MAM
Tata Sampann’s new campaign, ‘#LautAayiDiwali’ is a nostalgic ode to Diwali memories
MUMBAI: Tata Sampann, which has a strong presence in everyday nourishing Indian food, today launched its new campaign #LautAayiDiwali, marking one of the most anticipated festivals of the year. The campaign kicked off with an emotional digital film that brings out nostalgic memories of Diwali,celebrating the true taste and essence of the festival.
The digital-forward campaign aligns with Tata Sampann’s brand promise of ‘Sarvagunn Sampann– Wholesome Taste and Nutrition’.All of us have fondmemories of what Diwali used to be in our childhood, and how the festive savories cooked by our mothers, aunts and grandmothers brought the home together, making the festival flavorsome. This year, Tata Sampann aims to celebrate these memories and the spirit of Diwali through #LautAayiDiwali as an ode to the very nostalgia of a perfect Diwali. The brand has also co-created exclusive downloadable Diwali Recipes with Master Chef Sanjeev Kapoor with a chance of a meet and greet for winners.
Commenting on this new campaign, Sagar Boke, Head, Marketing, Consumer Products Business, Tata Chemicals Ltd., said, “Diwali is not only a festival of lights that illuminates love in our hearts, it is also a festival that has several beloved memories attached with it that touch the soul.Food is often an integral part of those memories. There was joy not only in relishing the food but also in the whole family being involved in the preparation process. We have used this insight to activate our campaign ‘#LautAayiDiwali’. Idea is to create a narrative on reliving the old memories and experience the joy of cooking together. We hope that this campaign will create a positive nudge and build affinity for brand Tata Sampann.”
Indian celebrity chef, Sanjeev Kapoor, further added, “Mithai and desserts are the heart and soul of any Indian festival. During Diwali, everyone indulges in sweets and snacks and often cherishes the memories of their mothers’ or grandmothers’recipes. When you cook at home with pure and authentic products, they not only taste good but are also hygienic and nutritious. I am happy to partner with Tata Sampann’s #LautAayiDiwali campaign as it brings back all the nostalgia of our dear ones and relates beautifully to what Diwali and Diwali food stands for.”
Speaking about the campaign SachinKamble, National Creative Director, Leo Burnett India said,“The world today has moved forward at a breakneck speed. And in this haphazard rush to be futuristic, we felt people may have forgotten to pause, take a step back and reflect. That’s exactly what we did with Tata Sampann. There is nothing like nostalgia to bring back all those precious Diwali moments with Tata Sampann. Our campaign aims to make us a mainstay in every Indian kitchen, this Diwali.”
The concept of the digital film revolves around the togetherness and joyousness that a family shares during Diwali. Diwali is a festival of happiness and home-cooked savories are an integral part of it which brings back all the nostalgic memories of our dear ones, with whom we have shared some of our best Diwali memories.
Digital
India leads global adoption of ChatGPT Images 2.0 in first week
From anime avatars to fantasy covers, users turn AI visuals into culture
NEW DELHI: India has emerged as the largest user base for ChatGPT Images 2.0, just a week after its launch by OpenAI, underlining the country’s growing influence on global internet trends.
While the tool was introduced as an advanced image-generation upgrade within ChatGPT, Indian users are quickly reshaping its purpose. Instead of sticking to productivity-led use cases, many are embracing it as a creative playground for self-expression, storytelling and online identity.
From anime-style portraits and cinematic headshots to tarot-inspired visuals and fictional newspaper front pages, the model is being used to create highly stylised, shareable content. Features such as accurate text rendering, multilingual prompts and the ability to generate detailed visuals with minimal input have helped drive rapid adoption.
What sets the latest model apart is its ability to “think” through prompts, generating multiple outputs and adapting to context, including real-time web inputs. But the bigger story lies in how users are engaging with it.
In India, trends are already taking shape. Popular formats include dramatic studio-style lighting edits, LinkedIn-ready headshots, manga-inspired avatars, soft pastel “spring” aesthetics, AI-led fashion moodboards, paparazzi-style visuals and fantasy newspaper covers. Users are also restoring old photographs, creating tarot-style imagery and experimenting with futuristic design concepts.
Local flavour is adding another layer. Prompts such as cinematic portrait collages and Y2K-inspired romantic edits are gaining traction, blending global aesthetics with distinctly Indian internet culture.
The surge reflects a broader shift in how AI tools are being used in the country, moving beyond utility to creativity. As younger users, creators and social media enthusiasts experiment with new visual formats, AI-generated imagery is increasingly becoming part of everyday digital expression.
If early trends hold, ChatGPT Images 2.0 may not just be a tech upgrade but a cultural moment, giving millions a new visual language to play with online.
