Viacom18 teams up with Seagram’s Imperial Blue & Wavemaker India to celebrate Diwali

Viacom18 teams up with Seagram’s Imperial Blue & Wavemaker India to celebrate Diwali

This collaboration is an extension of their partnership after the Holi campaign in 2022.


Mumbai : Viacom18 Network’s branded content team has once again collaborated with Pernod Ricard - Seagram's Imperial Blue Packaged Drinking Water and Wavemaker India to celebrate Diwali, the festival of lights.  

This association is an extension of their collaboration following the huge success of their Holi campaign earlier this year.

Viacom18 and Wavemaker collaborated to create the lighthearted campaign videos, which are being widely promoted across platforms.

Ex-Bigg Boss contestants Rubina Dilaik, Karan Kundrra, Pratik Sehajpal, Nishant Bhat, and ex-Bigg Boss Marathi contestants Jay Dhudhane, Meenal Shah, Vikas Patil, and Vishal Nikam appear in the campaign.

The campaign features these celebrities, who are also friends, as they celebrate the festival of lights. The campaign video celebrates the oddities associated with the exchange of sweets and gifts during Diwali.

The lighthearted and entertaining video capitalises on a common and very popular emotion that every Indian probably feels when they receive a box of soan papdi as the rotational gift every year. What happens when this group of friends is faced with the same dilemma, and it is presented by someone you cannot refuse? The film concludes on a lighthearted note that will make viewers smile.

Commenting on the association, Viacom18 branded content head Vivek Mohan Sharma said, “We are thrilled to be to partnering with Imperial Blue packaged drinking water again and celebrate the festival of lights. The campaign is a beautiful rendition of friends coming together and celebrating Diwali with loved ones. Though the spirits are visibly low at the beginning, the mood lights up when a loved one comes in to share the joy. We are sure this fun filled campaign will strike a chord and help the brand message be more conspicuous, leaving an impact on the audience.”

Pernod Ricard India Marketing general manager Ishwindar Singh commented, “The festival of lights, Diwali, is the symbol of joy and prosperity bringing loved ones together for celebrations. The brand Imperial Blue inspires its consumers to embrace life with a smile and with this campaign we bring forth a light-hearted take on the festivities and the art of ‘gifting’ around Diwali.”

 Wavemaker India  chief content officer and GroupM India  branded content head  Karthik Nagarajan commented, "It is a great collaboration on Wavemaker's part with Pernod Ricard India
and Viacom18 of putting together this creative and innovative campaign. We are sure this campaign will connect well with the audience and elevate their festive spirits through brand messaging of celebratory times of the year."

The campaign is aimed at the Hindi and Marathi markets and is intended to convey the message of unconditional love and celebration with loved ones. The video is available on the COLORS and Colors Marathi television channels, as well as VOOT and the networks' and artists' social media accounts.