Year on year, <keyword id="4067" type="General" weightage="20" keywordseo="dhanteras" source="Orion">Dhanteras</keyword> marks the beginning of Diwali celebrations. This year, Hindu households will celebrate Dhanteras on Saturday, 11th November, 2023 – Two day prior to Diwali. Dhanteras is a highly significant festival for the Hindu households since it prays for wealth, prosperity and longevity. Dhanteras sets the blessed and prayerful ambience to welcome the most colorful, fun-filled and delicious Diwali celebrations. Sharing <keyword id="5902323" type="General" weightage="20" keywordseo="dhanteras-messages" source="Orion">Dhanteras messages</keyword> and wishes is the best way to join a household’s prayers for welfare. Here is a collection of inspiring Dhanteras messages and quotes to share with your dear ones during this Diwali season. <cmsannotation type="cmsannotation" annotationid="Dhanteras messages and quotes" comment="subhead" text="Dhanteras messages and quotes">Dhanteras messages and quotes</cmsannotation> - Dear Goddess Lakshmi! Bless the recipient of this message with thirteen times Dhan on Dhanteras. Happy Dhanteras! - May this Dhanteras shower you with wealth and prosperity as you journey towards greater success. Happy Dhanteras!! - May this Dhanteras Celebration bless you with prosperity and abundance. Endless Happiness comes at your doorsteps. Wishing you a very bright future in life. Shubh Dhantrayodashi 2023! - May goddess Laxmi bless your business to do well in spite of all odds. A very happy and prosperous Dhanteras. - Dear Goddess Lakshmi and dear Kuber Maharaj! Graciously bless the recipient of this message with good health, good wealth and good fortune on the divine occasion of dhantrayodashi. Shubh dhanteras 2023! - God’s blessing may come as a surprise. How much you receive depends on how much your heart can believe. May you be blessed beyond what you expect. Shubh Dhanteras. - Draw small footprints with rice flour and vermilion powder all over the house and keep the lamps burning all through the night to indicate Mother Lakshmi’s long-awaited arrival. Happy Dhanteras to you and your entire family. - Almighty’s blessings may come as a surprise, but I sincerely pray that you be blessed beyond what you expect on this Shubh Dhanteras. - Clean your homes, decorate with candles, make Rangolis and light up diyas as Goddess Lakshmi is about to come. Happy Dhanteras! - On the festive occasion of Dhanteras, let us buy some gold and silver as the tradition and celebrate this special day…. Happy Dhanteras to you. - Diyas glow for hours, Sun glows for a day, but my wishes for you are going to glow forever. Have a happy and blessed Dhanteras! - May the festival of Dhanteras brighten your heart and home with happiness and fill it with sparkles of happiness and success…. Warm wishes on Dhanteras to you. - May your life be full of happiness and harmony with enough wealth to give you all comforts you ever wished. Stay blessed. Happy Dhanteras! - Wishing you a season full of festivities and happiness…. May you have a Dhanteras full of prayers to Almighty and blessings from Lord Ganesh and Maa Laxmi. - May this Dhanteras Light up new dreams, fresh hopes, undiscovered avenues, different perspectives, everything bright and beautiful and fill your days with pleasant surprises and moments. Happy Dhanteras to you and your family. - Wishing a very Happy Dhanteras to you…. Sending you warm greetings on this auspicious occasion which marks the beginning of a new year full of celebrations. - May your business grow consistently every day, and may there always be peace and harmony in your family. I wish for you a perennial shower of wealth on the auspicious occasion of Dhanteras. - May the festivities of Dhanteras be full of great enthusiasm and brightness for you…. Warm wishes on Dhanteras. - Matchstick glows for a minute, a candle glows for an hour and Sun glows for a day but a wish can glow forever. So, I wish for your good health and wealth. Have a happy and glowing Dhanteras 2023! - Wishing a very Happy Dhanteras to you and your family….. Wishing you lots of blessings from Lord Dhanvantri for a healthy and happy life. - Adorn our lives else trite - With sparklers that motley skies - As soaring spirits of powder wander - Let us thank the heavenly might in this festive season of lights. Happy Dhanteras 2023! - May you are blessed with the divine blessings of Lord Dhanteras that bring you happiness and joy to fill your life with goodness. - Good Health, abundant wealth and unimaginable prosperity are the things I wish for you this Dhanteras. Happy Dhanteras 2023! - Let us celebrate the festival of Dhanteras with great enthusiasm and high spirits to welcome the season of festivities…. Wishing you and your family a very Happy Dhanteras. - May this Dhanteras light up new dreams with fresh hopes, undiscovered avenues and different perspectives. May your life be bright and beautiful, and full of pleasant surprises and moments. Happy Dhanteras 2023! - May the occasion of Dhanteras bring along the most precious wealth for you and your family…. Wishing you a very Happy Dhanteras. - May Goddess Lakshmi shower on you her immense blessings, enriching your lives with prosperity, happiness and joy on this Dhanteras. Happy Dhanteras 2023!

Happy Dhanteras 2023 messages and wishes

The tradition of bursting crackers brings so much excitement to <keyword id="3405" type="PERSON" weightage="20" keywordseo="Diwali-celebrations">Diwali celebrations</keyword>. Children and elders like crackers alike. While bursting crackers can be a great fund and entertainment, there are some downsides to bursting crackers including air and soil pollution. The loud sounds emanating from the crackers cause serious disturbances to people and animals. The widespread environmental and health hazards connected with the bursting of crackers has led to the government and courts apply some restrictions on the use of crackers and fireworks. Adverse effects of crackers Following the severe health hazards posed by the crackers for the residents in Delhi, the Supreme Court has ordered a ban on the sale of firecrackers. This move has received mixed reactions from the public. While we all can know the deadly effects of crackers on the already degenerating air quality, it is time that we take steps to prevent any health issues to this generation before it gets too late. With a creative planning, it is possible to replicate the fun of <keyword id="469551" type="PERSON" weightage="20" keywordseo="Diwali-without-crackers">Diwali without crackers</keyword>. Ideas to celebrate Diwali without crackers Go for short trips Plan for a short family trip or a get-together with close relatives you have not visited in the near past. This can bring in a lot of fun and also give room to refresh the relationships and bonds that has been robbed of our lives by the modern culture. Gift someone Use the money saved from crackers to buy some hand-made gifts or custom gifts to your near and dear ones. Gifts are a great way to make people happy. By gifting someone, you can make yourself happier than bursting crackers. Floral decorations and patterns in lamps Make attractive rangolis with family. This can give vent to your creative ideas and projecting the artists buried deep inside you. Arrange lamps in different patterns and geometrical designs. Lamps that are lit and arranged in different ways can add light, great looks and a sense of auspiciousness around. Do some charity Gift some sweets, clothes, toys or books to underprivileged children. Let the Diwali bring them happiness and cheers. Charity is in fact given a great importance in our religious tradition. Our scriptures say charity done during festivals bring added merits. Go gaming Diwali holiday can be used to play with family and friends. Give up the mobiles and digital gadgets for a day and commit yourself to spend them time together with family and groups. Since group games have disappeared from us, Diwali can be used to play team games with the family, friends, communities, and neighbors. Organize feasts Cook some delicious dishes and invite people to partake it with you. Sharing food with others can be great fun and can also bring in a lot of fulfilment and happiness. If possible, donate food to underprivileged ones. Concluding remarks By giving up crackers during Diwali, you are celebrating a greener Diwali giving your bit to the environment. While you get to save a lot of money, the amount you saved without buying crackers can be used for some other useful and interesting things connected with the festival. Diwali without crackers also means a safe Diwali with fewer accidents and health hazards.

