small. It urges people to recognise the worth of every work that comes their way and to understand the importance of people in their lives.


The brand celebrates the festive spirit through this campaign by showcasing that it has something for every home, thus sparking a feeling called home in consumers’ hearts. The television commercial has been conceptualised by Law and Kenneth Saatchi and Saatchi. It captures the spirit of celebration through a child’s imagination. It depicts a young girl hosting her own small party with fictional characters like Cinderella, Red Riding Hood, etc. They are festive savouring delicacies while watching firecrackers in a distance, hence drawing a parallel to a quintessential Diwali celebration.

The little girl is then reeled back to reality by the voice of her parent who requests her to join the Diwali party organised in their home. This is when she reveals to her father that she is celebrating in her own way with her toys. The TVC then concludes with the parent inviting his guests to continue the party in his daughter’s room. To showcase how the concept of home transcends beyond age, gender, etc. Thus, effectively conveying Pepperfry’s brand message “Diwali toh sabki hai”.

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