Diwali just like Christmas is inherently bursting with festivity, joy and community celebration. With evolving urbanization, GIFTING as a behavior was on a decline as people were not celebrating the festivals socially any longer. The goal was to arrest this change in social fabric & identify a BIG CAUSE that could create a movement where Urban India steps out of their social-media stupor to GIFT Diwali to those who are away from the spirit of Diwali. Hence, create a BIG Gifting opportunity that unites the entire country as one big family that celebrates the biggest festival of Diwali together

We engineered real-time journey of people’s wishes to travel the country to finally reach Indian borders. “People powered truck of wishes” were carriers of 1Mn wishes & connected the isolated soldiers guarding the remote war prone borders to his larger family, his motherland. Special trucks in its 10 day journey across 23000 Km collected wishes and gifts from all around the country ranging from the common people, celebrities to social media influencers. These messages were delivered along with celebrations boxes & for the first time allowed our soldiers to celebrate a festival which they were missing out upon for years.

LCK pulled in celebrities at Zero cost, drawing PR mileage worth nearly 1.3MnUS$. More than 70000seconds on air, making it the first brand- activation to be covered live on NEWS by Leading Anchors and Reporters. Strong use of social-media gave 21Mn impressions, resulting in huge participation & organic trending nationally.

Celebrations sales showed a healthy growth of 17%, & the mind-measure on ideal gift went up by 30%. Key measure on “intent to gift” went up by 25%.

Daresay, we motivated our PM to visit Army base- Siachen and convey the nation’s support, appreciation & Diwali greetings to the soldiers