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In a heartfelt tribute to the essence of Diwali and its ongoing commitment to fostering family connections, vivo has unveiled its latest campaign, ‘The Spirit of Homecoming.’ Launched in collaboration with FCB India, this initiative marks the brand’s 10th anniversary in India, highlighting the importance of togetherness during the festive season.
Diwali is traditionally a time for reunions, illuminating homes not only with diyas but also with the warmth of family gatherings. However, as modern life often separates children from their parents, the campaign poignantly addresses this longing for connection. The narrative reflects the unspoken bond between parents and their children, who, despite being geographically distant, feel an innate pull to return home for the festivities.
The campaign employs evocative storytelling to depict the universal experience of children pursuing their dreams across the country, yet yearning to reunite with their families during Diwali. It gently emphasises that the true spirit of the festival lies not in lavish celebrations but in the joy of togetherness—underscoring that the light of Diwali emanates from the people who transform a house into a home.
Geetaj Channana, Head of Corporate Strategy, vivo India, stated, “As we celebrate 10 years of vivo in India, this Diwali campaign is a tribute to the unbreakable connections that define us. In a world pulling us in different directions, true joy lies in moments shared with those who matter most. At vivo, our goal has always been to bridge distances and empower consumers to capture life’s meaningful moments.”
Mayuresh Dubhashi, Chief Creative Officer, FCB India, elaborated on the campaign’s theme: “Every festive season, every parent across India has just one question for their children - ‘When are you coming home?’ Sometimes, it takes the form of words, and sometimes it manifests in the images of fairy lights and rangolis that are missed. This Diwali, vivo celebrates ten years of taking the pictures that bring millions to where they belong during the festive season - to the ones they love.”
The campaign will be actively promoted across digital platforms, including YouTube and Meta, aiming to reach a wider audience and evoke the emotional connection synonymous with Diwali.
