Diwali is the Super Bowl of Indian marketing, a short, intense window where emotions, culture and commerce meet. In 2025 the festival again drew ambitious work from Indian brands across categories: retail, FMCG, fashion, furniture, electronics and food. This year’s campaigns show three clear trends: story-first creative (films and short-form video), experience-driven retail (in-store + digital), and strong use of social media marketing and personalization to convert festive intent into purchases.

For small businesses, startups, e-commerce brands and local services, these campaigns aren’t just glossy ads to admire they are playbooks. You can replicate many tactics on smaller budgets: emotional narratives, user-generated content (UGC), micro-influencer partnerships, short-form video, AR/filters and data-driven retargeting. Below I walk through the biggest Diwali 2025 campaigns from Indian brands, explain the execution and platforms used, and highlight the practical lessons and tactical takeaways you can adopt for your own festive push. (Sources: Medianews4u campaign roundup; campaign coverage and brand press notes.)

Why Diwali Campaigns Matter for Online Brands and Digital Marketing

High consumer intent: Searches for gifts, sweets, décor and fashion spike; shoppers intend to buy.

Short, high-impact window: A well-timed campaign converts quicker than most seasonal efforts.

Shareability: Festive videos and heartfelt stories travel fast on Reels, Shorts and WhatsApp forwards.

Cross-channel lift: A consistent film + social + email funnel boosts conversion efficiency.

If you’re planning a Diwali campaign even with a modest budget the priority should be:
1) a single clear narrative,
2) cross-channel creative that adapts to short-form verticals and longer films, and
3) measurable funnels with retargeting rules baked in.

The Top 15 Diwali 2025 Campaigns: What They Did and Why They Worked

We’ve grouped campaigns by the strategic idea they reflect. For each, you’ll find: the brand, the idea, channels used, notable creative or quote (when available), and lessons you can apply.

1) Flipkart — Big Bang Diwali Sale (Let go of the old, welcome the new)

What: Flipkart’s Big Bang Diwali film uses a literal, cinematic device: stubborn old possessions, cracked phones, worn clothes, ancient fans “explode” like firecrackers to the nostalgic tune “Intehaan ho gayi intezaar ki”, dramatizing the idea of upgrade and renewal. The sale is positioned as a cultural reset letting go of the old and welcoming new beginnings.

Channels: TVC, YouTube long-form teaser, Instagram Reels & Stories, full creative in paid social and OOH. The creative was pushed into Flipkart's sale landing pages and promoted with timed notification blasts to app users.

Why it worked: The film ties an emotional ritual (Diwali cleaning/upgrading) to product purchase, using spectacle to make the message memorable. The song anchors nostalgia, while the visuals create strong social content (GIFable moments, short clip hooks).

Tactics to copy: Use a single visual motif across formats of a 2–3 minute film, broken into 15–30s cuts for reels; drive viewers to a sale landing page optimized for quick conversion and mobile checkout.

2) Vivo — #JoyOfHomecoming (Small rituals matter)

What: Vivo’s film centered on intimate Diwali rituals cleaning cupboards, stringing lights, making sweets culminating in the emotional relief and joy of reunions. The film makes the “preparation” phase the emotional center, showing that Diwali’s magic resides in those small shared moments.

Channels: YouTube film, Instagram Reels & short-form cuts, press and influencer reposts. Vivo promoted the film heavily through its social channels and used the hashtag to surface UGC.

Why it worked: It captured universal feelings of anticipation, ritual, reunion and tied them back to the brand's long-running “homecoming” positioning. It’s an emotional, culturally grounded narrative executed with clean cinematography.

Tactics to copy: Frame your product or service as an enabler of ritual (even in B2B, think “how does your product help the user get festival-ready?”). Use a sharable hashtag and encourage micro-story UGC.

