OnePlus campaign lights up social media this Diwali; Surf Excel, Tanishq, Big Bazaar also in race

Maintaining the emotional tonality, the video has seamlessly integrated the feature of the phone in the four-minute long video

e4m by Sarmistha Neogy
Updated: Oct 20, 2016 8:07 AM
OnePlus campaign lights up social media this Diwali; Surf Excel, Tanishq, Big Bazaar also in race

The festival of lights is here and brands have gone all guns blazing with their ad campaigns to engage with their consumers. The visible trend seen this year is that most brands have explored the digital medium to highlight the sentiment of the festival.

Here is a curated list of the best and the most trending campaigns this Diwali:

Dash charge your Diwali with OnePlus

Smartphone brand OnePlus has launched their 4-minute long first Diwali campaign titled ‘The Journey’ which has been creating a lot of buzz on social media lately. The video conceptualised by Boring Brands has crossed more than 2 million views in a span of just three days.


Maintaining the emotional tonality, the video has seamlessly integrated the feature of the phone in the campaign as well. One such feature which stands out in the film is the Dash Charging technology which gets highlighted when the protagonist of the film who runs out of phone battery is able to charge it full within half an hour.

Speaking about the film, Vikas Agarwal, General Manager – India, OnePlus said, “The basic intention of the campaign was to connect with the audience in an emotional way. Diwali is the time when people get together with their families and consider it an auspicious time for new beginnings.The emotions have been portrayed very beautifully and the storyline is such that every single person watching the video can relate to it. It’s a story we all have been a part of at some stage or the other and resonates with the team's real life experiences.”

Commenting on whether the brand intends to launch any campaign on TV, he added, “No we don’t have any plans as such. Since we are an online brand, we believe, digital medium is where our consumers are and it works best for us.” In the month of April this year, the brand had released their maiden brand campaign which was also on the digital platform.

The recent video has been creating a lot of social media chatter ever since its launch. Below is a screen shot of few conversations to give an idea of the sentiment which people are having about the campaign. The hashtag #OnePlusDiwaliDash trended continuously for two days.

Celebrating real heroes this Diwali with Surf Excel:

Surf Excel’s latest digital campaign #AbLagRahiDiwali highlights the simple joys of sharing during Diwali. Using kids and highlighting on the brand’s tagline ‘Daag Ache Hain’ (Stains are good), the brand requests the viewers to take a moment to look beyond their home and family and do something for those who don’t get to celebrate the festival in its true spirit, like the watchman in our building, the domestic help or the laundry man, who is bound to do their duty. The ad has garnered around 5 lakh views in almost two days.


The two-and-a- half minute campaign has been conceptualised by Arun Iyer, Chief Creative Officer, Lowe Lintas, and his team. It delves into the innocent lives of kids and the brand has been using the thought ‘Daag Ache Hain’ in all their campaigns for more than 10 years now.

Their previous digital campaign which was launched in the month of Ramzan titled ‘MadadEkIbadat’ (helping is an act of faith) was done for Surf Excel Pakistan and was conceptualised by Lowe Lintas, India.

Celebrate with Paper Patakha the Big Bazaar way:

Big Bazaar has also launched an emotional spot on the occasion of Diwali, highlighting on coming together with not only family and friends, but with everyone around us. Taking forward the brand’s idea of celebrating the festival with PaperPatakha which was introduced last year, this time as well, the video done by DDB Mudra manages to touch the emotional chords of the viewers. The attempt of the PaperPatakha is to promote a safe and fun-filled Diwali.


Tanishq Wali Diwali

Tanishq, the jewellery brand from Titan Company has tapped the Diwali mood in order to promote their Shubham collection. Created by Lowe Lintas, the ad revolves around the different moments of Diwali celebrations across the country. According to reports, the brand will spend around Rs 20 crore of their annual marketing budget in promoting this campaign. #TanishqWaliDiwali is being used on the online medium to promote the video and Deepika Padukone, who is the face of the brand, is seen across print ads to talk about the latest collection.


With more than a week to go for Diwali, more brands are expected will also latch on to the emotional sentiment to talk about their Diwali campaigns.  

For more updates, be socially connected with us on
WhatsApp, Instagram, LinkedIn, Twitter, Facebook & Youtube

Stay updated with the latest news in the Marketing & Advertising sector with our daily newsletter

By clicking Sign Up, I agree to the Terms of Use and Privacy Policy.