Diwali ad campaigns that are all things sparkly

Diwali ad campaigns by OnePlus, Nokia, Reliance FRESH, Big Bazaar and Legrand India made all the right noises when it comes to dialling consumers emotions and engagement

e4m by Misbaah Mansuri
Updated: Oct 17, 2017 8:50 AM

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. 

And while we expected big 'creative fireworks' from several brands, these Diwali campaigns particularly stood out when it came to dialling emotional ad engagement:

Global mobile technology startup, One Plus released a short film titled “The Perfect Partner for a #HappyDiwali” to mark the beginning of the festivities as part of its Diwali Dash campaign 2017. Taking from the success of last year’s Diwali video, this year’s creative aims to engage with the youth through a clutter-breaking storyline in a true OnePlus style. The video personifies Diwali as the most ravishing festival that works hard to fulfill everyone’s dreams and wishes but is eventually bogged down by all the madness surrounding the festival. In a way, she reflects the lives and challenges of a modern youth who is expected to multi-task and consistently deliver on everyone’s expectations. In this case, Diwali lacks a partner who can help her retain the title of the ‘Star Performer’ and help her through multi-tasking and make the festival memorable for everyone. OnePlus 5 comes to her rescue as the perfect partner for Diwali, which brightens her up with the power of 8GB RAM, highest resolution Dual Camera System and Dash Charge for fastest charging, making for a #HappyDiwali.

Big Bazaar
Big Bazaar, the supermarket chain from Future Group, presents a touching and gratifying campaign that captures how all festivals are celebrated in a culturally diverse country like India. Part of the ongoing campaign, ‘Har Tyohaar Mein Big Bazaar’; the popular household brand has launched another part to the campaign named ‘Desh Ek Utsav Hazaar, Har Tyohaar Mein Big Bazaar’. Created by DDB Mudra West, ‘Desh Ek Utsav Hazaar, Har Tyohaar Mein Big Bazaar’ is not just a communication thought, it’s a philosophy that demonstrates how Big Bazaar celebrates every festival in India, from regional festivals to Diwali that is celebrated across the country. The film showcases personal moments or traditions that play a significant role during each festival. Capturing all festive celebrations in a nutshell, the film features people from all age groups sharing some sweet moments and shows how Big Bazaar seamlessly blends with these moments. The film ends with, “Desh Ek Utsav Hazaar, Har Tyohaar Mein Big Bazaar”

Legrand India
Legrand India, the specialist in the electrical and digital building infrastructure, launched #ComeHomeToDiwali campaign under its larger umbrella of #ComeHometoCelebrations. The campaign, which will run till Diwali, will enable families to open their houses to individuals who are not able to visit their family this festive season and be hosts to such individuals. Both the hosts and guests can register themselves on the company’s microsite. The company will then match one host family with a guest. This will enable people not only to have a shared experience and learn from each other’s culture but facilitate the whole concept of ‘festivities are better when celebrated with others’.

Reliance SMART
Reliance SMART has launched an integrated ‘Dil Se Manao Badi Diwali’ campaign comprising exciting offers on a wide array of products, festive theme digital engagement initiatives and a new TVC conveying the spirit of abundance and hearty celebrations during Diwali. The campaign is led by a TV commercial which showcases various slice of life stories, wherein the protagonists are shown in various situations like giving extra gifts to their house helps, having more sweets and letting go of all inhibitions and indulging to their heart’s content. In addition there is also a special series by Reliance Fresh / Reliance SMART on social media platforms. Additionally, in the series, audience can also enjoy exceptional tips and innovative recipes by well-known chef Ranveer Brar . Another special digital engagement initiative included an exclusive Facebook Live with leading TV actors Nakuul Mehta and Surbhi Chandana at Reliance SMART ACME Store, Mumbai.


Nokia mobile has rolled out its first big cross-platform campaign head of the festive season. It stays true to its global brand philosophy of #UniteFor, and rises to the occasion, telling a very touching story. To everyone consumed by technology, it puts human relationships above everything else on occasions when it matters. This festive season, Nokia mobile proposes that for a day, people spend quality time with their loved ones. And it doesn’t just say that, it walks the talk on this one- with a gift box in which one can place their own phone and give it to someone close or even just set it aside for a day as a gesture of committing their time to loved ones. It is an integrated campaign, which goes across TV, retail, activation, social and digital.

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