Happy Diwali from our Tribe to yours! Diwali is the Hindu festival of lights and signifies the triumph of light over dark, good overcoming evil. This holiday is not exclusively celebrated in India but by millions of diaspora around the world. 

While my family doesn’t do anything big for Diwali at home, I’ve grown up celebrating the holiday with my local desi community. A good celebration always included bringing out my newest Indian clothes, indulging in yummy sweets, playing with sparklers, and of course, a Bollywood dance party!

This year, I was especially excited to see brands like Toyota and Spotify creating content to highlight this cultural holiday. Both companies launched niche digital marketing campaigns that spoke directly to Desi-Americans. Let’s take a look!

Toyota 

Toyota collaborated with mommy-blogger, Ami Desai, to produce on-page content for both of their pages. Known for her beauty, lifestyle, and cultural content, Desai has a strong following of 83.2K. The content shows Desai and her entire family celebrating Diwali outside of their fully decked out home. Toyota’s Diwali activation fits into a larger campaign, #LetsGoPlaces. 

Spotify 

Spotify took another route to celebrate the holiday, utilizing targeted dark social content. Spotify curated Diwali Bash, a playlist filled with recent and classic Bollywood hits – perfect to kickoff any Diwali celebration. Spotify successfully targeted me and it worked, I’m listening to the playlist right now! 

Spotify and Toyota have larger audiences than just those celebrating Diwali but they prioritized this content to reach the Desi audience. Why? Inclusivity – when brands like these showcase different cultures on their platform it makes them more relatable. As a consumer, I was excited to see brands I know highlighting my culture on their platform.

Interested in creating unique content for niche audiences? Tribu’s ready to help you light up your feed.