Mumbai: Magic Network has teamed up with BN Group's Simply Fresh to deliver a thought-provoking new ad that shifts the focus from traditional Diwali festivities to an often-overlooked aspect—post-Diwali cleaning. The latest campaign marks a continuation of Magic's approach to creating narratives around important subsidiary topics, delivering a fresh perspective on the festival's after-effects.

In contrast to the usual Diwali ads, this campaign deliberately avoids talking about the festival itself, instead emphasising the importance of community-driven cleaning efforts after the celebrations. By highlighting this issue, the campaign aims to encourage people to come together to ensure that the festivities culminate in a cleaner, more sustainable way.  

Magic Network co-founders, Mohit Ahuja and Ankur Jain explained the vision behind the campaign: "Our aim has been to channelise consumer attention to aspects which tend to be overlooked. While everyone speaks of pre-Diwali cleaning as an important aspect of the festival, no one has ever spoken of post-Diwali cleaning. The former is done by households for themselves, but the latter should be driven by people for society. Hence our Diwali film does not even talk of Diwali but the after-effects of the festival and how all of us can come together to ensure that the festival culminates in a grand and cleaner way."  

BN Group, group CMO, Kiran Giradkar added, "For our brand Simply Fresh, our focus has been not to push product and its benefits but create meaningful content that resonates with society. Our relentless pursuit to bring a 'fresh perspective' in storytelling continues. I think Magic has got this aspect of the brand out beautifully."  

The ad, created by Piixel Street Filmz and directed by Zaheerali Furniturewalla, is currently live across all brand channels, including YouTube and social media. The film encourages viewers to embrace a fresh approach to sustainability and social responsibility during Diwali.