Three Diwali campaigns: homecoming, heroes, safe wiring
Asian Granito, Ashok Leyland and APAR Cable Solutions take three distinct festive routes: homecoming, infrastructure gratitude and electrician safety.
Diwali advertising can be a wall of identical family moments, but three campaigns released this week choose distinct emotional jobs. Asian Granito India Ltd (AGL) sells a homecoming, Ashok Leyland credits the unseen work behind the festival, and APAR Cable Solutions makes electricians the safety heroes. None is trying to win on generic festive warmth alone.
01 · AGL: the product resolves the homecoming
AGL’s film, Ghar Bulaye Tumhein, Iss Diwali, developed by TheSmallBigIdea, follows an elderly couple in their ancestral home while their son lives abroad. A diya-lit spark pulls him into memories of childhood Diwalis, and he returns with his family. The home is then shown transformed with AGL’s tiles and bathware.
The takeaway for brand leaders is structural rather than poetic: the emotion of belonging creates the reason to show the product range, and the renovation becomes the resolution of the story.
02 · Ashok Leyland: Diwali as a logistics story
With TheSmallBigIdea again on the account, Ashok Leyland’s pan-India film #DiwaliAayiHai focuses on the people, businesses and industries whose work and movement help Diwali happen across the country. The campaign draws on the brand’s 78-year history of keeping India moving.
It is a smart repositioning of a commercial vehicle brand for a consumer festive conversation. Instead of forcing trucks into a family scene, the film makes transportation the quiet hero of celebration.
03 · APAR: electricians as festive protectors
APAR Cable Solutions launched #DiwaliKeAsliHero, putting electricians at the centre and using the festive season to raise awareness of unsafe wiring. The campaign turns a behind-the-scenes trade into the people who keep celebrations safe.
For a cable brand, this is a category-sensible way into Diwali: it connects product reliability to a visible human role and gives contractors public credit.
04 · What the three routes teach
The campaigns map neatly to three festive jobs: belonging, gratitude and protection. The useful framework for CMOs is to pick one, then let the product or service close the loop.
- Choose one emotional job – AGL owns homecoming, Ashok Leyland owns gratitude, APAR owns safety.
- Make the product the resolution – AGL renovates the home, Ashok Leyland moves the celebration, APAR ensures safe wiring.
- Borrow credible specificity – Ashok Leyland’s 78-year history and APAR’s electricians are more distinctive than generic family-and-diyas imagery.
In a clutter-heavy season, specificity is the louder move. The brands that cut through are not the ones that shout the most; they are the ones that choose one feeling and show exactly how they deliver it.
Source: ETBrandEquity.com
