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.

 https://youtu.be/dnW16ONvomQ
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.
Cadbury Celebrations
 Instead of just distributing sweets to eat this Diwali, Cadbury decided to impart
sweetness in the life of the local store owners with their ‘Not just a Cadbury ad’
where the brand promoted a number of local stores that lacked digital presence,
along with their ad for Diwali.

 This initiative aimed at lightening up the local stores that found it difficult to
function after the first wave of Covid-19 hit them. Cadbury ensured bringing in the
festive joy along with the festive season for them.

 https://youtu.be/gBWLm6Sx1WI
JK Super Cement
 JK Super Cement tapped on to the emotional angle of the situation of doctors
during the festive season, wherein they are treating their patients so their patients
can be with their family on Diwali, but sacrifice their own family life completely
even during festivals. The film depicts a mother’s perseverance and unwavering
dedication towards her responsibilities as a doctor, sacrificing at times her
responsibility as a mother, and the disappointment of being unable to celebrate
Diwali with her loving daughter.

 The brand pays homage and thanks the doctors through this film, that shows how
patients can also play an important role in getting the smile back on their doctor’s
faces. The video ends with the line, “Apni khushiya bhool kar, Jo sabka apno jaisa
saath nibhate hai, salaam un sabhi doctors ko, jo har pal desh ko surakshit banaate
hai.”

 https://youtu.be/MKWmtw3VAOo
Mother Dairy
 Diwali is well known for the sumptuous feast it brings with itself every year,
starting from jalebis to halwa-puri. Mother Dairy through this ad film, highlighted
how their ghee added the extra bit of Diwali delight in these food items.

 Along with increasing the taste of the food, the ad film also conveys the message
‘Rishton ka Swad Badhaye’, evoking a sense of nostalgia and stimulating
togetherness this festive season.

 https://youtu.be/cYxSuOB3eH4