MUMBAI: Talk about lighting up Diwali with a spark of mischief! Nothing’s latest campaign, Go Subtle or Go Nothing, throws glitter at the clichés of festive advertising, and then cheekily sweeps them away.
In a season where every brand tries to tug heartstrings or dazzle with drama, Nothing takes a sly detour. The film opens like a familiar Diwali ad: think slow music, soft lighting, and predictable gifting, before turning it all on its head. Characters suddenly break the fourth wall, a dry voiceover kicks in, and the film gleefully pokes fun at its own genre.
From a Nothing phone 3 strung up like fairy lights to Headphone 1 doubling as diya stands and CMF buds arranged into rangoli, the ad revels in playful absurdity. With comedian Samay Raina lending his trademark wit to the narration, the film feels like a love letter to Diwali ads, with a wink.
“We wanted a campaign that feels fresh, playful, and unapologetically bold,” said Nothing co-founder and India president Akis Evangelidis. “Diwali is about creativity and joy, and we wanted to bring that spirit to life while staying true to Nothing’s offbeat style.”
Written by Vishal Dayama and Rajat Thakur, produced by Devarsh Thaker for Braindad, and directed by Aneesh Malankar, the campaign is live across Nothing’s digital channels, encouraging fans to celebrate the festival of lights with a twist of irony and a dash of glow.
After all, this Diwali, you can either go subtle, or go Nothing.
Leave a Reply