22nd October, 2025: Kochi/ Mumbai: South Indian Bank’s Diwali campaign ‘Is Diwali, Khushiyon ke Deep Jalaaein’ has created waves online, garnering over 6.5 crore views across social media platforms. Conceptualised by Sarat Prakash, directed by renowned filmmaker Martin Prakkat, the heartwarming film beautifully captures the spirit of giving and the magic of shared happiness. The campaign weaves together moments of kindness, surprise, and emotional connection, reminding viewers that the joy we spread always finds its way back to us.
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 is shown as the daughter of this woman, completing a beautiful circle of generosity. Through this heartwarming 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 garnered over 6.5 crore views within just 10 days across social media platforms, reflecting how deeply its message of heartfelt giving resonates with audiences.
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.
YouTube Links:
Hindi: https://www.youtube.com/watch?v=h99Z5Afgwt0
Kannada: https://youtu.be/JD-Clx72dA4?si=tbtmbXMp8Q1lFFRE
