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?
- Sectors
- Locations Central & East AsiaIndia
Utkarsh Patel is a corporate professional-turned-mythologist and author. He is a lecturer in comparative mythology at Mumbai University.
Babita Baruah has spent 20 years in advertising with J. Walter Thompson India. She is currently a managing partner at GTB India, part of the WPP Group. The views expressed in this report are her personal views.
Vivan Marwaha is currently writing a data-driven biography of Indian Gen Yers.
Dr. Priyanka Matanhelia is a freelance qualitative researcher and ethnographer based in Mumbai. In her free time, Dr. Matanhelia writes about culture, technology, food, and health and wellness. She has a PhD in Journalism and Public Communication from the University of Maryland.
