Culture & Lifestyle /
Coca-Cola Canada Launches Diwali Campaign
Diwali is just around the corner and from a commercial standpoint, it’s one of the busiest times of year for brands and retailers in India.
Most companies release special Diwali advertising campaigns and centre sales and promotions around the Festival of Lights. But marketing usually targets the Indian sub-continent itself and even mutli-national brands tend to remain region specific.
But Coca-Cola Canada’s new commercial celebrating Diwali seems to be changing that. It is the brands first Diwali campaign targeting a market outside of India, created specifically for the South Asian community in Canada.
The advertisement, uploaded to the Coca-Cola Canada Facebook page with the caption “What Makes Diwali in Canada a #HappyDiwali?” is available so far in Hindi and Punjabi.
With diyas, rangolis, laddoos and other goodies, it invokes some warm and festive Diwali imagery. The narrative and jingle speak to being away from home and family mixed in with familiar refrains of long distance calls with relatives.
The commercial features festive Diwali imagery.
Photo Credit: Screen grab from video via Coca-Cola Canada Official Facebook page
Photo Credit: Screen grab from video via Coca-Cola Canada Official Facebook page
Coca-Cola regularly runs festival and community specific advertising in different countries, like its Ramadan specific campaign that ran in Indonesia last year or the Chinese New Year advertisements from earlier this year. But this is arguably the first time the food and beverage giant has specifically targeted a diaspora community.
In fact, according to the Globe and Mail, an increasing number and wider range of companies in Canada are taking multicultural marketing to mainstream levels. With one in five people in Canada born elsewhere (according to Statscan's 2011 National Household survey), big brands including companies like Clorox Canada, Kruger and Jergens Canada have been allotting more revenue to community or language-specific advertising.
And with Canada being home to one of the largest South Asian populations outside of the home countries, there’s no denying that Coca-Cola’s Diwali campaign is a very smart marketing strategy, with the added benefit of positioning the company as culturally aware and sensitive.
Watch the Hindi version of the ad:
(function(d, s, id) { var js, fjs = d.getElementsByTagName(s)[0]; if (d.getElementById(id)) return; js = d.createElement(s); js.id = id; js.src = “//connect.facebook.net/en_US/sdk.js#xfbml=1&version=v2.3”; fjs.parentNode.insertBefore(js, fjs);}(document, ‘script’, ‘facebook-jssdk’));
What makes Diwali in Canada a #HappyDiwali?
Posted by Coca-Cola on Thursday, November 5, 2015
and the Punjabi version and weigh in with your thoughts.
(function(d, s, id) { var js, fjs = d.getElementsByTagName(s)[0]; if (d.getElementById(id)) return; js = d.createElement(s); js.id = id; js.src = “//connect.facebook.net/en_US/sdk.js#xfbml=1&version=v2.3”; fjs.parentNode.insertBefore(js, fjs);}(document, ‘script’, ‘facebook-jssdk’));
What makes Diwali in Canada a #HappyDiwali?
Posted by Coca-Cola on Thursday, November 5, 2015
Main Image Photo Credit: Screen grab from video via Coca-Cola Facebook Page
Dilshad Burman
Author
Dilshad Burman is an award winning TV host and Canadian media personality. Born in Mumbai, India, she was surrounded by its creative energy and grew up with a passion for music, film and television. While completing her Bachelor of Arts in English literature from The University of Mumbai, she i...
COMMENTS
YOU MAY ALSO LIKE
-
The Coronation Of King Charles III Was A Global Desi Affair
-
Ask Dr. Monica Vermani: My In-Laws Introduces Our Kids As Their "Adopted" Grandkids
-
Ask Dr. Monica Vermani: Help! My Office Romance Wants To Keep Us A Secret
-
The Dishes That Asha Bhosle Wants You To Try At Her Resto Asha's In Dubai
-
Ask Dr. Monica Vermani: My Rude Friend Is Mortifying!
-
The Nita Mukesh Ambani Cultural Centre Is Just What India Needs
-
Tour The World At Dubai's Amazing Global Village
-
The Hunt For Amritpal Singh: What Exactly Is Happening In Punjab?
