Ad Campaigns
Omved Therapies’ digital campaign #SmellsLikeDiwali reaches 3.2M users with 716% engagement hike
MUMBAI: OMVED Therapies, India’s first Vegan Ayurvedic wellness brand recently wrapped up their digital campaign called – #SmellsLikeDiwali. Launched during the festival of Diwali, the campaign was inspired by taking into notice how people associate multiple smells of food, rituals and even the smell of new paint with the festival.
They conducted a survey across the country asking a single question ‘What does your Diwali smell like? Allowing them to reach across various demographics to understand people’s thoughts. The feedback was later compiled in a video and was showcased on various social media platforms. The response that received was humongous gaining 18 M impressions over Facebook and Instagram.
This campaign enabled us to touch the hearts of 3.2 M people through social media platforms with 22 posts spanning over 3 weeks. The online engagement peaked at 716% higher than the usual. The campaign alone garnered around 3.3 M impressions just from Delhi chapter. Similarly, the engagement per post, stories, and polls was approx. 67% higher than the usual posts. New audiences too were tapped in via 9 influencers, which successfully garnered a reach of 568K reach and engagement of 21K. The social following massively grew by 31%, hinting a growing increase of interest in the traditional science of Ayurveda.
OMVED Therapies spokesperson stated that “We are glad that our Diwali digital campaign has been accepted so well and reached out to a large audience. During the course of the campaign, the heterogeneity of the replies also showed how pollution too has cast shadows in their story of Diwali. For the first time ever, an online campaign digressed the conversation around pollution and bad smells during Diwali and brought forth a new lens of viewing this festival. We also introduced people to the various diffuser oils and gave them an opportunity to mask off the bad smells and invite auspiciousness into their homes, in the most natural way.”
Speaking on the success of the campaign, Grapes Digital Mumbai Branch Head Rajeesh Rajagopalan said, “This campaign presented a fresh perspective to online conversations around Diwali. Only a few campaigns in recent times have employed nostalgia so effectively to bolster brand awareness and trigger a positive message.”
Facebook Page – https://www.facebook.com/OmvedTherapies/
Instagram Page – https://www.instagram.com/omvedtherapies/
Delhi Chapter Instagram – https://www.instagram.com/p/B340nBxpF7y/
Delhi Chapter Facebook – https://www.facebook.com/OmvedTherapies/videos/559358361501161/
Mumbai Chapter Instagram – https://www.instagram.com/p/B3wPmarpA9t/
Mumbai Chapter Facebook – https://www.facebook.com/OmvedTherapies/videos/2554986061282420/
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
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“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
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Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
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Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
