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Online trends on shopping and consumer preferences shows clearly the madness that <keyword id="188" type="ENTERTAINMENT" weightage="100" keywordseo="Diwali">Diwali</keyword> brings along with it every year! Let's talk about this year. During the month of October, Diwali related content was viewed more than a whopping 3 million times on the internet! Of course, it remained one of the most viewed online category at a whopping 47 per cent followed by health. 
 
The above findings are the result of an analysis by content discovery platform ‘Outbrain’ based on what people are choosing to search on the internet around the festive season." Amid the festive fervor, spirituality has not lost its charm as the gods and puja remained important elements too,” the study says. 
 
However it points out that within every category there is an evident change on how Indians are celebrating festivals. 
 
“There is a growing concern around health and environment, while we have come a long way from mothers taking charge of Diwali shopping, to people ordering their festive musts online, themselves,” the analysis highlights. 
 
Outbrain’s data offers insights for the marketing industry to analyze how effective their marketing strategy has been this festive season. Unlike TV commercials, Youtube ads which consumers usually skip through, deliberate search can show how effective their content is. It also has other metrics which enable brands/publishers to measure the effectiveness of their content marketing strategy through time spent on the page/ page views.

These trends show online shoppers are going absolutely crazy this Diwali!

Diwali is round the corner and we all look for some unique and profound messages to share with our dear ones. The proliferation of the internet has made sharing of messages extremely easy. The moment you open your inbox or social media page, you will see a long list of messages from different people and firms waiting for you. While you would like to send <keyword id="1434847" type="PERSON" weightage="20" keywordseo="Diwali-Wishes" source="Orion">Diwali wishes</keyword>, find some uniquely different ones so that your words of greetings stand out from the rest. Diwali, the festival of lights is one of the most striking features of Indian culture. Hindus, Sikhs, Jains and people of other religions celebrate Diwali in their own way. Though there are several regional variations to Diwali, the essence of this festival is the triumph of good over evil. Diwali enjoins us to pray for the prosperity, happiness and welfare of the family and business. <keyword id="59579" type="PERSON" weightage="20" keywordseo="Diwali-messages" source="Orion">Diwali messages</keyword> help us connect with our dear ones wherever they are. Sharing messages on Diwali is a great way to refresh the bonds we enjoy with our contacts. While Diwali festival will get over in a couple of days, the messages you share for this Diwali will stay permanently in their memories and keep wishing them a happy and prosperous life over the long year ahead. If you are wondering what to wish your near and dear ones for this Diwali, here are a few catchy messages to choose from. This Diwali, may you be blessed with good fortune as long as Ganeshji’s trunk, wealth and prosperity as big as his stomach, happiness as sweet as his laddoos and may your trouble be as small as his mouse. May the Goddess of wealth and the God of Knowledge bless you with their choicest blessings. May the auspicious festival of lights, beautifully illuminate every corner of your life by adding sparkling moments of Love, Happiness, Success, and Joy. May you enjoy this festival with your loved ones with high spirits. Sky full of fireworks, mouth full of sweets. House full of diyas &amp; a heart full of joy. We Wish You A Happy Diwali. May the festival of lights be the harbinger of joy and prosperity. As the holy occasion of Diwali is here and the atmosphere is filled with the spirit of mirth and love, here's hoping this festival of beauty brings your way, bright sparkles of contentment, that stay with you through the days ahead. Best wishes on Diwali. Diwali is a day to light diyas, candles, lights and reflect upon the inner light that dwells in your body. May you find that too! Happy Diwali. Deep jalao deep jalo aaj Diwali re, Khushi khushi sab hanste jao, aaj Diwali re! Happy Diwali to all! Wish you and your family a very very Happy Diwali! May the lights guide you and brightness never leave your side. Deepavali ka tyohar aapke jeewan mein laaye khushiyon ki bahaar.. Deepavali ki dher saari shubhkamnaayein! Diwali is a day to light diyas, candles, lights and reflect upon the inner light that dwells in your body. May you find that too! Happy Diwali. On Diwali, let wisdom guide us and remove the darkness in our life. Wish you a very happy Diwali! Wish you and your family a very very Happy Diwali! May the lights guide you and brightness never leave your side.