-
Ask Dr. Monica Vermani: I Had A Miscarriage And Our Family's "Be Grateful" Sentiments Really Hurt
-
Indiaspopup.com Hosts A NYC Power Summit Honouring 5 South Asian Women For IWD 2023
-
Ask Dr. Monica Vermani: Help! My Underage Nephew Expects Me To Buy Booze For Him
-
Warm Up To The Fusion Delights Of Ushna in Dubai
-
Ask Dr. Monica Vermani: My Boyfriend Is Pressuring Me To Attend His Sister's Wedding But I Can't Afford It
-
IWD 2023: 11 Inspirational Quotes From Powerful South Asian Women
-
Ask Dr. Monica Vermani: Help! My In-Laws Are Giving Me The Cold Shoulder
-
7 South Asian Female Fitness Pros Who Will Level Up Your Workouts
-
Why Seattle’s Anti-Caste Law Is An Historic Power Move For Human Rights
-
Ask Dr. Monica Vermani: My Brother Doesn't Think My Aging Mom Should Stop Driving But I Do!
-
Zabardast Serves Up Delish Desi Delights
-
Ask Dr. Monica Vermani: Help! I Need To Move Out Of My Parents' House
-
We Tell You Why Now Is The Perfect Time To Invest
-
5 Ways To Build A Great Relationship With Yourself This Valentine's Day
-
Ask Dr. Monica Vermani: Help! I Can't Stop Shopping!
-
Ask Dr. Monica Vermani: I Can't Say No To People Without Feeling Guilty
-
Let’s Talk … About Your Relationship with You!
-
This Is Why Amsterdam In The Winter Is Simply Wonderful
-
Dear Dr. Monica Vermani Being Back In The Office Is Giving Me Anxiety
-
Indian Afternoon Tea At Bobby's In Leicester UK? Yes Please!
-
Dear Dr. Monica Vermani: Help! My Ex Tells His Friends His Cheating Is My Fault
-
Travel The World With Tamarind Modern Indian Bistro's Global Cuisine
-
Ask Dr. Monica Vermani: Winter Depresses Me, What Do I Do?
-
Ask Dr. Monica Vermani: How Do I Tell My Parents I Don't Want To Go To Business School?
-
Fabulous Holiday Gifts For Kids
-
Why 'Heroin Chic' Is A Dangerous Trend For South Asians
-
Highlights From The South Asian Literature And Arts Festival (SALA)
-
Ask Dr Monica Vermani: Her 5 Break Up Rules You Should Know
-
Roti Chai Is The Perfect Eatery To Hit Up While Christmas Shopping
-
I Loved Visiting This Quaint Town Of Bath
-
Indian Alley Brings Delhi's Iconic Roadside Eats To Camden Market
-
This Is Why Mauritius Is A Traveller's Dream
-
"Making Happy" By Sheetal Seth Is The Book Kids Need When Their Parent Is Sick
-
International Day Of The Girl: How Women Of The Sundarbans Are Saving Their Girls
-
The Murder Of Mahsa Amini: Will The Global Outcry Make A Difference?
-
South Asian Literature And Art Festival Is Bringing Together The Biggest Names In SA Lit And Here's Why You Need To Go
-
Canada's Most Powerful Women Were Celebrated At The Women Empowerment Awards 2022
-
It's All About The Home Cooked Veg Goodness At London's Ananda Bhavan
-
What Exactly Is A NFT And Why We Need To Stop Ignoring It
-
TIFF 2022: Checking Out The Fabulous Bask-It-Style Gift Lounge
-
Gopal’s Corner Blend Malaysian And Tamil Cuisine Creating An Unforgettable Bite
-
We Celebrate National Wildlife Day With Our 5 Fave Sanctuaries In India
-
Canary Wharf Heats Up Your Palate With Chai Ki
-
Ready To Find Your Match? You'll Need These 4 Desi Dating Apps In Your Life
-
Where Does Hinduism, Islam & Sikhism Stand In The Abortion Issue?
-
Never Forget: 12 Movies & Books To Help You Continue The Partition Conversation
-
From North To South London's Award-Winning Bayleaf Restaurant Elevates Indian Cuisine At Whetstone
-
Here's Why I Fell In Love With The Sea Views Of Southampton and Portsmouth
