Redefining inclusivity for Diwali: The triumph of goodness over polarisation

Saumya Baijal

Virtue’s Saumya Baijal says Diwali is as much about its festivities as it is about celebrating the trademark goodness in the hearts of Indians and that goodness must be leveraged to have larger intersectional conversations for long-term growth.

This article is part of a Spotlight series on India's festive marketing. Read more

Diwali is the largest and most widely celebrated festival in India and, therefore, naturally the most invested in. Brands have, over time, recognised its criticality and shifted focus from only having tactical conversations to having brand-centred conversations.

But beyond the pomp and show, festivities and joy, there is something much deeper about Indians that it unlocks – the inherent goodness of Indians (“acchai”) and willingness to not just accept but celebrate the different and diverse.

The warmth and goodness that Indians are known for is...

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