Diwali messages and wishes for you dear ones

<ul><li>While the first half of the year was so unusual and unprecedented that the ad industry took a nosedive to as low as -60%, research studies have shown that the consumer sentiment is picking up and so are ad spends. </li><li>Diwali has brought an opportunity for brands to reconnect with their consumers, woo them again and remind that we are all in this together. </li><li>And Indian brands have not disappointed. From Mondelez and BYJU’s to HP, brands have made beautiful advertisements as a tribute to the working class that continues to struggle. </li><li>We reached out to experts to discuss their favourite ads from this Diwali and some of the reasons that make them special. So, here is a listicle compiling the best ads of this year. </li></ul>Diyas and rangolis, food and family, gifts and greetings – this is what makes Diwali truly special. It is also an advertising carnival which brings up an opportunity for brands to reconnect with consumers as the market sentiment improves. Brands pour in big monies on traditional mediums to reach out to consumers at a larger scale. Every year, categories like FMCG, apparel, auto, e-commerce and consumer durables become the biggest spenders during Diwali. However, 2020 is unusual. Coronavirus still hasn’t left our country and people continue to be cautious about stepping out. So, this Diwali won’t be about bursting crackers on the street and meeting your family to exchange sweets. It will all be virtual, about being there for each other in tough times and celebrating small victories while maintaining a safe distance. So this year, brands have looked beyond family and home. After spending the first half of the year jobless, locked inside four walls, there are many who won’t get to celebrate the festival of light in its true spirit because they would be busy searching for small opportunities to support their family. The ironman, painter, watchman, delivery personnel and many other Indians will continue working, some bound by their circumstances and others by their duties. COVID’s economic disruption has adversely impacted the collective optimism for festivities. Yet, all it takes is the determined optimism of hope and celebration to cheer someone. Therefore, many brands decided to shine a spotlight on these heroes who go unnoticed. They urged consumers to support different sectors of our society who have been badly impacted by COVID-19. Common themes of togetherness, compassion, positivity, generosity, uplifting each other and supporting small businesses, emerged this year and took over the advertising canvas. Brands reminded their audience to help bring light and joy not just inside their homes but also outside their lives by sharing a little part of their happiness. After all, that's what festivals are all about. So like this unusual year, we decide to do something different. We reached out to experts to find out their favourite advertisements and the reasons why they loved them. Here is what they had to say about creativity this Diwali: Ronita Mitra, Founder and Chief Strategist, Brand Eagle Consulting: Most brands have been warm, telling stories of togetherness and bonding with family, friends and neighbours. In that sense, all brands are playing their role in uplifting the sentiments of consumers, encouraging them to enjoy the festive season once again. However the campaign that stands out for me is the Cadbury's campaign. The brand has weaved in "togetherness and inclusiveness" into the very heart of the campaign idea. and gone beyond merely producing an engaging ad with a well told, warm story. The Cadbury's brand has taken the idea of togetherness to a different level by involving and doing something meaningful for a segment of society that has been badly impacted by Covid - the local neighbourhood retailers. It has played the role of a truly responsible, inclusive brand that believes growth is sustainable when the eco system grows together. The idea entails high level execution effort in terms of integrating the gathering database with advanced technology to make the idea come alive in a real way for every consumer. The campaign is an inspiring coming together of idea, execution and technology at every stage from conceptualization to the hyper personalised media plan. <div type="Youtube" id="So16ZBPK6mo" title="This is not just a Cadbury ad" thumbUrl="https://i.ytimg.com/vi/So16ZBPK6mo/mqdefault.jpg"></div> Roshan Abbas, Founder &amp; MD, Geometry Encompass: