Julius Bär x Diwali: From Tradition to Modernity | AME

Julius Bär x Diwali: From Tradition to Modernity

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What is “Diwali”?

The word Diwali comes from the Sanskrit word deepavali, meaning “rows of lighted lamps”. Each religion marks different historical events and stories.

Hindus celebrate the return of deities, Rama and Sita, to Ayodhya after their 14-year exile. Sikhs celebrate the release from prison of the sixth guru Hargobind Singh in 1619. But Sikhs celebrated the festival before this date. In fact, the foundation stone of the Golden Temple at Amritsar, the holiest place in the Sikh world, was laid on Diwali in 1577. The founder of Jainism is Lord Mahavira. During Diwali, Jains celebrate the moment he reached a state called Moksha (nirvana, or eternal bliss).

Today Diwali is a festival usually happening sometime between October and November, with the date changing each year. This year it begins on Thursday 12 November and lasts for five days, with the main day of celebrations taking place on Saturday 14 November. 

Branding with Diwali

For most Indians, Diwali brings with itself immense festive fervor that’s replete with fun, happiness, cheer, family bonding, and of course, shopping.

It’s a unique opportunity for brands, to show their appreciation, open conversation, and create engagement. 

With cut-throat competition, all brands strive to dominate every media format and occupy consumers’ mindshare and heart-share at a time when they’re willing to spend. It is a well-known fact that brands run several marketing activities including offers, promotions, discounts, and ad campaigns centered on Diwali festivities. In fact, consumers look forward to them. 

This year, Julius Bär and Les ateliers AME grab the opportunity to a very different initiative, implemented with the intent of not only generating sales but also creating a customer-friendly corporate brand image full of tradition, savoir-faire, and kindness. 


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