The Diwali ads that crackle

25 Oct,2011

 

By Shubhangi Mehta

Though the Diwali campaigns this season did not create much hype as they were fewer than in the past, going a little back in time we have seen some absolutely delightful campaigns, from Cadbury’s “Iss Diwali aap kise khush kar rahe hain?” and Coca-Cola to Samsung’s Diwali commercial or the latest Tanishq campaign featuring Amitabh Bachchan and Jaya Bachchan.

Which is the Diwali commercial that has been an all time favourite for the industry? MxM India asked the biggies themselves.

Mr KV Sridhar aka Pops, NCD, Leo Burnett, said, “My favourite Diwali commercial would be ‘Iss Diwali aap kise khush kar rahe hain?’ by Cadbury, which was out almost a year ago. For me and I’m sure for everybody else, the best way to celebrate Diwali is to catch up with near and dear ones and make them happy. Hence I found the commercial very real.”

Mr Dheeraj Sinha, Regional Planning Director, Bates, said, “The Diwali campaign that has appealed to me the most is the Fiat Festive season campaign done by Bates. The campaign goes a step beyond the Diwali promotional offers etc and talks about the philosophy of Fiat, therefore I find it more appealing.”

Mr Rajiv Rao, NCD, Ogilvy & Mather, said, “I know it’s my own agency work but I can’t resist saying that it is Cadbury’s ‘Iss Diwali aap kise khush kar rahe hain?’ There is so much of humanity and it breaks the clichéd concept of just greeting only your family and close friends on Diwali. It is most definitely my favourite Diwali campaign.”

Mr Bobby Pawar, COO, Mudra, however took a different tack, saying, “No ad campaign has been able to capture a place in my mind; I really cannot think of any Diwali campaign that has appealed to me so much as to be called my all-time favourite campaign.”

Cadbury’s seems to be the brand and campaign to have captured minds and hearts, and the sweet taste of success is certainly well deserved. But with such a wealth of creativity on tap and such a rich diversity of cultural references available all over India, it is high time a new, iconic ad or campaign came forth.

We’re waiting.

[Link] Debrief: In the midst of the drought, the Diwali ads that caught Anil Thakraney’s eye.

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