Diwali and festive campaign videos: a planning guide for brands

Diwali is the biggest buying season of the year for most Indian businesses. It is also the most crowded: every brand is posting, and people scroll past generic greetings in a second. The brands that stand out plan early, say something specific, and post at the right moment.

1. Work back from the dates

Festive buying starts well before Diwali. Gifting, home shopping and outings build through late October and peak around Dhanteras. A realistic plan for 2026:

• By 15 October: brief agreed, idea and script approved.
• 15 to 22 October: shoot. Book early, because crews, studios and actors get busy in festive season.
• 22 to 27 October: edit, versions and approvals.
• From about 25 October: start posting, building up through the first week of November.
• 6 to 8 November: your strongest content goes out on Dhanteras and Diwali.
• After Bhai Dooj (11 November): festive ads lose impact quickly. Switch to thank-you posts or wedding-season content.

2. Decide what the campaign needs

• One main festive film (30 to 60 seconds): the emotional or story-led piece that carries your brand's Diwali message.
• Short cuts (6, 15 and 30 seconds): for reels, stories and paid ads.
• Offer videos: simple, clear videos for any festive offer, menu or gift range.
• A WhatsApp-friendly greeting: short, vertical, small file size, easy to forward.

3. Ideas by type of business

Cafés and restaurants

• The festive menu or special sweets, filmed close as they are made
• Gift hampers and boxes being packed
• The space decorated, with friends and families sharing a table

Shops and product brands

• A gift guide: "gifts for parents", "gifts under ₹1,000"
• Unboxing a festive gift set
• Behind the scenes of the Diwali rush in your workshop or store

Service businesses

• A short greeting from the founder and team, filmed honestly rather than in a stock-style template
• A festive offer explained in 20 seconds
• A customer story released in the festive week

Companies

• A greeting film for clients and partners featuring your real team
• A thank-you video for employees

4. Make it specific to you

Diyas, rangoli and sparkles appear in every Diwali ad. Use them, but build the video around something only your brand has: your product, your people, your city, your customers. A café owner lighting the first diya in their own shop is more memorable than a generic animated greeting.

5. Mistakes to avoid

• Starting late. Briefing in November means rushed shoots and higher costs.
• Greeting-only content. Wishes alone rarely bring customers. Pair them with an offer, a product or a reason to visit.
• Showing firecrackers. Delhi has restricted firecrackers in recent years, and many viewers see them as insensitive to air quality. Light, diyas and family moments work better.
• One version for every platform. Make vertical cuts for reels and WhatsApp, with captions for silent viewing.
• Posting everything on Diwali day. Feeds are flooded that day. Your offer content should peak before Dhanteras.

Festive campaign checklist

• Brief and script approved by mid-October
• Shoot booked early
• One main film plus 6, 15 and 30 second cuts
• Vertical versions with captions
• Posting plan from late October to Dhanteras
• A clear offer or reason to buy in every post
• Post-Diwali content ready for after Bhai Dooj

Questions