Mumbai: With Diwali approaching, Laxmi, a South Asian brand in the US, launched a new commercial campaign in Times Square on 19 October. Featuring actors Noel Sean and Payal Radha Krishna, the ad captures the spirit of celebrating Diwali away from home.
The narrative follows an Indian couple living abroad, where the wife turns her husband's homesickness into joy by inviting Indian students to join their celebration, centered around Laxmi's authentic food. This story resonates with students celebrating Diwali away from their families and reinforces the brand's promise: ‘Laxmi Hain Na’.
Founded in 1972 by GL Soni to bring authentic home-cooked flavors to the South Asian community, Laxmi began with essential grocery items and has expanded into a comprehensive food brand. In addition to its core products—Basmati rice, Atta, spices, dals, Sona Masoori, and other dry groceries—Laxmi now offers a wide range of convenience and frozen foods designed for South Asian consumers abroad, enabling them to enjoy authentic ethnic meals conveniently.
HOS Global Foods president Neil Soni and COO Amrapali Soni said, "For over 50 years, Laxmi has been essential in connecting the South Asian community with their culture and traditions through authentic ethnic foods. As we expand into convenience foods, our goal is to also cater to the student population living independently, allowing them to savor the flavors of home even when they're away.
VP of marketing Suhasinee Patil stated, “Through this Diwali campaign, we reaffirm the message that Laxmi embodies the feeling of home for our community. For over 50 years, Laxmi has been an integral part of South Asian households, a partner in every celebration and the everyday moments of life. By embracing the spirit of Diwali, the new TVC seeks to honor this special season while reinforcing the bonds of love and unity that connect families and friends through food and tradition.”
This TVC will also be broadcast on major networks like Sony TV, Aapka Colours and distributed across digital platforms.