How to celebrate Diwali without crackers

<ul><li>Due to the ongoing festive season, advertisers and brands are going all out to connect with consumers.</li><li>This year, the number of brands approaching influencers is significantly larger than last year, and there is a good mix of startups and well-established companies.</li><li>From fashion to home decor creators, brands have partnered with social media influencers to promote their new festive launch before Diwali.</li><li>So, with Diwali around the corner, we speak to <keyword id="2540701" type="General" weightage="20" keywordseo="influencer-marketing" source="Orion">influencer marketing</keyword> agencies to find out how important is the festive season for creators, what kind of uptick in demand can we expect due to the festive season, response from advertisers so far and trends we can look forward to during Diwali.</li></ul>If you are sprucing up your house on a small budget or planning to buy new accessories or ethnic dresses for India’s biggest festival -- Diwali, are you using a search engine for inspiration or are you following social media’s top influencers for ideas? If you are active on Instagram, then chances are you are also turning to influencers for festive advice. We all have at least a 100 bookmarked posts on Instagram for rangoli ideas, DIY home decor, or ethnic dress inspiration. According to Facebook’s Festive Marketing Guide for 2021, social media has now become a leading channel to drive brand discovery and purchase during the festive season. Facebook’s report further reveals that half the people said that influencers help them discover new products and 45% added that influencers help them make a purchase decision. The year 2020 accelerated influencer marketing’s growth, perhaps by a decade, and revolutionised the Indian marketing ecosystem completely. It is because of the pandemic and the consumer’s heavy reliance on social media platforms that the influencer marketing industry has undergone a severe transformation in a short time, becoming a mainstream marketing vehicle. According to the latest figures in the Global Web Index (GWI), the average Indian spent 2.29 hours per day on social media in 2020 and as always, brands are following consumers where they spend the most time. So, this Diwali, from fashion to home decor creators, brands have partnered with social media influencers to promote their new product launches. <cmsannotation type="cmsannotation" annotationid="Growth so far and predictions for this festive season" text="Growth so far and predictions for this festive season">Growth so far and predictions for this festive season</cmsannotation> GroupM and INCA’s study revealed that influencer marketing has become a top priority for marketers this year. Every other leader indicated a budget growth of more than 25% in 2021. INCA’s report further said that the Influencer Marketing industry is poised to grow at a CAGR of 25% for the next decade, reaching a size of Rs 2200 crore in 2025. So, with India’s biggest festival around the corner and to leverage the increasing demand, brands have also increased their budget for influencer marketing. “Influencer Marketing is set to be one of the top choices for brands to enhance the brand value this festive season. In fact, brands have culled out almost 30% of the overall budget for influencer marketing. It has been on an all-time high this year. According to an industry report, brands are likely to spend around Rs 600 crore on influencer marketing. Thus, one thing is definite about influencer marketing this festive season: It’s going to take a big leap from 2020. The primary reason for the rise in influencer marketing is the personalization of content along with the disruption in cost and speed. Influencers are real and relatable for consumers and can deliver real value for brands by offering exciting ways of sharing a brand’s message,” said <keyword id="11300089" type="General" weightage="20" keywordseo="neel-gogia" source="Orion">Neel Gogia</keyword>, Co-Founder, IPLIX Media. Festive season has given a further push to the industry’s growth. Experts are expecting to see 50% more brands exploring influencer marketing this festive season as marketers look to solidify their social media presence and reach out to the group with highest spending power, GenZ and millennials. "The festive season is already looking very positive for the influencer marketing space. We expect a 50% uptick in brands leveraging influencers to connect with their audiences during this season,” said Sagar Pushp, Co-founder and CEO, ClanConnect. “Since the consumer sentiment had plummeted gravely in 2020, brands are looking forward to explosive growth and pent up demand that will translate to greater sales and revenues this year. Brands are likely to capitalize on this positive sentiment by tapping into the influencer marketing space, which will in turn provide a significant fillip to our industry,” added Pushp. Apaksh Gupta, Founder &amp; Chief Executive Officer of One Impression also said that brands have increased their budget by 50% this year. “Last year, brands had spent very little on their marketing efforts because of the pandemic restrictions and other factors, but the curbs are now eased out and traders are expecting a boost in sales. To put things in perspective, last year we saw brands spending about Rs 20-25 lakh [average] on their influencer campaigns, but this year we expect it to go beyond Rs 50 lakh [on an average] during festive seasons. Additionally, during the pandemic, we also witnessed a boom in the creator economy, and brands have taken note of it. Social media platforms have enabled brands to reach out to a wider audience with the help of influencers who help in putting their messages across, in a more personalized and creative manner, what we nowadays call as snackable content.” <cmsannotation type="cmsannotation" annotationid="This festive season, a diverse set of brands are upping their spends on influencer marketing" text="This festive season, a diverse set of brands are upping their spends on influencer marketing">This festive season, a diverse set of brands are upping their spends on influencer marketing</cmsannotation> After going through a lull for a year and a half, startups like MamaEarth, Slurrp Farm to established brands and FMCG giants, all key players are leveraging influencer marketing for better visibility and consumer attention. There’s another interesting shift in the industry after the pandemic. Brands are leveraging influencer marketing not just for brand awareness and engagement but also for performance marketing and driving customer acquisition through relevant targeting. Sharing which categories are the biggest spenders this time, <keyword id="7372416" type="General" weightage="20" keywordseo="viraj-sheth" source="Orion">Viraj Sheth</keyword>, Co- founder and CEO, Monk Entertainment said, “FMCG brands, e-comm players, and FinTech clients I believe will be massive spenders. Brands that are selling products that are best suited for festive gifting will be heavy spends and FinTech clients that help buy digital gold or provide buy now pay later schemes will be in demand as well.” Avantika Mohan, Travel, Lifestyle and Fashion Influencer, represented by WORD Talent, has also seen more lifestyle brands coming her way lately. She said, “I’ve noticed an influx of briefs focusing on fashion (particularly festive wear), online shopping portals and jewelry; brands across these categories along with technology and cosmetics are investing heavily in this festive season, which should go on till the end of the year. Festivals also become an excellent opportunity for brands to offer additional discounts and offers to drive up sales hence brands work with creators to spread the word on the same. It’s an exciting time. Brands are willing to not just work but also allow the creativity of the influencer to drive the content. Brands now understand that the content that creators push can drive real value for them and their products. Our niche allows them to connect with their target audiences directly with content that is fun, relevant and most importantly seasonal. The air is already abuzz with celebration and brands are pushing their seasonal marketing ideas and products that creators are exhilarated to deliver.” Brands with smaller budgets are also partnering with nano-creators. <keyword id="3630874" type="General" weightage="20" keywordseo="dharika-merchant" source="Orion">Dharika Merchant</keyword>, COO, Alchemy Group &amp; WORD said, “Brands are now dedicating special budgets for their influencer marketing campaigns which have resulted in a lot of new brands entering the space. Brands earlier would focus only on large creators but now they’re happy to have smaller spendings but are willing to explore relevant nano or micro influencers for the same. So as we move forward, we are forecasting a more focussed approach towards influencer engagement as compared to before. Brands are now becoming conscious of which creator they want to work with, what kind of content they want to push out and majorly why the creator’s creative process shouldn’t be hampered with. Secondly, we are expecting more brands focussing on micro or nano influencers. These influencers usually cater to a very specific niche and have a higher rate of engagement. As brands start to realise the importance of content over numbers, this is a trend we’re very excited about.” <cmsannotation type="cmsannotation" annotationid="Instagram or home-grown apps, which medium is getting the biggest piece of pie?" text="Instagram or home-grown apps, which medium is getting the biggest piece of pie?">Instagram or home-grown apps, which medium is getting the biggest piece of pie?</cmsannotation> As brands vie for consumer’s attention this Diwali, which is divided into different mediums, where are brands investing the most? “2021 is seeing comparatively more inclination towards influencer marketing strategies. We are seeing a growth upwards of 75% in the influencer marketing industry. Instagram is still the leader when it comes to influencer marketing promotions. YouTube would be the other platform that has gained momentum over time. Even some of the newer short video apps like Josh, Taka Tak and Moj are also being experimented with, by the brands. Increasingly we are also seeing brands leverage content created by creators for performance marketing with Instagram Branded Content Ads and Youtube Creator Promotions for maximum reach and conversion,” Arushi Gupta, Head - Influencer.in told Ad and Media Insider. GenZ and millennials do not consume a lot of television. They either spend their free time scrolling on social media or on an OTT platform. They are looking for authentic content that keeps them engaged, entertained and informed, which happens to be influencer marketing’s core offering. Therefore, influencer marketing is becoming a pivotal marketing tool for brands and its significance is only likely to grow in the future.

