India — Traditional Indian sweets brand LAL has launched its new Diwali campaign, ‘Is Diwali Banaye Har Rishte Ko Khaas’, which highlights the spirit of togetherness and kindness that defines the festive season.
Conceptualised by Zero Followers, the campaign film is set in a lively family home preparing for Diwali. As relatives enjoy a game of antakshari, an electrician works in the background, stringing up festive lights. The story unfolds around the warmth of shared moments, as the electrician hums a tune that draws everyone’s attention, symbolising how music and celebration can bridge social gaps.
The video also established a heartwarming moment wherein the father of the family notices the electrician’s contribution and offers him a box of LAL Mysore Pak, reflecting the campaign’s theme of inclusivity and generosity.
Speaking about the campaign, Prateek Athwani, managing director and CEO of LAL, said, “At LAL, we believe that sweets are much more than just festive treats; they are an integral part of the bonds that unite families and communities, especially during Diwali. This festival is rooted in togetherness, tradition, and shared joy, where every sweet symbolises love, gratitude, and the sweetness of relationships.”
Prateek added, “Our campaign, ‘Is Diwali Banaye Har Rishte Ko Khas,’ celebrates this very essence of how a simple box of sweets – especially LAL Mysore Pak – can turn moments into memories and strengthen the ties that make Diwali truly special for every home.”
The campaign also reinforces LAL’s long-standing message, ‘Yeh Mithaas Hai Kuch Khaas’, reflecting how sweets can make every moment meaningful. The campaign will run across digital and social media platforms throughout the festive period.
