Diwali ads - the new age way of storytelling

MUMBAI: The advertising sector has undergone an evolution over the years. The storytelling has matured, creatives have changed, and brands are experimenting with fresher and innovative ways to connect with their audience — on television, social media and digital.

A recent phenomenon is the ability of ads to get a product to sell while conveying bold, social messages. Ariel’s #ShareTheLoad, Google’s reunion or the recent Vicks transgender ad spearheaded the trend and managed to not only create an instant connect with the audience but also delivered powerful social messages as they created brand awareness subtly.

While Indians all over the world celebrated Diwali last week with much fanfare and glee, the creative minds at agencies had a hard task ahead of the celebration to create Diwali-targetted campaigns for their clients that are ‘out-of-the-box’ yet resonate with the brand’s identity.

This year, too, saw some striking ads. Some brands urged audiences to spend quality time with their family and loved ones while some stuck to social messages. Even though cynics cast aside these efforts terming them as duplicitous sales techniques, brands need praise for the human touch.

We have listed some of the best Diwali advertisements this year that went beyond the cliched lights, fireworks and sweets.

Lenovo: #GiftThemAFuture this Diwali

In a heartwarming campaign created by Lenovo India, ‘Gift them a future’ is a story about a retired banker who is struggling to keep himself busy by going to his office every day after retirement. His son, who is back home for Diwali gifts him a Lenovo notebook to start his entrepreneurial venture.

Nokia: #UniteForLove

Nokia mobile rolled out its first big cross-platform campaign ahead of the festive season. It stays true to its global brand philosophy of #UniteFor, and rises to the occasion, telling a very touching story. To everyone consumed by technology, it puts human relationships above everything else on occasions when it matters. The campaign created by Dentsu One India proposed that for a day, people spend quality time with their loved ones uninterrupted by phones. Put your phone in a gift box and give it to someone or just keep it aside as a gesture of committing your time—and you—to someone else, stressing on the philosophy of #UniteForLove

Ghadi Detergent: Is Diwali #SaareMaelDhoDaalo

Humans tend to fit strangers into stereotypical boxes that exist in our minds. Continuing with its “saare mael dho daalo” (let’s get rid of the dirty things) proposition, Ghadi detergent’s Diwali campaign urges us to look at everyone afresh without resorting to our biases. The film highlights how the appearance of a policeman in our homes brings doubts of many kinds. It makes us uncomfortable and we tend to get nervous and unsettled. Created by advertising agency ADK Fortune, the TVC shows a policeman visiting a family who are selling their electronic goods online and his interest in buying them.

Amazon prime video: Kahaaniyon wali Diwali

This ad asks the audiences to soak in the joy of storytelling with their loved ones. Storytelling is as old as civilisation. Some stories entertain while others stir up something inside you. This one is a sort of retelling of a conventional happy story — keeping the sweetness and warmth of a father and son’s relationship intact. It not only celebrates the art of weaving a tale, it also turns a simple exchange between a father and a son into a larger than life, wholesome experience; and brings it alive in a magical way.

Dainik Bhaskar: Sarthak Diwali

In its latest campaign for Diwali, Dainik Bhaskar urges people to give respect along with goods to those less privileged and our house help. The TVC shows a house maker handing out diyas, clothes, sweets and firecrackers to her house help on the day of Diwali. Later in the night, she visits her house help’s home to wish her a happy Diwali and hug her. The ad emphasises on a very important point that just giving gifts and sweets to them is not enough and we must also give them equal and enough love and respect.

Latest Reads
D’Décor launches new campaign ‘Beautiful Homes tell Beautiful Stories’

MUMBAI: D’Decor India’s leading home furnishings brand unveiled its new campaign - ‘Beautiful Homes tell Beautiful Stories’ with a series of short films featuring Gauri and Shahrukh Khan. The campaign celebrates 10 years of marquee association of country’s power couple with D’Décor. Touted as the...

MAM Media and Advertising Ad Campaigns
Tourism Authority of Thailand, Mumbai partners with Tripoto community to entice new age travelers in India

MUMBAI: After-witnessing favorable growth in Indian arrivals across segments, Tourism Authority of Thailand (TAT) has kept no stone unturned to reach out to its key target group, the millenials. In order to expand the destination’s reach through various digital platforms, TAT associated with...

MAM Marketing MAM
Aurelia extends association with Disha Patani as its Brand Ambassador

MUMBAI: Disha Patani has extended her association with TCNS Clothing Co. Limited, the leading women’s branded apparel company in India, as the brand ambassador for its brand Aurelia. Disha will be associated with Aurelia for yet another year and would be featuring in the upcoming collections.

MAM Marketing MAM
86% of users quit shopping apps after 4 weeks: new research from CleverTap

MUMBAI: CleverTap, the full-stack customer retention platform that helps consumer brands maximize customer lifetime value, today released the Industry Benchmarks for Ecommerce Apps.  For ecommerce brands, high customer acquisition costs (CACs) and price-sensitive buyers impact the overall customer...

MAM Marketing MAM
Upgrade to whole-mouth-health with New Colgate Total toothpaste

MUMBAI: Colgate-Palmolive (India) Limited, the market leader in Oral Care, has launched its New Colgate Total toothpaste with an innovative formula offering multiple benefits to provide superior Oral Care to protect not just the teeth, but also tongue, cheeks and gums. Hence, the New Colgate Total...

MAM Marketing MAM
Madame tussauds delhi unveils KFC’s zinger Aka ‘the original celebrity burger’

MUMBAI: In what is a historic first, Madame Tussauds, the world’s most famous wax attraction, welcomed the ‘Iconic Burger’ - Zinger at its location in Regal building in Connaught Place, New Delhi. Delighting burger-lovers since 1984 and loved in more than 120 countries, the Zinger is easily the...

MAM Marketing MAM
Paytm retains title sponsorship rights for BCCI's international & domestic seasons 2019-23

MUMBAI: The Board of Control for Cricket in India (BCCI) on Wednesday announced that One 97 Communications Pvt Ltd (Paytm) has retained the sponsorship rights for BCCI's international and domestic matches. The board revealed in a press release that the winning bid was at a price of Rs 326.8 crore...

MAM Media and Advertising Sponsorship
Be the #Changemaker with SEVEN by MS Dhoni’s New Collection

MUMBAI: Let your wardrobe evolve this spring by investing in the exciting new styles designed for young and energetic millennials. Crafted for all young #Changemakers out there, the collection encompasses a wide range of running and training apparel as well as accessories for all sports enthusiasts...

MAM Marketing MAM
DAN Programmatic launches creative insights engine 'DAN Vision for Creative'

MUMBAI: DAN Programmatic, empowered by The Data Sciences Division of the Dentsu Aegis Network in India along with AMNET, the network’s programmatic arm has announced the launch of “DAN Vision for Creative”, a machine learning and neuroscience based engine that delivers path breaking insights into...

MAM Media and Advertising Digital Agencies

Sign up for our Newsletter

subscribe for latest stories