The 74-year-old festival decentralises its 2027 edition, introducing a unified credential, public city exhibitions, and an expanded €3m accessibility fund.

The brand uses festive storytelling, influencer engagement and a limited-period product offer to encourage men to adopt a daily skincare routine.

The omnichannel watch retailer uses a family celebration to position watches as personal gifts that reflect relationships, individual tastes and lasting memories.

The nationwide initiative uses music, an AI-generated film and public activations to encourage women to make breast awareness a regular practice.

Explore how D2C brands can drive festive growth through smarter search strategies, creator marketing, AI, quick commerce and performance-led campaigns.

Amazon India and agency Schbang have released a Diwali campaign starring brand ambassador Ananya Panday, inspired by her viral sparkler packet video.

The beverage brand uses music-led storytelling and a festive coffee gift set to position zero-added-sugar indulgence as an alternative to traditional celebrations.

Rohit Dadwal explains how MMA’s Movable Middle data makes a case for sharper spending, but marketers and agencies must prove they understand how advertising drives growth.

JSW Dulux is using colour-led storytelling to introduce its uber-premium interior emulsion, highlighting the role of design and craftsmanship in defining luxury.

Featuring Anoushka Shankar, the High Jewellery campaign uses India's spices, memories and craftsmanship to explore identity, confidence and personal rediscovery.

Featuring Zayed Khan, Azaan Ali and their extended family, the campaign uses real relationships to explore individuality, contemporary masculinity and personal style.

The campaign positions jewellery as an expression of individuality and personal choice, encouraging women to include themselves in their festive celebrations.