Frido launches festive campaign promoting comfort as necessity
Frido, India’s D2C ergonomic brand, has unveiled Iss Diwali, Comfort to Banta Hai, a campaign positioning comfort as essential during the festive season. The in-house conceptualised films highlight the brand’s ergonomic chair through humorous scenarios featuring a bomb squad officer and a doctor, showing how comfort enables focus and composure under pressure. The films reflect Frido’s philosophy that ergonomic design enhances performance and well-being. The campaign underscores preventive care as a key brand message, blending relatability with functional storytelling.
Tanishq and Lowe Lintas unveil ‘India Wali Diwali’ campaign
Tanishq, in collaboration with Lowe Lintas, has launched its festive campaign ‘India Wali Diwali’, depicting how Indians abroad recreate the feeling of home during the festival. The film follows a young girl experiencing her family’s Diwali celebrations, featuring Tanishq jewellery as part of the occasion. The campaign runs across digital, social and theatre platforms in markets including the USA, Singapore and the GCC.
AmritCem Cement launches ‘Dhalai Champion’ campaign in Meghalaya
AmritCem Cement has launched a 360° campaign in Meghalaya under the theme ‘Dhalai Champion’ to boost market share. Centred on the message ‘From Foundation to Roof’, it combines regional storytelling, influencer collaborations, and ATL and BTL activations. The initiative highlights AmritCem’s focus on strength, reliability, and resilience for all construction needs.
South Indian Bank’s Diwali film spotlights kindness and giving
South Indian Bank’s Diwali campaign, Is Diwali, Khushiyon ke Deep Jalaaein, celebrates the joy of giving through a film directed by Martin Prakkat. The narrative follows interconnected acts of generosity among everyday characters, with seamless use of the bank’s digital payment tools. Released in four languages, the campaign underscores the bank’s focus on relationships and shared happiness.
Lacoste launches festive ‘Court of Light’ campaign in India
Lacoste has unveiled its festive campaign Court of Light alongside a new India-exclusive sleeveless jacket. Inspired by the brand’s tennis heritage, the campaign features a festive gathering set on a tennis court, symbolising celebration and togetherness. It highlights Lacoste’s seasonal range, including polos, shirts, dresses, footwear and the signature knitted kurta.
Something’s Brewing adds coffee twist to Diwali celebrations
Something’s Brewing has launched its festive Get Ready to Host campaign, encouraging coffee-centred Diwali gatherings. A short film shows a couple’s festive chaos transformed by the Budan Bolt coffee machine, promoting relaxation and connection over coffee. The campaign showcases the brand’s festive collection, including curated coffee essentials for at-home celebrations.
McCann and L’Oréal Paris launch Diwali-themed campaign
McCann Worldgroup India has launched its first Diwali campaign for L’Oréal Paris titled Mujh Mein Hai Diwali. Conceptualised by Prasoon Joshi, the campaign explores inner light and self-worth through a film featuring Alia Bhatt, Akansha Ranjan Kapoor, and Anushka Ranjan. The song, written by Joshi with music by Sneha Khanwalkar and vocals by Harjot Kaur, adds emotional depth. Directed by Shirsha Guha Thakurta and produced by Ramya Rao, the film was executed by an all-female crew, reflecting the campaign’s message of empowerment and authenticity.
Noice teams with comedians for humorous Diwali campaign
Premium food brand Noice has released The Honest Party, a Diwali campaign featuring comedians Tanmay Bhat, Rohan Joshi, Aishwarya Mohanraj, and Lekh Uthaiah. The video, depicting chaotic festive house parties, has garnered over 2.2 million views and 26,000 reposts within 24 hours. Moving away from emotional storytelling, the campaign uses humour to connect with younger audiences while showcasing Noice’s snack range. It positions the brand as a player in India’s premium snacking segment with a focus on authentic flavours and clean ingredients.