As brands turn to influencer marketing for the festive season, experts are optimistic about seeing about a 40-50% growth in ad spends

<img class="gwt-Image" src="/photo/49725179.cms" style="width: 800px; height: 600px;" />New clothes, delicious sweets, crackers and some quality time with family and loved ones – this is what marks <keyword id="188" type="ENTERTAINMENT" weightage="100" keywordseo="Diwali">Diwali</keyword> for us Indians. Having spent years lighting diyas and making rangolis, we all know the underlying reason for the massive celebrations that await the country as the festival of lights approaches. It is one of the most exciting festivals that India looks forward to – one that celebrates new beginnings and the triumph of good over evil and light over darkness! While reasons for some of the rituals followed during the festive season are known to everyone, certain others are done blindly with an acceptance that it may be a part of the way society has celebrated this festival since time immemorial. But let us tell you, every little ritual from making rangolis to cleaning the house to lighting diyas, everything has a peculiar reason to it, here they are: 
 
Observing <keyword id="4067" type="UNKNOWN" weightage="100" keywordseo="Dhanteras">Dhanteras</keyword>, <keyword id="59958" type="UNKNOWN" weightage="100" keywordseo="Bhai-Dooj">Bhai dooj</keyword> as isolated festivals: 
 
These are two well-known festivals that even a kid raised in an Indian family would know about. Dhanteras is a popular tradition to purchase utensils, electronics and gold jewellery. On Bhai Dooj, sisters give special gifts to their brothers and pray for their well-being and long life. We all know that, yes. But did you know, these smaller events are actually a part of Diwali. Diwali is not a one-day festival. It’s actually a five-day long festival beginning with Dhanteras (Festival of Wealth), Naraka Chaturdasi (Day before Diwali also called Choti Diwali), Amavasya (New moon), Kartika Shuddha Padyami (Day after Diwali) and Bhai Dooj (ritual commemorating brother-sister relationships). 
 
Worshipping only <keyword id="462664" type="ORGANIZATION" weightage="100" keywordseo="Goddess-Lakshmi">Goddess Lakshmi</keyword> on Diwali 
 
For years, we have stood in front of idols with folded hands on the festival of lights. By now, we know that Goddess Lakshmi is the show stealer but do we know why? Lakshmi Puja is performed on the following day of Amavasya, the new moon night. It is widely believed that Goddess Lakshmi’s destroyer form (marak form) is active on this day and she is in search of the cleanest house to bring an end to all negative energies and offer blessings of fortune and prosperity to the family. It is precisely this reason why a broom is kept when prayers are done and the house doors are left open to welcome the goddess. 
 
Cleaning the house before Diwali 
 
Just as mentioned above, mythology suggests goddess Lakshmi enters only the cleanest houses to give her blessings. That’s why you hear mothers hyperventilating looking at that dust-laced furniture and cloth-laden bed boxes! How will the goddess touch upon you with all that dirt! 
 
Lighting Diyas: 
 
Yes, it is to celebrate the homecoming of Shri Ram, but that’s not it! Goddess Lakshmi is believed to enter not only the cleanest, but also the brightest house. 
 
Making rangoli 
 
Rangoli is preferably smeared at the main entrance of the house in the form of both - a belief and a custom. They beautify the entrances in the houses, but are also believed to keep bad spirits at bay as well as curb negativity. It further attracts wealth, happiness as well as prosperity into the house. 
 
Playing Tambola/card games 
 
It’s not just for fun, there’s mythological significance to this. Firstly, playing card games during Diwali is believed to bring good luck and prosperity in the year ahead. But it is also believed that Goddess Parvati played dice with her husband Lord Shiva on this day. Elated with her victory, she announced that whoever gambled on Diwali night would mint wealth throughout the year. As Goddess Lakshmi is an incarnation of Parvati, she visits earth to bestow pecuniary benefits on anyone found gambling. 
 
(Image credit: Economic Times)

6 things we do on Diwali even we don’t know why

<div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/5760738091058424008c9013-2400/india-candles-mural-orlando-shooting.jpg" alt="india candles mural orlando shooting" data-mce-source="REUTERS/Danish Siddiqui" data-mce-caption="Students light candles around a rangoli, or mural made out of colored powders, inside an art institute in Mumbai, India." />REUTERS/Danish SiddiquiStudents light candles around a rangoli, or mural made out of colored powders, inside an art institute in Mumbai, India.</div></div></div>Following Sunday morning's shooting at Pulse, a gay nightclub in Orlando, people across the country - and throughout the world - came together to mourn the victims of the deadliest mass shooting in U.S. history.People used the opportunity to stand for LGBT rights, protest against gun violence and terrorism, and perform small acts of kindness. Here are some of the most powerful photos from the hours and days after the attacks.