3) L’Oréal Paris — Mujh Mein Hai Diwali (Inner glow and sisterhood)

What: L’Oréal’s first India-specific Diwali film positions the festival as inner radiance. Featuring Alia Bhatt and friends, the film focuses on sisterhood, nostalgia and “because you’re worth it” messaging. It uses music and lyrical copy to amplify emotion and drives viewers to festive product kits like lipsticks and gift boxes.

Channels: OTT long-form, social short-form, product tie-ins in e-commerce and retail listings, influencer gifting.

Why it worked: It combined star power with culturally resonant themes and product utility (gift boxes) a classic brand + product narrative that converts visibility into purchase.

Tactics to copy: If product-led, ensure the film ends with a clear product cue (gift kit, special pack) and include direct ecommerce links in social captions and landing pages.

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4) Starbucks India — #HumariSpecialJagah (Third places and new rituals)

What: Starbucks reframed its stores as “third places” where urban dwellers celebrate. The film captures neighbours and “chosen family” meeting at a Starbucks for Diwali replicating the warmth of home in an out-of-home setting. The campaign speaks to urban rituals and community in an evolving festival landscape.

Channels: In-store displays and activations, Instagram and Facebook films, store-led offers and limited-edition products.

Why it worked: It aligned the brand’s physical retail footprint with festival rituals and encouraged store footfall, an example of an experience-first campaign that ties product to place.

Tactics to copy: If you have physical locations, plan in-store moments (decor, limited products) that become content anchors and are easy to share on social media.

5) Birla Opus Paints — Duniya Ko Rang Do (Small acts of love)

What: Birla Opus Paints’ short film followed an elderly couple painting their home for a son who cancels his visit. The father chooses to paint anyway, rediscovering Diwali’s spirit by celebrating with those present. The ad underlines transformation through small acts (painting, decorating) and positions paint as a way to restore warmth.

Channels: YouTube, social, targeted regionals, and integrated with POS activations at retail paint stores.

Why it worked: It used a quiet, relatable emotional arc making ordinary actions feel meaningful, a strong approach for category brands.

Tactics to copy: For product categories perceived as “functional,” humanize the product through intimate storytelling. Use testimonial-style cuts and share “behind the shoot” reels.

6) Greenlam Industries — “Diwali Always Finds Its Way” (Community and continuity)

What: Greenlam’s film created by Dentsu Webchutney showed a small neighbourly gesture re-igniting a sense of festival in a young couple, conveying that Diwali’s light persists across generations and routines. The brand tied surfaces and interiors to the feeling of warmth at home.

Channels: Social, digital film, trade PR.

Why it worked: It aligned an interiors/surface brand with feelings of continuity and community, rather than product specs.

Tactics to copy: Map functional benefits to simple rituals. For a home brand, surface visuals of light and texture are powerful content hooks.

7) Haldiram’s — “Aap Diwali manate hai, Hum Diwali banate hain!” (You celebrate, we craft)

What: Haldiram’s positioned itself as the festive enabler, a holistic gifting and sweets collection that “makes” Diwali easier and more delicious. The campaign included premium hampers and product innovation in gifting assortments.

Channels: TVC, wide retail distribution (offline + online), OOH, social showcasing gift packs and in-store displays.

Why it worked: Food and gifting are core Diwali categories; the campaign leaned into heritage plus modern curation and packaging perfect for both in-store impulse and online gifting occasions.

Tactics to copy: If you sell consumables, push premium gifting bundles and make them shareable on social via unboxing clips or influencer sampling.

8) Libas — Roshni (Women as the festival’s light)

What: Libas’ Roshni celebrates women’s inner radiance, blending tradition and modern silhouettes. The campaign frames garments as enablers of confidence and festive identity.

Channels: Social fashion films, e-commerce product pages, influencer styling reels.

Why it worked: It tied product (ethnic wear) to identity and storytelling, which resonates strongly in fashion categories.

Tactics to copy: Use product-led storytelling showing how attire helps people feel festival-ready; short styling videos and shoppable tags accelerate purchase.

