Laxmi lights up Times Square with heartfelt Diwali campaign

Diwali celebrations are lighting up New York City with a warm touch of home, thanks to Laxmi, the premier South Asian food brand in the U.S. On October 19th, Laxmi launched a heartfelt new campaign in Times Square, capturing the vibrant spirit of Diwali and the sense of home it brings to those far from their loved ones.

Featuring beloved actors Noel Sean and Payal Radha Krishna, the ad tells a relatable story of an Indian couple abroad, with the wife transforming her husband's homesickness into a celebration by inviting Indian students to their Diwali festivities. The campaign, carrying the tagline "Laxmi Hain Na," is a reminder to students that Laxmi is there to bring them a taste of home during this festive season.

Founded in 1972 by G.L. Soni with a mission to deliver authentic flavors of home to South Asian communities, Laxmi began with grocery essentials and has since flourished into a comprehensive food brand. Today, Laxmi offers an extensive range of products, from staples like Basmati rice, Atta, and spices to a selection of convenience and frozen foods, all crafted to meet the needs of South Asians living abroad.

Neil Soni, President of HOS Global Foods, and Amrapali Soni, COO, shared their enthusiasm for the new Diwali campaign. “For over 50 years, Laxmi has connected the South Asian community with their culture through authentic ethnic foods. With our expansion into convenience foods, we’re excited to cater to students and those living independently, helping them savor the flavors of home,” they said.

Suhasinee Patil, VP of Marketing, added: “Through this Diwali campaign, we reaffirm that Laxmi embodies the feeling of home. For decades, Laxmi has been a part of South Asian celebrations, traditions, and everyday moments. This new TVC celebrates Diwali and the bonds of love and unity that connect us through food and tradition.”

The TVC will also be shown on major networks like SonyTV and Aapka Colours, and shared widely across social media platforms, including Instagram, Facebook, YouTube, LinkedIn, and WhatsApp.