Star endorsements explode for Diwali 0
Diwali packaging featuring actress Deepika Padukone has been this year’s hot seller. (PHOTO REUTERS)
Diwali takes place Sunday. As expected, the stars are ready to shine during the Festival of Lights, but maybe not in the way you think.
As one of the biggest holidays for Hindus, who make up over 80% of India’s population, according to their calendar, this is the 5,114th anniversary of when Rama bested the demon Ravina and returned to the kingdom of Ayodha after 14 years of exile in a forest.
Because it was a moonless night, people put out tiny lamps, or diyas, to light the way. The festival is all about the triumph of light over darkness and celebrated in a manner not unlike Christmas — with family, friends, gift exchange, and lots of delicious food.
Fireworks are also a big part of the festival. Every year Bollywood’s biggest faces are splashed all across the packaging for Diwali fireworks and firecrackers. It’s part of a good-natured tradition of targeting consumers ready to spend — again, not unlike Christmas.
Packaging featuring actress Deepika Padukone has been this year’s hot seller, according to the Times of India. Other celebrities flying off the shelves include Katrina Kaif, Priyanka Chopra, Shilpa Shetty, and Amrita Rao.
"Salman Khan has always been popular in Ahmedabad,” said Pravinbhai, a shop owner in New Delhi suburb told the paper. “Other stars come and go according to whichever movie has done well. Stars like Akshay Kumar and Shah Rukh Khan are also popular choices for cracker boxes."
Seeing a well-known mug peering at you from a box of firecrackers may seem quirky and agreeably weird, but what’s even more interesting is that if you were walking through the brightly colored stalls of one of the Indian markets, you might see a few faces you know.
Hollywood is getting into the brand game and it’s not uncommon to see the likes of Selena Gomez, Zac Efron, Bruce Willis, and Hillary Duff, among others, on assorted rocket boxes.
Those depicted, however, don’t impact the price as it’s just a fun way that celebrities from around the world are adding a little extra shine to India’s holiday season.
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