Diwali Campaign 2020

Campaign Objective

Launch a holistic, multi-channel program that inspires South Asian Canadian clients to purchase prestige
beauty products at Sephora during Diwali; an annual celebration rooted in light and newness.

Campaign Concept – Celebrate Diwali – Share the Light

Diwali celebrates new beginnings, the triumph of light over darkness and good over evil. More than ever, in light of all that occurred in 2020 – this was a sentiment to be celebrated. Diwali boasts a spectacular festival on the darkest night of the year where the skies are lit up and all is illuminated. In 2020 as the occasion was celebrated with diyas, kandils, sparklers and fireworks – we invited our customers to look inside themselves and acknowledge the beauty, love and light that radiates from within. During a time of unease, we offered the gentle reminder that even the smallest spark of joy from within, can ignite a fire of gratitude and positivity in others.