Diwali brings a wave of brand campaigns that resonate with audiences across screens. But what makes these ads stand out? Is it the emotional storytelling, cultural relevance, or innovative strategies? Perhaps it is the way brands bring the warmth of Diwali traditions into campaigns that feel fresh, fun, and relevant. Or maybe it is the clever use of visuals, music, and narratives that stay with viewers long after the festival ends. In 2025, Diwali ads are more than just marketing; they are experiences that connect, inspire, and celebrate the spirit of togetherness.
Consumer spending habits during festivals
Festive seasons see a significant surge in consumer spending, and this year is no different. About 82% of people consider household spending important during celebrations, while 73% express strong excitement for the festive seasons, as per the reports of Hansa Research. Retailers are gearing up with attractive offers and discounts to capitalize on this increased demand. Additionally, online shopping continues to grow, with many consumers preferring the convenience of digital purchases during the festive rush.
Evolving shopping preferences
Shopping habits are also evolving and consumers are increasingly prioritizing convenience and personalization in the way they purchase products. Around 80% of consumers prefer shopping online, while 51% visit retail stores and 49% rely on local shops, highlighting the importance of omnichannel strategies for brands. With such enthusiasm and spending potential, marketers have a golden opportunity to create campaigns that capture attention, offer convenience, and resonate with the festive spirit. Personalized offers and well-timed promotions help brands stay relevant and connect with customers during the festive season. At the same time, social media and influencer campaigns can boost visibility and drive both online and in-store sales.
Most memorable Diwali Campaigns
Zepto
Zepto’s Mithai Wars campaign, in partnership with Haldiram’s, celebrates Diwali with India’s first mithai election. Customers receive mystery boxes containing one of four sweets: Soan Papdi, Kaju Katli, Chana Burfi, or Peda, and then vote for their favorite via the Zepto app. The playful campaign, highlighted by a satirical hero film, blends festive fun, cultural nostalgia, and interactive engagement, making Diwali celebrations more exciting and participatory.
Flipkart
Flipkart’s Diwali campaign focuses on renewal and upgrading, encouraging shoppers to refresh their homes with gadgets, furniture, and essentials during the Big Diwali Sale. The ad resonates with audiences by blending festive excitement with practical shopping, positioning Flipkart as a one-stop destination for everything from traditional items to modern electronics. Viewers appreciated the relatable message that Diwali is the perfect time to enrich their homes, making this campaign a practical yet festive highlight of the season.
Parle-G
Parle-G’s “Pehle Jaisi Diwali” stands out by taking viewers back to a time when Diwali meant handmade decorations, home-cooked treats, and heartfelt moments with family. With the message, “A true genius is one who finds their own happiness in the happiness of others,” the ad emphasizes that the festival is about spreading happiness rather than opulence. Audiences resonated with its nostalgic appeal, finding a refreshing contrast to modern excesses and connecting with the celebration of traditions and togetherness. The campaign beautifully reinforces Parle-G’s focus on family values.
Zomato
Zomato’s Diwali ad, featuring Piyush Mishra as a determined grandfather, blends humor, family tradition, and the joy of sharing food. The campaign highlights how even a simple meal can bring people together, showcasing food and togetherness as central to the celebrations. Audiences loved the mix of relatable storytelling and lighthearted fun, seeing Diwali as a time for reconciliation and shared moments. By positioning itself as a reliable facilitator of festive meals, Zomato reinforces its brand promise while celebrating connection, warmth, and family.
Google India
Google India’s Diwali ad celebrates togetherness by highlighting the small, meaningful moments that define the festival, from exchanging gifts to dancing and merry-making. By linking these experiences with Google Shopping, the campaign transforms festive shopping into a bonding experience rather than a chore. Audiences connected deeply with the ad’s focus on quality time and shared joy, appreciating how it blends practical gifting with emotional resonance. This campaign beautifully reinforces that Diwali is about love, memories, and togetherness.
Ambuja Cement
Ambuja Cement’s Diwali ad takes a heartfelt approach, celebrating the family members who form the pillars of strength and support. By connecting the brand’s essence of stability and resilience with the emotional bonds that hold families together, the campaign highlights gratitude, tradition, and unity. Audiences resonated with the tribute to unsung family heroes, seeing the ad as a reminder to honor those who quietly uphold love and togetherness, making it a meaningful and emotionally powerful festive campaign.
Key Marketing Lessons from Festive Campaigns 2025
The festive campaigns highlight how brands can balance emotion and creativity to create a remarkable impact. These campaigns go beyond sales, tapping into human connections and cultural values that define the festive spirit. Here are some key lessons marketers can learn from the remarkable campaigns:
Emotion drives engagement
Campaigns that evoke genuine feelings of nostalgia, love, and togetherness connect more deeply with audiences. Storytelling that reflects real family moments or shared traditions builds trust and emotional recall.
Cultural authenticity matters
Audiences respond to campaigns that respect and celebrate Indian traditions in a meaningful way. Brands that authentically weave cultural nuances into their messaging stand out and create stronger resonance.
Purpose-driven marketing
Festive campaigns that communicate a larger purpose such as gratitude, sustainability, or family values, tend to leave a better impression than purely transactional messaging.
Omnichannel presence is key
With consumers shopping both online and offline, a unified brand presence across digital platforms, e-commerce, and physical stores ensures visibility and convenience during the buying journey.
Visual storytelling strengthens brand recall
Vivid visuals, memorable music, and emotionally charged narratives make campaigns more shareable and impactful. A strong visual identity helps a brand stay top of mind even after the festival ends.
Insights from successful festive marketing
Festive campaigns this year highlight a simple yet powerful truth: marketing that combines emotion, authenticity, and creativity truly connects with audiences. The most memorable campaigns celebrate shared experiences, values, and traditions rather than just promoting products. By telling meaningful stories, blending entertainment with purpose, and maintaining a better presence across channels, brands create campaigns that resonate well beyond the season. Ultimately, effective marketing is about fostering connection, inspiring engagement, and creating moments that people value and remember.
