How Brands Around the World Celebrate Diwali
This weekend, the festival of Diwali ignites, bringing light and joy to those who observe it. Celebrated across several religions, including Hinduism, Sikhism and Jainism, Diwali symbolises the victory of good over evil, light over dark and is a time for family, food and festivities. It’s biggest, of course, in India, where it’s the highlight of the advertising and marketing calendar (and you can read insights from the Indian advertising industry on Diwali 2023 here) but it’s also marked by retailers around the world, particularly retailers and luxury brands. Join us on a whirlwind tour to find out more about international Diwali marketing.
Singapore
With a fast-growing Indian diaspora, it is little wonder that the Diwali festival, known in Singapore as Deepavali, is emerging as a significant cultural event.
Like in India, the festival is marked by the lighting of oil lamps, decorating homes, exchanging sweets and gifts, and traditional prayers and rituals. Celebrated by 9% of the population, Deepvali is recognised as an official holiday in Singapore.
“It probably ranks as one of the nation’s top festivals, along with Chinese New Year and Christmas/New Year,” says Neville Medhora, ADK chief transformation officer.
At this time of year, Little India, a neighbourhood in Singapore, comes alive with vibrant decorations and festivities during Diwali
“Diwali in Singapore has evolved to a point where Little India (Serangoon Road) has its street light-up every year, following that of the big Christmas light-up in Orchard Road (the main shopping belt) and that of the Lunar New Year light-up in Chinatown,” Neville says.
Regarding marketing, retail companies usually organise their own “Deepavali” promotions.
“For example, a big furniture company would promote its items as people start to spruce up their homes for the festive season,” Neville continues. “There is a lot of buzz in India-centric areas as well as a lot of tourists coming in from India on the Diwali break.”
For Anand Vathiyar, managing director of Cheil Singapore, the event being celebrated as an official holiday creates an opportunity for marketers, even if it is only marked by a minority of residents.
“While Deepavali is observed as a gazetted holiday, there isn’t a special emphasis marketing-wise as the Indian community is a minority here,” Anand says.
“There are the usual community-centric promotions and messages via specific media/platforms, radio being the leading medium. The needle, however, is starting to move on social media with Influencers (Indians and non-Indians) promoting the message of Light over darkness.”
Malaysia
Anand Vathiyar’s wish for Singaporean Diwali, or Deepavali, is to resemble something closer to Malaysian Diwali.
“Singapore’s neighbours, Malaysia, do annual above-the-line campaigns for Deepavali/Diwali, which are loved and shared in Singapore,” Anand says.
Diwali is also known locally in Malaysia as "Hari Deepavali’, or ‘green Deepavali’ to signify the banning of fireworks. It is one of the most important festivals for Malaysians of Indian descent. The festival observance in Malaysia shares some similarities with other countries with significant Indian populations, although some distinct features of Malaysian Diwali set it apart.
Malaysian Diwali often incorporates elements from Malay and Chinese cultures, making it a unique fusion of traditions. Observers engage in a tradition of ‘open houses’, making their homes available to Malaysians of all religious and national backgrounds.
This practice, as well as the country’s observance of Diwali as a nationwide public holiday, allows everyone to participate in the festivities, which is not the case in most countries. Additionally, the historic city of Malacca, which has a significant Indian community, is entirely adorned with lights, and cultural events and processions are organised throughout the season.In some parts of Malaysia, a ritual called "Thirukalyanam" is conducted during Diwali, involving the ceremonial wedding of the deities Murugan and Valli, symbolising divine unity.
But despite Malaysia’s Diwali differences, adherents still tend to buy new clothes, extravagant food, and gifts for loved ones during this time, making it a significant opportunity for the country’s marketers.
A typical Malaysian Diwali campaign still tends to focus on a TVC and out-of-home advertising, but changing times have demanded advertisers pivot increasingly to digital marketing. Like in India, online marketplaces typically offer special Diwali sales and promotions or even value-add to existing deals.
Diwali advertising is not limited to specific industries, as businesses across sectors participate in the festivities. The common factor, however, is creating a campaign with a message that resonates with the festival's cultural significance.
Released in anticipation of Diwali 2023, this spot by Taylor’s College Malaysia highlights the emerging significance of Diwali as a festival for non-Indian Malaysians. Focusing on an Indian family’s struggle for acceptance in Malaysia before the Diwali festival is shown to bring all kinds of Malaysians together is the kind of Diwali campaign that can only exist in Malaysia.
UK
With around 1.5 million Hindus, Sikhs and Jains in the country, Diwali is an important occasion for a significant part of the UK population. But it hasn’t traditionally been a big fixture in the British advertising calendar so far. Part of that may be timing. While the date varies each year, this year’s festival falls in the same week that many big UK retailers launch their Christmas ads.
