Mumbai: As we prepare to celebrate Diwali for the first time since the pandemic, the countdown has started. However, due to people's busy lives, celebrations have since been reduced to calls, forwards, GIFs, and posts. Families are splintering, and the fundamental principles of Indian households appear to have been forgotten in the age of technology.
In order to rekindle the feeling of community, Colors has created a brand film called "Zindagi Ke Rang, Apno Ke Sang" that emphasises the importance of community. The country's top GEC develops a brand campaign to emphasise that celebrating Diwali is incomplete without spending time with your loved ones. In a cultural fabric that is constantly changing, it is our traditions, festivals, and families that keep us grounded.
The brand film, created by Leo Burnett, depicts members of a joint family bringing in the celebrations in separate houses and sharing them on a group chat window. As the conversation progresses, a stream of selfies, pictures, emojis, and Diwali greetings appears on the chat thread, demonstrating how accustomed we are to minimising our happiness for the sake of convenience.
In the movie, a family is shown celebrating Diwali digitally, but the youngest member is disappointed because the holiday is meant to be shared in person, not over the phone. Based on the idea of sharing our joys, the movie suggests that it's time we quit wishing people well via chat and instead celebrate to our hearts' content with get-togethers.
Viacom18 Hindi Mass Entertainment marketing and digital head Sapangeet Rajwant said, "We, at Colors, believe in bringing families together and in all our endeavours we strongly support our country's cultural ethos. We're a nation that loves to celebrate the smallest joys and the biggest festivals together with our near and dear ones. Carrying this tradition forward, our latest brand film urges viewers to break the norm of celebrating festivals over the phone. It is a heartfelt reminder to everyone to enjoy this Diwali by getting together with family and friends."