LALJEE GODHOO
Diwali Campaign for LG Hing
Empowering Women, Celebrating Tradition
How LG Hing connected brand values to community impact during Diwali. 2023.
The Brand — LG Hing
Heritage Since 1894
India’s trusted compounded hing manufacturer since 1894.
Nationwide Reach
From South India roots to nationwide reach, built on uncompromised quality.
The Diwali Challenge
Every brand competing for attention across TV, digital, outdoor. Traditional Diwali campaigns felt disconnected from authentic values. Need to drive immediate results while building lasting brand love.
Crowded Season
Every brand competing for attention.
Generic Messaging
Traditional Diwali campaigns felt disconnected from real values.
Sales Pressure
Need to drive results while building brand love.
A Different Approach
Instead of shouting louder, we chose to connect deeper.
Identify the Real Story
Local women entrepreneurs at the heart of Diwali celebrations.
Align With Brand Values
Empowerment and community support — not just product features.
Create Emotional Connection
Celebrate the women who prepare, buy, and sell Diwali snacks.
The Strategy: Values Over Volume
Spotlight the Unsung Heroes. We deep-dived into brand heritage to create a video story celebrating women entrepreneurs. Emotional authenticity replaced promotional messaging.
Campaign Execution
Authentic Video Content
Real stories, real women, genuine emotional moments.
Values-First Messaging
Brand values woven naturally into Diwali narrative.
Strategic Amplification
Digital-first approach targeting engaged, values-aligned audiences.
Impact That Matters
Sales Increase
5%
Within 24 hours of campaign launch.
Impressions
507K
Massive brand visibility during peak season.
Engagements
4.5K
Meaningful interactions, not just views.
Beyond the Numbers
More positive reflection among target audiences — seen as supporter of community values. Successfully linked brand heritage with social purpose. Audience saw themselves and their values reflected in the campaign.
Key Learnings
Authenticity Wins
Real stories of empowerment resonated more than promotional messaging.
Values Drive Sales
Purpose-led campaigns can deliver immediate business results.
Community as Hero
Shifting spotlight from product to people created deeper loyalty.
