Deepavali campaigns that lit up our feeds and hearts in 2026

Deepavali is a time for light, love and togetherness, but sometimes, it is the little moments that make the celebrations truly special. Whether it is a family gathering that doesn't quite go as planned, a simple message from a loved one or a tradition shared across generations, these moments remind us of what the festival is really about.

This year, brands across Singapore and Malaysia have captured that spirit in their Deepavali campaigns, using humour, heartfelt storytelling and a touch of technology to celebrate the connections that bring people closer.

At the heart of it all is a simple message: being there for one another matters, even in the smallest of ways.

Here are the Deepavali campaigns that caught MARKETING-INTERACTIVE's attention this year. 

Don't miss: 11 Deepavali campaigns that lit up our feeds this 2025

1. Air Selangor 

Air Selangor brought back familiar faces for its latest Deepavali film, "Sinar Rani", which explores grief, healing and the importance of human connection during the festive season.

The seven-minute film follows Rani, played by Sukania Venugopal, who is preparing to spend Deepavali alone following the loss of her husband, Krishnan. An unexpected encounter with a stray dog leads her to volunteer at an animal shelter, where she forms new connections and gradually rediscovers a sense of purpose. She eventually adopts the dog and names it Chellam, meaning “love”.

The film also reunites audiences with Auntie Rani, Auntie Mei and Auntie Salmah, characters who previously appeared in Air Selangor's festive campaigns. Continuing its “Love flows like water” theme, the film builds on the brand's ongoing focus on mental health awareness and emotional well-being, while highlighting kindness and meaningful connections.

2. CelcomDigi

CelcomDigi tugged at heartstrings this Deepavali with its short film, "Inaikkum alaippu" ("The call that connects"), highlighting how imperfect family moments can create the most meaningful memories.

The film follows a family attempting to capture the perfect Deepavali portrait, only for unexpected mishaps to disrupt their plans. Eventually, they turn to a video call to bring everyone into the frame, reinforcing the role of connectivity in keeping loved ones together, even when physically apart.

Through its relatable storytelling, the campaign positions technology as a means of strengthening family bonds, while celebrating the laughter, spontaneity and togetherness that define festive gatherings.

3. gov.sg 

gov.sg teamed up with integrated marketing agency DSTNCT for a humorous Deepavali film encouraging Singaporeans to put down their screens and spend quality time with loved ones.

Titled "Family assemble!", the Tamil-language film follows Parameshwari Paatti, who grows frustrated with her family's constant screen time and threatens to spend Deepavali with her friends instead. Her family reluctantly agrees to go device-free, leading to a series of chaotic preparations involving tangled fairy lights, failed shopping trips and a disastrous attempt at making murukku.

Unbeknownst to them, Paatti secretly films the mishaps and later reveals a montage showing that the imperfect moments were the ones worth cherishing. Directed by S.S. Vikneshwaran, the film draws inspiration from heist films and superhero team-ups, using comedy to reinforce the importance of being present with family during the festive season.

4. Madame Tussauds Singapore

Madame Tussauds Singapore teamed up with Indian online travel company MakeMyTrip for a Deepavali activation celebrating some of Indian cinema's biggest stars, tapping into the festive travel period and the global appeal of Bollywood.

Titled "Icons of India", the limited-time experience brings together wax figures of Indian actors including Deepika Padukone, Varun Dhawan, Shah Rukh Khan and Ranveer Singh. The activation also spotlights a newly unveiled wax figure of Padukone, dressed in a red floor-length gown.

Through the partnership, MakeMyTrip is promoting the attraction to Indian travellers visiting Singapore during the festive season, with a ticket offer available for bookings made between 21 October and 15 November 2026. The collaboration aims to position Madame Tussauds Singapore as part of the wider festive travel experience, combining celebrity culture with experiential tourism.

5. Maxis 

Maxis teamed up with Malaysian design house Loka Made for the third time this year, introducing AI-personalised greetings to a collection of five Deepavali packets that blend festive traditions with digital experiences.

Building on their Chinese New Year and Hari Raya collaborations, the latest campaign invites users to upload a photo through the Maxis App to generate a personalised festive greeting, adding an interactive element to the traditional exchange of festive packets.

