Nutella’s Ranveer Singh Diwali ad runs on charm, not ritual
Nutella’s digital Diwali film uses Ranveer Singh to place the jar at the head of the table. Warm and shareable, but the festive role stays thin.
Our score: 6/10 · Nutella, “Nutella Diwali campaign featuring Ranveer Singh”
Verdict: Warm and watchable, but it leans on Ranveer Singh more than on a real festive insight.
What works
- The head-of-the-table moment gives Nutella a clear seat in the ritual.
- Ranveer Singh’s energy makes the brand feel easy and shareable.
- The grandmother memory adds warmth without overdoing it.
What misses
- The reveal is thin: a missing jar, not a fresh festive role for the spread.
- It never shows Nutella being used with actual Diwali food.
The lesson: Borrow a festival only if you give the product a ritual job, not just a celebrity and a closing line.
Ranveer Singh is the festive host in Nutella’s new digital Diwali campaign. The film is built around one small gesture: a jar placed at the head of the table. It is warm, easy to share and safe.
01 · The ad
Nutella, Ferrero’s hazelnut cocoa spread, has launched a Diwali film featuring brand endorser Ranveer Singh. The campaign runs on digital platforms. Singh is shown preparing his home—arranging cushions and lights—before the fragrance of mogra flowers takes him back to his grandmother. At the dining table, he checks the festive spread, notices the Nutella jar is missing, and places it at the head of the table. The film closes with guests saying, “Diwali tastes better with Nutella”. The source does not name an agency or director.
02 · What works
The head-of-the-table placement is the strongest idea here. It gives Nutella a status role in the ritual: the jar is not just another item, it completes the table. Ranveer Singh’s energy does the heavy lifting and makes the brand feel like an effortless part of the celebration, exactly as Zoher Kapuswala, marketing head, Ferrero India, says the campaign intended. The grandmother beat, carried by the mogra fragrance, adds just enough emotional warmth to move the film beyond a pure product shot.
03 · What misses
The reveal is thin. A missing jar is a low-stakes problem, and placing it at the head of the table does not show how Nutella actually fits into a Diwali spread, what it pairs with, or why it deserves that seat beyond the closing line. The film never demonstrates use, taste, or a fresh festive ritual. It risks reading as polished product placement: a star, a festival and a slogan, without a deeper reason for a hazelnut cocoa spread to belong on the table.
04 · The verdict
Score: 6/10. Nutella’s Diwali film is charming, clear and built for sharing, but it leans on Ranveer Singh more than on a real festive insight. The brand is visible, but it has not yet earned a role in the ritual it wants to join.
05 · The lesson
If you borrow a festival, give your product a specific job in the ritual—not just a celebrity and a closing line. A seat at the table is a start; a reason to be there is the campaign.
Watch the original: Nutella on YouTube. Shown for review; the rights stay with the brand.
Source: Afaqs!
