Digital Marketing

Lights, Emotions, Action: Diwali Ads That Melted Hearts!

By ARM Administrator
October 28, 2024

Diwali, the festival of lights, is a time when India lights up with joy, excitement, and togetherness. And while they celebrate in their own unique way, one aspect that gets to see its own share of shimmers and lights is the marketing and advertising segment. Beyond the shimmering homes and bustling streets, brands join the celebrations by launching campaigns that tap into the emotions and festive spirit of the season. Whether through touching narratives, creativity, or humour, these ads aim to connect deeply with people and spread joy during this special time. And why not? After all, these are also a time for brands to go beyond advertising and make an emotional impact. And amidst the ads that get released year after year, some even go beyond mere promotion to become a memorable part of the festivities, touching hearts and adding warmth to the celebrations. So, let's look at some of the Best Diwali ads 2024 that have truly captured the magic of the festival and left a lasting impression this year.

#1. Vivo’s Joy of Homecoming

One sentiment that truly defines Diwali across India is the joy of returning home. People travel from all over the country to be with their families, cherishing the warmth and connection the festival brings. Vivo’s "Joy of Homecoming" Diwali campaign captures this emotion beautifully, making it a highlight of the festive advertising season. The ad tells the story of several individuals living away from home. As they receive photos from their families, an emotional chord is struck, reminding them of the irreplaceable feeling of being home for Diwali. The campaign’s perfect blend of nostalgic visuals, soulful music, and heartfelt lyrics evoke a sense of longing, making viewers reflect on their own journeys back to family. Created in collaboration with FCB India, the campaign garnered over 10 million views within just two weeks. It not only celebrated Vivo’s 10th anniversary but also delivered a heart-warming reminder of the connections that truly matter, especially during Diwali.

#2. ParleG’s Diwali movie 2024

Festivals are only as unique as their traditions, but as life continues to speed up, many of these cherished customs are gradually fading away. Parle G’s new Diwali movie was just the perfect reminiscence of the sentiments associated with it, offering a nostalgic reminder of the traditions that make each festival truly unique. The movie follows a touching conversation between a grandson and his grandmother, highlighting how festivals once held a deeper meaning—where preparing for Diwali together, making rangolis, and celebrating as a family were integral to making it enriching. As time has passed, these small but significant traditions have been replaced by convenience and ready-made options. Through their interaction, the grandson’s decision to bring back the old ways of Diwali celebrations, along with the beautifully captured lyrics that convey the same sentiment, makes the ad one that is sure to evoke emotion in viewers. Within days of its release, the ad amassed over 9 million views, reaffirming that the emotions and traditions associated with festivals continue to hold strong values and are one that remain important forever.

#3. Oppo’s Lighting a Lamp of Trust

Diwali holds unique meanings across India, with each state and community celebrating the festival in its own way. Oppo’s “Lighting a Lamp of Trust” campaign captures this diversity beautifully, showcasing the various ways Diwali is celebrated and the values it represents. The ad opens with a poetic narration that draws viewers in, describing the different traditions that make Diwali special across India. From the vibrant festivities in Kullu to the coastal charm of Goa and the rich heritage of Rajasthan, the campaign highlights how each region brings its own spirit to the festival while celebrating the shared theme of trust and unity that Diwali represents. With stunning visuals, poetic storytelling, and a narrative that ties together these diverse traditions, the Diwali campaign resonated widely, amassing over 75 million views in just two weeks. Oppo’s “Lighting a Lamp of Trust” has truly become a celebration of the festival’s essence across India.

#4. Zomato’s Diwali Movie 2024

Zomato is known for its unique, attention-grabbing marketing, and this Diwali, they’ve created another standout campaign. Rather than focusing on the emotional aspects of the festival, Zomato leans into the festive fun, building a quirky campaign around the idea of ordering sweets on Zomato to “brighten up the country.” The ad stars popular actor Piyush Mishra in a humorous storyline where he coordinates with “Satya Nasa”—a playful take on NASA. He attempts to illuminate the country on a map, but despite his extravagant efforts, he falls short. Then, just in the nick of time, the Zomato delivery guy shows up with a box of festive sweets. As soon as that box is opened, it’s like the entire country comes alive with light and joy! The catchy tagline, Mithai Zomato Karo, Aur Desh Ko Roshan Karo, cleverly emphasises the joy of spreading happiness through sweets during Diwali. Just like many of Zomato’s previous campaigns, this new Diwali ad was an instant hit, garnering high engagement and impressive views on the first day of its release.

#5. Pantaloons’ Pehno Dil Ki Baat

A big part of Diwali’s festive spirit is the joy of dressing up—adding shine, colour, and charm to the celebrations. Pantaloons’ Pehno Dil Ki Baat campaign captures this perfectly, blending the excitement of outfits with the warmth of memories that make these moments truly special. Following the story of two friends sharing a playful and nostalgic memory tied to one’s unbuttoned shirt. Their lighthearted exchange, paired with catchy music and lively dialogue, reflects how clothes are about celebrating relationships and shared memories of people rather than just an element to enhance the festive spirit. The campaign resonates strongly with audiences, reaching over 14 million views within two weeks.

For Sparks That Light Beyond the Festive Season

Amidst the vibrant hustle and bustle, these creative Diwali ads and campaigns shine as examples of how brands can forge genuine emotional connections. By embracing the festival's core themes—homecoming, nostalgia, trust, joy, and togetherness—these heartfelt ads have entertained while prompting deeper reflections, making them an integral part of celebrations that resonate across digital platforms. As brands immerse themselves in the festive spirit, focusing on storytelling that resonates with their audience is key. For instance, while many brands leaned into emotional narratives, Zomato’s playful approach was a perfect fit for its youthful vibe. By embracing these timeless trends and staying true to their unique identities, brands can spread messages of joy and connection, ensuring that the spirit of Diwali shines bright long after the celebrations have wrapped up.