30 ways the world came together to mourn the victims of the Orlando attack

<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>

Experts share their favourite Diwali campaigns from 2020

<ul><li>As the year draws to a close, it is important to pause and reflect.</li><li>We speak to industry leaders about the year gone by and a few lessons they learnt from 2021.</li></ul>It was during the peak of the pandemic in 2020 when doctors across the world were still trying to figure out what the novel Coronavirus is, I lost my grandmother. Shortly after, my father tested positive for the virus. His oxygen dropped to 78 mm. We struggled to find a bed for him and found a hospital 50 kms away. He was still mourning the loss of his mother, fighting a deadly virus, struggling to form sentences but he had a huge smile on his face when I taught him how to video call on WhatsApp. He was there for two weeks but those weeks definitely felt like a decade to me. I had the nurse's number on my speed dial, I called her first thing in the morning to ask, "How is my father breathing today? Has his oxygen picked up?" She would respond patiently, "Yes, we are doing our best." To escape from this, I buried myself in work, binge-watched violent movies to numb the pain I was actually feeling. After we heard the news that he is coming back, we decorated the house. I put up some fairy lights, made a rangoli, bought his favourite sweets -- Kaju Katli. After all, we were welcoming Ram back into his home right before Diwali. It took me a while to process the horrendous month that I had spent. Thankfully, I had a very supportive team at work. I remember texting my editor a week later, "I will be submitting my story late today, I am too anxious and panicked." She responded, "Sure, take your time, Karuna." So, if 2020 was about self-isolation, making sure our older family members stay safe and prioritizing their physical health, 2021 taught me the importance of mental health. After months of working from home -- away from our loved ones, seeing the country battle a deadly virus and our medical industry getting crippled, 2021 was all about healing from the storm. It was about finding comfort in little wins and reminding ourselves that we are all in this together. Change can be scary, sure, and not knowing what the future holds is scarier, but resilience is stronger. As we enter a new year with a lot of uncertainty yet again because no one knows what variants COVID-19 will throw at us, it is important to remember that we have survived the worst. By now, we know what works and what doesn’t. The impact of 2020 and 2021 will be felt next year too but remember to take care of yourself first if you want to be able to show up for other people too. And most importantly, double mask up, people! Here's what our industry experts learnt from the rollercoaster year that 2021 turned out to be: <keyword id="1193084" type="General" weightage="20" keywordseo="rana-barua" source="Orion">Rana Barua</keyword>, Group CEO, <keyword id="7001513" type="General" weightage="20" keywordseo="havas-group-india" source="Orion">Havas Group India</keyword>: <div type="image" title="Rana Barua, Group CEO, Havas Group India" msid="88587279" hostid="261"></div> The pandemic has completely altered our perspective of what the future should be. CEOs across the world have redefined their leadership skills based on this reality. If the pre-pandemic stage was all about merging the technology trends and diversity with an added edge of GenY disrupting the way of working; the post-pandemic world is now ushering in the dynamic social age. The upcoming era will be a lot about meaningful relationships within the gamut of the collective human experience, and the bedrock of this will be the trust factor. So, the one leadership lesson that I will cherish from 2021 is the greater meaning of ‘trust’. It has taken a new meaning in my life. And if we were able to sail through the last two years, it is only because I 'trusted' my teams to display unprecedented resilience and commitment. And that trust converged into amazing results. As the leader of this organization, I knew my teams 'trusted' me that I will do everything in my power to navigate them through this storm. And I must say we have a lot to be proud of as it has yielded positive and encouraging results. Dr. <keyword id="248570" type="General" weightage="20" keywordseo="sandeep-goyal" source="Orion">Sandeep Goyal</keyword>, Managing Director, Rediffusion: <img src="https://cdn.i.haymarketmedia.asia/?n=campaign-india%2Fcontent%2FSandeep_Goyal.JPG&amp;h=570&amp;w=855&amp;q=100&amp;v=20170226&amp;c=1" /> The pandemic has taught me the power of resilience more than anything else. So many of us personally, and so many businesses have suffered such severe setbacks in the past few months - yet we have been patient, we have persevered, we have buffeted challenges, we have overcome. My belief is that true adversity brings out hidden reservoirs of grit, determination and ability to confront even insurmountable challenges. It is when you discover your real friends. It is when you discover your inner strengths. You also discover the power of love; power of caring; power of sharing; power of prayer. The pandemic has helped each one of us to emerge stronger. It has helped us to realise how finite life is and how we must value all that we have: our health, our happiness, our family, our friends, our relationships … even our work and livelihoods. I hope the pandemic goes away soonest. But the learnings it has bestowed stay. Challenges are a part of life and standing up to them is the true test of every human. Anil Nair- CEO, VMLY&amp;R India: <img src="https://images.livemint.com/img/2019/03/25/600x338/Mr.Anil_K_Nair,_CEO_,VMLY&amp;R_India_1553506422890.jpg" /> For most of us, the pandemic was a bolt from the blue. It forced us indoors, changed a lot of our behaviour and also made us introspect about the fragility of our existence. For me, personally, the biggest learnings were about empathy , patience and celebrating small wins. Genuine empathy for the other, be it your spouse, neighbour, co-worker or stranger. The need to put oneself in their shoes and feel for what they might be going through in these trying times. And the patience to be able to slow down and deal with situations calmly rather than the ‘runaway’, ‘winner-takes-all’ attitude and pace that we were used to in pre-pandemic times. Lastly, to be able to celebrate ‘small wins’ and to live in the moment given the overall uncertainty that the pandemic continues to cast over us. <keyword id="3609466" type="General" weightage="20" keywordseo="aditya-kanthy" source="Orion">Aditya Kanthy</keyword>, CEO and MD, DDB Mudra Group: <img src="https://cdn.i.haymarketmedia.asia/?n=campaign-india%2Fcontent%2Fadityakanthy.png&amp;h=570&amp;w=855&amp;q=100&amp;v=20170226&amp;c=1" /> The one thing I have missed most and will try not to take for granted ever again is the simple pure joy of meeting people. Like really meeting them. Not on a call, not on a computer, not as a block on the calendar. So much of the fun at work came from being together in the same space. The banter. The unplanned conversations. The energy. So much of the learning and inspiration as well. We lost something elemental and beautiful. I want that back. I miss it. Equally, I learnt how much more we need to do to listen to each other more deeply. The stuff we read off each other, the non-verbal cues. The comfort of a safe environment where one can be heard without judgement. That was gone. There’s also the realization that, perhaps, the old ways were inadequate. When we’re back together, we need to design ways without assuming that everyone is comfortable expressing themselves in the same way. We need to do more to create that space. This is what I have missed and what I have learnt. My hope is to enjoy coming back together again in 2022 and doing so in a way where each of us can be heard. Ashish Khazanchi, Managing Partner, Enormous: <img src="https://images.financialexpress.com/2017/08/Ashish.jpg" /> The pandemic was a true test of character of people, teams and organisations. While there certainly was a big drop in businesses and toplines, what was at stake was organisations' humanity. People in organisations everywhere dealt with the kind of uncertainty they never were faced before. Uncertainty of livelihoods, careers and sanity amidst surmounting work pressures. The better organisations, in my opinion, made sure that their people were taken care of at least as much as their businesses. When the specter of lockdowns was a little bit behind us, we saw a simple trend both in terms of people and companies. The ones with initiative thrived even in the midst of a terrible external situation. Anyone who did not take easy ways out, like the typical bottomline managers do, by cutting costs rather than working on newer avenues of organisational growth, are going to be the true hero companies of tomorrow. They've tasted success and now when the tides are turning, they're going to be unputdownable. 2022 will see business return to near normal, I would predict the number of pitches to go through the roof from about March. The ones with the best people and processes and creative products, will win 2022 by a mile. Ramanuj Shastry- Director and Co-founder, Infectious Advertising: <div type="image" title="Ramanuj" msid="88597292" hostid="261"></div> 1. Compassion is everything- Never forget we are a people’s business. Always remember that everyone today is under a lot of stress. A kind word and a patient ear will take you far. 2. Treat everyone as adults - Remote working is only possible when all team members behave like mature adults - fully aware of their roles and responsibilities. Treat everyone as adults - delegate, do not micro-manage and don’t breathe down their necks. They will surprise you pleasantly. 3. Hire Talent from everywhere - We are no longer slaves to geography. Celebrate this new-found freedom by hiring talent from literally anywhere. It will add new voices and new perspectives to your narrative. 4. Be nimble and effective - Clients value these two qualities in tough times. Don’t waste their time and their money. They will stick by you through thick and thin. 5. Spend most of your energy on culture - The culture is the unquantifiable ‘Everything’ - the life force of an organisation. Culture is the ethos - the unsaid but universally accepted codes of what’s ‘done’ and what’s ‘not done.' The culture of your company should take most of your time. And it’s more than worth it. 5 things I learnt as a person: 1. Reinvest in relationships- It took a pandemic for me to take a long, hard look at my relationship. And I realised that I have taken a lot for granted. Money won’t buy you your loved ones. Spend time with them. 2. Take care of yourself - Eat well, exercise and sleep for eight hours. You will enjoy life a lot more if you are fit. 3. Be kind to yourself- I am less critical of myself today than I was in 2019. I am comfortable in my skin and happy where I am. Could I have done better? I don’t know. And I don’t care. 4. Invest in yourself - Learn a new skill. Learn a new language. Take up new hobbies. Add new facets to your personality. Reinvent yourself. Be interesting. 5. Practice Gratitude - You are on a piece of rock whipping around a burning star at nearly 40 times the speed of a bullet. Appreciate the miracle . Be thankful for just being alive. Varun Duggirala - Content Creator, Podcaster, an Entrepreneur and the Co-Founder - The Glitch: <img src="https://www.missmalini.com/content/images/wp-content/uploads/2021/04/BeFunky-collage-51.jpg" /> If 2020 was about survival, 2021 was about reflection and revival. We've all reflected on the time that has passed and moved towards the time that will come. Because there cannot be a return to business as usual, but rather a move towards understanding how we need to change how we operate as professionals, businesses, leaders and human beings as we work towards a world that understands its new reality. We're all on a path of accelerated change in every aspect of our work and life. This rapid pace requires us all to understand the status quo with total clarity before we take each step (even though each step seems to bring with it a whole new set of changes). 2021 has given us many a moment to take a pause and reflect (something we should all do more often) and drive towards a better future.

