Diwali 2024: Campaigns lighting up the festive season

Diwali (or Deepavali), the Hindu festival of lights, is one of the most celebrated occasions across India and throughout the region. Traditionally marking the triumph of light over darkness and good over evil, it's a time of family bonds, heartfelt reunions, and shared hopes for the future. Although rooted in Hinduism, Diwali’s festivities extend beyond India, lighting up homes and streets in many parts of Asia, where communities join in a spirit of gratitude, joy, and optimism.

For brands, Diwali provides a unique opportunity to engage with audiences through messages that reflect the season’s rich traditions and emotional resonance. Whether capturing the warmth of family gatherings, the promise of new beginnings, or the familiarity of homecomings, this year’s campaigns have sought to honour the spirit of Diwali while connecting deeply with their audiences.

Here’s a round-up of some of the most memorable Diwali campaigns, each bringing its own spark to the season.

Brand: Cadbury
Agency: Ogilvy India and Wavemaker India

Diwali is a festival rooted in family togetherness, and often brings children home to be with their parents and loved ones—no matter how far they may be. Cadbury’s campaign brilliantly taps into this spirit by literally using its chocolate boxes as a vehicle for togetherness, cleverly building on the idea that sharing food and chocolate naturally fosters unity. By partnering with IRCTC, Cadbury extends this tradition, helping make it possible for families to reunite, turning an already symbolic gesture of sharing into a tangible path home.

Brand: Petronas

Petronas' Diwali 2024 film beautifully captures the spirit of courage and community through the story of Lakshman, a young classical dancer whose passion shines even amidst everyday preparations for the festival. When a technical glitch threatens his school performance, his brother’s words—"You have the light inside, never let it dim"—trigger a heartwarming wave of support from the audience, transforming the moment into a celebration of collective strength. This ad excels by blending cultural richness with an inspiring message. It’s a touching reminder that true illumination during Diwali comes not just from the lights we kindle, but from the courage to pursue our dreams and the community that supports us.

Brand: Flipkart

The Flipkart ad is brilliantly funny and clever in its subtlety. Throughout the ad, viewers are led to believe that the wife is lamenting her aging husband, describing how he can no longer move or perform as he once did around the house. However, the twist reveals she’s actually talking about a worn-out household item that needs replacing. Flipkart swoops in with the perfect product solution, making for a cheeky and playful campaign that delights.

Brand: Netflix
Agency: Loudmouth and Toaster

Netflix India’s Diwali campaign, Har Parivaar Ke Liye, celebrates the power of stories to bring people together. From family movie nights to binge-watching on a busy train, Netflix highlights how its diverse content sparks connections, uniting friends, families, and even strangers. The campaign, directed by Akash Bhatia, is Netflix’s greeting card to fans, showing that shared love for stories transcends distance, becoming a part of every family’s Diwali celebration.

Brand: McDonald's India

 

 

 

 

View this post on Instagram

 

 

 

 

 

 

 

 

 

 

 

A post shared by McDonald's India (@mcdonalds_india)

McDonald’s delivers a clever, lighthearted Instagram spot. During a season known for gifting gold, jewelry, and precious stones, the ad humorously shows a woman asking for her Dhanteras gift, only to be presented with a plate of golden McDonald’s fries. It’s a short, sweet, and playful moment that elicits a genuine laugh, making it a memorable addition to the holiday season.

Brand: Oppo India

Oppo India’s ad beautifully embraces the diversity of India’s regions, capturing the many unique ways Diwali is celebrated across the country. It radiates a sense of unity, joy, and togetherness, showing how, despite regional differences, traditions transcend borders, connecting people from Himachal to Goa to Rajasthan. Through a vibrant mix of travel, lightness, and trust, the campaign highlights Diwali’s power to bring people together, celebrating each tradition as part of a shared, uplifting spirit.

Brand: Samsung India
Agency: Cheil India

Samsung’s Diwali lineup this year includes several ads, with two particularly memorable ones. The first is a lighthearted, relatable take on the gift-giving dilemma, humorously capturing the frustration of recycling the same presents year after year. The ad ends on a high note, subtly positioning Samsung phones as desirable gift options for Diwali. The second, created by Cheil, highlights the Neo TV’s AI upscaling, following a father who revives family memories through an enhanced, nostalgic video—an experience that brings everyone together. Each ad spotlights Samsung’s product strengths while creatively appealing to diverse audiences in unique ways.

Brand: Parle G
Agency: In-house and Thoughtblurb Communications

Parle-G’s film taps into a deep-rooted nostalgia for tradition, capturing the fading essence of the festival through a heartfelt exchange between a grandmother and her grandson. The three-minute digital spot is a gentle reminder of the joy in shared family moments, with the grandmother’s memories sparking a renewed appreciation in her grandson. It’s simple, moving, and stays true to Parle-G’s message: Finding happiness in others’ joy. 

Brand: Zomato
Agency: In-house