Work: Patak’s Diwali Campaign

The kindling

Diwali is the five-day festival of lights that is observed by millions of Hindus across the world. It celebrates light conquering darkness, the sacred union of a Goddess and the glorious defeat of a Demon King. But most importantly, it celebrates friends, family, and the community. It’s an opportunity to share food, time, gifts, and goodwill with others.

Our client Patak’s is Canada’s leading producer of authentic flavourful Indian food products who celebrates worldwide Indian culture. With Diwali fast approaching, Patak’s asked us to create national awareness of this cultural celebration and to help them own the Canadian conversation about Diwali through social media.


The spark

To build excitement and anticipation amongst Patak’s online followers, five days before Diwali kicked off, we released daily Diwali-inspired recipes and teasers on all of the Patak’s social channels.

And then, on October 23rd, it was time to make Patak’s Canada burn brighter than ever.
Introducing #ShareTheLight.

The light

After the week of teasers, #ShareTheLight debuted on the first day of Diwali. We crafted engaging and highly personalized shout-outs to Twitter users, helping to make their Diwali celebrations shine even brighter. To make the experience even more unique, each image was created with our custom Patak’s Diwali typeface made out of candles.


Our messages were sent out to fans as well as influential Canadians. We received love back from Walmart Canada, the Family Focus blog and even Breakfast Television personality Dina Pugliese, who helped us dominate the Diwali conversation.

@DinaPugliese All! RT “@PataksCanada: @dinapugliese Happy #Diwali! Who would you like to #ShareTheLight with?”

But we didn’t stop there. We even threw a Diwali Twitter party, with the help of Masala Mommas, where Patak’s fans alike came together to share Diwali well wishes, recipe ideas and for a chance to win some great Patak’s Canada swag.

“@PataksCanada Such a great Twitter party, thanks to you! #Diwali #ShareTheLight”

As #ShareTheLight wrapped up, we continued keep the light and conversations burning bright by sending out a Diwali inspired cookbook for fans to enjoy for years and celebrations to come.

The afterglow

  • 6 million impressions
  • 7th highest trending tag in Canada
  • 1 custom font created
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