Lessons 2021 taught our advertising leaders

<img class="gwt-Image" src="/photo/55153057.cms" style="width: 800px; height: 600px;" />When we were busy burning firecrackers little realizing we had to wake up the next morning to inhale all the smoke in the air we had contributed to, <keyword id="6364832" type="COMPANY" weightage="20" keywordseo="IIT-Kharagpur">IIT Kharagpur</keyword> students were being more responsible than most of us with their <keyword id="188" type="ENTERTAINMENT" weightage="100" keywordseo="Diwali">Diwali</keyword> celebrations. 
 
Their Diwali was both eco-friendly and noiseless, and it was probably most beautiful than you'd ever have seen. 
 
Like every year, it was time for 'Illumination' - IIT Kharagpur's famous cultural festival. As it kickstarted, students join forces to light up the entire campus. Illumination has been celebrated for decades now and every year the students build panels and make rangolis and light them up with thousands of diyas. What's fascinationg is during Illumination, lights are put off for 2 to 3 hours and only diyas light up the campus. 
 <keyword id="3798716" type="UNKNOWN" weightage="20" keywordseo="chandan-karwat">Chandan Karwat</keyword>, whose captured the event, told media earlier - "IIT Kharagpur is spread over some 2200 acres and has around 10,000 students. All these students reside in our residence halls. And every year students of these 21 halls compete to decorate the campus. The preparations start a month before Diwali. Everything is done by students, no labour or no help is involved." 
 
Here's what the beautiful campus looked like: 
 
(Image credits: Chandan Karwat)

Lights go off in IIT Kharagpur every Diwali, and what this campus transforms into is breathtakingly beautiful