Brands are increasingly playing a role in Diwali though. Supermarkets are particularly notable here, focusing on deals, products and inspiration to help people celebrate. As with any festival, food is crucial at this time of year. To help with inspiration at this time of feasting, retailers including Sainsbury's, Tesco, Waitrose and the Co-op have released Diwali recipe collections with shoppable ingredients, featuring how-to guides on everything from classic Jalebi sweets to crowd-pleasing onion bhajia. Asda has launched its biggest Diwali offering ever, expanding its range, increasing seasonal space and introducing a host of offers on relevant products. Some unexpected brands have joined the festivities too. Krispy Kreme announced a limited-edition range of Diwali donuts which has already sold out. And cosmetics brand Lush has also launched a special Diwali gift range, including a bath bomb that looks like a diya, an oil lamp traditional lit for the festival. Retailer M&S has built a comprehensive Diwali guide featuring partywear, gifts and everything you need to serve up ‘homemade delights’.
According to the team at supermarket Sainsbury’s, Diwali is growing year-on-year, and 2023 is the first time that they have developed a specific sharing and gifting line. “At Sainsbury's, we want to be a truly inclusive retailer where every one of our colleagues can fulfil their potential and where our customers feel welcome when they shop with us,” says the team.
“Over the past couple of years we've increased the space devoted to Diwali in our stores and improved the product and promotions available to ensure our offer is more relevant to our Hindu, Sikh and Jain customers. This year is Sainsbury’s biggest Diwali event to date, with a seasonal aisle in over 80 of our stores running from 2nd October – 13th November. We’ve brought in over 40 lines specifically for Diwali celebrations, including a wide range of traditional Indian sweets and snacks, from popular brands such as Bikano and Jaimin, and Haldirams.
“This is the first year that we have developed specific Diwali gifting & sharing products for our customers, collaborating on exclusive products with brands such as Frutree & Oggs. We will also have Nectar Prices available on these items for the first time, offering market leading prices on staples such as rice, flour and oil, and we've introduced more sweet treats into the range such as egg-free cupcakes, Diwali chocolate and fruit and nut mixes. We also have a dedicated Diwali section on our website here, where customers can find everything they need to prepare, along with recipe inspiration for traditional dishes.”
At Sainsbury’s, Diwali is also an opportunity to celebrate internally. “We work collaboratively with colleagues who celebrate Diwali to continually refine our offering. We also host internal Diwali celebration events within Sainsbury’s to raise awareness and celebrate with our colleagues.”
Celebratory product ranges also extends into dedicated fashion brands, with H&M collaborating with Instagram page turned to creative agency Diet Paratha on the campaign to promote its Diwali collection, which it describes as “occasionwear, made to sparkle in. Sumptuous evening dresses and co-ord sets dazzle in enticing shades of cerise, maroon and orange, while floral motifs on jewellery add to the feeling of celebration.” The campaign put Diet Paratha’s expertise in South Asian culture to good use to showcase the collection with authenticity
Luxury brands are more engaged than ever with Diwali this year too. Cottoning on to the spending potential of those who celebrate it, fashion houses other high-end producers have been more active than ever this season, as reported in Vogue Business. Cartier threw a Diwali Ball at London’s Savoy hotel in partnership with the UK edition of Condé Nast Traveller in October, while Jimmy Choo launched a Diwali capsule collection with Indian film star Ananya Panday, Swarowski added special bracelets, rings, necklaces, and earrings to its range and Gucci built a dedicated gift catalogue for the occasion. For luxury brands, sparkle and bling are a key part of the festival of lights.
British Airways has set a great example for more ambitious Diwali marketers in the UK to follow with what Sonia Khanna, trainee account manager at M&C Saatchi London describes as “an excellent example of how strong insight and emotional resonance can help build consumer loyalty.”
“BA meets their audience where they are at,” she says, “offering special fares on flights to India during this peak time, while packaging this up with a TV advert focusing on the quieter, more intimate moments of Diwali. Their emotional insight seamlessly threads together their campaign, exhibiting both respect and understanding for their Indian audience who celebrate Diwali.”
Sonia notes that M&C Saatchi London is working internally to create a space to understand what this cultural festival really means to its people. “Our Heritage Network, who help us all see the world from different perspectives and provide visibility and support for the issues people of colour face in the world and the workplace,” she says, adding that the London office will be decorated with marigolds, serving a Diwali-special lunch menu and illuminating the workspace with divas to celebrate. Traditional Indian Barfi sweets will be available for employees to try, as well as a henna artist. “We want people to learn about the intricacies and traditions of Diwali,” says Sonia. “This is what UK marketers should be doing. There should be focus on the quieter and authentic parts of this vibrant festival, as this is what will distinguish them from the noise of generic Diwali advertising.”
