How Diwali Marketing Went Mainstream in the U.S.

Near the end of October 2021, Instagram users started seeing ads with Indian American influencers sharing how they celebrated Diwali. In one video, Jyoti Chand shares how the holiday is magical for her because it’s when her entire extended family gets together, eats delicious food, and wears new clothes. “It was like Christmas,” she says. The video pans over shots of lighted diyas, a matching outfit for Chand and her daughter, and her kids helping her cook for the special day. The video is part of a larger trend of global, American, and even local brands pushing Diwali ad campaigns. Diwali marketing has hit a tipping point, and is more widespread than ever before. Why?