11 Most Viral Diwali Campaigns of All Time

Diwali is not just a festival of lights; it’s one of the most powerful times for brands to connect emotionally with their audience. Every year, creative campaigns flood our screens, but only a few go truly viral. 

As a design studio, PixsMagic knows that storytelling, visuals, and authenticity are key.

In this blog, we explore the most viral Diwali campaigns of all time, analyse what made them successful, and take lessons you can apply in your own campaigns.

Table of Contents

1. Why Diwali Campaigns Go Viral

2. 11 Most Viral Diwali Campaigns of All Time

   3.1 HP India – Umeed Ka Diya

   3.2 Cadbury Celebrations – Not Just a Cadbury Ad

   3.3 Amazon Prime Video

   3.4 Tanishq – Riwaazon Wali Diwali

   3.5 Vodafone

   3.6 Samsonite

   3.7 OPPO

   3.8 Saregama Carvaan

   3.9 Swiggy – Yeh Diwali, Khaali Haath Kisiko Waapas Nahi Bhejtey

   3.10 Goldmedal Electricals – Ghar Ghar Lagta Hai

   3.11 OnePlus × Snapchat – Taking Diwali to the World / AR Lens Campaigns

3. Key Lessons from These Viral Diwali Campaigns

4. How PixsMagic Design Studio Can Help You Craft Viral Diwali Campaigns

5. Conclusion

Why Diwali Campaigns Go Viral

Before jumping into the list, let’s understand what makes a Diwali campaign resonate:

• Emotional storytelling

• Cultural relevance

• Shareability (social media, word of mouth)

• Innovation (tech, AR, personalised content)

• Strong call to action or memorable message

With those traits in mind, here are some of the most memorable Diwali campaigns that ticked all boxes.

1. HP India – Umeed Ka Diya / #DiyeSeDiyaJalao

HP’s campaign, “Umeed Ka Diya,” sometimes referred to as #DiyeSeDiyaJalao, beautifully fuses hope, light, and community. The story shows how simple acts of kindness - lighting a diya (lamp)- can brighten the lives of others. 

The campaign features emotional storytelling, local artisans, and subtle product placement (HP printers/laptops) without being too salesy. It became viral because it spoke to the core sentiment of Diwali: light over darkness.

Watch the full campaign video here: HP India – Umeed Ka Diya

2. Cadbury Celebrations – Not Just a Cadbury Ad / #ShopsForShopless

Cadbury turned its campaign into a movement, especially in 2020–21, with “Not Just a Cadbury Ad.” 

The idea was to promote local street hawkers by giving them visibility via hyper-local ads. Ads displayed local vendors’ names, shops, and even custom AI-personalised versions that changed based on the viewer's location. The campaign got tens of millions of views, massive social media traction, and tapped into the “support local” sentiment.

👉 Watch the full campaign here: Cadbury Celebrations – #ShopsForShopless

3. Amazon Prime Video – #ApnoWaliDiwali

Sometimes the best campaigns are those that don’t overtly sell anything. Amazon Prime Video’s #ApnoWaliDiwali campaign asked viewers to spend quality time with family rather than binge-watching content. 

The message connected deeply, especially during times when people felt more disconnected. Simplicity, relevance, and emotional pull made this campaign shareable.

👉 Watch the campaign here: Amazon Prime Video – #ApnoWaliDiwali

4. Tanishq – Riwaazon Wali Diwali

Tanishq is known for its deeply cultural campaigns. Riwaazon Wali Diwali emphasises tradition, family, gifting, festivals and the symbolic value of jewellery in Indian homes. 

This campaign stands out for its visuals, high production value, and ability to evoke nostalgia while still being modern. It’s one that many look forward to every year.

👉 Watch here: Tanishq – Riwaazon Wali Diwali

5. Vodafone – #YourWordsNotForwards

Vodafone urged people to stop sending forwarded messages and instead send personalized greetings during Diwali. The campaign contrasts generic forwards versus heartfelt messages, especially between younger generations and elders. It’s simple, smart, and emotionally resonant. Since communication is such a big part of festivals, that creative twist made it memorable.

👉 Watch here: Vodafone #YourWordsNotForwards

6. Samsonite – #DiwaliKaSafar

Samsonite’s campaign focused on the unsung heroes of travel during Diwali: the cab drivers, pilots, air hostesses, train ticket collectors - people who help others get home during the festival. 

The emotional angle, acknowledging sacrifice, which often goes unseen, struck a chord. The visuals and storytelling were strong.