Star Localmart marks five years with festive campaign
Star Localmart, the retail arm of Sanjay Ghodawat Group, has launched Khushiyon Ka Khazana to celebrate its five-year anniversary. Targeting rural and semi-urban markets across Maharashtra and Karnataka, the campaign offers festive rewards, including silver prizes worth ₹1.5 lakh and annual Star oil supplies for select customers. Business head Srinivas Kolluru said the initiative reinforces trust and customer connection. The campaign aims to enhance engagement through offers on groceries, sweets, and gifting hampers across the brand’s store network.
Coca-Cola and Google introduce AI-powered Festicons for Diwali
Coca-Cola India, in collaboration with Google, has launched 'Festicons', an AI-enabled Diwali greeting experience using the Google Gemini app. By scanning QR codes on Coca-Cola’s Utsav Packs, users can design personalised festive avatars. The initiative follows the brand’s earlier generative AI campaign with DALL-E and aims to enhance digital engagement through interactive, co-created experiences during the festive season.
Pansari Group’s Diwali campaign supports local retailers
Pansari Group has launched its festive campaign, This Diwali, Let’s Bring Back the Raunak, celebrating the role of local retailers. The initiative reaches over 20,000 stores across India with festive décor and promotional support. It aims to strengthen retailer relationships and revive traditional markets during Diwali.
Casio India’s Diwali film highlights family and new beginnings
Casio India has released a festive campaign film that tells the story of a young designer whose father recognises her passion during Diwali. The film, produced by Method Productions and directed by Barath Jayarajan, conveys themes of courage, support and renewal, aligning with Casio’s brand message of “Making Moments That Matter.”
DriveX launches ‘Ride Back Home’ Diwali campaign
DriveX has unveiled its Diwali campaign, Ride Back Home, celebrating togetherness and the journey of returning home. The brand is also running a #LightUpWithDriveX initiative, allowing participants to nominate someone deserving of a free scooter. The campaign runs until 31 October.
Lxme introduces UPI for women under ‘Pink Revolution’ campaign
Lxme has launched LxmePay, India’s first UPI service for women, alongside its campaign Main Lxme Hoon: The Pink Revolution. The initiative promotes financial independence by enabling seamless payments, spending insights and digital gold rewards. The campaign film follows two women balancing ambition and responsibility, reinforcing women’s financial empowerment.
Archies launches Diwali mini-series ‘Diwali Archies Se Hi’
Archies has rolled out a digital mini-series titled Diwali Archies Se Hi, centred on family, friendship and celebration. The story follows two sisters and an old friend reconnecting during a festive party, with Archies’ gifting products featured throughout. The campaign extends across digital platforms with contests, décor ideas and user-generated content.
Titan’s Diwali campaign highlights the value of shared time
Titan has launched a festive campaign focusing on the emotional value of time over material gifts. The film tells the story of two siblings reconnecting during Diwali, underscoring the importance of shared moments. Featuring Titan’s signature melody, the campaign reinforces the brand’s positioning around time as a symbol of togetherness. The film is currently live across digital platforms as part of Titan’s seasonal marketing push.
ManipalCigna redefines prosperity with health-led Diwali campaign
ManipalCigna Health Insurance has launched its Diwali campaign Health Insurance Jiske Paas, Lakshmi Maa Karein Waha Niwaas, highlighting health as the foundation of lasting prosperity. The AI-driven film presents a modern take on the festival’s traditional symbols, encouraging families to prioritise health protection. The campaign includes collaborations with Zepto for in-home activations across seven cities, along with outdoor and digital extensions. It aims to raise awareness about health insurance and integrate the message of wellness into Diwali celebrations.
Flipkart revives long-copy storytelling in Diwali campaign
Flipkart’s latest Diwali print ad, A Man Once Bought A Single Sock, revisits traditional long-copy advertising. The full-page ad narrates a story about a man whose missing sock leads to rediscovery through Flipkart’s Big Bang Diwali Sale. Using storytelling rather than product-heavy messaging, the campaign highlights moments of everyday transformation, connecting consumer purchases with emotional renewal. The creative approach contrasts sharply with current short-form ad trends, emphasising narrative engagement over quick hooks.
