Diwali is among the most important festivals celebrated in India and other South Asian countries. It is an annual five-day festival celebrated by Hindus, Sikhs, Jains, and other non-Hindu communities.
The article discusses Diwali marketing ideas that hotels and restaurants can use to celebrate the season and promote their products and services.
I cover the customs, food trends, symbols associated with Diwali, and social media marketing content ideas for Facebook, Instagram, YouTube, Twitter, TikTok, WhatsApp and Snapchat.
What is Diwali?
Diwali is a festival of lights celebrated across India and other parts of the world. This luminous holiday is just as important to Hindus as Christmas is to Christians.
The festival lasts five days, with the main day occurring on the third day.
The significance of Diwali varies across different regions of India. In the northern parts of the country, the festival marks the return of Lord Rama to his kingdom after defeating Ravana.
In other parts of India, the festival is associated with the goddess Lakshmi, who is believed to bring wealth and prosperity to households that welcome her during the festival.
The festival has different interpretations depending on where in India it is celebrated, but it is universally enjoyed as a time of joy, togetherness, and renewed hope for the future.
When is Diwali?
Diwali is celebrated annually in India and other South Asian countries during the Hindu month of Kartik. However, the exact dates of Diwali change every year according to the Hindu lunisolar calendar.
November 12, 2023
November 1, 2024
October 20, 2025
November 8, 2026
October 29, 2027
How Do People Celebrate Diwali?
The first day of Diwali is called Dhanteras. It is believed that buying jewellery (gold or silver) or any other valuable item on this day brings good fortune and prosperity.
On the second day, Choti Diwali, people decorate their doorways with rangoli, a colourful pattern made on the floor using coloured rice, sand, or flower petals. This is done to welcome the goddess Lakshmi, who symbolises wealth and prosperity. People also light diyas and candles to illuminate their homes and streets.
The third day is the festival's main day, Diwali (also known as Deepavali), celebrated enthusiastically. People light clay lamps, known as diyas, to symbolise good's victory over evil and welcome goddess Lakshmi. People also perform the Lakshmi puja prayer, offer sweets and traditional food, and enjoy fireworks.
Gifts and best wishes are exchanged on the fourth day, Govardhan Puja. Some communities call it Padwa, which marks the beginning of the New Year.
On the fifth day, known as Bhai Dooj, brothers visit their married sisters' homes for a warm meal. As a symbol of love and respect for their brothers, sisters apply tilak on their foreheads.
Diwali is a time of joy, happiness, and togetherness. It is a time to celebrate the victory of good over evil and to welcome prosperity and happiness into our lives. The festival brings people from all walks of life together and spreads the message of love and unity.
Diwali Customs, Food and Drink
Diwali is associated with several customs, including lighting candles, decorating homes with rangoli, exchanging gifts, sharing sweets and snacks, and setting off fireworks.
Symbols
Lamps and lanterns
Diyas and Candles
Rangoli
Fireworks
Sweets and Snacks
Flowers, especially marigolds and roses
Traditional Food & Drink
Different speciality meals are traditionally cooked on different festival days, which vary further depending on the region. Generally, Indians eat vegetarian food during this time.
Sweets such as Laddoo, Barfi, Gulab Jamun, Rasgulla, Kaju Katli
Mithai are sweets made from chickpea flour, rice flour, semolina, and cashews, flavoured with spices like cardamom and nutmeg.
Namak Pare, Shakkar Pare, and Mathri are popular savoury snacks.
Samosas, Kachoris, and Aloo Tikki are typical appetisers.
Pulao, Biryani, and Khichdi are popular main dishes.
Dal Makhani, Paneer Makhani, and Chana Masala are some vegetarian dishes.
Tandoori Chicken, Chicken Tikka, and Chicken Curry are popular non-vegetarian dishes.
Thandai, Lassi, and Mango Lassi are traditional drinks.
Masala Chai is also a popular choice.
