Top 14 Best PR Campaigns for Diwali: A Cultural Showcase to Inspire Your Next Strategy

The Evolution of Diwali PR Campaigns

Diwali is not just a time to celebrate—it’s a prime opportunity for brands to showcase their creativity and cultural sensitivity. In recent years, PR campaigns for Diwali have evolved beyond mere product promotion, tapping into the festival’s core values of family, tradition, and generosity. This shift has led to more meaningful connections between brands and their audiences.

In this comprehensive guide, we’ll explore 14 of the best PR campaigns for Diwali from the past decade, showcasing innovation and impact. Whether you’re a PR professional seeking fresh ideas or a marketing enthusiast interested in brand storytelling, these campaigns offer valuable insights into creating culturally relevant and emotionally resonant content.

Let’s dive into some of the best PR campaigns for Diwali that have set new standards in creativity and cultural relevance.

The Power of Storytelling in Diwali PR Campaigns: 

1. OnePlus x Snapchat: #OneCelebrationDiwali AR Portal Lens – 2023

OnePlus partnered with Snapchat to create an augmented reality (AR) campaign that allowed users to experience the festive atmosphere virtually. This innovative approach was particularly relevant during the pandemic when many families couldn’t celebrate together physically.

Why It Resonates: By leveraging cutting-edge AR technology, OnePlus bridged emotional distances, allowing families to share the Diwali spirit even when apart. This campaign exemplifies how technology can enhance emotional connectivity, blending innovation with tradition.

2. Bikano “#AchhiSochKeSaath #KaheinDastaanKhusiyonKi –  2023

Bikano took a bold stance by addressing the sensitive topic of child adoption. Using the story of Yashoda and Kanha from Indian mythology, the campaign challenged prejudices against adopted children.

Why It Resonates: By tackling societal biases, Bikano positioned itself as a progressive and socially responsible brand, elevating its campaign beyond simple product promotion.

Incorporating Social Causes in Diwali Marketing

3. Mahindra Finance: #FulfillingDreams (2023)

Mahindra Finance’s campaign told the story of a responsible daughter determined to fulfill her family’s needs. The ad emphasized how financial support from Mahindra Finance helps bring home a new car, fulfilling family dreams.

Why It Resonates: The campaign connects with audiences on an emotional level by portraying Mahindra Finance as a trusted partner in achieving family aspirations, making the brand synonymous with empowerment and festive joy.

4. Coca-Cola: #MilkeHiBanegiDiwali (2022)

Coca-Cola’s campaign encouraged physical togetherness during Diwali. They designed bottles that only open when the sender and receiver are physically present, activated through Bluetooth technology. 

This playful and heartwarming campaign conceptualised by Ogilvy taps into the theme of togetherness, with Coke serving as the catalyst for real, in-person celebrations during Diwali.

Why It Resonates: By blending technology with a simple message of togetherness, Coca-Cola reinforced its brand’s association with joy, bonding, and shared moments.

Cultural Relevance in Diwali PR Strategies

5. HP India: #ThodiSiJagahBanaLo (2022)

HP India’s campaign, one of the best PR campaigns for Diwali in recent years, focused on social responsibility by highlighting the resilience of local artisans. The film conceptualised by Simple Creative beautifully weaves in the theme of community, showcasing how everyone can contribute to preserving cultural heritage. By buying from artisans, we not only enrich our homes with handcrafted pieces but also support those who keep the essence of traditional craftsmanship alive. The ad urged viewers to “make space” for their craft during the festival.

Why It Resonates: This campaign brilliantly combines emotional appeal with social consciousness, tapping into the feel-good factor of giving back during Diwali.

6. Vivo: #JoyOfHomecoming (2021)

Vivo’s Joy of Homecoming captures the sentiment of family reunions during Diwali. The campaign developed by Dentsu Impact, focused on a young professional returning home to surprise their family, triggered by a reminder on their Vivo smartphone.

Vivo smartly integrates its product, showcasing the camera features subtly, while ensuring the real focus remains on the joy of homecoming. It’s a clever way to associate the brand with cherished family moments, which speaks to the core of Diwali.

Why It Resonates: In an age where work often pulls people away from home, this campaign strikes a chord with the audience. The emotional weight of returning home makes the brand a part of something more meaningful than just technology—it’s a tool for connection.

Innovative Use of Technology in Diwali Marketing

7. Cadbury: Not Just A Cadbury Ad – #KiseKhushKarenge (2020)

Cadbury’s Diwali campaign, conceptualised by Ogilvy, took personalisation to a new level by leveraging AI and machine learning. This Best PR campaign featured Bollywood superstar Shah Rukh Khan in a unique ad where AI technology allowed him to promote local stores in different regions. Consumers could enter their pin codes, and Shah Rukh Khan would appear to endorse their neighbourhood shop.

This campaign titled “Iss Diwali Aap #KiseKhushKarenge?”, focused on supporting small businesses that were heavily impacted by the pandemic. It encouraged people to shop locally during Diwali, blending celebrity appeal with a meaningful message.

Why It Resonates: This campaign stood out for its innovative use of AI to address a real issue—helping small businesses during tough times.

