Our score: 6/10 · Haldiram's, “Haldiram’s celebrates the spirit of giving with festive campaign”
Verdict: Haldiram’s makes a solid gifting play with clear range support, but the source gives no sign it will out-shine Diwali clutter.
What works
- Clear line puts the feeling of giving first
- Three sub-25s reels fit mobile and digital reach
- Product range gives the campaign a purchase cue
What misses
- Source shows no distinct casting or visual hook
- Warm gifting sentiment risks Diwali sameness
The lesson: A warm festive line needs a sharp visual or casting device to make the brand own the message, not the category.
The ad
Haldiram’s has released ‘Khushiyan Baatne Se Khushiyan Milti Hain’, a festive campaign created and executed by Crownex. It comprises three short-format reels, each under 25 seconds, running as a digital push. The source names no director. The films centre on everyday moments where a small, thoughtful gesture becomes a gift, positioning Haldiram’s festive range as part of the exchange rather than as a simple snack display.
The title places sharing, not snacking, at the centre. That is a meaningful positioning shift for a packaged food brand, even if the films themselves are modest in length. The product story is broad: sweets, savouries, dry fruits, chocolates, baklava and curated gift hampers. That range is the commercial spine of the campaign, turning the brand into a gifting solution at multiple price points.
What works
The campaign line is clear and emotionally direct. It frames giving as the benefit, not just the product. As a short-form idea, three reels under 25 seconds suit mobile viewing and allow small variations without asking the platform to carry a long narrative.
Tushar Mehta, VP, growth & marketing, Haldiram’s, said the brand wanted to capture how a thoughtful gesture can make someone feel special. That keeps the focus on the recipient’s feeling, which is the right register for festive gifting.
The product integration is stronger than a generic family-gathering film. By naming the festive collection explicitly, the campaign gives viewers an immediate purchase cue.
What misses
The source offers no casting, visual or sound device to distinguish these reels. Warm, relatable gifting moments are common during Diwali, and the line, while nice, sits close to familiar festive sentiment. Without a sharper executional hook, the campaign risks becoming part of the seasonal wallpaper.
The sub-25-second length works for reach, but it leaves little room to build contrast or a memorable character. For a brand with a deep retail and gifting presence, the campaign may not need to be radical; it does need a detail that sticks.
The verdict
Haldiram’s has made a sensible, well-scoped festive gifting play with clear product support. It should perform steadily for the range, but the source does not yet show the distinctive edge that would make it a Diwali benchmark. Score: 6/10.
The campaign gets the ritual right and the range right; it is less clear whether the films give people a reason to remember the brand after the scroll.
The lesson
A short, simple gifting gesture can do real brand work when the product is the gift. But a warm festive line still needs a concrete visual or casting choice, otherwise the message belongs to the category rather than the brand.
Watch the original: Haldiram's on YouTube. Shown for review; the rights stay with the brand.
Source: ETBrandEquity.com
