MAM
How brands celebrated #2020WaliDiwali on Twitter
NEW DELHI: Every festive season, as people prepare to splurge, brands leave no stone unturned to position themselves in the front line of their consumers’ view. Twitter – given its conversational nature, diverse reach, and ability to seamlessly connect brands with the right audiences – sees a number of brands go all out with their communication efforts to keep their consumers engaged and the brand’s presence felt.
Brands use Twitter to establish their identity, connect and engage with their audiences, provide customer support services, and even launch new products. Brands become a part of culture on Twitter as consumers on the service are constantly redefining relationships with each other and brands at any given time.
With #Diwali2020 inspiring an array of emotions in all of us, brands on Twitter struck a chord with consumers over a number of themes; some humane and some fun. This year, as digital emerged as the go-to medium for both brands and consumers, Twitter gave brands a stronger reason and opportunity to connect with their audiences virtually. Responding to the call, brands from across sectors such as OTT, e-commerce, OEM, etc., rolled out meaningful and engaging content to connect with their audiences on the service. Here’s a look at what brands on Twitter had to say this #2020WaliDiwali:
Inspiring people to be kind and generous
The uncertainties of this year led people to be thankful for their blessings. Subsequently, many instances of people coming together to help each other surfaced this year. In line with this sentiment, several brands encouraged people to be kind, and continue providing their support to those who need it.
Amazon India’s #DeliverThanks campaign, which used a Twitter conversation card to prompt audience to express gratitude towards everyone working behind the scenes, Vivo’s #SmileWalaDiya contest, asking people to ‘light up lives by bringing smiles to people’s faces’, Oppo’s video story of two little friends’ Diwali being brightened by their tutor, which was a heartwarming reminder to #BeTheLight in people’s lives, and Zomato’s #JabDilKare, aimed at granting some of people’s most heartfelt wishes through their @FeedingIndia project, were all testimonies to the goodness people carry within.
This festive season, for every tweet you do using #DeliverThanks Amazon will donate a Covid safety kit to a kid for a better future. #Amazon
— Amazon India (@amazonIN) November 9, 2020
Two little munchkins, a wise tutor and a little sparkle that added a big twinkle in everyone’s eyes! This Diwali, #BeTheLight to spread the light with #OPPOF17Pro Diwali Edition and catch this adorable tale of joy and celebration!
Know More: https://t.co/4FxhytYCQC pic.twitter.com/fds6rbA2lP— OPPO India (@oppomobileindia) October 19, 2020
We are overwhelmed by all the wishes (except the ones asking for a stake in zomato)
We'll soon reach out to those who made the most heartfelt ones
It was very heartwarming to see so many wishes to feed the underserved. @FeedingIndia is trying to make them come true
— zomato (@zomato) November 13, 2020
Finding comfort in family and togetherness
Festivals like Diwali are the best times, and for some, the only times, when they get to come together with their family and friends to have fun, reminisce about the good gone days and make new memories.
This year, as many people could not spend Diwali with their families, Coca-Cola nudged its audience to welcome new relationships into their lives with #DiwaliWithCoke. VolkswagenIndia, by #DeliveringHappiness, also tickled the familial sentiments in people with a video that spoke about the importance of family on all occasions – whether its Diwali, or welcoming one’s first car.
Iss Diwali, Jalao rishton ke naye diye. #DiwaliWithCoke
Buy now – https://t.co/CSsdqWFsWR pic.twitter.com/PeAXcZd6ph
— Coca-Cola India (@CocaCola_Ind) October 18, 2020
Happiness is often a two-way street.
This Diwali, share the light.#DeliveringHappiness #HappyDiwali #Diwali2020 pic.twitter.com/FeBHIYK2V9— Volkswagen India (@volkswagenindia) November 12, 2020
Reinstating the spirit of unity
Among many other things, festivals also bring out the diversity of India. As people gather in celebration, all differences of religion and rituals fade into the lights of festive cheer.
OnePlus celebrated Diwali with glimpses of celebrations in different cities across the country shot on the #OnePlus8T5G and showcasing the various colours of India. Morris Garages India’s #SoundsOfIndia, through an audio Tweet, encouraged people to recreate the MG Anthem with an Indian touch.
Even in the darkest of times, light finds a way!
Join us as we explore Diwali celebrations in different cities and revel in the festive spirit of India with our #OnePlus8T5G#ShotonOnePlus8T5G #ShotonOnePlus#Diwali pic.twitter.com/ZK8HEM9O48— OnePlus India (@OnePlus_IN) November 12, 2020
The many #SoundsOfIndia make every melody beautiful. Like this one. Here’s your chance to recreate the MG Anthem. Share your rendition with us! @songdewnetwork
Send in your entries now: https://t.co/5FK6oQjEj9 pic.twitter.com/NKiRPGYCs0— Morris Garages India (@MGMotorIn) November 12, 2020
What’s Diwali without some fun and entertainment?
