PepsiCo has launched a short film on the occasion of Diwali — India’s festival of lights — with the theme #GharWaliDiwali. The film for digital media was conceptualized by JWT India and released online on Oct. 18. (Diwali 2014 falls on Thursday.)
The campaign further urges people to share their Diwali stories on digital channels.
The short film begins with 'Pia', a young working mother, receiving an early morning call from her father reminding her about her mother's birthday. The film, in Pia's narration, goes on to speak about how her father is the 'problem solver' and the mother is the 'emotional anchor'. The film highlights the need for parental support despite the protagonist having a family life and a daughter of her own. It also shows the daughter cutting the conversation (on phone or video call) short when she has some work to attend to. In one such video chat, her family seems to have invited Pia home for Diwali. But she passes on the invitation saying that she has work and a party to host at home. Her mother points out that she hadn't come home the previous year too. Pia promptly exits the conversation saying she is receiving a call on her cell phone. Her parents are heartbroken.
A few days before Diwali, Pia video calls her mother to ask for a recipe for laddoos (Indian donuts) but receives no response. Her father too doesn't respond, prompting the concerned daughter to call her neighbors to check on them. Reassured, she returns to the daily grind. Pia then looks up the recipe online and makes the laddoos with her daughter looking on. She remembers her days as a young girl spending Diwali at home. She makes up her mind to go home this Diwali much to the pleasant surprise of her husband. The family reaches her parental home only to find a lock on the door. Pia finds out from the neighbor how much her not visiting them had upset her parents. Pia and her family wait for the parents to return home. When they do, Pia is relieved to see them and gets teary-eyed. The parents are overjoyed. Pia demands to know why they weren't responding to her calls to which the father replies that laddoos can't be shared over the phone. The film ends with a voiceover: 'Zindagi kahin bhi le jaye, pyaar wapas le hi aata hai' (Wherever life may take you, love will bring you back).
Rishi Dogra, head of digital marketing, Pepsico India, said, "The joy of celebrating any occasion with your family is unmatched. This Diwali, we wanted to cherish this affectionate bond and help people relive these moments which often get missed in our always on and virtually connected lifestyle."
"We are also looking forward to consumers sharing these moments of #GharWaliDiwali and have planned some exciting surprises for those with the most engaging stories," he added.
Babita Baruah, SVP and executive business director, JWT, said, "India has become mobile and dynamic. We have moved out of homes and traveled the roads in quest of our dreams, our careers, our lives. Technology has been an ally and have brought our families closer. We feel we are connected. Maybe sometimes, we start taking this for granted. Specially during Diwali. Nothing can replace the love and warmth of homecoming. Over food, drinks and merrymaking. This is what this film is all about. It’s a calling to all of us to come home."
Sonia Bhatnagar, executive creative director, JWT, noted, "For me, this story has been an attempt to reconstruct an emotion that haunts me every Diwali. It's such an emotional festival because we've all grown up attaching all sorts of rituals to it but the way we celebrate it these days is so functional, so convenient that it takes the joy away - leaving you feeling lonelier than ever. I just wanted people to make the effort, take the trouble to celebrate it like you remember it. At home, with your folks and not over the phone."
Creative agency: JWT Delhi
SVP: Babita Baruah
ECD: Sonia Bhatnagar
National planning director: Mythili Chandrashekhar
Vice president: KRK Ganesh
Films: Mandeep Singh, Adil Jain
Production house: Red Ice Production
Director (film): Vikramaditya Motwan
More Diwali ads from India
Here are Campaign India's favorite spots from Diwali 2014:
Snapdeal | Diwali Bumper Sale
Titan | #ThisDiwaliGiftTime
Cadbury | Iss Diwali Khushiyan Le Chalo
LG | #IndiaCelebrates
Tanishq | Sunehri Diwali
Kit Kat | #MyDiwaliBreak
Hero ISL | Yeh Diwali Football wali
Here’s favorite work from years gone by:
Happy Diwali from Tanishq
Coke Do Diye Diwali 2011
Flipkart: No Kidding. No Worries. (Diwali)
Petronas Deepavali 2013 Webfilm: Our Deepavali
This story first appeared on Campaign India.