Vistara Celebrates #HamariPehliDiwali

The contest-led campaign is currently running across digital media platforms like Twitter, Facebook and YouTube.

This Diwali is airline brand Vistara's very first since its operational launch. The brand, which is a joint venture between Tata Sons and Singapore Airlines (SIA), has released a three-film digital campaign, on the occasion.

The ads (see screengrabs) are titled 'Shaadi-wali Pehli Diwali', 'Entrepreneur-wali Pehli Diwali' and 'Dadima ke pote-wali Pehli Diwali'.

The campaign has been created by The Mob, an ad agency that was launched around June this year. The Gurgaon-based creative shop is positioned as a 'mobile-first advertising agency'.

In the films, a married couple, two brothers running a start-up, and an elderly lady, take turns coaxing Vistara to help them meet their respective loved ones this Diwali.

The campaign urges netizens to share their own 'Pehli Diwali' stories online, using the hashtag #HamariPehliDiwali. The idea is to unite people with their loved ones and give participants a chance to win flight tickets to their place of choice.

Entries sent between November 4 and 16 will be evaluated by the brand team and five 'couples' (sets of two, that is) will be awarded round-trip tickets.

About the campaign, Chraneeta Mann and Nitin Suri, co-founders, The Mob, say in a press note, "Diwali is a very special time and perhaps even more special is the occasion of a 'Pehli Diwali'. It is a time full of optimism and happiness. We wanted to take that special joyous time in Vistara's journey and connect at an emotional level with every Indian celebrating his/her Pehli Diwali out there, making it a beautiful memory for both."

In keeping with the spirit of Diwali, team Vistara has created special firecracker and diya-shaped hand baggage tags for all passengers.