Taste of Togetherness

The objective of the “Celebrate Togetherness”campaign was to create moments of Togetherness across media by sharing ideas and positivity when celebrating Diwali (the most popular Indian festival) in the new normal (of COVID pandemic)–bringing hope, joy and happiness during the festivities.

Business Objectives:
•Stay top of mind within the South Asian target audience
•Keep the positioning of ‘Taste of Togetherness’ to the forefront, with the challenge that ‘being together’ is not the norm during the pandemic
•Using ads on local ethnic TV channels to raise awareness during the most consumed media time of the year

This campaign was aimed to bring joy and positivity during Diwali, as due to the COVID pandemic,people wouldn’t be able to travel to meet families,and gather to celebrate with friends. It also wanted to bring light to show that celebrations were still possible even if not together physically.The celebrations are as joyful and full of happiness despite the distance.We achieved this by creating a 60 second TV spot that South Asians could relate to, not only due to the pandemic, but as immigrants being far away from home for special occasions.

The results were outstanding as the TV spot was placed on top South Asian channels in North America: Zee TV, Aapka Colors, Sony, TV Asia, Hotstar, around top performing Diwali shows and programs.The campaign reached over 1.5 million Households which is 4.97 Million South Asians representing 71% of our target audience.