This campaign was prepared for Haldiram’s, a major Indian sweets and snacks manufacturer. The campaign was released at the time of Diwali, one of the most popular festivals of Hinduism. Diwali symbolizes the spiritual “victory of light over darkness, good over evil and knowledge over ignorance”. The campaign was designed keeping in mind Hindu sensibilities and queues of Diwali. Hindi typography, colours, icons and patterns were created which resonated perfectly with the festival and its demographics.