The season of lights and sparkle is here, so are the barrage of light-hearted, feel-good campaigns by brands looking to connect with consumers during this time of the year. As life and businesses recover from the pandemic, the mood is optimistic and celebratory to say the least. The common thread that ties all the campaigns in this year’s round-up are the underlying themes of empathy, kindness, and generosity.
Here’s a handpicked list of the best Diwali campaigns of 2022 that add a touch of sparkle and joy at this time of the year.
Brand: Amazon
Agency: In-house and WE Communications
Why it works: This six-week long digital campaign, #FindLife celebrates a new generation of Indians finding their own light through expression and inspiration, in their own unique way. The campaign highlights human stories and emotions behind any purchase; lights are synonymous with positivity and a feel-good factor.
Brand: Taylor’s Education Group
Agency: In-house
Why it works: A young lawyer in the ad, Ms Diya, believes education is not just to make a living for ourselves but to make a difference for others. “That’s what makes it worthwhile for me. My purpose”: it’s this strong, clear, and inspiring messaging which helps the campaign standout of the clutter this season.
Brand: Cadbury
Agency: Ogilvy
Why it works: Cadbury has been promoting local businesses during the last two years of the pandemic and in 2022 they have elevated the festive fervour with a campaign for local hawkers. The campaign promotes the use of QR code technology through which users scan for nearby hawkers selling a Cadbury celebration pack, and even help set up a virtual shop by adding simple details onto the website. Once registered, consumers can shop for the products via a phone call, SMS or even a video call. Thus, enabling hawkers to continue their e-business, without the hassle of finding a new spot every day.
Brand: RHB Bank
Agency: FCB SHOUT
Why it works: The campaign blends the right amount of Bollywood entertainment with the real story of progress. The spot pays a homage to Raveendran as a Malaysian hero but also to the complex nuances that makes Indian cinema so loved around the world. In terms of tonality and mood, the campaign is a significant shift from the other RHB festive films; the light and playful narrative puts a smile on everyone’s faces.
Brand: Tanishq
Agency: Lowe Lintas
Why it works: No Diwali campaign list can be complete without a mention of India’s top jewellery destination, Tanishq. The ad, ‘Naye Milestone Wali Pehli Diwali’, pays a tribute to every Indian woman celebrating her first Diwali, and refreshingly, it does not reference the first Diwali after marriage. The campaign is a beautiful celebration of reinventing oneself, of growth, and brimming with optimism—exactly how festivals should be—a nostalgic reminder and a celebration of the everyday wins in life.
Brand: Dell
Agency: VMLY&R
Why it works: A series of three films, ‘A Diya Wala Festival,’ is a cheerful story of progress and warmth. The film is about a man who uses his new Dell laptop to make emoji-shaped sweets to welcome his to be partners daughter to the family.
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