Lights, camera, traction: Diwali Ads Part 2


By Sohini Ganguly

This year, the festive season has a special significance. It is both a celebration and a mental liberation from the difficult period everyone has been through.

Shoppers Stop

Shoppers Stop’s campaign ‘Hum Hai Roshni’ for Diwali creates a positive sentiment in the midst of this pandemic.

The film sees the festive season as a celebration of families who come together in these difficult times and rise above with the aid of positivity. This power to overcome comes from within all of us and ‘Hum Hain Roshni’ is a metaphor of this power. The film appeals to consumers to find this brilliance and usher in the festive season.

Welspun

Welspun’s ad brings the spotlight on the neglected section of the society, the domestic workers. The brand highlighted the miserable plight of these workers, even during the festive season and took the opportunity to help them with the onset of the auspicious occasion of Diwali.

The film encourages people to add the much-needed brightness, hope, and happiness into the lives of domestic workers this festive season by giving them the “Phir Khushiyan Kit” and proceeds to explain that the kit has been curated especially so that patrons can present it to their domestic help, empowering them to get back to work in a hygienic manner.

Nestle Milkmaid

Diwali has its essence rooted in getting together with friends and family, exchanging gifts and enjoying a variety of sweets together. Although celebrations this year may be different, the festive cheer of Diwali spent with family need not be subdued. Therefore, to spread a message of hope, Nestlé Milkmaid’s TVC highlights that even though this Diwali is not the same, it can certainly be made special.

The TVC shows how Nestle Milkmaid helps add more sweetness to the Diwali stories this year. It goes on to tell everyone ‘Apney haathon kee mithaas se banaye Diwali khaas’, speaking about creating special moments with our loved ones.

Also Read: Diwali Campaigns: An ET BrandEquity special selection

Emoha Elder Care

The pandemic and the strict social distancing norms has led to unparalleled fear and uncertainty, especially among the elderly. Emoha Elder Care’s heartwarming campaign highlights the urgent need to help them stay connected, feel involved, purposeful, and less lonely and most importantly ensure that they are a part of the cheer around the festival of lights – Diwali.

The ‘Elder First’ Diwali campaign urges people to keep elders as first priority and seeks their support to make this Diwali special.

Parle

With the current situation at hand, many are away from their loved ones and will not be able to celebrate Diwali together. Parle’s ‘Diwali Aur Parle’ campaign film conveys that whatever might be the situation, they are always there for their customers.

Gala

Cleaning tools manufacturer Gala’s ‘Help Ki Help Karo’ campaign aims to sensitise employers on the woes of domestic helpers and their struggle for even basic needs arising from the effects of the pandemic. The campaign film depicts a heartwarming reunion of a family with their house-help after the lockdown, urging viewers to help their help come home this Diwali.

StepSetGo

The fitness app’s ‘SSG Ke Saath Chal’ campaign encourages its audience to stay active and keep moving during this festive season. Users have the chance to earn rewards and prizes by simply walking.

The ad film depicts a young woman, cleaning her house prior to Diwali. To her surprise, a gift awaits her after she completes a certain number of steps. The film then reveals the brand’s festive offering. The campaign aims to inculcate fitness habits step by step into its users.

Haier

The home appliance and electronics giant celebrates work relationships in its ‘Light Up a Heart’ festive digital film. Through the film, Haier highlights how offices become a second home for office goers and how bonds transcend professional ties to become personal.

The film depicts a security guard alone in the office as he reminisces about how Diwali used to be full of joyful festivities when offices were open. The compelling shots in the film underline the feeling of loneliness that the office security guard goes through in a dark isolated office. The final scene takes an uplifting turn when the watchman lights a diya and finds himself surrounded by his colleagues. The sweet gesture leaves him overwhelmed.



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