Haldiram's Bets Big on Digital This Diwali with Stars, Creators and an AI Influencer

Haldiram's has unveiled its most expansive Diwali campaign to date, 'Haldiram's Se Bani Khaas Diwali', taking a digital-first approach that brings together film and television stars, regional cinema talent, comedians, digital creators and, for the first time, an AI creator. The integrated push spans social media, creator collaborations, quick-commerce partnerships, print and outdoor media.

A star-studded digital line-up

Across film and OTT, the campaign features Shruti Haasan, Rana Daggubati, Sreeleela, Neha Dhupia, Angad Bedi, Rohit Saraf, Malavika Mohanan and Shriya Pilgaonkar. They are joined by television personalities Ankita Lokhande, Vicky Jain, Divyanka Tripathi and Mahima Makwana, as well as filmmaker and choreographer Farah Khan, celebrity chef Sanjeev Kapoor and actor-comedian Aparshakti Khurana. Faces from southern cinema, including Daggubati, Sreeleela, Haasan and Mohanan, lend the festive content a regional flavour.

Beyond celebrity endorsements, the brand has worked with digital entertainers Purav Jha and Aaditya Kulshreshth (Kullu) and content creator Rida Tharana, and has experimented with AI-led storytelling through a collaboration with AI creator Sardar Jappu Singh. The celebrity and creator-led videos are running across Instagram and YouTube.

Festive cheer meets quick commerce

Haldiram's has partnered with Blinkit around the line "Arrey, Diwali pe meetha kaun ginta hai? Diwali hai, Haldiram's toh banta hai!" and has launched a dedicated "Haldiram's House of Sweets" storefront on the platform. With Zepto, the brand is running "Iss Baar Mithai Kam Nahi Padne Denge", offering complimentary mithai and gifts with every Zepto order from 6 to 8 November 2026.

Print and outdoor across key markets

Outdoor placements cover high-footfall sites across western and southern India and select locations in Delhi, while print ads have appeared in titles 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.

Divya Batra, Vice President – Marketing, Haldiram's, said: "Haldiram's has always been an integral part of Diwali celebrations in Indian households. This year, we wanted to take that association to an entirely new level, both in terms of scale and how we connect with our consumers. Our approach has been digital-first, but more importantly, audience-first. We recognise that India doesn't consume content in one language, through one format or from one kind of personality. So, whether it's Bollywood celebrities, regional cinema stars, television favourites, comedians, digital creators or even an AI creator, we wanted to be present wherever our consumers are, with the people they love watching and the content they genuinely engage with."

She added: "We have made a conscious effort to strengthen our regional connect across India, while also experimenting with newer formats and creator-led storytelling. At the same time, our partnerships with Blinkit and Zepto bring together brand engagement and shopping convenience, making Haldiram's even more accessible during the festive season. For us, the idea is simple: Diwali is incomplete without those little moments of indulgence, sharing and togetherness. And when it's Diwali, Haldiram's toh banta hai! After all, Haldiram's Se Bani Khaas Diwali."

Images: courtesy of Haldiram's