Instamart’s Diwali campaign features Sonakshi Sinha as ‘Asli Sona’
Instamart has launched its Diwali campaign featuring actor Sonakshi Sinha, themed around her nickname 'Asli Sona'. The in-house conceptualised film playfully depicts Sinha as being “born with a golden spoon”, using humour to promote Instamart’s 10-minute delivery of gold coins and festive essentials ahead of Dhanteras. The campaign positions the platform as a convenient option for last-minute festive purchases, combining celebrity recall with the theme of quick commerce reliability during the holiday season.
Nutty Gritties’ ‘Chaar Chaand’ celebrates festive food and femininity
Nutty Gritties has launched its Diwali campaign Chaar Chaand, which positions premium dry fruits as an essential part of festive celebration. Featuring founder and CEO Dinika Bhatia, the campaign connects food preparation with creativity and emotional warmth, portraying dry fruits as both nourishing and decorative. The film encourages mindful indulgence and celebrates the role of women in bringing beauty and care to festivities. Chaar Chaand reinforces Nutty Gritties’ focus on health, heritage, and modern indulgence through premium snacking.
Birla Opus Paints’ Diwali film highlights family togetherness
Birla Opus Paints, part of Grasim Industries under the Aditya Birla Group, has released a new digital film for Diwali titled Kya Iss Baar Diwali Cancel? The film follows a retired couple preparing their home for Diwali and dealing with their son’s cancelled visit. Choosing to celebrate regardless, they repaint their home and embrace the spirit of togetherness. Rooted in the brand’s Duniya Ko Rang Do philosophy, the campaign underscores how the festival’s essence lies in relationships and shared moments rather than rituals alone. The film is part of the brand’s broader festive marketing push across digital platforms.
Haldiram’s unveils Diwali campaign celebrating festive traditions
Haldiram’s has launched its Diwali campaign, Aap Diwali manate hai, Hum Diwali banate hain, showcasing its festive range of sweets, dry fruits, and gift assortments. The collection includes Stuffed Dates, Baklava, Khajoor Anjeer Bites, and the Premium Sweets and Gourmet collections. Outlets nationwide have been decorated for the festive season, encouraging customers to explore the assortment. The campaign highlights Haldiram’s efforts to balance traditional flavours with modern preferences while reinforcing its association with Indian festive celebrations.
Khetika highlights kindness in Diwali film ‘Acchai Se Farak Padta Hai’
Khetika has launched a new digital film, Acchai Se Farak Padta Hai, as part of its festive campaign. The narrative unfolds in a household preparing for Diwali, where a child’s remark prompts his mother to acknowledge the contributions of the house help. The film underscores that genuine celebration stems from everyday acts of goodness. It features Khetika’s dry fruits as a symbol of purity and togetherness. The campaign, produced by The Luminant Media, aligns with Khetika’s focus on honest choices and meaningful connections during festive occasions.
Bergner launches festive campaign ‘Pyaar, Parivaar, aur Bergner’
Cookware brand Bergner has released two short films under its festive campaign, Pyaar, Parivaar, aur Bergner. The films, Cooker Ki Seeti and Diwali Ki Safai, portray everyday family moments during the festive season. The campaign integrates Bergner’s cookware and serveware products, including its Argent and Hitech ranges, within familiar household settings. By focusing on shared experiences and family interactions, the campaign highlights the role of Bergner products in Indian homes during celebrations.
Zouk’s Diwali campaign turns daily humour into gifting idea
Zouk has launched a new Diwali campaign highlighting the familiar scenario of men becoming “walking storage units” for items their partners or family members hand over. The film follows a man who resolves the issue by gifting Zouk bags to his wife and sister, positioning the brand’s products as practical festive gifts. The campaign also introduces The Big Bag Festival, featuring curated gift boxes and collaborations with Palmonas, Bombay Sweet Shop and Renee Cosmetics. Zouk aims to reinforce its positioning as a cruelty-free, Indian lifestyle brand offering functional and stylish accessories.
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