Schmitten’s #AadhiAadhiDiwali brings out the new side of Diwali

Diwali – the victory of light over darkness! The Festival of Lights still stands for the same – it stands for hope, for kindness, and for understanding. A feeling well captured by Schmitten Luxury Chocolates, in their recent Diwali campaign, #AadhiAadhiDiwali.

#AadhiAadhiDiwali is the manifestation of the modern day dilemma that a new bride frequently faces – balancing between her family and her in-laws. Schmitten attempts to bridge the divide of these two families by reiterating how both families deserve equal love, respect, and attention.

Set in the backdrop of a family celebrating Diwali where the new bride is seen pining for her parents. As the family proceeds to finish the Diwali Pooja, the bride’s in laws urge her to go to her parents’ house and celebrate the other half of the festival with them. The video culminates as the in laws share that their son and daughter-in-law have responsibilities towards both the families.

Also Read: Tanishq, Big Bazaar, Asian Paints and more spark their gleaming Diwali campaigns

The thought of #AadhiAadhiDiwali brings forth how marriage is the union of two families. Be it daily responsibilities or celebrating Diwali, the newlywed couple ought to be there for both the families. Diwali being an auspicious occasion, when celebrated at both the houses, sends out an important message.

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The campaign has received a whopping 4.9 M views on Facebook, 1.8 M views on Instagram, and 1.5 M views on YouTube. Additionally, the brand garnered 2.4 M views from other content sources to take the overall view count to 10 M.

#AadhiAadhiDiwali has managed to garner traction on social media, with netizens speaking about it. Right from being a good gifting option to commending the brand on the thoughtful campaign, #AadhiAadhiDiwali was widely discussed on social media.

Schmitten Chocolates has managed to present Indian festivals in an all new light. On the occassion of Raksha Bandhan, the brand spoke about the bond of trust, respect, and independence that a brother and sister should share. #AadhiAadhiDiwali too makes an important statement.

A touching tale, #AadhiAadhiDiwali shares a fresh insight on Diwali in a cluttered gifting space where most brands tend to talk about causes.

Campaign Credits:

Client: Schmitten Chocolates
Jayesh Desai, Founder and Chairman of Rajhans (Desai-Jain) Group
Rishabh Verma, Marketing Head
Brand Team: Srishti Jain & Archit Goel
Agency: ADK-Fortune Communications Pvt. Ltd.
Akashneel Dasgupta – National Creative Director
Creative Team – Ravi Mishra, Shyam Nair, Ritesh Narang & Sanjana Pearl Sen Choudhury
Account Management – Shruti Negi, Mukul Angral & Asmita Goswami
Digital Team – Tarun Joshi, Prateek Vishwakarma, Deepak Singh, Ayushi Sareen
Director: Puneet Prakash
Executive Producer: Anand Wagle & Gautam Vaze
Production House: Full Circle