Diwali 2018: New level of Marketing Campaigns

Earlier, Diwali campaigns were all about giving lucrative offers on brands. Few years back the trend shifted to spirited campaigns, building emotional connect with audience. This year, some brands went a few steps ahead. Now, brand mangers are putting their best foot forward to make the brand stand out & become the talk of the town. Some brands are supporting a social cause, some are highlighting the forgotten segment of society, some are suggesting its time to bring the change in mindset & some are actually getting out on the ground to walk the talk. And all of these messages are beautifully connected with the original spirit of the brand.

Following are the picks of the brands that presented the best campaigns designed this Diwali.

1.   Ghadi Detergent: Digital Ad- Awareness Campaign

This Kanpur based brand is the highest selling brand in the detergent segment. Unlike HUL, which is having major share of premium & mid level segment, Ghadi is positioned at mass level & so, every 4th detergent sold in the country is Ghadi. Despite having very high sales, Ghadi always lacked that pride of ownership. There was a need to elevate the brand from being looked at as a very local Indian brand to a brand that people can proudly own.

Therefore, RSPL along with ADK fortune strategized to connect with their consumers by giving out a more meaningful message.

Started 2 years back, this campaign identified 3 key festivals of India Diwali, Eid & Holi & has been very popular amongst masses since launch. Every time the campaign has beautifully delivered a message of removing a ‘Mael’ from society.

Ad Campaign Name: #Saare Mael Dho Dalo.

Agency: Conceptualized by ADK fortune. Executed By Full Circle Films.

Message: Is Diwali har kaam ki ahmiyat pehchano, Saare mael dho daalo.

This Diwali, keeping in focus the need of respect for the work of househelps in our country, a short video of Ghadi detergent is spreading the message that going beyond cleaning of clothes #SaareMaelDhoDaalo.

This campaign has also bagged Effie Award, 2017 amongst many others.

Here’s the link:

2.   Hewlett-Packard (HP –India) Digital Ad Awareness Campaign

HP has been very creative and aggressive in its promotion through out but for for Diwali, it went many steps forward. Based on delivering an important message and  to connect emotionally with the audience, HP India launched a digital video: Umeed ka Diya under campaign: #TuJashnBan. With this Campaign HP urged its users to buy diyas only from the street vendors. To Support the cause, or lets say To walk to talk, HP went some steps ahead of just launching that popular video. Find below the campaign inclusives.

Campaign: #TuJashnBan.

Message: #TuJashnBan kisi ki zindagi ka.” 

Video: Umeed ka Diya

Supporting activities:

? HP India also had put efforts to promote the local street vendors by creating awareness through newspaper inserts, carrying their photo with the address.

? Also, some of the major HP world stores were lighted up by the ‘diyas’ purchased from street vendors.

The video was released on various digital platforms of HP India & had gone viral with over 2.3 million views and more than 60 thousand shares on HP India social platforms alone in just 2 days.

Agency: Autumn WorldWide.

Here’s the link:

3.   Schmitten Chocolates : Digital Ad & OOH Campaign

Again based on striking the emotional chords of audience, Schmitten chocolates went for 2 campaigns this Diwali.

§ Ad campaign: #AadhiAadhiDiwali

Highlighting Brand Message: Moments Make Memories: This was an online campaign in which a digital video with a very strong message #AadhiAadhiDiwali was launched on all social media platforms. The campaign was created & Conceptualised by ADK Fortune.

The popular video was not just based on emotional content but it was also talking about a very different ideology to differentiate from competitor's campaign.

§ Multi-city OOH(Out Of Home) Campaign

Message: Is Diwali Mithas Nahi; Yaadein Baaton. #Moments Make Memories

This Campaign was Based on Increasing Brand Presence

Campaign was live in Delhi NCR, Ahmedabad, Surat, Pune & Mumbai. City sites that have high traffic around them like Multiplexes, Bus stops were selected to increase brand recall & establish Schmitten Moments as the premium gifting option in Diwali.

4.   Legrand India: On-Ground campaign

For those who couldn’t connect, Legrand is the global specialist in electrical & digital building infrastructure. Electricians are the backbone of the trade Legrand is in & so in a beautifully designed On-Ground campaign legrand touched hearts of electricians in more than 15 cities.

#ComeHomeToPujo campaign was launched in 2016 & it got even better & bigger in Diwali 2018 under name #ComeHomeToCelebrations.

Target customers for Legrand were Electricians. As electricians are the busiest during Diwali & are unable to decorate their own house, Legrand team went on ground to house of electricians in 15 cities to decorate their home while they themselves were on duty.

Also a beautiful short film with same message was circulated on every social media platform.

Agency: Veda Media House.

Here’s the link:

5.    Mondelez, Makers of Cadbury: CSR Campaign

Brand Speak is no longer enough & Mondelez understands that brand that does, holds more ground than, brand that just speaks. Cadbury has always displayed generosity & emotional connection in its campaign & ads since always. The same was the attempt this time, just some more to it.

Campaign: Kuch acha ho jaye, kuch Meetha ho jaaye

Inclusives: TVC, Digital & Outdoor initiative

Agency: Ogilvy & Mather

Team Mondelez installed solar panels at Surchand village, in rajasthan which is popularly known as village of diya makers. The village doesnt have electricity for most part of the day. So, the campaign was designed to bring light in the dark lives of diyamakers who have been lighting up lives of many since many years.

The CSR campaign was in complete sync with the brand Tagline : Kuch acha ho jaye, Kuch Meetha ho jaye.

Here’s the link: