Through its latest digital campaign, Citi urges people to celebrate Diwali in the way they desire

Diwali is one of the biggest and most awaited festival celebrated in our country. For a festival this special, it would be unfair to impose strict dos and don'ts on its celebration. The festival has a different meaning for every individual and therefore, a different way of celebration comes along. Understanding this, Citi’s new festive campaign #MyKindOfDiwali gives a beautiful reminder that 'everyone has their own way of celebrating Diwali'.

Under its campaign, Citi has rolled out a brand film that displays a woman who has a unique personal style that doesn't resonate well with the members of her family. During the Diwali prayer, she wears a traditional outfit but it bares her tattoo which troubles some members of the family. They try to veil it up with her clothing while she subtly shows her disappointment. Soon she is comforted by a senior female member of the family who shows acceptance and unveils her tattoo again. This small gesture encourages liberal thinking among its customers and encourages each one of us to celebrate #MyKindOfDiwali.

Speaking on how the campaign came about, Nikhil Rastogi, Director- Marketing & Digital Sales, Citibank says, “Understanding and interpreting the cultural nuances of young people was key to our campaign. The film revolves around identifying real-life insights that question traditional thinking in a memorable manner, and examines existing beliefs without losing the essence of our cultural values”

Srija Chatterjee, Managing Director, Publicis Worldwide, India also stated, “India is a land of festivals and nothing beats the celebratory fervour more than Diwali, which is amongst the most popular and widely celebrated ones. It is a time when family and friends come together and prefer celebrating as one cohesive unit. By way of this campaign, we urge people to celebrate Diwali in their own unique manner which makes the celebration more special.”

Commenting on the insight, Bobby Pawar, MD and CCO, Publicis Worldwide, India said “We are living in an age of personalization and self-expression. The Citi campaign aims to shine a light on those who want to enhance the Diwali experience by going beyond the norms and celebrating the festival in their own way”.

#MyKindOfDiwali campaign by Citi India is a wonderful example of how you can connect with customers at a personal level in the most relevant way. The campaign has been conceptualized in a very engaging manner talking about various lifestyle genres such as shopping, travel, dining, entertainment, etc. showcasing how the meaning of diyas, fireworks, clothing, décor have changed for customers. This has struck a chord with Citi’s customers and has led of the success of this campaign.

To amplify the campaign on social media platforms, Citi crowdsourced #MyKindOfDiwali ideas from its consumers. Apart from receiving the highest ever engagement rate of 41%, #MyKindOfDiwali also becomes a campaign to have received the highest ever entries for any Citi consumer campaign contest.

Through the campaign #MyKindOfDiwali, Citi captures the true essence of the festival which is acceptance, non-judgment, and banishing the darkness within. It depicts how Diwali is special to everyone and how everyone has a right to celebrate it in their unique ways! With exciting offers released across leading portals and brands, Citi gives a pool of choices and has emerged as a brand that understands the diversity of its customers and helps them celebrate Diwali in the way they desire. Citi Cards have been able to reach the highest ever spends in this festive season. The business results and digital metrics achieved are proof-enough of the success of the campaign.