Brands
Xiaomi’s Diwali campaign ‘Deals, Drama & Diwali’ lights up the festive frenzy
MUMBAI: When deals sparkle, so does drama. Xiaomi India has ushered in Diwali with a campaign that captures the chaos, colour, and joy of the season like never before. Titled “Deals, Drama & Diwali,” the festive initiative, created in collaboration with Wit & Chai, transforms the frenzy of big offers into a cinematic celebration of humour, emotion, and high-energy storytelling.
Launching as part of Xiaomi’s Diwali big sale, the campaign brings to life the rollercoaster of emotions that sweep across households when irresistible deals hit the market. Rather than blending into the festive clutter of predictable offers, Xiaomi chose bold, kinetic storytelling rooted in everyday relatability, showing how a small, logical action can snowball into hilariously over-the-top mayhem, perfectly capturing the highs and lows of Diwali shopping.
Wit & Chai chief creative head Saurabh Sankpal explained, “Festive offers can often feel repetitive, but Diwali itself is a festival of contrasts: chaos and calm, humour and heart, frenzy and family. Our films celebrate that duality, the mayhem of big deals and the magic of big emotions, creating narratives that entertain while driving engagement.”
Xiaomi India associate director of brand marketing Ritij Khurana added, “Diwali is a time when chaos and joy coexist. Our films mirror that with witty, relatable, and heartwarming stories. They’re not just about announcing deals, they’re about homecoming, connection, and togetherness.”
Featuring two blockbuster films, the campaign revels in the unpredictable energy of the festive season, with every frame designed to make audiences laugh, relate, and hit that ‘buy’ button. In a landscape oversaturated with sameness, Xiaomi’s campaign cuts through the clutter by embracing chaos instead of avoiding it. Disruptive, memorable, and unapologetically festive, it captures the true spirit of Diwali: bold, big, and deeply human.
The campaign was executed for Xiaomi India by the brand team comprising Ritij Khurana, Chirag Vegad, and Antima Mishra, in collaboration with the creative agency Wit & Chai, led by chief creative head and writer Saurabh Sankpal. The production was handled by tmrw factory, with direction by Nachiket Pendse and producers Anish Joag and Prithviraj Mali. Cinematography was overseen by DOP Niteesh Jangeed, while Ranjit Gugle served as executive producer. The assistant directors were Gourav Shelke and Rashmi Navalkar, with music composed by Ankush Boradkar and lyrics by Saurabh Sankpal.
Brands
ITC Sunfeast Farmlite launches Sugar Free Cookies range
New variants offer guilt-free indulgence for health-conscious snackers.
MUMBAI: ITC Sunfeast Farmlite is sweetening the deal for biscuit lovers who want to have their cookie and eat it too without the sugar. The better-for-you biscuits range from ITC Foods has expanded its portfolio with the launch of an all-new Sugar Free Cookies line, aligning with the company’s vision of ‘Help India Eat Better’. The range is designed for consumers who are rethinking sugar in their daily snacking but refuse to compromise on taste and indulgence.
The collection debuts with two tempting variants: Choco Nut Cookies and Hazelnut & Oats Cookies. Both are a source of protein and contain no trans-fat, while the Hazelnut & Oats variant is also lactose-free.
ITC Ltd. vice president (marketing), biscuits, foods division, Suraj Kathuria said, “At Sunfeast Farmlite, we believe mindful snacking should never come at the cost of indulgence. With this launch, we are catering to the growing need for guilt-free snacking while delivering a rich, satisfying cookie experience.”
ITC Ltd. vice president & head of food sciences for foods division Dr Shantanu Das added, “We have applied robust food science to develop cookies that are sugar-free while preserving the taste and texture consumers love.”
Each cookie comes in convenient single-serve packs to maintain texture and freshness. Both variants are available in 100g packs priced at ₹100 and can be found on quick-commerce platforms including Blinkit, Swiggy Instamart, and Zepto.
In a market increasingly leaning towards healthier choices, ITC Sunfeast Farmlite’s new Sugar Free Cookies prove that cutting sugar doesn’t mean cutting joy. For the health-conscious yet indulgent snacker, this could be the perfect bite-sized solution.