Snack-making is a social activity, and it's customary for family and friends to exchange boxes of homemade snacks during the festival.
Diwali Food Trends
New Diwali food and drink trends include
Fusion dishes that combine Indian and international flavours, such as tandoori chicken tacos or paneer sliders.
Gluten-free and vegan sweets and snacks.
Creative cocktails with Indian-inspired ingredients, such as saffron-infused gin or mango lassi margaritas.
DIY food stations, such as build-your-own chaat or dosa bars.
Molecular gastronomy techniques applied to traditional Indian flavours, such as deconstructed jalebi or liquid nitrogen kulfi.
Miniature and bite-sized versions of traditional dishes, such as mini samosas or masala popcorn.
Diwali Social Media Content & Tactics
Here are some of the most popular Diwali marketing trends for social media campaigns and how to leverage them to boost brand awareness, increase engagement and drive sales.
Facebook
Create unique Diwali-themed content such as GIFs, videos, and visual creatives to showcase the festive spirit.
Run a Diwali-themed contest and give away prizes to the winners to increase engagement and brand awareness.
Share your brand's Diwali wishes and messages to connect with your audience emotionally.
Inform your audience about any special promotions or discounts you may offer during the festive season to increase sales and footfall.
Use relevant hashtags such as #HappyDiwali, #DiwaliCelebrations, and #FestivalOfLights to increase your reach and visibility.
Build brand loyalty by responding to customer comments and messages.
Collaborate with influencers or local businesses to increase your reach and attract new customers.
Create Diwali-themed ads to target specific demographics to increase conversions and sales.
Showcase your Diwali decor or special menu items on Facebook to attract more customers to your restaurant or hotel.
Use Facebook Live to give a behind-the-scenes look at your hotel or restaurant during the festive season.
Instagram
Use seasonal hashtags like #HappyDiwali, #Diwali2023, #FestivalofLights, and #DiwaliCelebrations to increase visibility and engagement.
Create Diwali-themed content, such as images, videos, or reels, showcasing your brand's products or services in a festive context.
Run a Diwali contest by asking followers to share their moments or memories using a specific hashtag or tagging your brand's account.
Share brand messages and promotions related to Diwali and offer exclusive discounts or deals to your followers.
Create joint content with other brands or influencers to reach a wider audience.
Showcase your decor and menu items festively through Instagram Stories or Reels.
Use Instagram Ads to target relevant audiences with your Diwali promotions or offers.
Pinterest
Create a board dedicated to Diwali and curate pins related to the festival. You can include pins of Diwali decorations, recipes, fashion, and gift ideas. Add your brand's products or services that align with the theme.
Diwali is a festival of lights, and people love to decorate their homes with diyas, rangolis, and other crafts. Share DIY ideas related to Diwali that your audience can try at home. Make sure to create high-quality visual content that is easy to follow.
Create a pin that showcases your brand's Diwali deals. You can also create a dedicated board for deals and promotions during the festival season. Make sure to use relevant keywords in your pin descriptions to improve visibility.
Reach out to influencers in your niche and collaborate with them to create Diwali-themed content. This can include product reviews, gift guides, and tutorials. This will increase your brand's visibility and help you reach a wider audience.
Create a contest related to Diwali and promote it on Pinterest. For example, you can ask your followers to share their Diwali decorations or recipes and offer prizes to the best entry. Make sure to use relevant hashtags to increase visibility.
TikTok
To showcase your brand's festive spirit, participate in popular Diwali-related challenges on TikTok, such as the #HappyDiwaliChallenge or #DiwaliCelebrations challenge.
Create Diwali-themed videos featuring your hotel or restaurant's products, such as unique Diwali-themed dishes or hotel decorations, to showcase your brand's offerings and engage with your followers.
Collaborate with other TikTok creators or influencers with a similar audience to yours to create joint content that celebrates Diwali. This can help you reach a wider audience and increase brand visibility.
