Between November 6 and 10 this year, Diwali, also known as the “festival of lights”, is celebrated, one of the most popular holidays in India and other South Asian countries. For many regions and traditions, the event marks the beginning of the new year and a period of spiritual renewal since it is based on the symbolism of the triumph of light over darkness. In a globalized world, some brands have found on this occasion an opportunity to connect with certain communities and, at the same time, launch messages that resonate internationally; and they have already turned Diwali into a reference event in their communication strategies.
These are some of the most notable advertisements from big brands on the occasion of Diwali:
Apple and a new “Shot on iPhone”
Apple has found in the Diwali celebrations a new opportunity to expand its long-standing “Shot on iPhone” platform, this time with the intention of highlighting the virtues and performance of the camera of its new iPhone 18 Pro. Together with the creative agency TBWAMedia Arts Lab, it has created “Step into the light”, a musical short film with a complex choreography that tests the device’s capabilities in low light conditions.
The piece was directed by designer Sanjay Garg, founder of the fashion brand Raw Mango, and shot in the Tijara Fort, a restored 19th-century royal palace in Rajasthan. The choreography is performed by the Big Dance Center group and combines traditional steps with contemporary elements in the light of traditional *diyas*, the small traditional clay oil lamps that, during Diwali, illuminate homes throughout India.
Cadbury and a gesture between neighbors
For its part, Cadbury, through its Celebrations range, has sent a message about the importance of community, cordiality and coexistence. Together with the agency Ogilvy India, he has created “This Nok-Jhok Is Sweet”, a short film that shows how everyday friction can become opportunities to reconnect during the festive season.
It tells the story of two neighbors who have small conflicts about parking vehicles, loud parties or garbage collection. However, when one of them breaks his leg, the others put aside their differences and help him decorate the house to properly celebrate the holidays. The brand conveys that a little sweetness can transform a small conflict into a little affection and presents its chocolates as an invitation to make peace and start again.
Amazon highlights its ability to connect
On the occasion of the Diwali festivities, one of the most popular in Indian culture, Amazon has launched “Deliver the love”, an ad that celebrates family reunions and highlights the company’s ability to connect people. Created by the Ogilvy West agency, the spot tells the story of Bittu, a young man who lives far from his older brothers and who, upon seeing some children playing, remembers the good times of his childhood. Thus, he decides to send them a glass bottle with messages through Amazon to remind them of the bond that unites them, and finally manages to bring the whole family together to celebrate Diwali.
With this, the company reflects the capillarity of its delivery network, but also sends an emotional message about the importance of being present with loved ones during this holiday. “Every Diwali, the same silent question runs through many families: ‘Who will make it home this year and who won’t?’ Our ad clings to that sentiment.” commented Sridhar Kulasekharan, Senior Vice President of Retail Business Services at Amazon India, through social networks. “We can deliver almost anything to your door. The only thing that doesn’t fit in a box is being there in person. If you encourage even a few people to make the journey home this Diwali, you will have done your job.”.
Toyota and a new look for Diwali
For its part, Toyota NorCal (Northern California) has collaborated with the Fijian rapper to offer a new look at Diwali celebrations and connect with new generations. Thus, together with the H/L agency, he has created a small music video that shows the most festive side of the date, but without losing sight of the traditional message about the passage from darkness to light. The song “Welcome to the Bay” is the central axis of the advertisement, reflecting the experiences of young people of South Asian origin in Northern California in a personal, modern and authentic way.
The campaign highlights the joy of being together and the role music plays in these shared moments; and aligns with the brand’s overall strategy through the claim “Let’s Go Places,” by showing how the brand evolves along with culture, staying connected with the elements that really matter to new generations.
