Campaign Face Off: Max Fashion’s #DiwaliKhushiyonWali v/s Pantaloons’ #DostoWaliDiwali

Diwali Campaign face off
Brand Saga

In this campaign face-off, the experts appraise Max Fashion and Pantaloons’ Diwali campaigns, sharing which brand significantly managed to get the festive vibes right.

As the festival of lights nears, marketers roll their sleeves to get the best deals and adverts out. Max Fashion and Pantaloons too joined the Diwali bandwagon and rolled out “Max Diwali Khushiyo Wali” and ‘Dosto Wali Diwali’ respectively. A look at both the Diwali campaigns.

Max Fashion ‘Diwali Khushiyo Wali’

As a part of the campaign titled ‘Max Diwali Khushiyo Wali’,  Max Fashion has released two new TVCs that have been conceptualized by Wunderman Thompson lead by Senthil Kumar and directed by Vivek Kakkad, celebrating the essence of relationships.

The films have been derived from insights about real relationships and revolve around the brand’s role in accentuating joy in the little moments of life. While one of the films captures romance that transpires between a couple, the other has a mischievous undertone to and appeals to children.

The core messaging of the campaign is. this Diwali, be festive ready with a dazzling ensemble from Max Fashion.

With the hashtags #MaxDiwaliKhushiyoWali and #MeriWaliDiwali, Max Fashion asked consumers to share their story of moments that make Diwali the celebration it is on Facebook.

Playing hop-scotch around the rangoli is what Diwali is all about. Hoping to not mess it up, and then messing it up… All…

Posted by Max Fashion on Sunday, 13 October 2019

Diwali and shopping go way back, Diwali shopping meant buying way too many diyas and then sitting to paint each one of…

Posted by Max Fashion on Sunday, 13 October 2019

Pantaloons’ ‘Dosto Wali Diwali’

This thematic campaign conceptualized by Ogilvy for Pantaloons is based on the premise that Diwali is always celebrated with loved ones. The 360° campaign is amplified across TV, print, outdoor, digital and radio. Additionally, all of the Pantaloons stores have come alive with festive themed windows.

Today, the youth from small towns move to bigger cities in pursuit of their dreams and live away from their families. For them, their friends are family. The commercial captures this insight with a story of friends who decide to celebrate the festival even before Diwali and showcases Pantaloons’ new festive collection that is perfect for ‘Doston Wali Diwali’

Pantaloons roped in few fashion influencers to endorse its vibrant range of festive collection to promote their Diwali range.

While both the brands have integrated the product values and rationale with a mandatory Diwali wishing in their respective campaigns, we turn to our experts who analyze the thought processes further.

Also Read: Making Diwali, Tanishqwali Diwali one campaign at a time

Experts Take:

Sameer Makani, Co-founder & Managing Director, Makani Creatives

Brands today have reached a stage where they understand that to create a large recall value a campaign must integrate an emotional story. Both the campaigns have a good storyline but Max’s campaign stands out as the concept is relatable and leaves the viewer with a smile on his face. While the storyboard of both the campaigns manages to connect with the Indian audience, Max’s campaign looks fresh with a new approach as compared to Pantaloons that showcases a concept that has been seen before.

Porus Jose, Creative Head, IdeateLabs

Here are two fashion brands running neck and neck, putting everything they can into what looks like ‘how not to end up last’. I don’t see how either of the films will stand out in the clutter. Both communications are predictable and feel a little unreal. But sometimes, what an average script can’t do, the execution can more than makeup; and take it to a different level.


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