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Diwali Facebook Video Campaigns – 2017

Who would afford to miss out on the Diwali festive season? Every organization (read: marketing department) eagerly awaits for this mega festival to arrive. Its a bumper opportunity for them to launch products, offer discounts and do what not to ensure the sales bells rung the loudest. In today’s era a vital weapon for marketing / brand managers is to launch a good storytelling emotional video campaign around the festive season and capitalize on the sentiments. There wasn’t any difference in this year’s Diwali festive season. Many brands came with really good emotional video campaigns. Here is a list of some best Diwali Facebook Video campaigns that I came across this year.  The storytelling has been varied by each one of the brands – some have focused on family celebrations, some have focused on gifting their parents / siblings / spouses etc., while some brands have focused on societal agendas. I have tried to comment  my thoughts on each one of them. Let’s see in how many cases your and mine thoughts match!


Airtel India –

They took a strong stand against increasing pollution. The softer element in this Diwali Facebook video by Airtel was the joy that kids derived by watching stars on the sky, thanks to the solution driven by Airtel’s technology. This campaign had everything in it – strong reason behind the video, effort by the brand, proof of concept and most importantly a clear messaging to viewers on what they were supposed to do after watching the video. As and when this blogpost was written, the video had received over 10 Mn views on Facebook and around 7,307 people took pledge to fight against pollution. I liked the comprehensive thinking behind this campaign and results were hard to ignore. However, in a realistic scenario, its hard to believe how many of these pledges were really adhered or will be adhered to in future.

Reliance Trends –

This Diwali Facebook Video by Reliance Trends, overall conveys the message of unity within family and celebrating the joyful moments with each other in family. The key reason why this video stood out from others was the execution. The scriptwriter / copywriter should be appreciated for the beautiful analogy he/she has tried to bring between each type of fire-cracker and each personality within every family. #NayiWaliDiwali video absolutely deserved the 12 million+ views and over 19.4k+ shares.

Pantaloons –

Pantaloons Diwali Facebook Video has tried to cover their every possible target audience. The video starts with various sad situations in which different protagonists are present. The high energy video quickly showcases the range of products available with them and how shopping at Pantaloons could help everyone get over their grim moments. It isn’t an emotional video, but kind of peppy video that gained 10 million views.

Lenovo India –

Gifting parents just with the festive context and gifting them with a much deeper purpose could be very different. And, Lenovo India exhibits this difference in this emotional storytelling Diwali Facebook Video that has gained over 12 million views and 38.3K+ shares. The campaign hashtag #GiftThemAFuture is itself strong and kind of probes the users to watch the video overall to understand what kind of future does a son gift to his father. Watch it!

Coca Cola –

The first time I saw this video ad on TV, I was confused on multiple parameters. First, this ad looks more suitable for Rakshabandhan than for Diwali. Secondly, the brand integration of PayTMmall looks way too intrusive (seems PayTMmall gifted Coca-Cola with a fat cheque!!). Its a vanilla Coca-Cola storyline where celebrations with family and friends are incomplete without their product, which is also evident from just 6.7 million views.

Tanishq –

This 2 minute Diwali Facebook video by Tanishq is crisp, fast, has cool music in background, showcases good emotional connect and most importantly focuses on their latest product range – Shubham. Tanishq started its Diwali campaign well early around the hashtag – #TanishqWaliDiwali. They had a well-planned content calendar introducing their new Shubham product range, highlighting their association with Padmavati movie etc. It is surprising that the video didn’t touch even 1 mn views, may be they didn’t focus much on paid video advertising.

Vivo India –

Instead of a common brand ambassador integrated Diwali Facebook Video campaign, Vivo showcased a day in Kiara Advani’s life. This single 2 minutes video has two parts to it. The first part is focused on all perfect selfies that Kiara clicks around with various family members, while the second part showcases on realistic moments or rather #OutofFocus moments as defined by Vivo. I liked the storytelling aspect in this video where the brand emphasizes on the valuable realistic moments of life rather than just the photogenic moments that we share on social media platforms.

Nokia Mobile –

In today’s high mobile intrusive life, every parent has a common complaint that their kids don’t spend much time with them. Nokia seems to have leveraged on this insight to come up with this 45 seconds Diwali Facebook video campaign. The video showcases how a son gifts his availability to his mom on the Diwali day. 10 million+ views on the video seems to indicate that video struck the right chord amongst the audience.

