MAM
Goodness Glows Brighter in Khetika’s Heart-Warming Diwali Tale
MUMBAI: Who says sparkle only comes from diyas and fairy lights? This Diwali, Khetika, the clean label food brand known for its preservative-free goodness, reminds us that the purest glow comes from the heart. In its new digital film, ‘Acchai Se Farak Padta Hai’, the brand swaps glamour for grace showing how small acts of kindness can make festivals shine brighter than ever.
Set in a modern Indian home buzzing with pre-Diwali excitement, the film unfolds like a slice of life. Children run about rehearsing the Ramayan toy bows in hand, paper crowns slightly askew, and faces painted with mischievous moustaches. In the kitchen, Shabari, the house help, stirs a pot of creamy kheer, rich with Khetika dry fruits, a symbol of prosperity, purity, and the quiet care that anchors every home.
The story takes an unexpected turn when the little boy playing Ram innocently asks, “Diwali to aapke ghar mein bhi hai na?,” a line that lands softer than a diya flame, yet lights up the room with realisation. His words stop everyone in their tracks, including his mother, who pauses amid the festive bustle to reflect on what truly matters.
In that simple moment, the scene shifts from routine festivity to emotional awakening. The mother offers Shabari a bowl of kheer, garnished with the same Khetika dry fruits she had been cooking with, and hands her a Khetika gift box not as a token, but as an act of gratitude.
The message lands beautifully: rituals may brighten homes, but it’s goodness acchai that lights up lives.
Explaining the thought behind the campaign Khetika CEO Prithwi Singh shared, “This digital film is deeply personal to us because it mirrors what Khetika stands for purity, honesty, and inclusivity. With ‘Acchai Se Farak Padta Hai’, we wanted to remind people that true celebrations go beyond rituals and decorations.”
He adds, “Just as our preservative-free dry fruits add natural goodness to something as simple as kheer, kindness and gratitude bring depth to our relationships and traditions. We hope the campaign inspires people to celebrate with authenticity and goodness this festive season.”
Conceptually simple yet emotionally rich, the campaign weaves nostalgia and modernity together much like its setting. It’s a Diwali film that doesn’t preach or posture; it simply reflects what many households overlook in the festive rush.
Directed and executed by The Luminant Media, the film’s tone is warm, inclusive, and refreshingly real. Instead of glossy perfection, it leans on the familiar, the aroma of kheer, the laughter of children, and the unspoken bonds that tie families and helpers together.
The campaign doubles as a reflection of Khetika’s clean label promise purity not just in ingredients, but in intent. By rooting its festive message in emotional honesty rather than marketing sheen, Khetika positions itself as more than just a brand, it becomes a reminder that goodness, when chosen consciously, multiplies.
This year, as homes shimmer with fairy lights and silver trays overflow with sweets, Khetika invites families to make acchai part of their rituals. To pause, reflect, and share not just gifts, but genuine gratitude.
Because as the brand so gently puts it, they’ll always have something to say, but what truly matters is what you do with purity, honesty, and heart.
Brands
Yaap Digital acquires 60.2 per cent stake in Gozoop in over Rs 150 crore deal
Strategic tie-up keeps Gozoop independent while building scaled ad ecosystem
MUMBAI: Yaap Digital Ltd has acquired a 60.20 per cent stake in Gozoop Online Pvt Ltd, marking a significant consolidation move in India’s independent advertising landscape.
The acquisition, executed through a share purchase cum shareholders’ agreement, forms the first tranche of a broader deal to acquire 100 per cent of Gozoop in phases. The initial stake was picked up for Rs 36.96 crore, giving Yaap majority control and making Gozoop its subsidiary.
Overall, the transaction is valued at over Rs 150 crore, with additional components including a Rs 7.66 crore share swap expected to close within 90 days. Payments related to excess net working capital are slated for completion by July 2026.
Despite the ownership change, Gozoop will continue to operate as an independent brand, retaining its leadership, identity and culture. The focus, both companies say, is on collaboration rather than consolidation.
Founded nearly two decades ago, Gozoop has built a reputation for its people-first approach and long-tenured leadership team, a rarity in an industry often shaped by global network buyouts. Yaap, on the other hand, brings scale and a tech-led marketing ecosystem spanning content, data and performance solutions.
Together, the companies aim to create an integrated network that blends creativity, media, data and technology, offering clients both agility and scale. The partnership also signals a broader ambition to position Indian agencies as global contenders rather than local participants.
With the deal underway in phases, the coming months will be key in shaping how this alliance translates into a unified yet flexible advertising powerhouse.
