
Published 20 October 2025
The Hindu festival of Diwali (celebrated on October 20 this year) symbolises the spiritual victory of light over darkness. We decode some of the leading brand campaigns and activations serving the more than one billion people celebrating, including Lush’s sociopolitical activist take, L'Oréal India’s friendship-centric vision, Sephora’s beauty collective partnership, and Tesco’s ultra-local support for its consumers’ cultural heritage.



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