In the United States, there's a sense that Diwali is on the cusp and gaining critical mass. Harsh Kapadia is CCO for MRM East, and having lived in New York since 2019, he's observed a definite shift in terms of broader society. Having said that, he thinks that many brands are still sleeping on an enormous opportunity.
"This year's Diwali comes at an interesting time where Indian culture is having a "moment" globally," he says. "India is dominating the Cricket World Cup, and in the U.S., Diwali is becoming more mainstream with New York City declaring it an official public school holiday as a testament to change.
"While this is true, there's still progress to be made in the U.S. with brands celebrating Diwali with the Indian diaspora in an authentic way. U.S. advertisers are in the throes of traditional "holiday" advertising in November/December, but there remains a huge opportunity to dedicate a focus on Diwali. America's Indian diaspora is the one of the largest in the world, with a massive purchasing power. Indians will spend good money on Diwali (in both celebrations and gifts), and for those in the diaspora it's a time where everyone wants to be in India or at least feel they are. Adding to the case, 43% of Indian Americans engage better with advertising shown alongside culturally relevant content. Brands can gain high loyalties if they build connections during this time."
At street level, Harsh says that New York has certainly been lighting up ahead of the festival. "This year, in New York, I've noticed an increased Diwali presence in retail - such as a pop-up clothing store that was followed up with targeted marketing. Hudson Yards also hosted Diwali celebrations that coincided with the backdrop of early holiday light decorations, which are perfectly fitting for the festival of lights. There are so many more untapped opportunities for brands to build meaningful connections during the celebration, especially as emotions and FOMO are high for members of the diaspora who aren't celebrating the holiday in India."