Diwali Campaigns 2019 – Which one won your heart?

It’s the season of festivals in India these days and with festivals, comes the season of shopping. From Dusshera to Diwali, there is a different excitement and frenzy in the air. It’s that time of the year when marketers bring out their best offers and consumers are left spoilt for choices. It’s that time of the year when brands launch their best campaigns to connect and attract their target audience. 

Like every year, this Diwali has also been very interesting when it comes to marketing and advertising. From digital to retail, the market was flooded with new campaigns. While some chose the route of social awareness, some went ahead with direct product promotions. Whatever be the route, finally the ones that attracted the attention were either – 

Entertaining or Educating or Engaging or Empowering!

The same golden 4E rule of marketing which is about content. Good content wins.

While there were many campaigns that I liked but here’s a quick round-up on the ones that I loved the most:

Zomato – When it comes to digital content, Zomato wins hands-down for me. I am a huge, huge fan of their marketing especially their social media marketing. The quirk, the pun, and the message-fit to the occasion, I mean hats off to the team who comes out with posts like these, absolutely hilarious and shareworthy.  (*Insta embed is giving issues with this theme on web, in case you can’t see the full slideshow, view it here).

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Because you are the sweetest!

A post shared by Zomato India (@zomatoin) on

Samsonite – I had goosebumps watching this ‘Diwali Ka Safar’ film and loved the idea as well as the execution. When the whole world was speaking of gifting during Diwali, Samsonite came out with a wonderful campaign on gratitude. Subtle product placement but with a remarkable message, this ad won the hearts of many.

#DiwaliKaSafar | Samsonite

India is going home for Diwali, but they are not.Join us in wishing them a #HappyDiwali and thanking them for helping us all complete our #DiwaliKaSafar!Share this with your friends and family and ask them to do so too! #SamsoniteIndia

Posted by Samsonite India on Saturday, October 19, 2019

Google Pay – Going by the number of Diyas that my whole family was busy scanning on Diwali, I have to say that this was one of the most engaging campaigns this year. From paying to sharing, the Diwali gamification by Google Pay was indeed a very smart campaign to increase product usage.

FeviKwik – What a perfect product fit campaign by FeviKwik! I mean to come out with a Diwali specific advertisement for a product like FeviKwik would have required some serious effort. And look at this post, isn’t it simply amazing? (*Insta embed is giving issues with this theme on web, in case you can’t see the full image, view it here).

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Asli munafa from this lifafa #HappyDiwali #Fevikwik

A post shared by Fevikwik (@fevikwikindia) on

Sabhyata – Many brands took the route of starting something new or celebrating change this Diwali. But speaking of this film by Sabhyata, I couldn’t guess the end when I watched it for the first time. And considering it’s coming from a brand with the name “Sabhyata”. I quite liked it. With a traditional range of products but ads like these, I am sure the brand will find its connect with the younger generation.

Sabhyata – #CelebrateAChange

Saas-Bahu Saga? Kahaani Ghar Ghar ki..But aise rishtey jo khatti-meethi nokjhok se bane, Bade Ache Lagte hai! This Saas-Bahu duo is definitely goals for everyone who relates to this situation!Sabhyata#CelebrateAChange

Posted by Best Ads on Tuesday, October 22, 2019

While I have listed the five that I liked the most but there were many more like Dunzo’s Glow Green or Swiggy’s Mute SoanPapdi that were interesting and funny. Though for me, nothing could come parallel to last year’s UmeedKaDiya campaign by HP. That film I think was a league apart, something that many of us will remember for years to come. 

So, which ad was your favorite this year? Would love to hear from you in the comment section below. 

The Great Driving Challenge: A perfect marriage between traditional & new-age marketing

Some brands definitely know how to use social media for an effective promotion campaign. While lots of Indian brands are still wary of social media or are trying to figure out how to use it beyond forums and customer complaint management, here comes a very engaging online cum offline reality campaign from Mitsubishi Motors which has set an example for social media marketing in India. They have launched a marketing initiative “The Great Driving Challenge” as a promotion strategy for launch of its sports car brand “Cedia Sports” and what makes it really unique is the way it has integrated its online initiative with the offline one.

