Diwali isn’t just a festival... it’s a feeling. For over a billion people worldwide, it’s a time to celebrate the triumph of good over evil, reconnect with loved ones, and keep traditions alive through laughter, light, and good food that feeds the soul.
As always, brands across India, Malaysia, and Singapore have crafted campaigns that go beyond the surface and dig into what makes Diwali truly special. Some tell deeply personal stories of family and belonging, while others tap into humour, music, and even tech to bring fresh perspectives to timeless traditions.
Here’s a look at the campaigns that stood out for us, each offers a unique take on what Diwali means today.
Campaign: Tum Toh Fairy Ho
Brand: HP
HP pays heartfelt tribute to India’s entrepreneurs and small businesses who overcome daily challenges to fuel the nation’s growth. The beautifully shot campaign captures the inspiring journey of a dressmaker and her children as they transform their traditional craft into a modern digital enterprise. At its heart, this is a story of belief and magic, a little girl who sees her mother as a fairy, whose hard work and spirit weave positive change into the lives of hundreds of thousands. Shot in a cinematic, story-driven style, the campaign celebrates the resilience and magic of India’s small entrepreneurs, making it feel less like an ad and more like a heartfelt tribute to the ordinary heroes lighting up India’s future.
Campaign: Iss Diwali Meethe Mein Kuch Naya Ho Jaaye
Brand: Cadbury
This 45-second ad in Hindi beautifully captures the warmth and connection that comes from meeting loved ones in person, especially in today’s digital age. It follows a heartfelt moment between a daughter and her father, who insists on visiting family face-to-face rather than settling for a quick text message. As the family comes together to share Cadbury chocolate, the ad is a reminder of physical presence that truly makes the festival special. With a rich visual palette of festive purples and golds, the story feels simple yet deeply touching, highlighting just how precious quality time with family really is.
Campaign: India Wali Diwali
Brand: Tanishq Singapore
Agency: Lowe Lintas
Created by Lowe Lintas India, jeweller Tanishq highlights how a family living in Singapore reimagines Diwali abroad. The story follows a mother who brings the same festivities and traditions to her young daughter, who grew up in Singapore and has never visited India. At the end, her husband gifts her a stunning diamond set accented with emeralds and pearls, and shares that he wants to see her eyes light up. With refined cultural detailing, the ad’s aspirational message is rooted in honouring family with gifts, capturing Diwali’s generous festive spirit.
Campaign: Mujh Mein Hai Diwali
Brand: L’Oréal Paris
Agency: McCann Worldgroup India
In a film starring Bollywood star Alia Bhatt and her childhood friends Akansha Ranjan Kapoor and Anushka Ranjan, L’Oréal Paris marks Diwali with a campaign that centres on sisterhood and enduring friendships. Created by McCann Worldgroup India and directed by Shirsha Guha Thakurta with an all-female creative crew, the brand’s message, ‘Because You’re Worth It’, draws on the nostalgia of recreating core memories of celebrating Diwali with the people who matter most. Set against a backdrop of stunning Mughal architecture, it’s a glossy ad that’s equal parts glamorous and sincere, driven by aesthetics and authentic, real-life ties that bring Diwali to life.
Campaign: Light of Reminiscence
Brand: Petronas Twin Towers
The five-minute short film follows a woman reminiscing about her younger days with her late husband, who had proposed to her at the Petronas Twin Towers' viewing gallery many years earlier. Having worked at the tower with her husband as guides, she shares her life's journey with a young guide. It’s a touching ad driven by simple filmmaking and emotional storytelling that shows how even strangers can end up sharing close bonds.
Campaign: Blockbuster Deepavali
Brand: Gov.sg
In collaboration with Hogarth Worldwide, this two-minute spot features a community hero’s mission to build an extravagant light display that ends up pulling his neighbourhood together. With an original, catchy soundtrack— ‘Dinga Dinga Dali’—by local musician Shabir, the film pulses with charm, humour, and dance. Beyond the spectacle, the ad celebrates Diwali in a uniquely Singapore context, highlighting the importance of local community giving through the SGShare Programme. The film, which has amassed over a million views on YouTube, is energetic and reminiscent of contemporary Tamil music videos out of the region.
Campaign: ஒண்டிக்கு ஒண்டி (The Duel)
Brand: Julie’s Biscuits
In a comedic skit, Julie’s Biscuits frames familial awkwardness through the lens of a Western parody. The brand’s first-ever Diwali ad, the narrative opens with a niece rehearsing her polite answers before facing her sharp-tongued aunt at a Diwali gathering in Malaysia. What unfolds is a standoff that ends with these biscuits as peace offerings. Cleverly written with a healthy dose of humour, the ad reveals unspoken love between different generations of a family.
Campaign: AI Festicons
Brand: Coca-Cola x Google
Coca-Cola and Google partner in a campaign that blends tech and tradition to show how Diwali can be marketed in a completely new way. Users can scan a QR code on limited edition Utsav Packs to design their own AI-generated festive avatars that combine traditional symbols with creative imagination. It’s a fun way to get users to tap into their self-expression and share their Festicons on social media.