Designed by Loka Made, the packets draw inspiration from familiar Deepavali traditions, including flower garlands, festive treats, kolam patterns and oil lamps. Each packet captures a different festive moment, with all five designs coming together to tell a complete Deepavali story.

6. MR D.I.Y.

MR D.I.Y. turned the humble "good morning" message into a heartfelt reminder to stay connected this Deepavali, with a festive film exploring the meaning behind seemingly mundane forwarded greetings.

Titled "Two blue ticks", the webfilm follows Kavya, a young woman who grows frustrated with the daily messages sent by her grandmother, affectionately known as Paati. While Kavya dismisses the greetings as repetitive forwarded images, Paati sees them as a simple way of showing someone they are remembered and cared for.

Set against the family's Deepavali preparations, the story takes an emotional turn when an unexpected incident involving Paati's close friend, Devi, prompts Kavya to reconsider the significance of these everyday gestures. Through the film, MR D.I.Y. highlights generational differences in digital communication and encourages audiences to recognise the care behind even the simplest messages.

7. Petronas

PETRONAS explores resilience, recovery and the strength of family support in its Deepavali 2026 film, "Mekar kembali | Blossom", which follows a woman's journey to rebuild her life after a stroke.

The film centres on Kamala, a hardworking woman and passionate dancer whose life takes an unexpected turn when she suffers a stroke. Faced with the challenge of learning how to walk again, she must find the strength and determination to navigate her recovery, with the love and encouragement of those closest to her.

Through Kamala's journey, PETRONAS highlights that progress does not always happen in a straight line, and that recovery is built on small, meaningful steps. The film's message centres on perseverance, inner strength and the importance of having loved ones by one's side through life's most difficult moments.

8. Tenaga Nasional Berhad

Tenaga Nasional Berhad (TNB) teamed up with creative agency Chariot for its Deepavali film, "Let amma tell you a story", which celebrates the cultural influences that have shaped Malaysia's shared identity.

The film follows Rishen, a young boy who worries that his friends will not appreciate the traditional food served at his family's Deepavali celebration. To ease his concerns, his mother begins telling him imaginative stories about the Anandan family, revealing how different cultures have come together, influenced one another and shaped everyday Malaysian life.

Through the stories, TNB highlights how cultural traditions can connect generations and communities, encouraging younger Malaysians to take pride in their roots while appreciating the customs and influences shared across the country. The campaign ultimately reinforces the idea that Malaysia's diversity is also a source of connection, with shared experiences helping bring communities closer together.

9. Watsons

Watsons Malaysia takes a humorous look at the chaos behind festive preparations in its Deepavali film, titled "Deepavali Reel-ah? Real-ah?". The witty film reminds viewers that celebrations do not always have to be picture-perfect to be meaningful. 

The film follows a family navigating the familiar hiccups of a busy Deepavali morning, from waiting for their turn to use the toilet in a crowded home to last-minute decorations and cheeky arguments between family members. Despite the unexpected twists and minor frustrations, the family eventually pulls together to make the celebration a success, showing how the imperfect moments can become the most memorable ones.

Adding a playful touch, the film also breaks the fourth wall when the cast acknowledges Watsons' rather conspicuous product placements.

10. ZUS Coffee

ZUS Coffee has marked Deepavali with a video celebrating the cultural significance of kolam ("decorative floor art'), highlighting how the traditional art form symbolises blessings, positivity and togetherness. The video features individuals sharing the meaning behind the tradition, alongside ZUS Coffee staff learning about and creating colourful kolam designs incorporating the brand.

Through the video, ZUS Coffee draws parallels between the intricate patterns of kolam and the beauty of diversity, emphasising how different cultures and communities can come together to create something meaningful.

The video follows criticism of ZUS Coffee on Threads over its perceived lack of Deepavali celebrations, with some Malaysian Indian customers questioning why the brand had introduced festive packets for Hari Raya and Chinese New Year but not Deepavali. The backlash also saw comparisons with The Coffee Bean & Tea Leaf, which had introduced Deepavali packets and a kolam-inspired app icon.

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