Globally celebrated tea brand Samaara Tea launches their Diwali campaign for 2020 called #DiwaliWahiKhushiyaanNayi. 

In their three-part campaign films, Samaara Tea is tapping into the emotions of their consumers who would come together for the festivities and enjoy a cup of tea, if not for covid-19. The pandemic outbreak has only distanced everyone geographically, but not emotionally and with their #DiwaliWahiKhushiyaanNayi campaign, Samaara Tea wants to emphasize on the bond one shares with their family, friends, and loved ones despite the challenges. 

The campaign videos have been curated by Gemius Design Studio, a Surat-based creative and digital agency. 

The films walk us through distinctive memories and nostalgic moments of a doting father recalling his Diwalis spent with his daughter, the one friend who is always looking to reunite with his childhood buddies, and the aunt excited to attend Diwali parties every year.  

Tugging at your heartstring’s, these films will ingeminate the message at focus which is, even though the times are uncertain, the bond you share with your loved ones, and the emotions involved remain unclouded and “Kadak” like Samaara’s cup of tea. 

“Diwali is one of India’s biggest festivals and it’s difficult to comprehend that so many people can’t celebrate it with their loved ones. We wanted to share the warmth of the festivities even though we’re all geographically distanced from each other and are only connected through the internet. We’re hoping the message translates and our audience loves the films” expressed Dheer Shah, founder of Samaara Tea.

Speaking on the campaign idea, co-founder of Gemius Saurabh Pacheriwal said, “The campaign will run for 10 days and the idea is to connect with the core audience through these films, especially ones who are living away from home and cannot meet their loves ones for Diwali. All of us need some festive warmth and that is what we’re trying to do this #DiwaliWahiKhushiyaanNayi.”