Diwali is more than a festive marketing moment; it's an emotional and cultural touchpoint. The best brand stories during this time don’t just sell; they connect.

Kiran Mandrawadkar, brand management & marketing services expert shares this favourite Diwali campaign with tips to make them count:

Lead with Authentic Emotion, Not Offers: The most memorable campaigns tap into values like gratitude, giving, and togetherness, not discounts. Shriram Finance’s #KhushiyonKaCredit campaign focused on enabling people’s dreams and aspirations, connecting finance to emotional progress rather than money alone.

Create Shareable Moments: Encourage user participation through real acts of joy, digital DIYs, community initiatives, or simple stories that make people smile and share. Greenply’s “Har Ghar Kuch Kehta Hai” extended beyond décor to emotional storytelling about homes and memories, perfect for festive shareability.

A Favourite Diwali PR Campaign I Worked On

"One of my favourite festive campaigns has to be ITC Bingo’s BoingAitor Diwali campaign a quirky, high-energy piece of PR that truly captured the mad, snack-fuelled chaos of Indian celebrations. 

We wanted to do something beyond the usual “sweet, emotional Diwali” route, so we built a WhatsApp Bot that let users send hilarious, personalised Diwali roasts to their friends and family. 

From “may your chaklis never burn” to “hope your cousin finally finds the Bluetooth speaker”, the bot became a fun way to wish people with laughter instead of clichés. It was interactive, shareable, and perfectly aligned with Bingo’s youthful, witty brand voice, turning festive greetings into moments of joy, banter, and connection. What I loved most? It showed that not every Diwali campaign needs to be emotional; sometimes, the best PR sparks smiles and banter."

Amrit Priya, founder & CEO of MS Network, advises campaigners to "Steer clear of cultural appropriation or tone-deaf messaging; during festivals with strong emotional significance, a poorly chosen creative can quickly backfire.

For Amrit, it's important to celebrate the spirit of the festival, not the stereotypes, "This year, we’re continuing that spirit through our #KnowYourRisk campaign — spreading breast cancer awareness under the theme ‘Yeh Diwali Awareness Wali’. "

A timely campaign as Diwali falls in the Pink October month, with the global theme "Every Story is Unique, Every Journey Matters“.

Amrit shares that, "We are reaching out to rural and urban communities, including slum areas, to ensure that awareness about breast cancer and self-check practices reaches women from every background. Because the brightest Diwali is the one that spreads light through knowledge, care, and compassion."

"In-your-face and cluttered campaigns often mask the emotions that make Diwali special. In the public sector, it is especially important for festive communication to balance responsibility with celebration", says Sandesh Advani, executive vice president & lead – government & PSU vertical, Concept Public Relations India Ltd. 

Sandesh points out that this year’s advisory from the 'Department of Financial Services', advising against accepting festival gifts, serves as a timely reminder that transparency and fiscal responsibility should never be forsaken.

In a similar vein, energy PSUs such as BPCL's Diwali communications remain rooted in safety – "A low-key LPG use advisory campaign can sometimes be more effective than a high-decibel one. Additionally, the Ministry of Coal’s Special Campaign 5.0, in tune with the festive atmosphere, focuses on cleanliness and sustainability—proving that Diwali can be celebrated not just by marketing but by action. These stories paint a picture of purpose beyond visibility."

Swati Bala,  communications and PR professional, likes campaigns that "Avoid copying last year’s emotional formulas — long-lost families, forgotten artisans, or recycled nostalgia. Every brand has its own voice and community; use that to craft a story rooted in your own purpose. Genuine emotion always eclipses borrowed sentiment."

One of Swati's favourite campaigns is "HP’s 'Umeed Ka Diya' campaign from 2018. It remains a timeless example of the brand’s ability to evoke genuine emotion and drive meaningful action. This simple, heartfelt initiative highlighted the resilience of local artisans and street vendors, inspiring consumers to embrace traditional clay diyas for Diwali and support small businesses. 

