Vivo has rolled out its latest Diwali campaign, #JoyOfHomecoming, focusing on the everyday rituals and preparations that capture the spirit of the festival.

The film follows a mother missing her grown-up son, who is away from home for work during Diwali. As she joins others in preparing for the festival, the memories of home evoke nostalgia in her son. Missing the familiar bustle of lighting diyas, stringing lights and making sweets, he decides to surprise his mother with a visit home.

What we think about it: The campaign draws on the nostalgia of shared preparations to make a case for returning to one’s roots. While relatable, the idea relies on a familiar, much-overused trope in festive advertising, particularly around Diwali. The brand’s role in the story and its connection to the core narrative also remain ambiguous.