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
Samsung India elevates Aditya Babbar to lead mobile business
Exec takes charge of MX sales and marketing after Raju Pullan’s exit
NEW DELHI: Samsung India has elevated Aditya Babbar to lead its mobile phone business, following the exit of Raju Antony Pullan.
Babbar, who previously served as vice president within the mobile division, has been appointed head of sales and marketing for the MX (mobile experience) business, effective May 1. In his new role, he will oversee the company’s sales and marketing operations for smartphones and related categories in India, reporting to the executive vice president of the MX business.
A long-time Samsung executive, Babbar brings over a decade of experience within the organisation, having held multiple leadership roles across product, marketing and category management. Most recently, he led product marketing and e-commerce for the mobile division, following earlier stints as head of product and marketing and senior director roles.
His career within Samsung Electronics and its India operations has also included responsibilities for flagship devices, tablets and wearables, giving him a broad view of the company’s premium and mass-market portfolio.
Babbar succeeds Pullan, who stepped down from the role, marking a leadership transition at a time when India remains a key battleground for global smartphone makers.
The appointment signals continuity within Samsung’s leadership bench, with an internal candidate stepping up to steer one of its most critical business units in a highly competitive market.