<ul><li>Marked with great fanfare and fervour, Diwali is the season of not just lights, colours, and sweets but also family reunions and bonding sessions. It is the festival of homecoming and togetherness.</li><li>Brands also make the most of this shopping festival to connect with consumers and put together the biggest advertising carnival.</li><li>Here is a list of advertisements that stood out in the clutter.</li></ul>Traveling back home to spend time with our family, trying to make the perfect rangoli, untangling fairy lights to brighten up your home, and dancing after a sugar rush -- these are just a few things that make Diwali special. It is also one of the widely celebrated festivals in India that has turned into the biggest shopping festival. It is also an advertising carnival which brings up an opportunity for brands to reconnect with consumers as the overall market sentiment drastically improves. Brands pour in big monies on television, Out of Home, and digital mediums to reach out to consumers at multiple touchpoints. After a long-dry-spell, brands are making sure that they don’t miss this opportunity to reconnect with consumers and market sentiment has already picked up, as revealed by Axis My India report. Its November net CSI score, calculated by percentage increase minus percentage decrease in sentiment, was recorded at +9, up from +7 last month. It has been rising at a constant pace over the last three months, indicative of a positive shift in consumer consumption metrics. Consumers are also more willing to step out now and shop locally. The report’s mobility net score reflects a constant improvement over the last four months. 88% of families said that they are going out the same or more on getaways/staycations /malls/restaurants, with travel bans being lifted and double vaccination providing easier movement opportunities. The overall mobility score is at -4, which is an improvement over last month at -5. This reflects slow but consistent progress in people’s sentiments for engaging in out-of-home activities. This Diwali, many brands decided to shine a spotlight on heroes who went unnoticed during the most difficult phase of this pandemic. They urged consumers to support different sectors of our society who have been badly impacted by COVID-19 and are struggling to make ends meet. A few of them also reminded consumers to keep aside crackers that harm the environment and celebrate the festival of lights and kindness with their four-legged companions. All brands played a joyful role by uplifting consumer sentiment and encouraging them to enjoy the festive season once again with their heartwarming campaigns. Here are a few campaigns that caught our attention: <keyword id="136808" type="General" weightage="20" keywordseo="cadbury-india" source="Orion">Cadbury India</keyword> <div type="Youtube" id="5WECsbqAQSk" title="Supporting Local Retailers This Diwali | Not Just A Cadbury Ad Campaign Video" thumbUrl="https://i.ytimg.com/vi/5WECsbqAQSk/mqdefault.jpg"></div> HP India <div type="Youtube" id="wxXhvjFvn_A" title="Diye Se Diya Jalao" thumbUrl="https://i.ytimg.com/vi/wxXhvjFvn_A/mqdefault.jpg"></div> Mother Dairy <div type="Youtube" id="CwhFSJDD0ks" title="Naya Riwaaj Dhara ke Saath" thumbUrl="https://i.ytimg.com/vi/CwhFSJDD0ks/mqdefault.jpg"></div> Supertails <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[<blockquote class="instagram-media" data-instgrm-captioned data-instgrm-permalink="https://www.instagram.com/tv/CVnBRerpLCP/?utm_source=ig_embed&amp;utm_campaign=loading" data-instgrm-version="14" style=" background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); 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overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;"><a href="https://www.instagram.com/tv/CVnBRerpLCP/?utm_source=ig_embed&amp;utm_campaign=loading" style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none;" target="_blank">A post shared by Supertails (@supertails.official)</a></div></blockquote> <script async src="//www.instagram.com/embed.js"></script>]]></cdata></div> Tanishq <div type="Youtube" id="KzVQ_nY2M9k" title="Tanishq presents #Utsaah" thumbUrl="https://i.ytimg.com/vi/KzVQ_nY2M9k/mqdefault.jpg"></div> Greenply <div type="Youtube" id="crC5iEXzFXI" title="The Table - #YahanRishteBasteHain" thumbUrl="https://i.ytimg.com/vi/crC5iEXzFXI/mqdefault.jpg"></div> Vivo India <div type="Youtube" id="x7ab0tdj5Vk" title="Celebrate the #JoyOfHomecoming this Diwali" thumbUrl="https://i.ytimg.com/vi/x7ab0tdj5Vk/mqdefault.jpg"></div> Wiggles <div type="Youtube" id="EwjkAqY_3aM" title="Umeed Bhari Diwali | A Wiggles.in Initiative" thumbUrl="https://i.ytimg.com/vi/EwjkAqY_3aM/mqdefault.jpg"></div> ZEE <div type="Youtube" id="hV3Jaxhb4VU" title="Yeh Diwali Kisson Wali - Vocal For Local - Zee Diwali" thumbUrl="https://i.ytimg.com/vi/hV3Jaxhb4VU/mqdefault.jpg"></div> Greenlam <div type="Youtube" id="irGY9KWsAH4" title="Celebrate Diwali at home" thumbUrl="https://i.ytimg.com/vi/irGY9KWsAH4/mqdefault.jpg"></div> Godrej <div type="Youtube" id="7if8VXEy4A8" title="The recipe of #CookingGoodness | Godrej Group" thumbUrl="https://i.ytimg.com/vi/7if8VXEy4A8/mqdefault.jpg"></div> Havells <div type="Youtube" id="IZqiI-lJH0o" title="Havells Hexo Mixer Grinder | Powerful Mixer Grinder | Tamil" thumbUrl="https://i.ytimg.com/vi/IZqiI-lJH0o/mqdefault.jpg"></div> LG Electronics <div type="Youtube" id="Yxzbjl5WZ5E" title="Roll Out The Future With LG OLED #OLEDNSRK" thumbUrl="https://i.ytimg.com/vi/Yxzbjl5WZ5E/mqdefault.jpg"></div> Pickrr <div type="Youtube" id="JuO-Q-gTwSM" title="This Diwali celebrate happiness with your loved ones #KhushionKiTarakki by Pickrr" thumbUrl="https://i.ytimg.com/vi/JuO-Q-gTwSM/mqdefault.jpg"></div> CottonKing <div type="Youtube" id="w9WsnJCQp0c" title="CottonKing | Bhaubeej Film | Tejashree Pradhan | Abhijeet Khandkekar | Mayur More | ADbhoot" thumbUrl="https://i.ytimg.com/vi/w9WsnJCQp0c/mqdefault.jpg"></div> Spice Money <div type="Youtube" id="7w_Hjda5Adg" title="Spice Money wishes everyone &quot;Dil se Diwali&quot;!" thumbUrl="https://i.ytimg.com/vi/7w_Hjda5Adg/mqdefault.jpg"></div>

Hope shines the brightest in Diwali advertising campaigns this year

<img class="gwt-Image" src="/photo/49552063.cms" /> 
<a href="http://www.businessinsider.in/searchresult.cms?query=%E2%80%8BDiwali">Diwali</a> is one of the most important festivals celebrated in India. It is not only an official public holiday not only in India, but in many neighbouring countries like Mauritius, Malaysia, Nepal, Sri Lanka, Guyana, Trinidad &amp; Tobago, Myanmar, Surinam and Fiji. Expedia lists down <keyword id="24194" type="UNKNOWN" weightage="80" keywordseo="destinations">destinations</keyword> that will comfort your <keyword id="6354692" type="ORGANIZATION" weightage="80" keywordseo="Travel">travel</keyword> itch, without missing on the festivities. 
 
Destinations in India 
 
Jaipur: One must visit this place to experience the beauty and energy of the festival. The famous pink city welcomes the tourists with beautifully colored lit and decorated lights. The city is adorned with lamps and local musicians performing on the streets. The markets here sell over a thousand types of earthen lamps in many shapes, sizes and colors and the markets are flooded with traditional clothes and handicrafts. Each year, there's a competition for the best decorated and most brilliantly lit up market. Apart from a feast to the eyes, you can treat your palate to delicious sweets and food items. 
 
Varanasi: The Ghats of Ganga are lit up with thousands of diyas, giving it a mesmerizing view. The light of the countless floating candles and lamps illuminates the holy river beautifully. Tourists enjoy the Special Ganga Aarti on the irradiated Ghats making it a different experience altogether. 
 
Goa: <a href="http://www.businessinsider.in/searchresult.cms?query=%E2%80%8BDiwali">Diwali</a> in Goa is also known as Narak Chaturdasi and the town celebrates the destruction of demon Narakasura by Lord Krishna. The houses are decorated with kandeels (lanterns). Competitions are held to see who can make the biggest and scariest effigy of the demon. The effigies burned at dawn on Narakasura Chaturdashi, the day before the main day of <a href="http://www.businessinsider.in/searchresult.cms?query=%E2%80%8BDiwali">Diwali</a>. Also popular for its casinos, the place attracts a lot of tourists as gambling is also a popular activity during <a href="http://www.businessinsider.in/searchresult.cms?query=%E2%80%8BDiwali">Diwali</a>. 
 
