Diwali, the festival of lights and joy, has just gone by. With the world still struggling to cope up with the impact of COVID-19, this year’s Diwali became a symbol of optimism, empathy, and compassion for everyone. And what could have been a better way to depict this than for brands, marketers, and agencies unleashing their maximum creativity and potential during this fun-filled occasion.
So, here we are with 5 beautiful campaigns by leading brands that touched millions of hearts on the Internet.
1. Amazon: Deliver The Love | Special Family
Amazon India’s in-house team came up with a really heart-warming 2021 Diwali film, which pays a tribute to every unsung hero of the pandemic. The film urges people to #DeliverTheLove to every stranger out there who during these tough times became #SpecialFamily to us. The film highlights how particularly important it is to appreciate these relationships and share the love with those special people in our lives when things have become so uncertain.
2. Vivo: Joy of Homecoming
Distance often robs us of the happiness that comes with being together with our families. And this is where photographs come in handy and provide us with a way to cherish the memories of the time we’ve spent with our loved ones. Vivo’s #JoyOfHomecoming strikes a chord with millions of people by celebrating the joy of connections and bringing families together through the power of memories captured in the form of photographs.
3. Axis Bank: Pause The Bargain
Axis Bank’s Diwali ad film makes a fun critique of the love that most Indians have for bargaining and how it hasn’t changed despite several advancements that the country has seen ever since its independence about seven decades ago. As the country continues to reel under the devastating impact of COVID-19, the ad urges consumers to stand with small business owners, who have suffered immensely because of the pandemic and the subsequent lockdowns. The film appeals to consumers to #PauseTheBargain and stand in solidarity with their local businesses to brighten up their Diwali too.
4. HP: Diye Se Diya Jalao
The essence of Diwali lies in its ability to bring together people from all communities and walks of life. So, it’s only fair that nobody feels left out. HP’s #DiyeSeDiyaJalao campaign captures the ethos of the festival of lights with a beautiful story about looking out for the ones who might need your help but may hesitate to ask for it. Also, it highlights the power and impact of a good deed.
5. Cadbury: Not Just A Cadbury Ad
While COVID-19 sent the entire world into an economic downturn, it took a particularly severe toll on small businesses and vendors. With India’s biggest superstar, Shahrukh Khan, as their brand ambassador, the dynamic ad film serves viewers through an ad server based on their pin code and the area they’re watching it from to feature local businesses from across the country. By using machine learning, Cadbury allows people to promote small businesses from their neighborhoods in Shahrukh Khan’s face and voice and proves that is #NotJustACadburyAd but the perfect means to empower local businesses and spread joy.
Brands this year have certainly gone past their usual campaigns and focused on inspiring their audience to do their bit in brightening the lives of other people. It was truly heartening to see brands align their vision with the post-COVID-19 world to talk about what is really important for society. Let’s hope that they continue creating more such unique ad films to spread the message of hope and bring joy to everyone year after year.