Brands’ gameplan for Diwali engages customers in a big way

Diwali has traditionally been a time for gifting, family get-togethers, buying frenzy. The festive season has seen heightened brand activity and this year has been no different. Adgully takes a look at what different brands have done to tap the Diwali frenzy in terms of campaign, offers, activations and a lot more... 

Snapdeal & Mondelez India pledge to Unbox Diwali for Everyday Heroes 

In partnership with Mondelez India, Snapdeal has launched an initiative that invites customers to recognise the selfless contributions of ‘Diwali Heroes’ who will be on duty, working round-the-clock, while the country celebrates the festive season with loved ones. 

Customers can choose to send a Cadbury Thank You Box containing Cadbury’s Celebration Assorted chocolates and a Thank You note for each hero – doctors and medical personnel, fire personnel, police, traffic police and security personnel. Once the customers have made their contribution, the Thank You boxes are delivered to the various participating departments, hospitals, Fire departments and Police Stations, where they are distributed among personnel on duty through the festive season. 

Videocon makes Diwali colourful 

Videocon is making everyone’s Diwali brighter and colourful. The brand has announced its new social media campaign – #AbDikhengeAsliRang. Highlighting the technology of more natural colours of Videocon’s Liquid Luminous Technology, #AbDikhengeAsliRang comprises a series of short videos with humour injected in each. 

Featuring Asif Shaikh, popular for his role of Vibhuti Narayan Mishra in ‘Bhabiji Ghar Par Hain’, the short comedy videos depict the everyday conversations and lifestyle. In all of the videos, Videocon is a common aspect, lending its expertise in the TV segment, and entertaining the viewers. 

Ghadi Detergent raises its voice against stereotyping people 

Ghadi Detergent has unveiled a new campaign for Diwali with the tagline ‘Saare mael dho daalo’. It is on the basic human insight that we as people tend to box strangers we meet according to the pre-conceived stereotypes that exist in our mind.  

As an example, the campaign highlights how still in our country the appearance of a policeman in our homes brings doubts of many kinds. The campaign urges people to look at everyone afresh without resorting to our biases. It ends on a positive note, where it insists that honesty is still not hard to find in our country.  

Hike asks people to ditch ‘Formalities’ this Diwali 

Hike Messenger, India’s first homegrown messaging platform, has launched its new marketing campaign “No Formality”. The campaign highlights scenarios related to Diwali. For instance, the Homecoming film shows a young boy travelling back home for Diwali and there is an entire build-up of emotion as it shows him on the journey back home. But there is a complete anti-climax when he reaches home. The campaign will be amplified across social channels using #NoFormality. 

Nokia urges people to cast their phones aside & #UniteForLove 

Nokia Mobile has come up with its first big cross-platform campaign for the festive season. Staying true to Nokia’s global brand philosophy of #UniteFor, the campaign, conceptualised by Dentsu One, rises to the occasion, telling a very touching story. To everyone consumed by technology, it puts human relationships above everything else on occasions when it matters.  

Saregama Carvaan woos all music lovers 

This Diwali, Saregama has launched digital music player – Saregama Carvaan. The product is being looked upon as the perfect mix of nostalgia and modern technology, and unique innovation in the music entertainment space. Saregama Carvaan comes pre-loaded with 5,000 evergreen Hindi songs from all eras – starting from the entire vintage collection of Ameen Sayani’s Geetmala to RD Burman’s hits, to the evergreen favourites of Kishore Kumar, Lata Mangeshkar, Asha Bhosle, Mohd Rafi and Mukesh. It has the charm of the old-world radio. 

Oppo gives Selfie lovers something to look forward to 

Oppo Mobiles has launched its Oppo F3 Diwali limited edition phone, which is an extension of the original F3 and its priced at Rs 18,990. Every customer who purchases the F3 Diwali Limited Edition will get an exclusive cricket bat signed by the Indian Cricket Team. 

A brand film featuring Team India cricket players – Virat Kohli, Rohit Sharma, Shikhar Dhawan and R Ashwin, along with Elli AvrRam – has been released, which shows the festivities that surround Diwali and the importance of the perfect Diwali gift which helps one capture their memories. 

Pepperfry’s Happy Diwali Sale 

Pepperfry.com’s marketing campaign focuses on the value that the online marketplace is delivering for consumers this year via the “Happy Diwali Sale”. The underlying Diwali spirit is that of spreading warmth and joy and a frequent physical manifestation of the same is when consumers upgrade their own lives by acquiring significant lifestyle enhancers like – durables and apparel, it also translates into the gifting that they do to their near and dear. 

But these spending aspirations compete with each other and with obligations such as EMIs and Insurance payments, etc. To address these issues Pepperfry’s Happy Diwali Sale is supported by no-cost EMI and other wallet-friendly features like cash-backs. 

CuroCarte makes handicraft high-end 

CuroCarte, Ananya Birla’s second venture, is a perfect mix of craftsmanship, design and lifestyle. Launched in September 2016, this Diwali, CuroCarte completes one year. Founder-CEO Ananya and COO Kanupriya took the not-so-travelled road and found handcrafted items of dazzling beauty. With a collection from 13 countries and 70 art forms, CuroCarte will now slowly move from curation to design. The year ahead is filled with new projects and new dreams; collaborations with renowned designers, entering the bespoke model, and getting various independent designers and artisans together are just a few things on the agenda. 

HyperCITY rolls out #HarDilRoshanKaro campaign 

HyperCITY Retail (India) has launched its new digital campaign, #HarDilRoshanKaro, which captures the ever-evolving positioning of HyperCITY of providing a perfect opportunity to their patrons to be a ‘Super Hostess’, this Diwali. Keeping up with the brand promise of ‘Something Fresh Everyday’, the campaign opens with the Sharma’s planning and organising a Diwali party. With multiple demands by each member in the family, the lady of the house fulfils each request efficiently by a wide range of offerings available at HyperCITY, making her the perfect hostess.