Diwali

Coke Ad Celebrating The Diwali Season

November 4, 2018 General
Coke - Diwali Diya

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!

Light up Your Life

October 19, 2006 General

Happiness comes in different hues; each appealing to the individual according to his taste and culture. The season has arrived when rains have retreated to the blue clouds, the breeze has begun to blow again and the sun was never so bright. Diwali or the festival of lights is the occasion for spreading happiness. In other words it means living a life which is quite in contrast to our daily mechanical routine.

There are many aspects to this gladness which appeal to my heart the most. Much like the assuming estranged friend who suddenly comes up from behind and pats like a true companion while inquiring about my professional life. Perhaps like the charming young lady on the station who drapes herself in exquisite apparels everyday and always manages to catch my attention, walking with her friends. Or it can be the foreigner in the office today, who was informed by some of his Indian bedfellows to celebrate Diwali by bursting water balloons instead of crackers, until he was counseled by us. The poor man’s perplexed look on the face notwithstanding, I had a good laugh. Nevertheless, as an annual custom, I share sweets and homemade stuff with my colleagues which brings immense cheeriness to my heart and every body’s invited to this gala fete.

While the city of dreams is cloaked in smoke, dust and cacophony, I will be cooling my heels in the quite and wintry environs of the outhouse; my Diwali getaway in the faraway corner of Nasik city. This is a true opportunity to break my ties with the outside world and sync with mother nature in the true sense of the word, living a life of a slow and steady sometimes like a lazy tortoise. A welcome break from the scorching speeds of this fast city. So till the time we meet again, I wish my friends and fans, a very Happy Diwali and a Prosperous New Year. Spread the light of joy and shun the darkness of hatred this year.

My Diwali 2005

November 4, 2005 General

Diwali 2005 It has become a routine affair for me and I have sort of given it my full support. I escape from all the cacophony & smoke of Mumbai to my hideout in the tranquil arms of Nasik (pronounced ‘Nashik’ in Marathi). My hideout is an apartment in the outskirts of the pilgrimage city – around 7 kms from the heart – in a secluded sleepy village called Gangapur. It’s a sprawling project called Tulip Eden and the builder told me it has now become known in local circles as ‘Eden Gardens’ (he’s also contemplating changing the name of the project). As long as it has no relation with the sound and spree associated with the cricket ground in Kolkata, I am happy. The only problem that I have found while visiting Nasik is the travelling. It’s difficult to sit on one place for 4 hours and getting sleep is another challenge which I face.

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