Prosper this Diwali with the Rising Indian Diaspora

What is Diwali?

Diwali, also known as ‘Deepavali’ or the ‘Festival of Lights’, is the most significant festival celebrated by the Indian and South Asian populations. This five-day-long festival, which originated on the Indian subcontinent, is celebrated by more than one billion Indians globally. Many Indians will partake in prayer, feasts, family gatherings, and charitable giving.

The word ‘Diwali’ is derived from the Sanskrit word dipavali, which means “row of lights”. This festival is widely known for the lamps and lanterns that people celebrating hang at their homes and other establishments. Not only do the lights sparkle brilliantly during this festival, but they also dazzle the whole community with happiness.

This year, Diwali will be celebrated on the 24th of October.

How can marketers celebrate Diwali with the Indian diaspora?

According to 2021 Census, the Indian diaspora in Australia climbed to over 783,000. India also represented the second largest country of birth numbering 673,352 people.

Australian businesses and organisations are increasingly recognising the rising Indian diaspora in their marketing and communications.

Here are some ways marketers can engage Indian audiences during Diwali:

1. Understand important cultural traditions and customs

During Diwali, gifting one another sweets is a time-honoured tradition bringing family and friends together. On the first auspicious day of Diwali celebrations, ‘Dhanteras’, gold and silver will also be purchased by Indians, which are considered to be symbols of wealth, luck and hope.

Australian organisations and businesses can use these rich cultural insights about Indian traditions to inform their marketing strategies. Leveraging cultural insights show brands have a nuanced understanding of Indian culture to Indian audiences. This will allow them to develop meaningful engagement and brand loyalty in the process.

For instance, MultiConnexions client ABC Bullion tapped into the custom of buying gold and silver by recently launching limited-edition Lakshmi Diwali gold and silver coins. ABC Bullion’s recognition of Indian people and traditions has successfully appealed them to the Indian community.

2. Sponsor a Diwali festival happening in Australia

Sponsoring a Diwali festival will allow your brand to gain increased exposure from the Indian community. Local Diwali festivals can help you develop real grassroots engagement, providing a valuable opportunity to facilitate long-term customer relationships. During these festivals, Indian audiences are also more likely to be receptive to brands demonstrating cultural alignment to the community’s special needs.

For instance, ABC Bullion and ICC Men’s T20 World Cup were sponsors for the Deepavali Fair Sydney 2022 festival which took place at Prince Alfred Park Square in Parramatta, Sydney on October 15th and 16th. This was a fantastic initiative which allowed both organisations to develop significant brand awareness among the Indian community. ABC Bullion gained massive exposure through their logo being displayed on stage and significant interaction through a selfie frame set-up. ICC Men’s T20 World Cup also promoted their SQUADS Facebook initiative with a QR code being displayed on a big screen.

3. Connect with them where they are active

The Indian Australian community receives their news from the many Indian ethnic media and publishers based in Australia. By placing ads or publishing media releases through these community platforms, this will allow you to reach Indian audiences with better precision and personalisation.

Social media is also an effective tactic to connect with the digital-savvy Indian diaspora. According to Statista, the social media platforms Facebook, WhatsApp, and Instagram are the most popular platforms among Indian users. The Indian population are also prolific mobile users. In India alone, there are more than 900 million active Internet users. Implementing a Diwali-themed Facebook Ad or Instagram Ad campaign is an excellent way to reach the growing Indian community in Australia.

Are you interested in targeting the 721,000+ Indian diaspora for Diwali and other major festivals? Learn more about our multicultural marketing services here:

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