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This Diwali ‘it’s all about loving one’s family': Brands celebrate the joy of homecoming

Brands release ad films centred around homecoming & family bonding.

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MUMBAI: It’s that time of the year when advertisers spend the major portion of their annual ad spends in going all out to woo the Indian consumer. With the Festival of Lights upon us, marketers and brands are doing everything they can to unlock the year’s biggest festive blitzkrieg by ensuring their campaign stands out this Diwali.

With families separated by the pandemic for long, it’s time to come home, sit together, and catch up. After all, festivals are all about celebrating togetherness, and what better way to celebrate than to be home with one’s loved ones? With this understanding, brands across categories have released ad films centred around family reunions and bonding sessions. After all, ‘it’s all about loving one’s parents/ family’.

Backed by a heart-warming narrative, Vivo released a Diwali special digital film communicating the “Joy of Homecoming”. Starring actor Kanwaljit Singh, the ad film conceptualised by Dentsu Impact encapsulates the role of the smartphone in rekindling the joy of connection. 

Another ad from Anand Sweets also highlights the simple joys of attending the rituals and traditions with family members. The ad takes a nostalgic trip down memory lane showcasing the fun activities that defined festivity during one’s childhood. The script drafted by Norm creative strategic agency brings out the emotions, love, and lore of Diwali.

With their new Diwali campaign video ‘Kissa Kaaju Katli Ka’, online poker platform, PokerBaazi gave a sweet twist to enjoying a game with family, where members apply their Poker skills to understand and read their opponent while trying to win a pot of sweets.

In a message which would resonate with today’s generation, telecom operator Vodafone Idea's Diwali campaign #LookUp says mere physical presence is not enough if one is not mindfully present in the moment. Vi has launched a digital video highlighting the importance of virtual platforms, yet encouraging real conversations during special occasions. The campaign throws light on how one can miss out on the special times despite being there and gives out a call: ‘it’s time to shut our screens’ and truly be there to celebrate with our loved ones.

Taking a dig at all the other so-called ‘cliched’ Diwali ads, tech brand DIZO realme’s released a new ad - “Not-So-Clichéd Diwali Ad”. The ad executed by White Rivers Media is a light-hearted take on the most commonly used format of storytelling in Diwali campaigns while going on to do just that even as it cleverly integrates the tech brand’s product into the narrative.

Taking a step further is surfacing solutions brand, Greenlam Industries which has rolled out a digital campaign that humorously underlines the importance of taking time out to ‘celebrate at home and celebrate home’, this Diwali. The short film conceptualised by Mirum India showcases an American boss delegating work to his team in India over a video call on Diwali while stressing that the timeline is crucial and needs to go out immediately. The team manages to get out of the sticky situation by pulling a fast one over the boss unitedly. Watch how they do it:

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