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This time around, Diwali is all the more special for people after two years of Covid-19-induced aftermath. Brands understand that and have put their best foot forward to engage with consumers. Several brands opt for regular ads. But there is no better way than content for brands to build a connection with their TG and onboard newer consumers.

As always, most of the brands have stuck to video content format and created long-form films. While the common themes picked by brands revolve around families and friends coming together and gifting, some have taken unique themes like helping the traffic police, helping the artisans, motivational and women-centric as well. 

It is interesting to see that a few brands have even tried to amplify the content initiative by not just media spending but real on-ground purpose-driven actions. has compiled a list of content pieces that stand out this year on Diwali. 

HP’s ‘Thodi si Jagah Bana Lo’ campaign

Capturing the invaluable role Indian artisans hold in representing our rich cultural traditions, HP India has launched a short film “Thodi Si Jagah Bana Lo” to celebrate the festive spirit of Diwali.

The campaign conceptualised by Simple Creative, unveils heartwarming expressions of compassion and generosity to support traditional artisans and local businesses. The film emphasises the unwavering importance of local artisans, serving as a reminder of their resilience over the years. 

HP’s content piece is also supported by real on-ground action. HP India has facilitated space in its 75 HP world stores across 15 cities for artisans and their art starting October 20.

The film:

JK Super Cement’s #TohfaSurakshaKa

The campaign #TohfaSurakshaKa aims to improve traffic management and the safety of traffic cops and to extend heartfelt gratitude to all the heroes in uniform who contribute to a disciplined and safe road environment. 

With this initiative, JK Super Cement is aiding the government’s vision to make work conditions more suitable for those who ensure our safety.

Just like HP, JK Cement’s content piece is also followed by real on-ground action. The brand has initiated the installation of 200 traffic police booths across six states.

The film:

Vivo “Together with Joy” campaign

Conceptualised by FCB India, this digital creative campaign focuses on the festive season, celebrates togetherness and encourages viewers to make moments joyful and brighter together. The whole film is shot on a Vivo phone. The campaign conveys the message about the celebration of togetherness during the festival. It instils the thought that the absolute joy of a festival comes through only when a family celebrates it #TogetherWithJoy. 

The campaign is Vivo's endeavour to strengthen bonds and create a world of joy through superior yet simplified products and experiences. It is a sweet reminder that festivals are nothing but a chance to celebrate quality family time with your family. And wherever our loved ones can get together, that becomes the home of celebrations.

The film:

Ferns & Petals’ #DiwaliRishtonWali

The brand’s video content celebrates human relationships and how gifts can play a pivotal role in rekindling old friendships and other relationships that we might have missed connecting with in our busy lives. 

The campaign has been launched across multiple digital platforms in India. With the advent of Diwali, an explosion takes place – of unsullied joy, happiness, familial bonds, of friendships- old and new. Riding on these sentiments, the brand narrates a story that celebrates the beauty of human emotions and relationships. 

With all the milestones and career changes and moving to different cities, the film portrays how two friends who had earlier parted ways reconnect to relive the nostalgia; amidst the celebratory moments, the gaggle and bright-eyed smiles and the lights which deck up the night sky this Diwali FNP helps reunite long lost friends.

The film:

Sabhyata’ #RedefiningCelebration

Every year on Diwali, the ethnic wear brand takes an inspirational theme highlighting the power of womanhood. This year, Sabhyata aims to raise awareness and encourage working women to come forward and change the norms. 

The soulful video establishes an Indian woman’s affinity to ethnic wear, reflects her cultural values and celebrates the spirit of womanhood. Apart from digital amplification, the video will be played at all Sabhyata stores across India to drive the message to the end consumer.

The film:

Dhara #KhaanePeKehna 

Any festive celebration is incomplete without family members coming together and having discussions over a meal or relishing their favourite sweet dish. The festival of Diwali is also an occasion for gifting our close ones with the most memorable and lovable offerings to suit their preference. 

Keeping this insight at the core, Dhara has rolled out a new campaign for Diwali 2022, but with a ‘badlaav’. The campaign has been conceptualised by Dhara along with DDB Mudra North and Wavemaker. 

The campaign under the communication proposition #KhaanePeKehna entails a heart-warming narrative of the unspoken responsibilities that come during the festive season and how having difficult conversations simply while gulping your adored gulab jamuns can often become a sweet moment to cherish. This time, Dhara has put the spotlight on a topic which remains unspoken in households, though felt by many in families.

The film:

Oppo’s #InspirationAhead campaign

Oppo’s Diwali campaign is in line with its motto #InspirationAhead. The brand film shines a spotlight on people who do things differently to inspire change. The film — with its theme of #InspirationAhead — sends a message about how different thinking can provide an out-of-the-box solution to a problem. 

The message at the end of the film, ‘be the light that inspires’, has been portrayed aptly throughout, to inspire others to relook at the way we see things.

The film:

Future Generali India Life Insurance’s ‘#BharosaPapaJaisa’

Roshni ya rang se, Tu khel mere sang re…Tu hi mera tyohaar hai, Tera bharosa hi mera pyaar hai…” these beautiful lines sum up the newly launched Diwali campaign by Future Generali India Life Insurance Company. Every father is committed to the happiness and security of his family which is beautifully brought out through this new campaign.

The campaign highlights how fathers do what it takes to ensure the family’s protection and happiness. This helps him win his family’s love, trust, and respect. All fathers prioritise protection and care and these are values important to Future Generali India Life Insurance as well. This campaign echoes the trust and faith that every family has in their father. The belief is that a father will always be there in times of need and will lead in times of celebration with his positive energy and enthusiasm. Hence re-establishing the trust, like that of a father to his family ‘#BharosaPapaJaisa’ has been showcased very beautifully in the campaign. 

The film: