MUMBAI: This Diwali, Torrent Electricals is shining the spotlight on the real heroes behind India’s festival of lights, the electricians who make every celebration glow. With its new campaign, Mitron Ki Diwali, conceptualised by Schbang, the brand moves beyond product talk to deliver a deeply human story of gratitude and connection.
Set in a relatable middle-class home where last-minute lighting threatens to dim the festive spirit, the film introduces the electrician as more than a technician, he’s the bringer of light, quite literally. Through this everyday narrative, Torrent blends emotional storytelling with brand purpose, standing apart from competitors who focus solely on performance and specs.
“True progress is built on the shoulders of those who often go unnoticed,” said Torrent Electricals Limited CEO Sachin Phartiyal. “This campaign is our way of shining a light on electricians, the real enablers of every celebration, every home powered safely, and every moment of joy.”
The campaign doesn’t stop at film. Torrent is extending its gratitude on-ground through appreciation initiatives for electricians and interactive digital contests designed to engage consumers while reinforcing the brand’s core values of trust and responsibility.
Targeted at urban and semi-urban families aged 25–45, as well as the electricians, contractors, and retailers within its ecosystem, Mitron Ki Diwali resonates with audiences who value safety, reliability, and heartfelt storytelling.
“We wanted to shine a light on the electricians themselves, the ones who climb ladders, untangle wires, and quietly make our homes sparkle,” added Schbang group creative manager Mohammed Sadriwala. “They don’t just fix wires; they make celebrations possible.”
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