Selection of Diwali Ads Part 2, Marketing and Advertising News, AND BrandEquity
By capturing the lessons learned from celebrating festivals with your family and the role of technology in bringing your family together, brands have attempted to feel the emotions of consumers.
Entitled Utsaah, the commercial draws on the many interactions between friends and family during festivals. From friends visiting for Diwali, to a son coming home for the holidays, to older women bonding around jewelry, the 2.5-minute commercial shines a light on all things social at festivals and jewelry. While the visuals focus on human interactions, and of course the brand’s jewelry, the audio includes a folk song about “utsaah” – the Hindi word for enthusiasm, in this case around festivals. The song is accompanied by a voiceover copy that highlights the different aspects of the festival.
VivoVivo brings the “Joy of Homecoming” to life in its new Diwali campaign, which encapsulates the role of smartphone photography in rekindling the joy of connection.
The film captures an elderly man who made his family able to settle abroad and lives alone with his caretaker in a large house. However, the distance between him and his older children haunts him. Thus, he finds comfort in the company of travelers who rent his house. The film then moves on to the time of Diwali when a youngster decides to escape the polluted city life and bonds with the old man during his stay. An emotional roller coaster, the film ends on a happy note uniting the old man and his family, sending the message that Diwali is homecoming and is best celebrated with loved ones.
The festive campaign is based on hope and optimism, as well as on rich regional cultural codes. It celebrates the spirit of hope and optimism with a hyper-local, multi-channel campaign. The films are designed and produced in the regional languages, Tamil and Marathi, celebrating the distinctive cultural nuances of the regions.
The Anand Sweets campaign recreates nostalgia and takes us back to the days when Diwali was all about the simple pleasures of family partying. It features the fondest memories of the good times in the rituals and the fun activities of drawing rangolis, sharing candy and fighting for the last laddu were beautifully portrayed in the commercial.
The ad opens with a little girl waiting for her father to keep his promise on Dussehra. The ad highlights the frustration of a business owner who is caught up in day-to-day business operations, unable to spend time with loved ones, missing memorable experiences.
The #DiwaliOkHai campaign captures the trials and tribulations of millions of merchants across the country who willingly give credit to their customers but find it difficult to get it back. The campaign shows a family of traders and how they have to give up their wishes during the holiday season because the trader could not collect the dues on time.
Arshad Warsi walked into what appeared to be a normal film set to shoot a commercial, but when he heard the words “CashKaro” all he could think of was “AishKaro”. Taking viral movie scenes, CashKaro has come up with four fake ads featuring scenes from popular movies like Phir Hera Pheri, Golmaal, Dabbang and more to convey how anyone can save Exxxtra this holiday season.
The rural fintech platform says “Dil Se Diwali” to highlight and celebrate the significant progress made by rural India in adopting the digital payments ecosystem. It depicts a kirana store adorned with lights and diyas with customers coming to withdraw, deposit and transfer money. In the film, since the mobile makes it possible to facilitate all kinds of digital payment transactions, it is assimilated to “Lakshmi” presented on a Diwali pooja thali and dakshina offered to the priest.
JK Super Cement
JK Super Cement rings in the festivities with a special Diwali campaign – Kare Har Raah Roshan #LightOfHappiness.
The video shows how residents of various villages struggle due to the lack of poorly lit streets.
Short but sweet, Parker Pen’s 20-second ad shows an endearing interaction between an Indian and a foreign national (presumably residing in India) on Diwali. Dressed in their finest Indian ethnic outfits, the two friends greet each other and the Indian friend gives a gift to his foreign friend to mark the holiday. As the stranger (named Ben) opens the gift, the Indian friend looks around the house in awe. He exclaims: “Good Ben!” indicating his appreciation for the Diwali setting, while Ben replied, “Yeah! Nice pen! indicating his appreciation for the Parker Pen he received.