I just saw a lovely HP Print ad on DiwaliDilWali, it was beautiful and emotional. A follow up to their earlier campaign 2 years ago on supporting local sellers, it brings together the beauty of innovation, emotion and has a fabulous performance by Seema Pahwa. While everyone is harping on supporting small sellers the route and product integration is what makes this different. <div type="Youtube" id="2uA1r8gaRik" title="#YeDiwaliDilWali" thumbUrl="https://i.ytimg.com/vi/2uA1r8gaRik/mqdefault.jpg"></div> <keyword id="247533" type="PERSON" weightage="20" keywordseo="Karthik-Srinivasan">Karthik Srinivasan</keyword>, Social Media Expert and Independent Brand Consultant: I have seen a few Deepavali/Diwali ads and so far liked 2 of them more than the others. Both have the same theme, of not stopping the kind of work/purchases that we do during Deepavali because of the pandemic. Whether that sells consumerism or is coated as restarting the seller-buyer ecosystem is a different question. The first one is by Birla White, a brand that doesn't really have a say in Diwali, but brings itself very contextually and meaningfully into the Diwali discussion. This is by Autumn Grey. <div type="Youtube" id="FKnAmnyf_eo" title="Deewarein Sajengi Tabhi Toh Tyohaar Ki Rangat Badhegi" thumbUrl="https://i.ytimg.com/vi/FKnAmnyf_eo/mqdefault.jpg"></div> The second is a surprise since it is not from India! This ad is for the Malaysian bank, RHB that features Tamilians (Malaysian Tamils) and Tamil language, by FCB Kuala Lumpur. The theme is very similar to the Birla White story in that both use the father-daughter dynamics for emotional appeal. <div type="Youtube" id="gaUtaD-uzyg" title="RHB Deepavali 2020: Light In a Time of Darkness" thumbUrl="https://i.ytimg.com/vi/gaUtaD-uzyg/mqdefault.jpg"></div> Heeru Dingra, CEO, WATConsult: Out of all ads that seem to have gone live so far, Phillips’ Diwali campaign ‘Khushiyon Ki Ladi’, weaves a very beautiful and relevant story for the audience. Instead of approaching the festival directly, they took the viewers on a journey showcasing an interlinked chain of festivities, which surrounds all of us. With very relatable scenes like receiving a delivery, or purchasing sweets at a store, the video basically taught us the economy and dependency that businesses have on each other. With its smooth story narration and the ingrained feel good factor, the campaign did what it set out to do – make us associate Diwali with a feeling of community and interconnectivity. <div type="Youtube" id="GGd_g9MT0oY" title="Philips | #KhushiyonKiLadi" thumbUrl="https://i.ytimg.com/vi/GGd_g9MT0oY/mqdefault.jpg"></div> Vishnu Srivastav, Vishnu Srivastav, Creative Head, DDB Mudra South: My favourite Diwali campaign this year is ‘Not Just a <keyword id="3275564" type="PERSON" weightage="20" keywordseo="Cadbury-Ad">Cadbury Ad</keyword>’ by Cadbury. A large brand using its large platform to help other businesses in need. What could capture the Diwali spirit and Cadbury’s ethos of spreading cheer better? It’s data driven advertising with a deeply human impact. Janhavi Iyer, Associate Director- Content Strategy, Gozoop: The Not Just a Cadbury Ad by Cadbury definitely caught my attention this year. Not only is it supported by the use of sound media technology with the pin-code based personalization but it also meets one of the most important criteria for a great ad and that is actionability. With Covid leaving small and local businesses suffering, Cadbury’s ad was not just on brand but its simple message of buying local capitalized on the predominant sentiment of the nation, at a time when it was needed most. This year, as I stepped outside to shop for Diwali, I went to all my local stores, a conscious action sparked by a simple and insightful campaign. I’d also give a shout out to Oppo’s Be The Light campaign. From a storytelling perspective, the short film struck all the right chords without pushing the product too much, making it a delight to watch. <div type="Youtube" id="KHxc8QkSwiQ" title="OPPO F17 Pro - #BeTheLight To Spread The Light | Diwali'20" thumbUrl="https://i.ytimg.com/vi/KHxc8QkSwiQ/mqdefault.jpg"></div>

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These trends show online shoppers are going absolutely crazy this Diwali!

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Diwali messages and wishes for you dear ones

BI India Bureau

Experts share their favourite Diwali campaigns from 2020

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