Use relevant hashtags like #HappyDiwali, #DiwaliCelebrations, or #DiwaliVibes to boost content reach.
Consider hosting a Diwali giveaway or contest on TikTok to increase brand engagement and attract new followers. You can ask followers to share their favourite Diwali moments or create a challenge around creating a Diwali-themed video featuring your brand's products.
Take inspiration from other brands and creators who celebrate Diwali on TikTok to develop creative content ideas that resonate with your audience.
Twitter
Create a Diwali-themed Twitter header and profile picture to showcase your brand's festive spirit.
Tweet about your special Diwali menu and offer discounts to attract customers
Share pictures and videos of your restaurant's decor and ambience during Diwali.
Run a photo contest and encourage customers to share pictures of their Diwali celebrations at your hotel or restaurant using a specific hashtag.
Reach a wider audience by collaborating with influencers or popular Twitter users.
Host a Twitter chat around Diwali-themed topics and engage with your followers.
Share interesting facts and trivia about Diwali and the traditions associated with it.
Use Twitter polls to ask your followers about their favourite Diwali sweets or dishes.
Share festive recipes and cooking tips with your followers to help them celebrate Diwali at home.
Organise a virtual Diwali party and invite your followers to join the celebration through Twitter Live or other social media platforms.
YouTube
Showcase your Diwali-themed menu items or decor creatively, such as through a food or decor tour video.
Collaborate with other YouTube creators to create engaging and shareable content, especially those in the food or travel space.
Participate in Diwali-themed viral challenges and tag relevant influencers or brands to increase your visibility.
Host a Diwali-inspired giveaway or contest for brand engagement.
Take inspiration from successful Diwali campaigns from brands and creators, such as Cadbury or Coca-Cola.
Utilise YouTube's reach to offer exclusive discounts or offers during the festival season, such as a Diwali special menu or discounted room rates for hotel bookings.
WhatsApp
Create engaging Diwali-themed content that resonates with the festive spirit.
Host giveaways or contests offer exciting discounts and offers during the festival season.
Send personalised Happy Diwali messages to your customers and followers on WhatsApp.
Create a Diwali-themed sticker pack or GIFs to spread the festive spirit.
Share photos of your Diwali decorations or special menu items to showcase your brand's holiday celebration.
Create Diwali-themed videos or stories showcasing your brand's offerings or special discounts.
Utilise WhatsApp Business features to send Diwali greetings and promotions to customers.
Snapchat
Create virtual reality experiences and Diwali-themed filters or lenses that users can use on their snaps, similar to the OnePlus and Snapchat campaigns.
Produce emotional video content showcasing the festival's spirit.
Collaborate with other brands or influencers on Snapchat to increase your reach and engagement.
Include popular Diwali hashtags into your posts like #Diwali, #FestivalOfLights, #HappyDiwali, #DiwaliCelebrations, #DiwaliSnap, #DiwaliVibes, #DiwaliFestivities,
#DiwaliSpirit, #DiwaliFun
Send personalised Happy Diwali messages to your followers on Snapchat to show that you care.
It is important to avoid cultural appropriation, misunderstandings, and lost-in-translation faux pas when planning a Diwali marketing campaign.
For instance, a brand that uses Hindu deities or symbols without proper understanding and respect for their cultural significance can be seen as disrespectful and insensitive.
Similarly, using incorrect or inappropriate language or imagery can lead to misunderstandings and offend the target audience. Doing thorough research and consulting with experts is essential.
Take-Away
Diwali is an auspicious festival that brings people joy and prosperity around the world.
From traditional customs, food trends, and symbols to modern social media marketing strategies, celebrating Diwali has evolved, and hospitality brands have an important role to play.
By implementing these ideas, hospitality businesses can deepen their connection with customers, foster cultural understanding and bring some light into their guests’ lives.
Let me know in the comments how you plan to celebrate Diwali this year
Here's to Your Success 🥂