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Haldiram’s unveils campaign Haldiram’s Se Bani Khaas Diwali
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Friday, 06 November, 2026, 13 : 00 PM [IST]
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Our Bureau, Mumbai
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Haldiram’s has unveiled its Diwali marketing campaign, ‘Haldiram’s Se Bani Khaas Diwali’, bringing together celebrities, regional cinema personalities, television actors, comedians, digital creators and an AI creator to strengthen its festive connect with consumers across India.
The campaign marks an expansion in the scale and approach of the brand’s festive marketing, adopting a digital-first strategy supported by social media, creator collaborations, quick-commerce partnerships, print advertising and outdoor promotions. The initiative aims to engage consumers across generations, cultures and geographies by combining traditional festive associations with contemporary content formats.
The digital campaign features personalities from the film and OTT industry, including Shruti Haasan, Rana Daggubati, Sreeleela, Neha Dhupia, Angad Bedi, Rohit Saraf, Malavika Mohanan and Shriya Pilgaonkar. Television personalities Ankita Lokhande, Vicky Jain, Divyanka Tripathi and Mahima Makwana, along with filmmaker and choreographer Farah Khan, celebrity chef Sanjeev Kapoor and actor-comedian Aparshakti Khurana, are also part of the initiative.
To strengthen its regional outreach, particularly in southern India, the brand has collaborated with actors Rana Daggubati, Sreeleela, Shruti Haasan and Malavika Mohanan. The campaign also extends to digital entertainment through collaborations with creators Purav Jha, Aaditya Kulshreshth (Kullu) and Rida Tharana. Exploring emerging content formats, Haldiram’s has additionally partnered with AI creator Sardar Jappu Singh.
The celebrity- and creator-led content is being distributed across Instagram and YouTube, using different storytelling formats to connect with audiences.
Extending the campaign to quick commerce, Haldiram’s has partnered with Blinkit and Zepto to bring festive offerings closer to consumers. The Blinkit collaboration revolves around the message, “Arrey, Diwali pe meetha kaun ginta hai? Diwali hai, Haldiram’s toh banta hai!”, highlighting the indulgence associated with festive celebrations. The brand has also introduced a dedicated ‘Haldiram’s House of Sweets’ storefront on Blinkit to facilitate the discovery and purchase of its festive offerings.
Its Zepto collaboration, built around the theme ‘Iss Baar Mithai Kam Nahi Padne Denge’, will run from November 6–8, 2026. During this period, consumers will receive complimentary mithai and gifts with every Zepto order, adding to the festive shopping experience.
The digital initiatives are complemented by print and outdoor advertising across key markets in western and southern India, along with select locations in Delhi. Print advertisements have appeared in publications including Bombay Times, Bangalore Times, Hyderabad Times, Chennai Times, Pune Times, Nashik Times, Maharashtra Times, Navbharat Times, Vijay Karnataka, Bangalore Mirror, Sakal, Eenadu and Dainik Bhaskar.
Commenting on the campaign, Divya Batra, vice-president – marketing, Haldiram’s, said the brand aimed to strengthen its association with Diwali celebrations by adopting an audience-first approach. She highlighted the importance of connecting with consumers through different languages, content formats and personalities, while strengthening regional engagement and exploring creator-led storytelling.
The campaign also reflects the brand’s efforts to integrate marketing and shopping convenience through quick-commerce partnerships, making its sweets, snacks and gifting products more accessible during the festive season.
Through ‘Haldiram’s Se Bani Khaas Diwali’, the company aims to reinforce its association with Indian festive celebrations while expanding its consumer engagement through digital platforms, regional storytelling and multiple media channels.
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