Diwali 2024: Building Brand Loyalty Through Cultural Engagement

Cultural Impact of Diwali on Global Markets

As Diwali 2024 shines on October 31, brands have an unparalleled opportunity to create connections that go beyond seasonal advertising. Known as the Festival of Light, Diwali is more than just a holiday—it’s a profound celebration rooted in Hinduism, symbolizing light over darkness, wisdom over ignorance, and community over isolation. For brands, I believe that Diwali provides a way to communicate in a meaningful way, to reach the audience personally and authentically in a way that transcends India.

Diwali: Blending Tradition and Modernity

Diwali commemorates the return of Lord Rama to Ayodhya after defeating the demon lord Ravana – a story drawn from the history of Diwali celebrating victory over adversity. The story has become a celebration of unity, tolerance, and new beginnings—values ​​that resonate with Hindus and Gen Z alike. In fact, Spotify found that 70% of Gen Z are attracted to brands that advocate for inclusion and social justice. The Festival of Lights provides brands with the perfect venue to embody these values ​​with authenticity and impact.

Personal Connection

For me, the meaning of Diwali lies in its intimate rituals: lighting candles, sharing Diwali sweets, and family gatherings. These are times of clarity and renewal, informally connecting with Gen Z’s attitudes towards mental health, as Deloitte’s 2024 report shows that almost half prioritize first products that support health. Lighting candles, sharing sweets, and coming together are not just rituals – they are acts of self-care and connection. Brands such as Apple and Louis Vuitton have recognized this potential, launching campaigns across Hindu communities and emphasizing themes related to relationships and well-being during this auspicious festival.

The Power of Nostalgia to Connect

If I’ve learned anything, it’s that nostalgia is more than an emotion; it is a powerful connection, especially during Diwali. The Festival of Light taps into our desire for familiar experiences that promote comfort and joy. McKinsey reports an increase in nostalgia-driven buying during the COVID-19 era as people look to their past for inspiration. Psychology Today emphasizes that traumatic experiences create hope, security, and social connection—all qualities that are embedded in the spirit of Diwali. Mintel’s 2023 report also shows that 70% of millennials find comfort in nostalgic stories and traditions. It is refreshing to see former British Prime Minister Rishi Sunak openly celebrating Diwali as he did last year outside 10 Downing Street with his family, respecting the universal values ​​that the festival stands for. The timeless traditions of Diwali offer markets a rare opportunity to connect with people who value culture and luxury.

Accepting Input and Global Appeal

Diwali is a powerful platform to promote inclusion and celebrate cultural diversity. For example, Starbucks has embraced Diwali by creating welcoming spaces that honor the holiday and build cultural bridges. Leading luxury brands like Christian Louboutin and fashion names like Valentino have infused the spirit of the Festival of Lights into their designs, showcasing Indian creativity in a way that appeals to a diverse audience. According to Accenture, brands that prioritize inclusivity and cultural appreciation enjoy greater customer loyalty. Google’s annual Diwali game with traditional lights is another example of how small gestures that honor Diwali traditions can make customers feel appreciated and valued.

Building Eternal Resonance

Diwali is not just a seasonal opportunity – it’s a way for brands to promote sustainable, culturally relevant connections. Sharing sweets on Diwali, for example, symbolizes giving and unity, values ​​that are widely spoken during the festival. Gucci’s Diwali-inspired collections and Estée Lauder’s campaigns show how heritage and creativity can come together perfectly, appealing to a global audience. When brands approach Diwali authentically, they create long-lasting relationships with consumers who value heritage, inclusion, and telling meaningful stories rooted in Hinduism.

As Diwali approaches, brands have an opportunity to reflect values ​​that touch deeply: kindness, tolerance, unity and respect. The spirit of Diwali—light overcoming darkness—is an invitation for brands to engage deeply, honoring traditions that evoke joy, compassion and empowerment. This year, I believe that Diwali can be more than lights and sweets; it can be a moment for brands to uplift a community and leave a lasting impact.

We wish everyone a happy, joyful and meaningful Diwali 2024.

Named Esquire’s Influencer of the Year, Jeetendra Shehdev he is a media person, international speaker and New York Times bestselling author, The Kim Kardashian Principle: Why Selling Shamelessly (and How to Do It Right.)