Nothing has unveiled its Diwali campaign, Go Subtle or Go Nothing, bringing its signature approach to festive storytelling.
With a voiceover delivered by comedian Samay Raina, the film begins in the style of a typical festive commercial, complete with sentimental gifting moments, before flipping the script with sarcastic commentary and characters breaking the fourth wall. What follows is a playful exaggeration of how Nothing products could fit into Diwali rituals - Nothing Phone (3) used as fairy lights, Headphone (1) as diya stands, and Nothing & CMF Buds arranged into rangoli.
“We wanted to give audiences a festive campaign that feels fresh, playful, and unapologetically bold,” said Akis Evangelidis, co-founder and India President, Nothing. “Diwali is a time for creativity, joy, and celebrating in ways that feel personal and fun. With this campaign, we aimed to break the monotony of traditional festive advertising, turning the ordinary into something memorable and making people smile while staying true to Nothing’s signature style.”
The film is written by Vishal Dayama and Rajat Thakur, produced by Devarsh Thaker for Braindad, and directed by Aneesh Malankar. It is now live across the brand’s social & digital platforms.
