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  • What role is technology playing in the festival of lights?
  • What role is technology playing in the festival of lights?
    Max Rae (2017) ©
REPORT

How are Diwali celebrations changing in India?

Diwali is one of the most important events on the Indian calendar, but globalisation, mobile tech, and nationalist attitudes are transforming the way it’s perceived and celebrated. How are traditions around the festival evolving, and how are brands reflecting the mood in the country?

Location India

Scope
“Even though I am Assamese and Diwali is not our primary festival, I celebrate it. I don’t do the rituals, but I buy sweets and light up diyas and candles to create a festive atmosphere at home,” says Babita Baruah, managing partner at communications agency GTB India. [1] Her approach is typical of how many Indians now mark the festival of lights, partaking in the more accessible and commercial elements of the occasion rather than the spiritual rituals. Diwali continues to be a key cultural moment, yet political, economic, and social factors are reshaping how it’s ...

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