Diwali
Diwali’s History
Diwali is an ancient Hindu festival of lights. Like any other ancient holiday—it is a mix of different beliefs and traditions. There are two names connected to the spiritual part of the holiday.
Ramachandra. More known as the god Vishnu himself. The seventh incarnation. Ancient legends say that on this day Rama returned to his people after 14 years of absence. And he brought some incredibly good news: he defeated all the demons and their king—Ravana.
People decorated their houses with lights to celebrate his victory over evil. “Light over darkness, knowledge over ignorance, good over evil, and hope over despair”—as it is said in the greeting cards people exchange during the Diwali festival.
Lakshmi. The goddess of happiness and good fortune. It is believed that she travels around the world on this day and enters every home that is looking bright and spotlessly clean. People would summon their art skills from the depth of their souls and make Rangoli patterns. These colorful and bright designs are created with common around the house DIY materials: grains, rice, chalk, flour, even sand, but any variations are welcome. Flowers? Spices? Candy? Sure! Bring it on! Rangoli patterns are put on the floor at the house door to catch Lakshmi’s attention and welcome her in. And to welcome their friends, relatives, and beloved guests, of course.
Traditions of Diwali
People enjoy spending time at home with their families, exchanging presents, eating tasty food and watching the fireworks. Especially fireworks. Because it’s a Diwali time—the festival of lights. This really bright and picturesque celebration can last up to 5 days. The Diwali tradition is well-spread around the world now and is getting popularity in some countries on the national level. For example, the USA is officially celebrating Diwali in places all over the country from Disneyland and Times Square to numerous parks and museums.
Diya lightning. After dark people are lighting oil lamps or candles called “diyas”. There are also fireworks and those lucky ones who live near rivers can float lighted lamps on cute small rafts. The flow of lights is one of the truly beautiful things to watch.
Eating traditional sweets from India. Diwali is all about celebrating the sweetness of life, that’s why there are a lot of sweet snacks around. The most popular are Mithai, Lapsi Halwa, and sweet Samosas.
Shopping. It is a Diwali tradition to buy things. Especially if they are: gold, new clothes and something very needed for the home. And an enormous amount of gifts for everybody.
House cleaning and decorating. An old tradition actually makes sense in our busy world. Stop. Breathe. And clean your house. Do some renovation. Finish this endless home improvement already for Lakshmi’s sake. And don’t forget to make a Rangoli pattern.
Explore Indian Culture. People can enjoy festival performances or join some activities to embrace the bright Indian culture at full. Traditional Indian dances, meditation, Bollywood dance parties, sunrise prayers, festival food trying or even cooking together.
Marketing Activities for Diwali
The world expands its traditional horizons, and so should do the business owners and marketing folk. Stay sharp and be in late festive trends.
Contests, big prizes, giveaways. Diwali is all about winning. Celebrating the victory of light over darkness. Keep this in mind while planning the emotional part of a promotional campaign.
Creative discounts and sales. One more thing to remember while planning a sales campaign—the buying traditions. People consume a lot during the Diwali period. They’ve been waiting for this for the whole year. Diwali was always about buying gifts, new clothes, gold and household stuff. So, get creative with your discount system. Win the emotions, get the profit.
Look festive. Diwali is about getting your house clean and shiny for the Lakshmi goddess and for the guests. Actually, it’s a good piece of advice for your business too. Clean and decorate the brand. Digitally or traditionally. Use professional design templates and Rangoli patterns to look a million.
Sponsor events and festivals. People celebrate and enjoy the Diwali festival by having a social gathering with friends and relatives. Your company can take part in social life too. By sponsoring Diya events and Rangoli contests. Or even organizing quiet space for meditation. And a mango lassi bar.
Colors of Diwali
Since Diwali is a very colorful feast, choose the brightest color palettes you can find to use in your designs. Red, pure yellow, vivid magenta, and pure blue are the most prominent colors associated with Diwali. People, who celebrate Diwali, make clothes and Rangoli patterns with these colors to support the feast of light with joyful patterns.
Symbols of Diwali
Diya. It’s a small traditional oil lamp. Made of clay. Diyas are lit to encourage the goddess Lakshmi to enter homes and to celebrate Rama’s victory over evil. Or light over darkness. Nowadays people often decorate their homes with electric lights. Which is also festive but safer.
Rangoli. Rangoli patterns are a feast for the Instagram maniacs and designers. It is an amazing mixture of bright colors, materials, and unique patterns. Anything to seek goddess’s attention and welcome the divine Lakshmi into the house.
Lotus Flower. One of the most famous Rangoli patterns. Lotus is believed to be a Lakshmi’s flower. She is often pictured holding it in her hands.
