DIWALI CAMPAIGNS: AN ET

BRANDEQUITY SPECIAL SELECTION

As the festive season continues, brands have

•

welcomed the festival of lights to lighten up the

pandemic stricken world, with an array of 
ad campaigns.

•Starting from thanking corona warriors to urging

customers not to lose hope, this year brands have
taken upon themselves to make ‘Happy’ Diwali, a
happier one.

•Let’s take a look at how brands blended

creativity and sensitivity to bring out the glitter of
the festival.
Mankind Pharma
 Conveying the message ‘The darkness of sorrow can never touch you ever’,
Mankind Pharma depicted the core value of kindness every human should possess.
The brand released this ad film, showing a beautiful story of how every year on
Diwali, one small act of kindness helped a man save his age old restaurant.

 Mankind Pharma says that kindness resides in all of us, we just need to find it for
others and bases the ad film on ‘Spreading Kindness’. Amidst this pandemic, this
ad film stands as an example for everyone who thinks serving the needy, is
anything less than serving god.
Positive Emotional Appeal
 In the very 10 seconds of watching the add film, we come to
the realization of how much importance this restaurant holds
in the Owner’s life.
 The Psychology behind the add film is framed in such a way
that every human being who watches it wishes that the
Restaurant should somehow come back to its Owner.
 Finally Owner gets his Restaurant back making everybody
curious as to how it happened.
 They have shown Positive Emotional connection between the
Owner and Guddu.
Tata Motors
 With an aim to encourage viewers to protect the
environment by opting for an electric mobility
solution, the video released by Tata Motors
highlights curbing noise pollution, drawing
attention to the underlying message - ‘the loudest
statement will be the quietest one’.
 The video features lighting firecrackers but the
sound of the bursting crackers is replaced by the
sounds of nature.
Competitive Advantage and New Appeal

 This add depicts a competitive appeal between a

Common Car and Electric Car
 Quite car Verses car producing noise pollution
 Fuel dependent Car Verses Battery Operated Car
 Tagline “‘the loudest statement will be the quietest
one’.
Godrej HIT
 The pandemic has cast a shadow of gloom over festive celebrations in India with
gatherings being limited & a general subdued air. However, with the arrival of
Diwali, there is a definite sense of celebration & optimism in the air.

 Godrej LAL HIT’s digital film aptly captures the current sense of anticipation
around festive fervor in the country.The start of Diwali preparation is marked by
deep-cleaning of the home and this time around, there will be an increased focus
on hygiene and cleanliness.

 The film revolves around this ‘Diwali Safai’ aspect and features a family prepping
for the festival of lights, where it is narrated through the perspective of the lady of
the house. Through this film, the brand urges its consumers to make this Diwali as
Super HIT Diwali.
Humor Appeal

 Name of product is very creatively used in the tittle of the advertisement

i.e. “Super HIT Diwali”

 Humorous touch is given by ridding the house of infection causing insects

( like mosquitoes, cock roaches etc )on a repetitive basis.

 Curious and attractive music (Musical Appeal)

 Instead of orally bragging about the product, they have actually used the
product from time to time in the add film.
Kalyan Jewellers

 Jewellery has always been a festive season favorite and Candere made
sure its customers are able to recover maximum benefits this Diwali.

 Their campaign ‘Faida Fix Hai’ ensured that with the joy of Diwali, their
customers take home with them a pleasant experience with the jewelry
brand.

 The campaign aims to make purchase of jewelry easier even with

fluctuating prices as it creates a win-win situation for the customer,
thereby making the process stress-free.
Price Appeal and New Appeal
 New Schemes :

 They provide Double Gold Rate Protection

 Jewellery booking at 10 percent
 Convenient Payment Options

 The Add film makes the customer curious about the various offers and benefits associated
with the purchase of a KALYAN Jewellery.

 People are rational and do not miss out on a profitable bargain.