👉 Watch the film: Samsonite – #DiwaliKaSafar

7. OPPO – #BeTheLight / Light Up New Beginnings

OPPO’s “Be The Light” campaign leans on Diwali’s symbolism of enlightenment, new beginnings, and being a source of light in someone’s life. The campaign combined strong visuals, aspirational messaging, and tied in product (smartphones) subtly. 

The key was balancing brand exposure with an emotional message. 

👉 Watch here: OPPO – #BeTheLight

8. Saregama Carvaan – #ShorYaSangeet

This campaign took a slightly unconventional angle. Rather than pushing noise and fireworks (literal “shor”), it contrasted them with the calming power of music (“sangeet”). 

It addressed sensitivity around loud Diwali celebrations, especially for the elderly, animals, or people who prefer quieter festivities. This kind of differentiation is rare, and the campaign got people thinking, sharing, and discussing.

👉 Watch here: Saregama Carvaan – #ShorYaSangeet

9. Swiggy – “Yeh Diwali, Khaali Haath Kisiko Waapas Nahi Bhejtey”

Swiggy tapped into the Indian tradition of “mehmaan” (guests). Hosts often worry whether they will have something to send home with guests. Swiggy positioned itself as the solution, making sure no guest leaves empty-handed by delivering goodies. 

This idea of fulfilling a social expectation in a festive context made the campaign resonate widely.

👉 Watch here: Swiggy Diwali Campaign

10. Goldmedal Electricals – Ghar Ghar Lagta Hai

A more recent campaign (2023), Ghar Ghar Lagta Hai by Goldmedal Electricals, showcases home automation / LED lighting/doorbells, etc., in the backdrop of family gatherings and Diwali decor. Its voiceover emphasises that what truly makes a home is loved ones, not just physical elements. 

For brands making lifestyle/home-product ads, this is a great example of product placement with an emotional story.

👉 Watch the campaign: Goldmedal – Ghar Ghar Lagta Hai

11. OnePlus × Snapchat – Taking Diwali to the World / AR Lens Campaigns

Innovative campaigns using AR/lenses are rising. OnePlus partnered with Snapchat to create AR experiences (filters, Landmarker technology) so users could virtually experience Diwali lights and firecracker visuals at landmarks like the Gateway of India, the Eiffel Tower, etc.

It’s tech + immersive experience + social shareability = high virality. 

👉 See the campaign in action: OnePlus × Snapchat AR Diwali Campaign

Key Lessons from These Viral Diwali Campaigns

Now that we’ve seen what’s worked, here are lessons you can apply when designing or planning Diwali campaigns at your creative or digital agency:

1. Emotion First: Diwali is about feelings-joy, reunion, light over darkness. Campaigns that tap genuine emotions get shared.

2. Authenticity & Culture: Using cultural symbols, meaningful rituals, and real people creates a deeper connection.

3. Innovation Helps: Whether through AR filters, AI-powered localisation, or a unique product, the novelty makes people stop and share.

4. Support Local / Social Causes: Campaigns like Cadbury’s #ShopsForShopless or Vodafone’s personalised message idea show that social relevance amplifies reach.

5. Visual & Storytelling Quality: Great script + visuals + sound = better retention. Even if production is modest, a strong narrative wins.

6. Sharability: Design for social media, word-of-mouth. Think hashtags, strong emotional hooks, UGC or filters, etc.

How PixsMagic Design Studio Can Help You Craft Viral Diwali Campaigns

As a design studio, you are the storytellers, creators, and visual architects.

Here are ways PixsMagic can enable brands to create viral Diwali campaigns:

• Concept development & storytelling rooted in culture and emotional insight

• Visual identity, creative direction, video production, motion graphics

• Digital innovation: AR/VR, filters, interactive content, personalised experiences

• Social media strategy: hashtag creation, platform-specific content, influencer tie-ups

• Measuring impact: share rates, engagement metrics, reach, sentiment analysis

Conclusion

Diwali is the perfect time for brands to go beyond promotions and build real emotional connections. The most viral Diwali campaigns are the ones that touch hearts, celebrate culture, and bring a sense of togetherness.

From supporting local heroes to spreading light in unique ways, these campaigns remind us what the festival truly stands for.

If you’re dreaming of a Diwali campaign that people will remember and share, start with a story that feels genuine. And when it comes to bringing that story to life, PixsMagic Design Studio is here to help you make it shine brighter than ever this festive season.