One Plus –

We have heard about various instances of organizations humanizing a brand. While here, One Plus has humanized the ‘Diwali festival’ itself. The festival has been projected as a chirpy young girl who fulfills all regular Diwali activities like delivering sweets, crackers, approving leaves, sending shopping discounts etc. However, Diwali itself loses its brightness by the time it fulfills all other’s wishes and hence is awaiting for a partner to illuminate her celebration. That’s where the One Plus product enters the story and becomes an ideal partner for Diwali. Unlike family oriented storytelling saga, One Plus has lived upto the expectation of a young and vibrant brand with this 2 minute Diwali Facebook video campaign.

LG India –

LG India’s 40 seconds video to me looked like a typical Indian TVC. Video is shot with typical Diwali background and the theme seems to be, to highlight range of products. The video all products from LG’s portfolio – refrigerator, TV, washing machine, oven, laptop, speakers etc. An okayish video in terms of appeal, but looked promising considering product awareness point of view.

Amazon India –

Amazon started off the Diwali campaign well in advance to create awareness about its Sale events and products that one could buy from them. If you follow hashtags, #KaroMilkeTayyari and #DiwaliKiTayyari are followed one could realize the well thought through content calendar that Amazon had in place well before the festive season.

The 104 seconds Diwali Facebook video by Amazon was very straight-forward showcasing a family scene where they order all possible Diwali shopping items from Amazon. The Amazon delivery boxes integration, product showcase and the mobile app showcase in itself exemplifies the breadth and ease that Amazon offers when it comes to online shopping.

Flipkart –

No matter how long Flipkart keeps advertising with kids personified as adults, most of us just keep loving it. Flipkart’s short 30 seconds video was just about reminding people about Big Diwali Sale that occurred from 14th – 17th Oct. A few Indian traditions of handing over invitation after having removed footwear, including flowers along with marriage invitation and use of Shubh Labh are a soothe to one’s eye.

FabIndia –

Festivals are not just about present celebrations, but also about remembering our childhoods days on those festivals and reliving them. FabIndia’s fabulous video showcased how a married women recollected her Diwali celebrations and now in present time sees herself in her daughter. This 1 min 40 seconds video, with over 1.2 million views is a pleasant campaign that touches the softer element of one’s life.

Olacabs –

Olacabs stuck to a societal contribution objective. I would say its a bold move by Olacabs to motivate people to use metro, bus, train as alternate modes of transportation and lend a hand in reducing air pollution. Unlike other brands that focused on their products, Olacabs decided to ride on societal benefit angle. The text heavy video was a clear standup amongs the cluttered Diwali videos with usual festive background, Indian traditional music and attire. Its appreciative to see them leverage #FarakPadtaHai hashtag across various campaigns to build brand awareness and reinforcement.

GoAir –

GoAir off late has been engaging in coming up with emotional video campaigns. If you missed their this year’s Rakshabandhan video campaign, have a look now here. This time with Diwali Facebook video, GoAir celebrates the spirit of its crew members and empathizes with them. The storyline focuses on how a mother gets surprised by GoAir to travel on a flight in which her daughter is a crew member. Mother prepares Diwali delicacies for her daughter, so that the daughter doesn’t miss out on delicacies while serving her duty during Diwali.

Eicher Trucks and Buses –

Eicher’s 5 minutes long Diwali Facebook video is almost like a short film. The key message that brand tries to drive is to avoid driving after alcohol consumption. The video shot on truck driver who prepares to drive after heavy alcohol consumption is intercepted by a group of young people. The driver is discouraged to drive by misleading him into various conversations. Though the conversations are bit funny, it becomes boring after sometime due to excessive length of video. The same message could have been conveyed through a 2 minutes video.

Which of these videos impressed you the most? Did you come across any other video that caught your attention? Look forward to your thoughts in the comments section below.


Image Credit: Varshesh Joshi


I am presently employed as Associate Director (Paid Media) at Performics.Resultrix, a Publicis Groupe company. Prior to this role I was employed with HCL Technologies as Senior Manger (Digital Marketing). My earlier digital marketing assignments were with ZenithOptimediaIndia (Publicis Groupe) and AdGlobal360. You can follow me on Twitter @anandan22 for all conversations on digital marketing.

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