9) Pepperfry — “This Diwali, Bring Home the Comfort You Felt” (In-store immediacy)

What: Pepperfry’s clever twist: many festive furniture purchases arrive after Diwali. Pepperfry encourages customers to experience the comfort in-store and take items home immediately (where stock and store formats permit). The creative included relatable in-store films and a campaign to drive immediate gratification. Archana K of Pepperfry spoke about bringing comfort into homes right away.

Channels: In-store activations, social videos, local ads, website promos.

Why it worked: The campaign converted consideration into immediate action, a strong way to shorten purchase intent windows during a holiday.

Tactics to copy: If logistics allow, create in-store experiences and inventory options that let customers “celebrate now” instead of waiting. Use local social targeting and store-level creatives.

10) Zouk — (Humour + gifting practicality)

What: Zouk’s film used humor and the “walking storage unit” trope to position handbags as thoughtful and practical Diwali gifts. The film makes a practical emotional case for a stylish, cruelty-free gift that solves an everyday problem.

Channels: Social-first video (Reels, Shorts), product pages, influencer gifting.

Why it worked: Humor plus product utility is a good combination for social shareability and direct product appeal.

Tactics to copy: Use short comedic beats for social; pair with product-focused landing pages and UGC gifting videos.

11) Khetika — “Acchai Se Farak Padta Hai” (Purity and empathy)

What: Khetika’s film centers on small acts of goodness — a house help is included in the family’s Diwali warmth. The message ties food purity and empathy to brand values, showing that small acts matter during festivals.

Channels: Digital film and social, product pages promoting giftable dry fruit packs and healthy festive items.

Why it worked: The ad uses empathy and product fit (dry fruits, purity claims) to connect emotionally with a values-driven audience.

Tactics to copy: If your product can be paralleled with social value (sustainability, fairness), highlight real small actions and show real people.

12) Portronics — Gifts That Last Longer (Tech gifting)

What: Portronics focused on durable gifting — a lighter, practical message that positions technology gifts as long-lasting alternatives to ephemeral treats. The campaign uses simple lines and playful comparisons.

Channels: Social, e-commerce banners, influencer tech reviewers.

Why it worked: Tech gifts are a big category for urban Diwali shoppers; a value-oriented message about longevity fits the purchase rationale.

Tactics to copy: Use comparison hooks (lasting tech vs short-lived alternatives) and push product demos that highlight utility post-festival.

13) LAL (Traditional Mithai) — “Is Diwali Banaye Har Rishte Ko Khaas”

What: LAL’s film is a family-filled house narrative showing Diwali’s ability to bridge gaps and create ritual togetherness. For a traditional mithai brand, such storytelling underlines cultural authenticity.

Channels: TV/OTT short film, retail displays, social.

Why it worked: Food brands with cultural associations benefit from family-focused storytelling that builds emotional trust.

Tactics to copy: Produce home-shot authentic footage and encourage shareable “family ritual” UGC.

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14) Wooden Street — “Don’t Let Bad Furniture Ruin Good Moments”

What: Wooden Street created two films blending humour and emotion, using a marriage-talk set-up to show how bad furniture spoils moments. The campaign uses relatable problems to highlight product benefits.

Channels: Social video, YouTube pre-roll, targeted display.

Why it worked: It uses situational humor to show product utility — a good formula for lower-funnel conversion.

Tactics to copy: Build creative scenarios where product failure is the antagonist, then show how your product resolves it.

15) Shoppers Stop — Gifts of Love (Curated gifting in-store)

What: Shoppers Stop’s film featuring Tanya Maniktala focuses on thoughtful gift choices across fashion, beauty and home. It’s an in-store narrative turning product browsing into emotional stories.

Channels: In-store displays, social, product pages, influencer tie-ins.

Why it worked: Stores that curate and narrate gifts in a humanized way help buyers make emotional decisions quickly.

Tactics to copy: Create gift guides by persona (for her, for him, for colleague) and promote them as quick shoppable assets on social and email.

