MUMBAI: Nexus Select Malls is betting that guilt sells better than glitter. The mall operator has roped in Hindi cinema actor Ayushmann Khurrana for a Diwali campaign urging Indians to declutter their emotional baggage alongside their homes—and then head to the shops to celebrate.
The digital film, Declutter Wali Diwali, wraps a shopping pitch in feel-good messaging. “Adhure vaade, ankahee baatein, pending apologies iss Diwali, emotional space bhi declutter karo, aur apno ke liye dil mein jagah banao,” Khurrana intones against a backdrop of festive lights. Roughly translated: sort out your unfinished business, make space for loved ones, and—conveniently—do it at Nexus.
“Our idea was to go beyond traditional festive advertising and tap into what the season truly stands for: togetherness, reflection and genuine joy,” says Nexus Select Malls chief marketing officer Nishank Joshi.
The campaign’s sign-off is less subtle: “Asli Happyness sirf yahan hai, at Nexus Select Malls.”
The film will run across digital and social platforms throughout October, backed by on-ground activations at 19 malls across 15 cities. It arrives as India enters peak shopping season, with Diwali serving as the year’s biggest retail moment.
Whether consumers buy the emotional angle or just the merchandise remains to be seen. Either way, Nexus is counting on footfall—reconciled or otherwise.
Mumbai: HP India is celebrating Diwali with the launch of its campaign, ‘Stories of India with HP,’ blending tradition with technology in a heartfelt story of legacy preservation. The campaign follows Sharad, a retired storyteller who embodies an older generation, often overlooked in today’s digital-first world. Through Sharad’s journey, HP showcases the transformative role of AI in keeping folklore alive, offering a way to bridge generational divides through innovative storytelling.
In this campaign, HP reaffirms its commitment to empowering creators, storytellers, and elders, envisioning a future where cultural heritage and technology can thrive together. The story unfolds with Sharad, who, feeling adrift after retirement, reconnects with his storytelling roots when his granddaughter visits for Diwali. As he shares his beloved tales, he realises the threat traditional storytelling faces in the digital age. Guided by his daughter, Sharad explores HP’s AI-powered tools, creating animated versions of his stories and launching his own YouTube channel, revitalising folklore for future generations.
HP India, SVP & MD, Ipsita Dasgupta commented, “At HP, we believe that technology has the power to preserve the heart and soul of our cultural heritage. Our film tells a story of how technology innovations such as AI can weave together the past and present, uniting generations through the magic of timeless tales. We hope this story inspires everyone to embrace innovation while preserving the richness of our heritage for future generations.”
Since its release, the campaign film has garnered over 26 million views, resonating deeply with audiences across platforms.
Mumbai: This Diwali, Odonil has unveiled ‘A Diwali to Remember’ — a short film that shines a light on the spirit of generosity and connection. Also featuring Zepto as a delivery partner, the film tells the story of Pushpa, a resilient single mother and housekeeper whose life takes a joyful turn with a thoughtful Diwali surprise.
Through the unexpected arrival of an Odonil hamper and a cricket bat for her son sent by her boss, the film reveals how small gestures can make people feel valued and seen. As the story closes, the voiceover resonates with the message, ‘Phoolon se mehkte rahe aapke ye anmol rishte. Happy Diwali, aap sab ko Odonil ki taraf se’ (May your precious bonds be as fragrant as flowers. Happy Diwali from Odonil to all of you). This sentiment reflects Odonil’s commitment to fostering closeness and joy, underscoring how true celebration lies in treasuring those who support us every day.
Conceptualised and executed by Tonic Worldwide, Odonil reminds audiences with this heart-touching film, that the fragrance of love and appreciation makes every home brighter.
Mumbai: This Diwali, Ketto launched a campaign to spread joy and kindness to senior citizens at the Smit Old Age Home and Care Foundation. The initiative brought festive cheer to 126 elderly residents, embodying the essence of Diwali – connection and shared moments.
Ketto’s team visited the home to share a festive lunch and light diyas with the residents. Together, they created a rangoli and concluded the day with a cake-cutting ceremony, fostering warmth and laughter.
The campaign aimed to build meaningful connections rather than just giving gifts. A speaker was donated to the home to bring joy to residents who enjoy singing and listening to music, creating lasting moments of happiness and community.
Ketto’s Diwali campaign focused on connecting with the elderly and spreading kindness. Spending time with them served as a reminder of the importance of caring for our elders, especially during festive seasons when they may feel alone. The campaign emphasised that the true joy of Diwali lies in sharing love and inclusion with those in need.
Ketto co-founder & CEO Varun Sheth said, “For me, Diwali has always been about spending time with my grandparents, and those memories are very close to my heart. This campaign felt personal because it allowed us to share that warmth and joy with the residents at Smit Old Age Home and Care Foundation. Seeing their smiles truly brought the spirit of Diwali to life for us.”