Amritsar: The Golden Temple is draped with brightly lit lights on the <a href="http://www.businessinsider.in/searchresult.cms?query=%E2%80%8BDiwali">Diwali</a> evening making it an extravagant spectacle for the onlookers. The edge of the lake is fringed with countless oil lamps and candles lit by devotees. The reflection of the diyas on the water creates a truly magical environment. It is quite a sight to behold. 
 
Foreign destinations 
 
London: The <a href="http://www.businessinsider.in/searchresult.cms?query=%E2%80%8BDiwali">Diwali Festival</a> in London is organised by the Mayor of London in cooperation with the <a href="http://www.businessinsider.in/searchresult.cms?query=%E2%80%8BDiwali">Diwali</a> in London Committee. This year's event will be hosted alongside the National Army Museum to commemorate the role India played in World War I and will pay tribute to the soldiers of the British Empire and Commonwealth. Starting with children parade, the show is followed by number of other dance sequences, including Indian folk dances. 
 
Singapore: Singapore is the one of the destination chosen by Indians to celebrate <a href="http://www.businessinsider.in/searchresult.cms?query=%E2%80%8BDiwali">Diwali</a>. The massive decorations which starts from the streets and extends to the colonies and homes especially in Serangoon Road which is also called little India of Singapore. Special festival events like the Festival Village, the Fire-Walking Festival and the UTSAV Street Parade have been planned by the Singaporean authorities. 
 
Malaysia- Just like India, <a href="http://www.businessinsider.in/searchresult.cms?query=%E2%80%8BDiwali">Diwali</a> is an official holiday in Malaysia and people gather around to celebrate it together. Decorations such as colourful paper lanterns and kolam (rangoli) are put up to decorate homes. Known as Little India in Kuala Lumpur, places like Brickfields, Jalan Tuanku Abdul Rahman, Masjid Jamek, and Monorail are a few places to enjoy the festival. 
 
Nepal: Also known as Tihar, <keyword id="188" type="ENTERTAINMENT" weightage="80" keywordseo="Diwali">Diwali</keyword> is a five-day Nepalese festival, each dedicated to a different God. The traditions vary from those followed in India. It is all about worshiping of different animals and worshiping of the Hindu Goddess of Fortune or Wealth. The last day of the festival is known as Tika day or popularly known as Bhai Tika day. It is also one of the biggest shopping seasons in Nepal. 
 
(The article has been authored by Mr. Manmeet Ahluwalia, Marketing Head, Expedia India)

Places to explore during Diwali

<img class="gwt-Image" src="/photo/31940785.cms" />After the austere winter, spring ushers in a riot of colours, synonymous with exuberance, effervescence, fun and frolic. And the festival that brings to life all these and more is the festival of colours or <keyword id="6355460" type="PERSON" weightage="80" keywordseo="Holi">Holi</keyword>. Holi is just around the corner and it’s now time to gear up and join your gang in revelry. Let your inner joy spread around. Decorate your home, adorn the outdoors and stock up your fridge with everything that shouts – you are ready for Holi. Here are a few suggestions. 
 
Deck up your lawn, backyard and terrace 
Think Holi and the first thing that comes to one’s mind is gulal-smeared faces and bodies drenched in colours. But with colour powders and liquids all over the place, celebrating Holi indoors could mean a messy house for days. That’s why playing Holi outdoors is always a smart idea. Take all the fragile objects off your terrace, balcony and lawn and deck up those areas with floral rangoli, colourful buntings and festoons. Garlands can be used to decorate the entrances and also the area where you plan to serve food. Place eco-friendly colours in bright containers in every nook and corner – so that no one can stay away from merry-making. 
 
Brighten up the interiors 
Yes, Holi is best celebrated under the open sky. But that shouldn’t stop you from soaking your home in the hues of festivities. Swap those beige cushions with bright pinks and jazzy blues. Let the cream curtains get a breather and colourful ones take charge. Go for colourful wall hangings and garlands to mark the festive spirit. In short, let there be colours all around! 
 
Peppy dance &amp; music 
Holi celebrations are incomplete without shaking a leg to some foot-tapping music. So don’t forget to make your playlist well in advance. Keep your guests’ choice and your preference in mind, but also make sure that you have the most popular Holi numbers. To add some desi tadka, keep a dholak handy and watch your <keyword id="11114" type="ORGANIZATION" weightage="40" keywordseo="Holi-party">Holi party</keyword> go crazy. 
 
Lip-smacking snacks &amp; drinks 
What’s Holi without some yummy foodie delights? If you intend to treat your guests with traditional delicacies, you can’t miss the likes of dahi bhalla, kachoris, pakoras, gujiya, mal pua and laddoos. As for drinks, you can’t miss the classic thandai. Soft drinks and fruit juices are also perfect for a Holi party. Serve everything in disposable plates and glasses to avoid the cleaning mess. 
 
Colours &amp; water 
Colours and Holi go hand-in-hand; so get some good quality, eco-friendly and organic colours that don’t harm your skin. If you want to play a mess-free Holi, go for flower petals in varied hues, instead of using real colours. While your guests would love the exotic flower shower, you could save yourself from the colourful chaos caused by the gulal and abeer. Also, keep big buckets of water nearby – so that people can clean up easily before sampling the sumptuous festive food.

Festival
Of Colours: Are You Ready For Holi?

<img class="gwt-Image" src="/photo/24692286.cms" /> Shopping is a lively experience. While many do it as a stress-busting exercise, some do it because they just feel the need to buy. With the Festival of Lights just around the corner, most people are out on a shopping spree. But this Diwali could be a bit different for the majority of <keyword id="44446" type="PERSON" weightage="100" keywordseo="retailers">retailers</keyword> and <keyword id="1073727" type="UNKNOWN" weightage="100" keywordseo="e-tailers">e-tailers</keyword> across the country as they engage with a tech-savvy and digitally informed crowd. 
 Interestingly, not all shoppers are geeky millennials (born after 1980) looking for the coveted Gold iPhone or the Samsung Galaxy Gear smartwatch at mega-retailers. Instead, ‘digitally driven’ customers (who might have already done their research online) are invading every nook and cranny – right from top notch electronics outlets to sparkling jewellery stores and <keyword id="1915266" type="UNKNOWN" weightage="100" keywordseo="neighbourhood-shops">neighbourhood shops</keyword> who have stocked up on traditional Diwali ware including dry sweets, clay diyas, crackers and rangoli materials. 
 The domestic retail market in India is worth an annual $500 billion and about 45 million small merchants are now operating here. Yet, catering to a connected and high-spending consumer community is a big challenge, especially with so many big-box retailers, hypermarkets and e-commerce mammoths around. If you own a shop, a brick-and-mortar one, here are 9 quick-fix <keyword id="514572" type="ORGANIZATION" weightage="100" keywordseo="Tech-Solutions">tech solutions</keyword> that may help you drive in more customers this shopping season – without spending a fortune on branding, marketing or revamping your current outlet/s. 
 
