Campaign India Team
Nov 01, 2023

Brands celebrate Diwali with a touch of humour and oodles of positivity

Watch our picks of the Diwali campaigns here

Brands celebrate Diwali with a touch of humour and oodles of positivity

With Diwali, the festival of lights nearly upon us, brands are embracing the festive spirit while positioning themselves as beacons of goodness and inspiration with messages of positivity rolled into meticulously crafted ad campaigns in a bid to enchant and engage their consumers.

The editorial team at Campaign India will be picking the campaigns that harnessed the magic of Diwali with messages that added their glow to the celebrations.

As always, we're going alphabetically:

This festive season, Bikano once again champions the cause of adoption and acceptance with its Diwali campaign, 'achhi soch bato' (spread good thoughts). Through the film, the brand reaffirms that bonds are forged not by 'blood relations', but through 'shared emotions'.

ICICI Prudential Mutual Fund 

The film takes the humorous route to address why it is important to invest and not just save your money. The plot follows the house help, Ramu Kaka's disappointment on receiving the same amount of Diwali bonus every year. He goes on to school his employer on the benefits of investing across various mutual fund options. The help also rubs it in how his other employer invests in mutual funds and hence gives him expensive shoes as a Diwali bonus.

Kalyan Jewellers

Kalyan Jewellers kickstarted its Diwali festivities with the launch of a star-studded campaign featuring the brand's line-up of celebrity ambassadors. Brand ambassador Amitabh Bachchan headlines the campaign film, alongside Jaya Bachchan, Katrina Kaif, Akkineni Nagarjuna, Prabhu Ganesan, Shiva Rajkumar, Rashmika Mandanna and Kalyani Priyadarshan.

Mahindra Finance


The narrative set in the backdrop of Diwali, features the protagonist, a responsible daughter who is committed to fulfilling her family’s needs and dreams. It highlights the aspect that our loved ones often make so many things possible for us without even being told to and draws a parallel with how Mahindra Finance too understands the financial needs of the customers and becomes a partner in fulfilling their dreams as one of their own. The film concludes with the daughter bringing home a new car on the occasion of Diwali, enabled by a Car Loan provided by Mahindra Finance.


Realme's Diwali campaign, 'dare to shine' has actor Shah Rukh Khan paying tribute to the enduring human spirit of resilience and self-belief while exhorting one and all to kindle their inner lights ahead of the festival of lights.

Western Union

The Western Union film 'khule dil wali diwali' created by Boch & Fernsh celebrates the spirit of togetherness and belonging this festive season with a heartwarming film.



The films demonstrate Wipro Lighting's commitment to seamlessly integrating innovation into daily life and the spirit of Diwali celebrations. In the first film, a young boy amazes his father by turning a simple device into a smart one with the Smart Plug. In the second, he overwhelms his eccentric grandfather with the brilliance of Smart Bulbs, creating a perfect atmosphere for decorations. These films aim to encapsulate Wipro Lighting's core - technology-enhancing offerings and how they weave themselves into celebrations through a human touch.


This article will be updated till the festival of Diwali.
Campaign India

Related Articles

Just Published

11 hours ago

Moves and wins roundup: Week of 27 November

Read about the latest news in the marcomm world including updates from PolicyBoss and Chargeup

12 hours ago

Amrit Baid elevated at Mercedes-Benz as Pradeep ...

Baid is appointed head - marketing and customer experience

13 hours ago

Agency of the Year South Asia 2023: Mindshare, ...

WPP’s Mindshare and Ogilvy dominate the Gold wins; the Gold list also prominently features Famous Innovations. New entrant, Talented.Agency is the second most awarded

15 hours ago

A fabricated account of how judging the humour ...

The author imagines what it will be like to judge the 'Humour in branded communications' category at Cannes next year