Coke Ad Celebrating The Diwali Season

There are instances of TV commercials which have endured the test of time. Some have been influential through a combination of visual appeal and a haunting melody (jingles) & yet there are some ads that have forever changed our perception of products and are considered iconic today. But there’s one commercial made by Coke for Canada which has appealed to my creative tastes ever since I first saw it around 2015-16, and I’m certain it will also resonate with individuals who have chosen to settle elsewhere and miss their loved ones during the festive season.

It’s never futile to embark in decoding the diverse cultures of India, to discover its colourful and vibrant celebratory traditions which are out in full glory during the festivities. The most vivacious of them is Diwali, or famously called the ‘festival of lights’ which starts from today. It’s when neighbourhoods across the subcontinent will light ‘diyas‘ (an earthen lamp), dangle radiant lanterns outside their homes and honour the tradition by lighting crackers; often loud but never lacking in its radiance, and of course, partake homemade sweets and other delicious delicacies. It’s the occasion for bonding with loved ones, the likes of whom have been lost to time, and some to the unfortunate rift as they settle in far-away places for a better future.

This Coke Diwali ad featured on the Facebook page of Coca-Cola Canada with the caption “What Makes Diwali in Canada a #HappyDiwali?” capturing the emotional longing of countless people during Diwali and the role Coke plays in bringing lost souls together. The realism in the messaging imagined through a long-distance call in recounting the sentiments of love perfectly drive home the point. Its reproduction in Hindi and Punjabi languages further adds to its mass appeal and the music makes it particularly surrealistic, sincere, and subliminal. On that wonderful note, I want to wish you all a prosperous and a cheerful Happy Diwali. Have loads of fun!