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Diwali – The Festival of Lights serves as the Holiday Season kick-off for Indo-Canadians

Written by Manny Kang

September 22, 2022

Known as the Festival of Lights to most across the globe, Diwali (or Dipawali) is a very important holiday for South Asians. Diwali represents the victory of good (light) over evil (darkness) and is celebrated in the modern day by lighting clay lamps, turning on all interior/exterior residential lights to commemorate this spiritual victory and much more. Diwali arrives on October 24, 2022, and the festival will lasts five days. In preparation, many families will do a deep clean of their homes, book family gatherings/parties, wear their finest attire, enjoy the best foods, and celebrate with fireworks to illuminate the night sky. 

In recent years, we have seen several North American brands include a Diwali message to show support for their own multi-cultural workforce and to send best wishes to the celebrating South Asian community. Growing up in Canada, I have many fond memories of the times leading up to Diwali and the “good feels” that are created within my community around this joyous time. During this time, we feel like we’re on top of the world and seeing Canadian companies support this special occasion is something that I take notice to and gravitate towards. Just last year, I recall seeing advertising across the web (Sephora and GMC) and since I have shared with numerous folks how good it felt to see my community being endorsed and represented by these two brands. Seeing this inclusion by major brands and the steady growth of the South Asian population in Canada is really at the foundation of why our very own DESIMARK offerings exist today. The opportunity for Canadian brands to connect with the South Asian consumer is vast and still relatively untapped.  

I recently read somewhere that some large brands in India are stepping up their marketing efforts to take part in the Diwali festivities. For example, brands like LG, Bosch, Siemens, and Haier are all planning to elevate their advertising efforts along with special savings for goods purchased during this time. Could this be replicated in Canada for the Indo-Canadian population?  In a report by market research firm Vivintel (Vividata Nov 2020), it was noted:

“South Asian who were not born in Canada, shop up to 21% more for Diwali than other shopping events like Cyber Monday, Mother’s or Father’s Day, Back to School, Valentines’ Day, or Amazon Prime Day.”

I’d like to encourage local brands to start thinking of Diwali as a kick-start to their holiday shopping season. Connecting with the South Asian consumer base in early Fall could serve as a great way to elevate one’s brand to top-of-mind for the November, December (and beyond) shopping times!

Contact us to learn more or to collaborate for your next campaign.

Happy Diwali Everyone,
Manny Kang

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