Fireworks and lights, but no creative spark. Brand campaigns continue to play safe on Diwali

I t’s Diwali, and brands are not letting their creative fireworks fly. From Swiggy’s ‘ meme-verse ’, Titan’s sentimental ‘ A Promise of Time ’ to L’Oréal’s ‘ Mujh Mein Hai Diwali ’ and Tanishq Singapore’s ‘India Wali Diwali’ , emotions and festive feelings are all over. But none of them stick in your head like an earworm.

On the calendar of brands, Diwali is one of the most important advertising windows that often gives a boost to sales. At the same time, it holds deep religious and emotional value. So, any misstep, whether in the portrayal of rituals, attire, or messaging, can lead to public backlash or even calls for boycotts. And if not done well, it also becomes a missed opportunity.

But veteran PR and communications professional Dilip Cherian said it’s