Nutella’s Ranveer Singh Diwali film seeks a mithai-table seat

Ferrero-owned Nutella has joined the festive advertising race with a new Diwali campaign starring actor and brand endorser Ranveer Singh. The digital film shows Singh preparing his home for celebrations and arranging a Diwali spread in which the hazelnut cocoa spread appears alongside traditional sweets.

The film runs under the tagline “Diwali tastes better with Nutella.” Distribution is digital-first, giving the brand the flexibility to serve the film across the platforms where festive content, recipes and gifting conversations cluster.

01 · A foreign spread asks for a place on the sweet plate

What stands out is the positioning. Nutella is not asking consumers to swap their mithai for a spread. The jar sits beside the traditional sweets, not in front of them. That visual choice signals addition rather than substitution, which is a safer cultural entry for a global brand at an emotionally loaded festival.

Zoher Kapuswala, marketing head at Ferrero India, grounds the campaign in the role food plays during the festival. He says the brand wanted to spotlight shared moments and show “how a touch of Nutella can add something special to the festivities.”

02 · The marketing mechanics

• Celebrity energy: Ranveer Singh gives the film a high-energy, cheerful tone that suits Diwali celebrations.
• Placement logic: keeping the product beside traditional sweets frames Nutella as an extra, not a replacement.
• Digital-first format: the film is built to travel on digital platforms, where Diwali content spikes every season.
• Memory hook: the tagline links the brand directly to the festival, giving consumers a simple reason to try it.

03 · Occasion marketing at work

This is a clean example of occasion marketing: positioning a product against a moment consumers already celebrate, rather than trying to build a new habit from zero. Nutella’s job is not to explain what Diwali is or why food matters. The brand only has to show that it can belong at the table.

For Indian brand teams, the transferable idea is to enter a tradition as a guest. Don’t outshout the ritual; stand beside it, add a small twist, and let the festival carry the emotional weight. The next proof point will be whether a digital-only campaign can convert festive reach into trial beyond existing Nutella households.

Marketing take: The strongest festive entry behaves like an invited guest, not the main event.

Source: ETBrandEquity.com

Mad About Marketing Desk The strategists and writers at Mad About Marketing, writing up what we see in the work every week.