Pigeon’s new campaign #CookMagic unveils the secrets of Diwali

When the whole town is clad in beautiful glittery lights & colourful decorations, and preparations are in full swing, you instantly know Diwali is here!

It’s as much the festival of lights as of good food & great memories. Every household has a secret recipe to the most common food. But there are only some that make the real cut. Simple and rooted to the emotions of the festival, the film captures the real essence of Diwali with a young couple who wins over the heart of their neighbors' with homemade sweets prepared with the ‘magical’ touch of Pigeon. 

The digital campaign has been conceptualized by Dentsu Aegis Network Pvt. Ltd.  Set in an urban Indian context of community living, with a young couple who are rooted in their tradition yet create ‘magic’ in their own way, the film captures the essence of the festival. The film has relatable, everyday people, each with their distinct lives yet with a unifying common thread - their love for food.

Commenting on the film, Neha Gandhi, Director, Stovekraft Limited says: “From time immemorial, good food and happy memories have always been a part of every Indian festival. Pigeon stays committed to making the love of cooking, an easier and enjoyable one. In a category overshadowed by tactical offer led communication, we want to consciously drive conversations and make cooking mainstream. This film is a conversation starter with a feel-good emotion. And that's the emotion we want our viewers to be left with when they think of Pigeon.”

“Emotions are key to food and cooking and this film exactly does that. Every character was chosen carefully to reflect that.” adds Krishna Mani, Executive Creative Director, DNAPL

The 45 second digital film paints a beautiful canvas of warmth, bonding and togetherness with traditional food being prepared with love at the core.