Mumbai: Upstox has unviled its new brand campaign for Muhurat Trading, aimed at promoting equity participation this Diwali. Muhurat trading, a traditional practice in Indian markets during Diwali, symbolises wealth and prosperity. This year, Upstox encourages users to start a new tradition by investing in stocks, mutual funds, or Gold ETFs and MFs.
The campaign’s message, ‘Iss Diwali, Kuch Naya,’ emphasizes building new investment habits while respecting tradition. Through a story of a multigenerational family celebrating Diwali, Upstox illustrates how family traditions can expand to include investing together using the Upstox app.
Upstox co-founder Kavitha Subramanian said, “Muhurat trading has always been a significant tradition for the investor and trader community, symbolising the start of the new year. Through our latest campaign, we want to take this auspicious occasion a step ahead. We want to inspire every Indian, —whether a seasoned trader or a first-time investor—to strengthen their investment journey with ‘kuch naya’, fostering a legacy of financial security and prosperity for the future.”
Earlier this month, Upstox introduced new trading features powered by Tick-By-Tick data, branded as the ‘TBT Engine,’ aimed at providing retail traders with access comparable to institutional levels. Upstox seeks to boost trading participation this Diwali, enabling customers to have a more informed and efficient experience on its platform.
Upstox currently serves over 1.3 crore customers, 75 per cent of whom are millennials, with approximately 70 per cent being first-time investors, and 85 per cent of these from tier two and three cities. Adding around five lakh new customers each month, Upstox continues to support investors in building wealth and securing their financial futures for themselves and their families.
Mumbai: As Diwali lights brighten the season, CyberPowerPC India, a US-based gaming PC brand that entered the Indian market earlier this year, has launched the #BringHomeTheLight campaign. This initiative aims to enhance the gaming experience by offering customers who purchase any PC from the CyberPowerPC website a free CyberPowerPC Elite M1 131 adjustable weight and lighting effects gaming mouse and a CyberPowerPC FPS gaming mouse pad.
In line with the festival’s theme, gamers can also purchase the HyperX Alloy Core RGB gaming keyboard at a special discounted price with any PC. This keyboard features dynamic RGB lighting effects and a durable frame for extended use.
CyberPowerPC has also introduced its EZPC module in India, enabling gamers to build custom gaming PCs by selecting from over 25 popular games, including Counter-Strike 2, League of Legends, Valorant, DOTA 2, GTA V, Elden Ring, Apex Legends, Cyberpunk, Fortnite, and PUBG.
CyberPowerPC India is focused on supporting the growth of the country’s PC gaming market by providing quality gaming experiences through customisable options and exclusive discounts, ensuring access to top gear at competitive prices.
Mumbai: Equentis Wealth Advisory Services has launched its Diwali campaign, ‘Har Ghar Lakshmi’, recognising modern women as key financial decision-makers. The campaign highlights empowerment, connection, and celebration, showcasing women aged 25-40 who balance personal and professional responsibilities during the festive season.
Central to the campaign are stories of women in various roles, from a family member engaging in festive card games to a career-focused professional leaving work late, a multitasking mother-to-be, and a homemaker managing finances. These narratives reflect modern womanhood, emphasizing how women balance their ambitions with family traditions. Accompanied by visuals of rangoli-making and family gatherings, the campaign highlights the community and joy women bring to celebrations and financial decisions.
The campaign is timely, as women now represent 22 per cent of all stock market investors in India, marking significant progress. The number of female investors has grown nearly sevenfold since 2015, highlighting their vital role in shaping the country’s financial future. Through relatable stories and vibrant visuals, “Har Ghar Lakshmi” encourages women to take charge of their financial futures while portraying them as pillars of their homes.
Equentis CMO Alok Arya said, “The ‘Har Ghar Lakshmi’ campaign is to encourage women to accept the very fact that they are the wealth creators. And we salute the modern Lakshmis who gracefully combine tradition with ambition and light their way to economic freedom and wealth. This campaign also acknowledges the balance these women strike between tradition and ambition where they once hesitated to invest or make financial decisions, they now pull up their socks and confidently navigate the world of investments!”.
The campaign resonates the sentiment that Diwali is incomplete without ‘Ghar ki Lakshmi’, reminding us of the integral role women play in our lives and communities. This Diwali, Equentis salutes the new-age Lakshmi, the woman who manages her home and family perfectly yet takes control of her financial future. From making investment decisions to leading a family through financial planning, the new-age Lakshmi is truly a beacon of both tradition and modernity.
Mumbai: Rebel Foods’ flagship brand, Behrouz Biryani, has launched a Diwali campaign, ‘The Nawabi Surprise,’ featuring Saif Ali Khan. The campaign, starts on 25 October 2024, uses AI to deliver personalised video messages from the actor with every order. Customers receive a palace-shaped card with an interactive door and a QR code that unlocks the video greeting from Saif Ali Khan.
