Kochi, October 14, 2025: South Indian Bank has launched its Diwali campaign Is Diwali, Khushiyon ke Deep Jalaaein, a heartwarming film that beautifully captures the spirit of giving and the magic of shared happiness. Directed by renowned filmmaker Martin Prakkat, the campaign weaves together moments of kindness, surprise and emotional connection, reminding viewers that the joy we give comes back to us manifold.
The film beautifully captures how kindness creates a circle of joy. It begins with a little girl lighting a diya and receiving a gift from her neighbour, a young boy. The boy, who had longed for a cricket bat, is surprised by his grandfather, a security guard, who gifts him the cricket kit combo as a Diwali present. The grandfather, in turn, receives an unexpected Diwali gift from a woman at his office. While gifting, the characters use the South Indian Bank app and card for seamless payments. As she waits for her cab, the woman in turn is surprised by her family with a new car. In the final reveal, the little girl in the beginning who had received the boy’s gift has shown as the daughter of this woman, completing a beautiful circle of generosity. Through this heart warming story, South Indian Bank’s Diwali film celebrates how one small act of kindness can light up many lives, truly embodying the spirit of “Khushiyon ke Deep Jalaaein.” Launched in Hindi, Tamil, Telugu and Kannada, the campaign reflects the Bank’s truly national footprint and inclusive spirit.
Speaking about the campaign, Sony A, SGM and Chief Information Officer, South Indian Bank, said,“Our Diwali campaign is inspired by the belief that happiness multiplies when shared. In today’s fast-paced world, small gestures of thoughtfulness can have a lasting emotional impact. With ‘Is Diwali, Khushiyon ke Deep Jalaaein’, we are reinforcing our brand promise of Investing in Relationships by celebrating the joy of giving and togetherness.”
Ramesh K P, Head – Marketing, South Indian Bank, added, “As a 96-year-old bank, South Indian Bank has always believed that the relationships we build are our greatest wealth. Festivals like Diwali provide an opportunity to connect with our customers on a deeply emotional level. We wanted this campaign to go beyond festive sparkle, to highlight how relationships and kindness illuminate our lives. The film has crossed over two crore views under 72 hours across social media, showing that the message of heartfelt giving has struck a strong chord with audiences.”
Through this campaign, South Indian Bank continues to build on its long-standing ethos of Investing in Relationships, using storytelling that resonates across cultures and emotions. Just as every diya lights up a space, every thoughtful gesture has the power to illuminate hearts, making this Diwali truly memorable for everyone involved.
