Turning Festive Dreams into Reality: The #ShandaarDiwali Campaign for Home Credit
Case Study - Home Credit
Diwali, a time of joy, celebration, and shopping, is also a crucial business season for NBFCs like Home Credit. However, amid intense competition and the cluttered festive marketing space, the challenge was to drive meaningful engagement, build brand warmth, and trigger intent for credit-led purchases, especially among the emerging middle class and underserved customers.
Turning Festive Dreams into Reality: The #ShandaarDiwali Campaign for Home Credit
Case Study - Home Credit
Diwali, a time of joy, celebration, and shopping, is also a crucial business season for NBFCs like Home Credit. However, amid intense competition and the cluttered festive marketing space, the challenge was to drive meaningful engagement, build brand warmth, and trigger intent for credit-led purchases, especially among the emerging middle class and underserved customers.
Insight & Idea
Diwali is when families come together to dream big, buy new things, and make memories. For many in India, this joy is often curbed due to financial constraints. The insight lay in this emotional duality, the desire to make Diwali grand v/s the reality of limited budgets.
The creative idea #ShandaarDiwali, a campaign that showed how Home Credit empowers people to celebrate a truly ‘shandaar’ Diwali by offering easy EMI loans, hassle free approvals, and festive offers making big dreams more accessible and celebrations more complete.
Objective
- Drive awareness and salience during the festive season
- Educate customers about easy finance options
- Drive online engagement and footfall to partner stores
- Reinforce brand purpose of enabling financial access
Our
Strategy
Digital Video Creative
The campaign video unfolds with a slice-of-life opening featuring Mr. and Mrs. Sharma meticulously decorating their home for Diwali. As neighborhood aunties arrive, admiring the décor but gossiping about their outdated appliances, the tension rises. In a heartwarming reveal, the aunties are greeted by brand-new appliances financed seamlessly through Home Credit’s consumer durable financing. The film ends with Mr. Sharma revealing that he used Home Credit, to transform their home for a #ShandaarDiwali, leaving the aunties and viewers surprised, delighted, and emotionally resonant.
- Relatable Characters: The Sharma family and nosy neighbours create instantly recognizable family dynamics.
- Emotional Reveal: The big surprise moment ‘wow’ response brings warmth and aspirational value.
- Subtle Product Tie-in: The role of Home Credit is clearly articulated but never feels forced while weaving seamlessly into the story as an enabler.
- Tone: Light-hearted, slightly humorous, emotionally rooted in festive pride and family warmth.
This grounded storytelling approach ensured audiences felt emotionally connected and encouraged to consider financing options for their own Diwali upgrades.
Posters
A series of vibrant, festive-themed static posters were released. Creatives highlighting various product categories (phones, electronics, home appliances) with copy inspired by festive shopping insights. The look & tone captured the local market buzz.
Regional relevance
The campaign was translated and adapted for Hindi, English and Hinglish (Hindi + English). Visual tonality used local colorpalettes, motifs, and Diwali rituals from Tier 2 & Tier 3 towns.
Channels
- YouTube, Meta (Facebook + Instagram), Programmatic banners
- POS visibility and festive tent cards in select partner outlets
- SMS/WhatsApp festive communication drip campaigns results & impact
The Result
- Views: 19.1 Mn+ | View-Through Rate: 66% | Completion Rate: 68%
- Viewership exceeded estimates by over 4 million
- Highest-ever Completion Rate in Home Credit’s festive campaigns
#ShandaarDiwali by Home Credit is a fresh take on BFSI festive marketing. Instead of pushing offers mechanically, it humanized credit by anchoring it in emotionally rich, humorously entertaining storytelling.
In a sector often seen as transactional, this campaign brought heart, culture, and humour making finance feel both human and festive. That’s a win worth celebrating.
Home Credit
Turning Festive Dreams into Reality: The #ShandaarDiwali Campaign for Home Credit Case Study – Home Credit Diwali, a time of joy, celebration, and shopping, is also a crucial
Date:
4 November 2025