12 Diwali ads that continue to sparkle in India’s brand storytelling

Diwali is more than a festival of lights, it’s a festival of stories, laughter, and little rituals that make homes sparkle. Over the years, brands have captured that magic, turning ordinary moments into extraordinary celebrations that tug at heartstrings, make us smile, and sometimes even bring a tear to the eye. From festive shopping chaos to quiet gifting moments, the best campaigns celebrate the bonds we cherish, traditions we uphold, and simple joys that make this festival unforgettable.

From laughter to nostalgia, these iconic campaigns didn’t just sell products, they captured the essence of Diwali in all its warmth, chaos, and joy. Scroll through as we revisit the ads that made us smile, cry, and celebrate the festival in ways only storytelling can.

Sabhyata - #RedefiningCelebration (2022)

In 2022, Sabhyata launched its Diwali campaign titled #RedefiningCelebration, focusing on celebrating women. The telling ad featured Sheeba Chaddha, who is seen interacting with a young, and nervous female candidate ahead of her job interview. Unaware of the fact that she was interacting with the CEO of the company, the candidate opens up and shares her story highlighting the discrimination faced by her in her previous job as she embraced the path to motherhood.

https://youtu.be/yKxfJ-lBBEA?si=W0kU47bz3SRjLmxw

HP India - 'Thodi Si Jagah Bana Lo' (2022)

HP India's 2022 Diwali campaign, 'Thodi Si Jagah Bana Lo' (Make a Little Space), celebrated local artisans by showcasing a boy using an HP laptop and printer to promote an elderly vendor's diyas. The campaign highlighted the importance of supporting traditional artisans and local businesses during the festive season. 

https://youtu.be/YzAaczmX-Q0?si=QsNhrLL_dKpo-teo

Mattel - Diwali Barbie (2025)

In 2025, Mattel introduced a limited edition Diwali Barbie, designed in collaboration with Indian couturier Anita Dongre. The doll wore a special outfit from Dongre’s “Moonlight Bloom” collection, featuring a lehenga, choli, and a floral koti vest, reflecting the elegance of a modern Indian woman while honoring traditional craftsmanship. 

https://www.instagram.com/p/DPftnoXEhCz/?igsh=aHhldjh4NGFqZmVo

Sabhyata - #CelebratingMotherhood (2024)

Sabhyata's 2024 Diwali campaign, #CelebratingMotherhood, highlighted the challenges faced by new mothers returning to work. The narrative centered around a protagonist who, upon returning from maternity leave, discovers a dedicated 'Mother's Room' at her workplace, complete with a Sabhyata gift bag and a card wishing her luck on her new project. This gesture emphasized the importance of supporting new mothers and fostering empathetic work environments.

https://youtu.be/ZNhUpRK9gQA?si=TINRxVVt_ZPRG5aL

Coca-Cola - 'Share A Coke This Diwali' (2023)

Coca-Cola's 2023 Diwali campaign featured a heartwarming story where a South Indian family goes out of their way to make a Delhi boy feel at home during Diwali. The ad emphasized the spirit of sharing and community, resonating with audiences across the country. 

https://youtu.be/IBjPjGd1LDE?si=P4V61GA7utF1kwF4

Flipkart - 'Balcony Bros' (2018)

Flipkart's 2018 Diwali campaign showcased children narrating their stories as adults, highlighting the excitement and joy of Diwali shopping. The campaign effectively captured the festive spirit and the anticipation surrounding the Big Diwali Sale. 

https://youtu.be/wmyvNQCizI4?si=WVLCUpE5M6S4jjfW

Asian Paints - 'Har Ghar Kya Kehta Hai (2023)

Asian Paints' 2023 campaign, 'Har Ghar Kya Kehta Hai,' encouraged families to decorate their homes with vibrant rangolis, celebrating the tradition of Diwali decorations but also decorate the homes of thise who can't. The campaign featured diverse households, showcasing the universal appeal of the festival. 

https://youtu.be/yU22yHHv_j0?si=h9WWW6E6ckD1XJ8J

Surf Excel - #AbLagRahiDiwali (2016)

In Surf Excel’s 2016 Diwali campaign, a young boy transforms his neighborhood by sharing festive joy with those less fortunate. As his family prepares for Diwali, he and his friends bring color and light to a lonely laundryman’s home, embodying the spirit of togetherness. The ad reinforces Surf Excel’s message: stains are good when they spread happiness.

https://youtu.be/iVkZsFGF4ls?si=1N6BDFL48j93CDjq

Fevicol - 'Diwali Ke Rang' (2020)

Fevicol's 2020 campaign, 'Diwali Ke Rang,' showcased the strength and durability of its adhesive products through a series of humorous scenarios during Diwali preparations. The campaign effectively blended humor with product features, making it memorable for audiences. 

https://youtu.be/cxpE9e5Ba8M?si=1SUyBFUXNdZBoCsQ

Cadbury Dairy Milk - 'Shubh Aarambh' (2016)

Cadbury Dairy Milk's 2016 campaign, 'Shubh Aarambh,' featured a young girl who brings together her estranged parents during Diwali by gifting them a bar of Dairy Milk. The ad emphasized the theme of new beginnings and the joy of sharing during the festival.

https://youtu.be/je0Ab776JTg?si=KNBU_I8SXaZo_TpO

Google India - Diwali Shopping with Dadi (2024)

This heartwarming ad celebrated the generational joy of Diwali. A grandmother (Dadi) navigates online shopping with curiosity and charm, discovering gifts and essentials for the family. Google positioned itself as the enabler of festive convenience, blending tradition with technology, and reminding viewers that even the oldest family members can join in modern celebrations without missing the emotional essence of the festival.

https://youtu.be/-JYsRmvDwAg?si=M56C9o9NlbK50_Ey

Cadbury Celebrations - Office Diwali (2011)

In this heartwarming ad, Jugal Hansraj and Richa Chadha portray office colleagues who share a quiet, meaningful Diwali moment. Their exchange of Cadbury Celebrations chocolates replaces the traditional box of sweets, symbolizing a modern, heartfelt way to express gratitude and warmth in the workplace. The ad resonated deeply, becoming a staple of festive advertising.

https://youtu.be/vkdqqQkDLq8?si=JUMaf8hlfqQuPyyK