ASIA PACIFIC – November 8, 2013 – Festivals are a time of merriment and delight, but there is always an underlying meaning to the celebrations. Lowe Lintas highlighted this in their Idea Diwali campaign, which sought to make people reflecton the real meaning of the festival.
"At the heart of every festival lies a metaphor or message that reassures people of the power of good over evil. It is the same for Diwali," Lowe Lintas explained in a press release.
Subramanyeshwar S – National Planning Director, Lowe Lintas, shared, “Festivals are imbued with deep inner significance and each festival in India is a multifaceted celebration. They provide us a time break from normal routine and have a colorful time. A time for cultural exchange of views that build social relations which lead to unity among the people. Every festival in India has its own meaning and is related beautifully to life, and brand Idea believes in raising the bar with its own take on that meaning adding to the happiness all around. An idea on Diwali significance is one more in our continuing series.”
Diwali signifies the triumph of righteousness over treachery, of truth over falsehood, and light over darkness. Where the celebration of killing the ten headed demon actually means killing the ten demons in you; namely kama vasana (lust), krodha (anger), moha (attachment), lobha (greed), mada (over pride), matsara (jealousy), swartha (selfishness), anyaaya (injustice), amanavta (cruelty), ahankara (ego).
"Idea believes this festive season what we should really celebrate is our ability to kill the ten headed Ravan that resides in all of us," they said.
For the campaign, Lowe Lintas conceptualized a TVC in which a cab driver battles with his conscience. When a passenger leaves a fancy phone behind, he is tempted to keep it for himself. In the end, something inside him shifts, and he answers the owner’s calls and reveals his whereabouts.
He comes home to a well-decorated home, where his family is already celebrating Diwali. His wife likens his arrival to the return of the victorious Ram, having killed his Ravan.
"This killing of his inner ‘Ravan’ and having championed the victory of good over evil, righteousness over treachery, of truth over falsehood, and light over darkness, is the idea that changes his life," Lowe Lintas said.
Credits
Creative: Arun Iyer, Ashwin Varkey, Jaywant Dabholkar, Subodh Menon, Sarfaraz Siddiqui
Business: Raj Gupta, Satish Ramanathan, Sachin Pandirkar, Murali Krishnan, Sneha Saha
Planning: S. Subramanyeshwar, Sridevi Nair, Sayan Som
Production House: Lintas Productions – Anil Naidu, Yogesh Dixit, Tulika Sodera
Director: Anaam Mishra