By seamlessly blending technology with cultural heritage, HP’s campaign not only celebrated tradition but also encouraged community upliftment. The memorable tagline, “Amma ki Diwali Happy Banao,” struck a chord nationwide and continues to inspire purposeful shopping choices among individuals and communities."

Upasana, assistant manager, Digital PR, Yashoda Hospitals, Hyderabad, shares," While Diwali is the festival of lights, a homecoming festival, I have seen many patients keep waiting for their doctor to visit them in the OPD or to hand over their discharge summary in the wards. 

While outlining Diwali PR, we should align the festive theme with our brand's mission of care and healing that connects with our audiences. It is a big NO to aggressive promotions that oversell or fantasise health, ignoring the emotions of patients or communities who are not in a celebratory mood during this festive season."

Upasana says, 'One of the PR campaigns that I truly resonate with is the Diwali campaign of Pathkind Labs titled ‘Hum Fark Nahi Karte’, a digital film that is part of the brand’s long-standing campaign released in 2022.

It shows that healthcare is for everyone, and it should be accessible. Irrespective of profession, race, sex, gender, background, or social stigma, everyone deserves access to healthcare. Having worked with organisations dedicated to the causes of eye care, blood disorders, and now multi-speciality hospitals, I have seen patients coming from diverse backgrounds and truly feel the call to make healthcare not just accessible but also inclusive and well-communicated."

Argho Ajay Mukherji, senior manager, Adfactors PR, feels, "Diwali communication is all about finding the right balance. Celebrating joy while being sensitive to different perspectives. Often, brands get caught up in the glitter and forget what truly matters. In today’s world, where people value authenticity over mere noise, sometimes the quietest approach leaves the most lasting impression."

A campaign that Argho enjoyed working on? In 2014, Audi India launched a unique CSR-focused digital campaign for Diwali, leveraging its Matrix LED headlight technology to raise awareness about electricity issues in rural India.

Argho says, "During the Diwali season, we eagerly shared the car with reviewers, resulting in numerous stories and features highlighting the impressive technology and the importance of light during Diwali. This effort garnered us valuable organic PR, and our share of voice increased significantly that month."

Anjali Hegde, co-founder and publicist at Neo Aeon Media Solutions, shares a quick list of Do’s and Don’ts of Diwali communication and PR to keep in mind this festive season.

 Do's

1. Use Diwali as a smart launchpad, not a short-term sales rush.

Diwali is one of the biggest and most emotionally significant festivals of the year, and it’s also one of the strongest moments for brand visibility. It’s a time when people are actively seeking new products, be it beauty, fashion, jewellery, home décor, or gifting. That makes it a perfect occasion for brands to launch new collections or products, but with the right intent. Instead of inflating prices or pushing urgency, focus on quality, authenticity, and fair pricing. When customers feel that a brand stays true even during peak demand, they tend to return long after the lights fade.

2. Plan your campaigns early and align with media timelines.

This is one of the most important aspects that PR professionals often overlook. During Diwali, journalists are swamped with event invites, story pitches, and brand announcements. So, the earlier you start, the better. Don’t wait till the last moment; begin pitching at least two to three weeks in advance. Planning early shows respect for their time and establishes you as a PR who is thoughtful and organised, qualities that journalists truly appreciate.

3. Support local and sustainable initiatives.

Diwali is a festival that symbolises light, hope, and giving — and it’s the perfect opportunity for brands to do good while doing business. With the growing focus on sustainability, brands and PRs should look at ways to celebrate consciously. 

Don’ts

1. Don’t pitch stories on the day of Diwali (or during major festivals)

Remember, journalists too deserve to celebrate Diwali with their families just like all of us. Avoid sending press releases, reminders, or follow-up messages on the festival day or even a day before. It not only shows a lack of sensitivity but can also hurt your  relationship with the media.

If a journalist reacts sharply or ignores your pitch during that time, it’s only natural, as everyone needs a break. So, plan your outreach well in advance, respect their space, and maintain that professional boundary.

2. Don’t treat gifting as an obligation 

Sending hampers should not feel transactional or showy. A small, meaningful gesture accompanied by a note of gratitude often has a greater impact than an expensive but impersonal gift.