USA
In the United States, there's a sense that Diwali is on the cusp and gaining critical mass. Harsh Kapadia is CCO for MRM East, and having lived in New York since 2019, he's observed a definite shift in terms of broader society. Having said that, he thinks that many brands are still sleeping on an enormous opportunity.
"This year's Diwali comes at an interesting time where Indian culture is having a "moment" globally," he says. "India is dominating the Cricket World Cup, and in the U.S., Diwali is becoming more mainstream with New York City declaring it an official public school holiday as a testament to change.
"While this is true, there's still progress to be made in the U.S. with brands celebrating Diwali with the Indian diaspora in an authentic way. U.S. advertisers are in the throes of traditional "holiday" advertising in November/December, but there remains a huge opportunity to dedicate a focus on Diwali. America's Indian diaspora is the one of the largest in the world, with a massive purchasing power. Indians will spend good money on Diwali (in both celebrations and gifts), and for those in the diaspora it's a time where everyone wants to be in India or at least feel they are. Adding to the case, 43% of Indian Americans engage better with advertising shown alongside culturally relevant content. Brands can gain high loyalties if they build connections during this time."
At street level, Harsh says that New York has certainly been lighting up ahead of the festival. "This year, in New York, I've noticed an increased Diwali presence in retail - such as a pop-up clothing store that was followed up with targeted marketing. Hudson Yards also hosted Diwali celebrations that coincided with the backdrop of early holiday light decorations, which are perfectly fitting for the festival of lights. There are so many more untapped opportunities for brands to build meaningful connections during the celebration, especially as emotions and FOMO are high for members of the diaspora who aren't celebrating the holiday in India."
United Arab Emirates
Diwali or Deepavali celebrations around the world come with a literal and metaphorical bang. The focus of the New Year festival – the triumph of good over evil and light over darkness – transpires in several ways across the UAE, and comes with a focus on the South Asian diaspora, who make up the largest amount of expat residents.
With festivities lasting five days, starting with Dhanteras and finishing with Bhai Dooj – with Diwali sitting in the middle – it culminates in the city of Dubai with elaborate fireworks and light displays, taking place at landmark locations such as the Burj Khalifa and Palm Jumeirah, as well as beachfront displays to mark the occasion.
According to Wunderman Thompson Dubai’s creative director Hassan Bilgrami, it’s all about brightening the advertising landscape. “In Dubai, Diwali is all about lights, sparkle, and delights. Promo-led marketing pervades over a period of a week with gold taking centre-stage.” This comes as no surprise as the precious metal has long been associated with luck and prosperity, the perfect accompaniment to beginning-of-year celebrations.
“Dubai has a way with celebrations and this occasion will be no different,” says Hassan. “The city in general gears up to welcome travellers and celebrate with residents. So, expect a lot of fireworks shows all around, and even the airport and duty-free plan their own events.”
Of course, food also plays an essential role in the festivities, given that both the local and Hindu cultures place an emphasis on shared family meals. Hassan says, “Food is big in our emirate and restaurants plan special meals for such days. And yes, residents join in by lighting up their homes and clay lamps can be seen flickering all over.”
He explains, “All in all, the city is expected to lay out a well-lit carpet for residents and visitors alike.”
Australia
Australia’s celebrations of Diwali are primarily a community event. Many of Australia’s major cities are holding events for their communities, with city centres and sporting stadiums set to be shrouded in music and lights.
Celebrations will be found at sites such as the Sydney Cricket Ground, Franklin Square in Hobart, and The Village Green in Victoria. Each event will be hosting stage performances, food stalls, and activities for families, providing a sense of unity among those celebrating Diwali
Along with local community celebrations, Woolworths, one of Australia’s biggest supermarket brands have shown their enthusiasm for the festival of light by expanding their range of products and producing a specialised collection of recipes, made available for free on their site.
“At Woolworths, we're excited to celebrate a number of cultural events with our customers and team throughout the year. We're bringing Diwali celebrations to a number of our stores across the country, with a selection of products and specials in our international range as well as fresh fruit and veg and chilled items, We've also compiled a range of recipes in our Fresh Mag including Barfi Truffles and Jalebi White Chocolate Bark. Customers can head in store, online or on our social channels to find out more and we wish everyone a bright and happy Diwali this year,” said Sharon Younan, Woolworths multicultural category innovation manager.
