Brand: Sabhyata
Campaign: #Celebrating Motherhood
Rating: 2.5/5
Sabhyata’s latest Diwali commercial brings the message of equality to the workplace, highlighting the challenges faced by working women who juggle multiple roles. The film focuses on a pregnant employee navigating her responsibilities, ultimately finding support from her male boss, who creates a mother’s room for her. While the commercial tries to tap into a heartwarming message, it fails to draw a logical connection with the brand. Though the emotions and visuals convey an empowering message, it fails to create an association with the viewers and struggles to link this theme with the broader spirit of Diwali.
Brand: Edelweiss Mutual Fund
Campaign: Kya Dhan Hee Asli Samriddhi Hoti Hai?
Rating: 2.5/5
Edelweiss Mutual Fund’s Diwali commercial tries to evoke nostalgia, capturing the warmth of simpler times but with a contemporary twist. This festive season, the brand collaborated with influencer and poet Priya Malik, who delivers a spoken-word performance as part of the campaign. While the brand tries to combine traditional and modern elements to communicate their message, the poetry itself is leaning towards simplicity and the ad’s polished style softens the larger impact. As far as experimentation is concerned, the brand did think out of the box and went on to embrace the avenue of spoken-word poetry. However, the larger communications seems to have fallen a little short.
Brand: Zomato
Campaign: Official Diwali Short Film
Rating: 3/5
These days, teaming up with just an ambassador isn’t enough; to truly stand out, one needs a little help from sweets like Kaju Katli.This Diwali, Zomato has partnered with Piyush Mishra in a short film to spread the message: “Mithai Zomato karo, aur desh ko roshan karo.” The film humorously portrays people lighting up their homes, trying to shine so brightly that they could be seen from space. After several amusing attempts, it’s ultimately the sweets that create the magic and light up their surroundings. While the ad is kind of quirky and covers the Diwali elements uniquely, we expect more humour and zing from a brand like Zomato. The campaign is definitely not lurid, but at the same time, it’s not bright enough to want to make you go back to it.
Brand: Vivo
Campaign: Celebrate the #JoyOfHomecoming
Rating: 3.5/5
There is no better feeling than returning to your home to your loved ones and what time better than the festival of Diwali. Focusing on this sweet homecoming, Vivo crafts a heart-warming campaign, showcasing the joy of celebrating Diwali with your family. The commercial is simplistic yet very effective. Without using unnecessary histrionics and other exaggerations, the brand manages to communicate the emotions very well and that too while making sure that their brand is placed well. Vivo uses simple expressions that beautifully depict yearning. Whether it’s missing lights or smiles or rangolis, the flow appears seamless, and the complete package wholesome.
Brand: Jindal Stainless Steel
Campaign: #SwitchToStainless
Rating: 4/5
Staying true to the unconventional spirit, Jindal Stainless Steel has effectively managed to kill two birds with a single arrow. The brand not only highlights the detrimental effects of plastic waste but also creatively promotes its own steel-based products. By stepping away from the typical, clichéd Diwali communications that often rely on forced sentimentality, Jindal Stainless has carved a unique path. This refreshing approach not only resonates with audiences but also highlights the brand’s commitment to sustainability. The innovative campaign reflects a deeper awareness of environmental issues while successfully showcasing the advantages of stainless steel. It’s a bold move that appears to have paid off.
Brand: Finolex Pipes and Fittings
Campaign: Diwali 2024
Rating: 4/5
This Diwali, Finolex has come up with a heartwarming commercial that champions the spirit of emancipation and independence. Walking beyond the regular templates and tropes, the brand tackles a completely different issue. We are accustomed to seeing women filling in the role of a mother, wife or sister in most of the Diwali commercials. But here, the brand has placed the individual– the woman– at the centre, highlighting her talents and aspirations. Attempting to break the stereotypes, the film shows a lady plumber, which again in itself is quite novel, inspiring a woman, who appears to be a housewife, to work on her talents. The sorority of the two characters seems to strike well in the film and stirs several emotions. And yet at the same time, the brand doesn’t over exaggerate emotions, making it very palatable.
