India – Smartphone brand vivo in India has released its campaign for Deepavali or Festival of Lights which takes the theme of the ‘Joy of Homecoming’.
Created in collaboration with Dentsu Impact, the creative agency from the India division of dentsu international, the film aims to address the need of treasuring special moments through encapsulating the role of smartphone photography in rekindling the ‘joy’ of connections and elevating the festive cheer.
Starring the Bollywood actor Kanwaljit Singh, the ad film starts by showing the ‘loneliness’ of an old man whose entire family has moved out, allowing travelers to rent his house for short stays. It then transitions to showing a young man who has decided to get away from the polluted city life, arriving at the old man’s house to celebrate Deepavali. An emotional roller-coaster, the film ended on a happy note, uniting the old man and his family.
Nipun Marya, the director of brand strategy at vivo India, shared that the campaign aims to bridge the emotional and physical distances between families and spread happiness through smartphone photography.
“At vivo, we understand that technology is an enabler for the joy in our lives, and through this campaign, we want to celebrate homecoming and rekindle the joy of connection,” said Marya
For Anupama Ramaswamy, Dentsu Impact’s managing partner and national creative director, Deepavali is a very apt occasion to send out the message of strong bond, as it is about celebrating the coming home of children after a long period of time.
“What really tugs at heartstrings is the song that accompanies each moment. It has been carefully composed to highlight every emotion – ‘happiness’, ‘sadness’, ‘laughter’, and tears. The lyrics have also been written from the heart, each word flowing seamlessly into the next to tell us that memories have the ability to bridge any distance and pull anyone back home. And vivo, with its high-quality camera, is the perfect tool to stir these memories via the power of pictures,” said Ramaswamy.
The campaign has rolled out across mainline and digital platforms.
