The newly acquired Tasty Bite (Mars), with its Indian ready-to-heat products had been looking to connect with their US audience through a Diwali campaign. The big idea: Branded Diwali GIFs with a subcultural tone.

The campaign was a success with over 458 million organic views during the Diwali week in the same year. The GIFs also got 'featured' on Instagram's GIF section and was amongst the most shared GIFs during the festival season.

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