What These Campaigns Have in Common: Strategic Takeaways

After reviewing these 15 campaigns, several clear patterns emerge. These are practical lessons small teams can adopt:

• Story-first creativity wins attention: Long-ish films (90s–180s) sliced into 6–30s social cuts perform well for brand-building and short-form feeds. (See: Flipkart, Vivo, L’Oréal.)
• Short-form focus is non-negotiable: Every long film must have vertical short cuts and captioned edits for Reels/Shorts.
• Experience-led retail pays off: Pepperfry and Starbucks show that physical experiences (try-and-buy, in-store meetups) convert festival intent immediately.
• Cause + values content builds deeper affinity: Khetika and Greenlam used empathy and community to stand out.
• UGC & micro-influencers scale authenticity: Most re-shared moments were UGC-driven (home rituals, unboxing, gifting moments).
• Omni-channel funnels are essential: Film → social snippets → retargeting → email/SMS offers → checkout reduces drop-offs and increases ROI.
• Make gifting frictionless: Haldiram’s gift hampers and Portronics’ “gifts that last” messaging make decisions easier for buyers.

Image Placement Plan for Designers

• Hero image: Collage of 3-4 campaign stills (Flipkart, Vivo, L’Oréal, Pepperfry) at the top under the H1.
• Per-campaign header image: One still per campaign placed before each campaign subsection.
• Mid-article infographic: “Diwali campaign playbook” 5 boxes: Story, Short-form, In-store experience, UGC, Retargeting.
• CTA visual: Ontogen Digital festive creative mockup (sample landing page + ad creative) at Ontogen services section.

Ontogen Digital: How We Help Brands Execute Diwali-Grade Campaigns

If these campaigns inspire you, Ontogen Digital helps brands from small businesses to growing e-commerce stores translate the same ideas into affordable, measurable programs.

Services (Mapped to Diwali Needs)

• SEO & Content Marketing: Seasonal landing pages, gift guides, localized keywords (“Diwali 2025 gifts,” “Diwali sweets online”), meta & schema optimization. (Internal link: Ontogen Digital homepage and Blog)
• Social Media & Short-form Video: Short video series (15–60s verticals), full-length brand films sliced for social, UGC drives, creator seeding.
• PPC / Retargeting: Funnel: awareness video → mid-funnel engagement → retargeted offers. Automated rules shift budgets to high-performing creatives.
• Web Design & Conversion Landing Pages: Festive microsites, one-click checkout, shoppable gift guides, pixel & conversion tracking, mobile-first UX.
• CGI & Creative Assets: 3D product renders, animated hero visuals, AR filters for social apps.
• Personalized Marketing & Automation: Segmented email/SMS flows, dynamic product recommendations, alerts for limited stock.

Example Campaign Path

• Short film (90s) + 10 social edits (15–30s).
• Landing page for gift bundles (SEO & UTM tracked).
• Creator seeding (10 micro-influencers) + UGC contest.
• Paid funnel: video reach → carousel/dynamic retargeting → email/SMS nudge.
• Measurement dashboard: ROAS, conversion rate, AOV uplift, UGC volume.

If you want a campaign brief tailored to your brand, Ontogen Digital can craft a 1-page festival plan (creative hooks, channel plan, rough media budget). Visit our Contact page to start the conversation.

FAQ: Practical Answers for Planners

Conclusion & Call to Action

Diwali 2025 demonstrates that campaigns anchored in human truth, homecoming, small rituals, or empathy cut through the clutter. The most effective campaigns blended cinematic storytelling with short-form social, tied product offers to meaningful moments, and used omni-channel funnels to turn emotion into purchase.

If you’d like an actionable Diwali plan built for your brand (creative hooks, a 6-week schedule, sample budget, and a performance funnel), Ontogen Digital can create a tailored brief and a sample campaign creative kit. Visit the Ontogen Digital homepage or reach out through our Contact page and we’ll prepare a campaign tailored to your goals and budget.