South Indian Bank has launched its Diwali campaign Is Diwali, Khushiyon ke Deep Jalaaein, a film that captures the spirit of giving and the magic of shared happiness. Directed by filmmaker Martin Prakkat, the campaign weaves together moments of kindness, surprise and emotional connection, reminding viewers that the joy we give comes back to us manifold.
The film captures how kindness creates a circle of joy. It begins with a little girl lighting a diya and receiving a gift from her neighbour, a young boy. The boy, who had longed for a cricket bat, is surprised by his grandfather, a security guard, who gifts him the cricket kit combo as a Diwali present. The grandfather, in turn, receives an unexpected Diwali gift from a woman at his office. While gifting, the characters use the South Indian Bank app and card for seamless payments. As she waits for her cab, the woman in turn is surprised by her family with a new car. In the final reveal, the little girl in the beginning who had received the boy's gift has shown as the daughter of this woman, completing a beautiful circle of generosity.
Speaking about the campaign, Sony A, SGM and Chief Information Officer, South Indian Bank, said, “Our Diwali campaign is inspired by the belief that happiness multiplies when shared. In today’s fast-paced world, small gestures of thoughtfulness can have a lasting emotional impact. With 'Is Diwali, Khushiyon ke Deep Jalaaein', we are reinforcing our brand promise of Investing in Relationships by celebrating the joy of giving and togetherness.”
Ramesh K P, Head - Marketing, South Indian Bank, added, “As a 96-year-old bank, South Indian Bank has always believed that the relationships we build are our greatest wealth. Festivals like Diwali provide an opportunity to connect with our customers on a deeply emotional level. We wanted this campaign to go beyond festive sparkle, to highlight how relationships and kindness illuminate our lives. The film has crossed over two crore views under 72 hours across social media, showing that the message of heartfelt giving has struck a strong chord with audiences.”