The Great Driving Challenge is a web-centric campaign where couples are asked to apply for the challenge on www.greatdrivingchallenge.com. Out of all the applicants, top 100 will be selected for the next round based on public voting & the quality of their profile on the website. These 100 will be further narrowed down to 25, then 9 & finally 3 by a jury set by the promoters. The final 3 will go for an all expense paid drive in the Mitsubishi Cedia Sports car allotted by the company. The challenge is to drive 3000 kilometers in 10 days and tell the world about your travel experience through your blogs, twitter & other online social media forums. Well, name “Driving Challenge” sounds like some sort of driving race or sports rally, ain’t it? But this is definitely neither of it. In fact here the winners will be decided based on number of posts (videos/ blogs/ pictures) uploaded by the finalists during the drive phase & quality of their posts uploaded. The final winner will get to win a cash prize of Rs. 10 lacs! Interesting, very interesting! You can read more details of the contest rules here.

I think I liked almost everything about this campaign. But some aspects which are surely worth highlighting are:

  • Content / Word of mouth: In an era where content matters so much & online word of mouth can make or break a brand, I think this is definitely a unique way which Cedia has adopted to create content & positive pages online. What a better way to generate online buzz than blogs & tweets these days. To add to that the whole contest is based on the quality of content.
  • Effective targeting: This was a launch of a “sports” car & I think Mitsubishi did a great thing by taking a social media route as that’s where today’s young urban Indian is available. It’s really great to observe a shift towards digital medium for as important campaign as launch of a new product.
  • Cost effective: As per the official reports, this website was a huge success in its first few days itself. The website was launched on 22nd June’09 and received 2.06 lacs unique visitors as on 8th July’09. Well, definitely huge number of hits in a very cost effective way. A launch campaign to create an equivalent buzz if done through only a traditional media route would definitely have costed the company more.
  • Online & offline synergy: This initiative definitely proved that digital campaigns are not mere extensions of traditional ones. In fact in case of The Great Driving Challenge, the initial buzz was on online medium with actual execution being on ground – a perfect marriage between new age & traditional marketing so to say.

Overall an exemplary initiative for sure, let’s wait to hear for some statistics from Cedia to know the actual impact of this campaign.

Aaj Ka Arjun: Sulekha.com


I got this link from one of my professional acquaintances. The mail said it’s a new viral campaign from Sulekha.com. Hmmm, new viral and I immediately clicked the link. First reaction – I liked it! Looked interesting and easy to understand at the first glance itself. Presentation also was different, very unlike from the normal illustrations, cartoons and caricatures used in most of the virals these days. And the message gets communicated quite clearly. They have used a form of art to present the characters. This film titled “Aaj Ka Arjun” is showing today’s generation Arjun who is hassled but manages to get everything done at one click of arrow. Till end they don’t show the source where his arrows are targeted and from where he is managing to get everything done. The film ends with Arjun and his whole family targeting the same source and the source is Sulkeha. Quite a catchy way of showing everything happening at a click J.

But then came the surprise when I got to read it in one of the official releases that this is not a viral rather it’s a television commercial for Sulekha which will be aired soon on channels. They have released the commercial in digital medium first to see the reaction of users before airing it fully on television. Well, I’m not sure if the same creative can work for television medium as well. I have seen a 2 min version of this viral film which by any standard is a long duration for television commercial and I’m not sure if they are going to air the full or edited version of the same. If they are going to edit the film and show it in parts then I don’t think the impact will be same. To me this looks more like a digital film than a television commercial but then you never know what can work in Indian market considering the diversity of taste and preferences of Indian consumers. I for sure would be keen to observe how this film takes its course further. Overall the film surely grabbed my attention and I forwarded it to some of my friends too J