About a week back Vivo introduced the new Vivo V20 SE smartphone in India adding to its previous line of V20 smartphones. It’s November and the time for festivals, one of the major being Diwali among them. Vivo has released its new Diwali ad campaign to celebrate the upcoming festival of Diwali. As a part of the #SmileWalaDiya campaign, the brand has published a film that shows the enthusiasm of Diwali, the expectations of children in the current situation with challenging situations.
The campaign is based on Vivo India’s brand proposition of Delight Every Moment and captures the nuances of the prevailing situation; the difficulty and stress that our dear ones have been facing in one of the toughest years of history. Through #SmileWalaDiya campaign, Vivo reminds us that the only thing we can continue through these times of adversities is spreading smile and delight.
The campaign unveils a thought-provoking video film and narrates the excitement of Diwali, and the expectations children have in the current backdrop of challenging business situations. The film is a beautiful reflection of how, by going just a little mile extra, we can all spread joy and delight every moment of our friends and family.
The video is complemented with a contest where people across India will be encouraged to share how they will delight their friends this Diwali. “This year has been incredibly tough for all of us as we embraced the new normal and had to become socially distant. Therefore, the festival of Diwali becomes even more significant since it brings together people to celebrate and enjoy with their loved ones. With the #SmileWalaDiya campaign, we wanted to focus on how creating smiles is as essential to light you up as an individual as is lighting up places around us during the festival. We are extremely encouraged by the delight of our consumers through the campaign which makes us believe stronger in our brand purpose. We wish our consumers a very happy Diwali and hope that all of us light up a #SmileWalaDiya this year for those around us – bringing in, even more, smiles in the times to come!” – Nipun Marya, Director Brand Strategy, Vivo India said expressing his delight on the launch of the brand campaign.
From a sales point of view, the Diwali week is crucial, says Marya. “These days are the biggest when record-breaking sales are generated. So, while the festive season has begun, there is still a big part of it that is yet to come. With the objective of meeting consumer demand and realizing the significance of a smartphone especially during work from home,” he adds.