Rebel Foods CMO Nishant Kedia said, “This Diwali, we wanted to create something truly memorable for our customers, combining the royal essence of Behrouz Biryani with cutting-edge personalisation. With Saif Ali Khan’s charm and our Nawabi Surprise, we’re bringing a unique blend of tradition and technology to elevate the festive experience. This initiative reflects the brand’s deep-rooted traditions while embracing innovative approaches to create a memorable celebration.”
The personalised greeting can be shared on social media and redirected to WhatsApp for easy downloading and forwarding. Customers can create multiple videos for loved ones, spreading festive cheer. With ‘The Nawabi Surprise’, Behrouz Biryani blends tradition and technology to make Diwali 2024 memorable.
Mumbai: This Diwali, Samsung is sending “Diwali ki khushiyaan” with its latest campaign featuring the Samsung AI TV, highlighting the magic of family togetherness in today’s fast-paced world. As families often drift apart into their digital routines, the campaign beautifully illustrates how the Samsung Neo QLED 8K can help revive treasured memories and create new moments, combining nostalgia with the cutting-edge capabilities of AI-powered upscaling and Knox security.
The campaign centres on the Samsung AI TV, designed not just for stunning visuals, but for an immersive experience that adapts to the modern lifestyle. The Neo QLED 8K breathes new life into old family videos, showcasing them with unparalleled clarity and detail through AI upscaling technology. Meanwhile, the Knox security feature ensures that data remains protected, enabling a safe and worry-free viewing experience. This makes the Samsung AI TV the ultimate companion for modern families, enhancing their entertainment and connections while elevating Diwali celebrations.
Samsung India senior director, Viplesh Dang expressed the brand’s vision: “Samsung AI TV is about stunning visuals and immersive sound. And that’s not all, it’s also about upscaling happiness! This Diwali, let every experience on your TV screen be a celebration of togetherness and the magic of creating new memories with loved ones. We hope our campaign resonates with families, reminding them that the best celebrations happen when they are shared with the ones who matter the most.”
The campaign film tells the story of a father eager to celebrate Diwali, only to find his family absorbed in their own activities—his daughter on her phone, his son listening to music, and his wife busy with work. Determined to bring them together, he discovers an old family video of a Diwali ladoo-eating contest and plays it on the Samsung Neo QLED 8K AI TV, where the 8K upscaling brings the memory to life with spectacular detail. The nostalgia sparks joy, and soon the whole family joins in to recreate the contest, rekindling the festive spirit.
Cheil India, CCO, Vikash Chemjong stated, “Technology sometimes has been accused of fragmenting a family. So what better time than the festive season to showcase how the right tech can do quite the opposite thing. Because when your TV has AI Upscaling Technology, it can not only turn your old memories into 4K but more than that, it has the power to get people together and light up the festive spark in the family!”
Cheil India – Samsung Business, national head, Mandeep Sharma added, “Samsung AI TV is more than just a piece of technology – it’s a perfect bridge that seamlessly connects our past with the present and rekindles the bond of love & togetherness. Samsung has always endeavoured to light up the festive moments and bring the whole family together.”
Mumbai: Nexus Select Malls has launched ‘Asli Happyness Wali Diwali’ campaign, starring brand ambassador Ayushmann Khurrana, that celebrates the joy of in-person Diwali experiences. It encourages customers to skip home deliveries and enjoy the full festive spirit at the mall.
The campaign features two festive DVCs starring Ayushmann Khurrana, capturing relatable and humorous moments of Diwali shopping and dining at the mall. In one film, Ayushmann collects Chhole Bhature after a day of shopping, emphasising the joy of enjoying fresh festive meals together. On the other, he cutely reacts with admiration as his partner tries on multiple Diwali outfits. Both films highlight the unique, enjoyable experiences that customers can find at Nexus Select Malls during the festive season.
“Our ‘Asli Happyness Wali Diwali’ campaign with Ayushmann Khurrana is designed to bring alive the unmatched joy of celebrating Diwali at our malls with loved ones by exploring the vibrant shopping and dining options, and creating lasting memories. Through reliving these fun and relatable stories, we hope to connect with our customers and encourage them to make Nexus Select Malls their go-to festive shopping destination.” said Nexus Select Malls CMO Nishank Joshi.
Khurrana said, “Diwali is all about celebrating happiness with your loved ones and with Nexus Select Malls’ ‘Asli Happyness Wali Diwali’ – you can enjoy the best of this festive season. From lip-smacking meals to shopping for your festive needs, Nexus Malls has got it all to make it the perfect family time this Diwali. For me, Diwali is all about family – so I hope you have a great time shopping with your family at Nexus Malls during their ‘Asli Happyness Wali Diwali’ campaign, just like I had shooting this!”
Conceptualised by Ogilvy, the campaign leverages Ayushmann’s charm and humor to convey the joy of celebrating Diwali at Nexus Select Malls.