Sure, family and gifts are important for celebrations, but where’s the fun without some entertainment? To top the festivities with some chill time, Netflix India, as part of its #NetflixMatchMaker campaign, served up festive film recommendations for those planning on ending Diwali day with a movie night. Disney+ Hotstar VIP also invited people to celebrate Diwali with the recently released #Laxmii, wishing them prosperity with #YehDiwaliLaxmiiWali.
Brighten up your Diwali with the perfect film!
Reply with #NetflixMatchMaker and an emoji and we'll send a suggestion your way! pic.twitter.com/zNvYuG7KiH— Netflix India (@NetflixIndia) November 12, 2020
Lo barasne aa rahi hai #Laxmii aap sab ke ghar, 9th Nov se only on @DisneyplusHSVIP#YehDiwaliLaxmiiWali@akshaykumar @advani_kiara @offl_Lawrence @Shabinaa_Ent @tusshkapoor @foxstarhindi #CapeOfGoodFilms #ShabinaaEntertainment #TussharEntertainmentHouse @ZeeMusicCompany pic.twitter.com/5qGau0938C
— Disney+HotstarVIP (@DisneyplusHSVIP) November 7, 2020
Shopping and Gifting: It is the season to shop till you drop
No Diwali is complete without at least a little bit of shopping and oh, the gifts that we all look forward to. The festivities get everyone to lighten their pockets and wallets, and brands only add to the momentum with festive offers. While HSBC India and HDFC bank lured customers via attractive discounts, Havells India’s #GharWaliDiwali and SBI Card’s #ApnepanKaEhsaas used Conversation Cards to get people Tweeting about the gifts they were planning to exchange this season.
Bring in the festive season with state-of-the-art gadgets and home appliances. Visit https://t.co/iK7qsBd6EM so that you don’t miss out these amazing festive offers on electronics with HSBC @Visa Credit Cards.#CelebrateBeyondBoundaries pic.twitter.com/FJgXY5qtD3
— HSBC India (@HSBC_IN) November 12, 2020
#ContestAlert
Presenting the #LoveforGifting contest! Tell us what you’re doing to show #ApnepanKaEhsaas to your driver, help or guard & both of you can win a ₹3,000 Amazon voucher each!To participate, follow us on @sbicard_connect, click on the button below & type your entry!
— SBI Card (@SBICard_Connect) November 7, 2020
MAM
Joy Personal Care launches Hydra Refresh Gel summer campaign
Sanya Malhotra fronts TVC promoting 48-hour non-sticky hydration.
MUMBAI: Joy Personal Care just gave summer a cool new twist because when the heat is on and your skin is begging for relief, even the gel knows how to stay refreshingly light. Joy Personal Care, part of RSH Global, has rolled out a new summer television campaign for its Hydra Refresh Gel, featuring brand ambassador Sanya Malhotra. The campaign positions the lightweight, non-sticky formula as the perfect everyday solution for intense heat and fast-paced lifestyles, promising up to 48 hours of moisture.
The TVC depicts a relatable moment of heat-induced skin fatigue on a sweltering day. Sanya Malhotra appears with a refreshing presence, introducing the gel as a quick, comfortable fix that transforms discomfort into a feel-good experience. The narrative blends humour and realism, reinforcing the product’s ease of use and relevance during summer.
RSH Global co-founder and chairman Sunil Agarwal said, “As India braces for soaring temperatures and an intense summer ahead, the need for skincare that delivers effective, non-sticky hydration becomes even more relevant. Hydra Refresh Gel is designed to meet this need with a lightweight formulation that fits seamlessly into everyday routines.”
RSH Global chief marketing officer Poulomi Roy added, “While drinking more water is important, it doesn’t always translate into visible results on the skin. This campaign builds on that insight, bringing the product’s effectiveness to the forefront in a relatable way.”
Sanya Malhotra shared, “Working with Joy Personal Care has always been a truly enjoyable experience. What I really enjoy about the product is how effortlessly it fits into everyday routines, especially during the summer when your skin needs hydration without feeling heavy.”
The campaign, marking the product’s television debut, will be amplified across digital and social platforms to drive wider engagement during the summer season.
In a season where the sun shows no mercy, Joy Personal Care isn’t just selling a gel, it’s offering a cool, dependable companion that keeps skin happy without the sticky aftermath, proving that sometimes the best way to beat the heat is to keep things refreshingly simple.