Promoting Social Change Through Diwali PR Campaigns

8. Mankind Pharma: #SpreadingKindness (2020)

Mankind Pharma’s campaign encouraged viewers to celebrate Diwali by performing acts of kindness. Conceptualised by SG Media, the ad showcased real-life stories of how small gestures can have a big impact, aligning with Diwali’s spirit of generosity and togetherness.

Why It Resonates: By promoting kindness as the essence of Diwali, this campaign enhanced Mankind Pharma’s brand perception, inspiring viewers to make the festival more meaningful through compassion.

9 .Oppo: #BeTheLight – Light Up New Beginnings (2020)

Oppo’s campaign, conceptualised by Publicis, encouraged viewers to “be the light” in others’ lives, echoing Diwali’s symbolism of illumination and new beginnings. It positioned its devices as enablers of positive change, creativity, and connection.

Why It Resonates: The campaign strikes a balance between traditional Diwali themes and modern aspirations, offering a message of renewal and hope.

Challenging Traditional Norms in Diwali Celebrations

10. Saregama Carvaan: Iss Diwali – #ShorYaSangeet (2018)

This campaign questioned traditional Diwali celebrations, created by The Womb and directed by Prakash Varma of Nirvana Films, this campaign tackled a lesser-discussed aspect of Diwali: the contrast between the loud noise of firecrackers and the soothing power of music. It promoted a quieter, more reflective celebration through music.

Why It Resonates: The campaign provoked thought while remaining deeply connected to Diwali’s spirit, striking a chord with audiences who prefer a more peaceful celebration.

11. Swiggy: “Yeh Diwali, Khaali Haath Kisiko Waapas Nahi Bhejtey” (2018)

Swiggy’s campaign tapped into the traditional custom of not letting guests leave empty-handed during Diwali. It positioned Swiggy as the perfect solution for ensuring hosts can always offer something to guests.

Why It Resonates: By blending modern technology with cultural norms of Indian hospitality, Swiggy’s campaign connected with both tradition and convenience.

Addressing Gender Equality in Diwali Celebrations

12. Bajaj Electricals: #GiftAFestival To Your Mom (2018)

Bajaj Electricals’ campaign is among one of the best PR campaigns, reason? It touched upon the unequal distribution of household work during festivals, particularly for mothers. The PR campaign poses the question, “When everybody celebrates festivals together, why should the mother cook alone?” With this thoughtful message, Bajaj urges families to reconsider their festival routines and share the responsibilities that often fall on women.

Why It Resonates: The campaign’s focus on reducing invisible labour performed by mothers during festive seasons strikes an emotional chord, promoting inclusivity and togetherness.

13. Ghadi Detergent: Clean Your Thoughts (2018)

Ghadi Detergent’s campaign brought a socially-conscious twist with its message: “On Diwali, don’t just clean your house; clean your thoughts for people who work for you.” Conceptualized by ADK Fortune, It encouraged viewers to treat household staff with respect and dignity.

Why It Resonates: This campaign addressed a deeply ingrained societal issue—inequality in how people treat domestic workers—aligning the brand with a progressive message.

Empowering Professional Growth Through Diwali Narratives

14. Lenovo India: The Back Seat (2016)

Lenovo India’s “The Back Seat” Diwali campaign tells an inspiring story from an unexpected viewpoint—that of a cab driver. As he narrates his experience of watching professionals work from the back seat of his cab, the ad subtly highlights how Lenovo laptops enable productivity and ambition, even on the go.

Conceptualised by Ogilvy Bangalore, the PR campaign highlighting how Lenovo laptops enable productivity and ambition, even on the go.

Why It Resonates: By portraying Lenovo as a tool for achieving success and enabling dreams, this campaign connects deeply with the modern, professional audience.

Key Takeaways: Creating Impactful Diwali PR Campaigns

1. Embrace Cultural Sensitivity: Successful campaigns respect and celebrate Diwali’s cultural significance.
2. Leverage Technology: Innovative use of AR, AI, and other technologies can create unique, engaging experiences.
3. Address Social Issues: Campaigns that tackle relevant social problems resonate deeply with audiences.
4. Emphasize Emotional Connections: Focus on family, togetherness, and shared experiences to create memorable campaigns.
5. Blend Tradition with Modernity: Strike a balance between traditional values and contemporary aspirations.

FAQ: Mastering Diwali PR Campaigns

What makes a Diwali PR campaign successful?

A successful Diwali PR campaign combines cultural relevance, emotional resonance, and brand alignment. It should respect the festival’s traditions while addressing contemporary issues or aspirations.

How can brands incorporate culture into Diwali marketing?

Brands can incorporate culture by highlighting traditional values, using cultural symbols thoughtfully, and addressing relevant social issues. It’s crucial to show genuine understanding and respect for the festival’s significance.

What are the top trends for Diwali PR campaigns in 2024?

Emerging trends include:

• Sustainability-focused campaigns
• AI and AR-driven personalized experiences
• Emphasis on mental health and well-being
• Inclusive storytelling that represents diverse Indian communities

Take Your PR Campaign to the Next Level

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