2020 has definitely not been the year to look back and cherish the memories. With the COVID pandemic, economic downfall, migrant crisis, nationwide lockdown and what not, we all have our share of good and bad experiences. However, with the festive season approaching and restrictions easing out, we can see a bit of positivity and sunshine amidst the gloomy clouds of 2020.
This realisation of Diwali, being a festival of sentiments, is always smartly exploited by genius marketers, with amazing advertisements. And, with the advent of social media, these ads get wider coverage and greater audience, especially, the trend of Hashtags adds to it. Few of the most creative ads which grabbed people's attention and became popular are mentioned below:
Cadbury Celebrations' (Not Just a Cadbury Ad)
Cadbury advertisements and Diwali go hand in hand for years now. This year, as the Indian economy is facing the wrath of Coronavirus outbreak, with many small businesses shut and people unemployed, Cadbury launched Not Just a Cadbury Ad campaign on the occasion of Diwali. This particular Cadbury ad is also an advertisement for hundreds of small local businesses across the country. Cadbury Celebrations’ ad campaign provides an advertising platform to local retailers, whose businesses would have been impacted by the pandemic. Cadbury presented a unique real-time data experience in it's campaign video where it advertised not just for itself but also for various small businesses across India.
Pepperfry
Pepperfry's latest Diwali shows a father-daughter duo fighting for an armchair as they look for the best WiFi connectivity spot in the house. The daughter says that she has to study online whereas her father says that he needs to work. The daughter then says that "Talk to Mumma." On realising that he is about to lose, Â the father calls it truce by gifting another armchair to his daughter for Diwali, placed right next to his. The father asks his daughter "Do you want to choose your Diwali gift?"
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The advertisement film is conceptualised by L&K Saatchi & Saatchi
Coca-Cola
The landlord-tenant duo played by Ranbir Kapoor and Paresh Rawal are back in a Diwali advertisement that is running on all major channels on television. The advertisement was first uploaded to Coca Cola India's YouTube channel on October 2019 but has a comeback, both on its channel again (as a reupload) and on TV screens. The advertisement features  Ranbir Kapoor as a tenant, spending Diwali away from his family and Paresh Rawal asks him if he was any less than his family, to which he replies that one normally doesn't ask for rent from their family members.
Oppo #BeTheLight
This beautifully curated advertisement features two students and their tutor who celebrate the festival of lights together. The three and a half minute film portrays the core of the festival with a tagline 'Be The Light That Spreads the Light'.
The OPPO F17 Diwali Edition launch presents two kids who love lighting sparklers but do not have the means. The boy preserves a half-burnt sparkler in his compass box to gift it to his friend but the boy accidentally misplaced it.
When their tutor learns of this, he decides to be the light and gifts the boy a box full of sparklers to celebrate Diwali with his friend. The tutor himself gets the idea after being gifted the all-new OPPO F17 Pro’s Diwali Edition by his mother.
Shoppers Stop #HumHaiRoshni
Shoppers Stop celebrates this festive season as a celebration of families who come together in these difficult times and rise above, with positivity. This power to overcome comes from within all of us. Hum Hai Roshni is a metaphor of this power. The film inspires us to find this brilliance within all of us and usher in the festive season.
The advertisement portrays the festival of light as one gets the ray of light back into their lives amid the challenging times.
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Sensodyne
This mouth-watering advertisement by Sensodyne, toothpaste brand from GSK Consumer Healthcare rolls out the 'For The Love Of Festive Favourites' advertisement campaign and presents traditional Indian cuisines without which festivals are incomplete. The film suggests that you can celebrate your festivals by eating your favourite dishes without even worrying about tooth sensitivity.
In the recently released Diwali film, two sisters who cannot travel back to their hometown recreate the magic of Nani’s Malpua under her supervision and guidance over a video call and the advertisement showcases the joy of celebrating festivals.
TVS Credit #MagicalDiwali
TVS Credit Services Ltd. announces the onset of the #MagicalDiwali festive campaign ahead of the season’s celebrations. The consumer promotion in its third consecutive year, aims at adding to the festive fervour of the consumers by inviting them to share some joyous pictures and selfies of their latest purchase, and stand a chance to win exciting prizes.
The fifteen-day long #MagicalDiwali contest starting from 1st November, invites customers to share pictures of any consumer durable good or two-wheeler they bought through TVS Credit easy loan facility.
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