Push your store online – the more eyeballs you get, the better 
Unless they know you are there, people can’t find their way to your business. Setting up a digital store only takes a few minutes, thanks to numerous e-commerce enablers like the SmartStore from Bigfoot Retail, Infibeam-run Build a Bazaar and more, all of whom offer DIY solutions. Then there are online marketplaces like Amazon India and Flipkart where SMEs can register as third party sellers/franchises and business is bound to boom. 
 
Leverage the location advantage – mobile is the watchword If you are selling designer diyas or sterling silverware in Delhi, not too many in Kerala will be interested. But trust the NCR crowd to turn up for the sale if you have done some <keyword id="1915279" type="UNKNOWN" weightage="100" keywordseo="geospecific-advertising">geospecific advertising</keyword> and <keyword id="1915281" type="UNKNOWN" weightage="100" keywordseo="geofencing">geofencing</keyword>. With the world going mobile and India no exception either, apps are aplenty to help shoppers find the best local deals – be it shopping, sightseeing, movies or dinner. As most people love to keep track of deals, coupons, product information and freebies, it makes sense to leverage the location advantage and hook your local customers via mobile. 
 Local promotion will also turn big on <keyword id="6354632" type="COMPANY" weightage="100" keywordseo="Social-media">social media</keyword>. For instance, Twitter will soon allow companies to promote tweets to people who are near specific latitudes and longitudes. You can also take a call on Big Data analytics that will give you access to demographic details, shopping patterns and social behaviour – so that you can send most relevant marketing messages. 
 
Enhance In-store experience – build a ‘physical’ Web 
This may take some time and a little investment, but works well in the long run. The mantra is to create a ‘physical’ web that replicates one’s online experience within the brick-and-mortar outlet. An amazing example is the recently launched Android Land store in Bangalore and NCR. Set up interactive kiosks for product browsing, comparisons and access to consumer reviews; provide in-store inventory search and finally, allow customers some hands-on time to understand product functionality. Put together, it will feel like a seamless navigation between Web and physical environments, done interchangeably to meet one’s shopping needs. In case you are running a hybrid model, offer a bouquet of services that will combine both online and offline features. 
 
Speed up shopping with a smile – tech tools can help 
Unlike the previous breed of shoppers, the current lot doesn’t shop by printed specs or gut feelings. In fact, you are sure to find one or the other spending ages on the smartphone or tab, comparing features and pricing. Another could be walking around the store, trying to track you via Google Maps. And those deep into social shopping could even try and get peer reviews before making a purchase. 
 
Not all shoppers will go to that extreme, but many feel irritated if they are hurried by human assistants before their personal browsing is over. Keep a discreet distance till then or better still, provide some technology touch points to speed things up. Your sales staff can be on the floor with handheld devices through which they can accept payments and assist people with product search, specs comparison and more. Or how about self-help barcode scanners like iScan that allow customers scan their merchandise? It means they need not spend time in check-out queues as their purchased items are scanned and billed automatically. 
 
<keyword id="1468988" type="UNKNOWN" weightage="100" keywordseo="Showrooming">Showrooming</keyword> hurts – but this TV commercial has a solution 
We recently came across a TVC that shows a young couple hurrying out of a store (presumably to find better pricing elsewhere) and the sales person asking them back. He then displays a full price comparison on a handheld device and proves that the store offers the best deal. What the couple did is popularly known as showrooming – the act of checking out a product in a store and then buying it online for a lower price. According to a recent IBM study, it is a growing trend in the country and there is a higher incidence of showrooming in China (26%) and India (13%) than in the US (7%). 
 
Although it hurts most retailers, there are ways to curtail it – in the same way the TVC suggested. The trick lies in creating an exciting customer experience through hi-tech tools, hands-on product experience and personalised services. In brief, retailers must understand consumer interests and expectations in a bid to develop curated experience for all. And a well-aligned, multi-channel approach (Web, mobile, tab and physical store) is the way to win today’s consumers who love convenience over everything else. 
 
Cash and swipe are last-century relics – go for <keyword id="1915270" type="UNKNOWN" weightage="100" keywordseo="mobile-PoS">mobile POS</keyword> 
For small-format consumer retail, mobile payment can be a great option as it has greater acceptability among young shoppers, does away with checkout queues and helps one handle just about any transaction anywhere. Business owners can also accept payments via credit/debit cards without paying high transaction fees. You only need to pay the m-payment enabler, which is usually a small percentage of each transaction. Although Near-Field Communication (NFC) is the best bet for m-commerce till date, a whole lot of home-grown companies are now providing cost-effective software solutions/apps that can turn even a simple feature phone into a POS terminal for swiping credit/debit cards or even for some simple bank transactions. 
 
Showcase things upfront – it speaks of integrity 
That’s the best way to win customer loyalty in a highly competitive scenario. Don’t just say you are the best in the town – prove it with your products and services. Amazon is the role model here – even for those retailing offline. After all, business values like speed, efficiency and transparency can boost your venture no end. What’s more, there are cool tools to prove it to your customers as well, as e-tailing major Myntra.com has recently showcased. During its Diwali sale, the e-commerce site was offering special prizes for top spenders and had in place a real time leader board – so that customers can track their positions online and find out if they had won. Apple does the same when a deal is going in iTunes Store and the message is clear enough. A transparent model puts your customers in the driver’s seat and shows you have a cherish-worthy value system. 
 
To stay ahead of competition – re-invent your business 
Every business has its quirky moments and out-of-the-box thinking (even with some risk elements) can really get the market going for you. Take a hint from fashion e-tailer Yebhi.com or online jeweller CaratLane.com, both of whom offer a try-and-buy service and bring home the store experience. Lenskart.com has gone one step ahead – it not only offers home try-on, but will also get your eyes tested at your doorstep. 
 So think differently about your business. You should be ready to give something new to your customers every 6-8 months. <keyword id="3670298" type="UNKNOWN" weightage="100" keywordseo="Small-retailers">Small retailers</keyword>, too, can think along new lines which can gain them good traction. For instance, a local grocery shop we knew in Bangalore used to mail new recipes every Sunday if people ordered from the store and that worked out fabulously. 
 
Meet your customers fast – you need to build a relationship 
That’s what Yelp’s Jeremy Stoppelman did and he did it face to face to understand what kind of people were using the revamped Yelp and what they were looking for. The company still holds these get-togethers, but you can keep things simple and do it via social media. 
 
That’s one must-not-skip strategy exercise nowadays as brands are built through storytelling and connected customers want to get involved in a meaningful way. It means they want to share their stories, opinions and insights which are both relevant to your business and a pronounced assertion of their own self. So keep your finger on the social pulse and build your business around it to ensure crowd following.

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