The same thought, different expressions.
Diwali is a crowded season for attention. Haldiram’s gifting story had to hold together across languages, formats and platforms while reaching people in different festive moments.
The campaign combined a gifting-led creative platform with celebrity films, shorter edits and regional versions. That gave the media plan a coherent story with enough variation for different viewing contexts.
The part I played.
I worked across digital and brand execution, with marketing planning and partner coordination helping connect the creative platform to the media rollout.
- 01
Carry the gifting idea across the hero film, celebrity content and regional cuts.
- 02
Coordinate social, video, contextual placements and connected-TV activity.
- 03
Review delivery against channel plans and search-interest signals without treating every signal as attributable sales.
Build for the placement.
A feed, a connected TV and a contextual display placement ask different things of the same creative idea. Coordinating format and channel requirements was part of making the campaign work as a connected experience.
Learn from delivery, carefully.
The report shows video delivery above plan across key platforms and a rise in branded-search volume during the festive period. Seasonality also affects demand, so the search change is treated as an observed signal.
