sustainable diwali

Can conscious celebrations ever be a campaign narrative for Diwali?

As brands rolled out their Diwali campaigns this year, family, gifting, and nostalgia dominated the storytelling. This raises a question: can conversations around air quality, responsible celebrations, and sustainability find a place in festivities, or is that a space brands are hesitant to enter? With green crackers slowly gaining traction and consumer awareness evolving, creative leaders weigh in on whether conscious celebration presents a real creative opportunity.