Greetings, fellow celebrants!

Point of Views

During this Diwali, we, as a creative agency, decided to flip the script on this Festival of Lights. Instead of the usual festive fanfare – we dived deep into the myriad meanings of light, especially in the hearts of those in rural corners where it’s not just a glow but a lifeline, keeping dreams alive.
Our exploration began by understanding the multifaceted nature of light in the lives of people from various walks of life. We identified the different meanings associated with light, each representative of a unique situation or emotion. These meanings formed the basis of our Diwali communication theme, revolving around the idea of aspiration. We aimed to create a narrative that would resonate with people on a deeply human level

Shaping of an Idea

With the concept taking shape, our next challenge was the execution, a task made even more daunting by the diverse situations and locations we aimed to represent. This is where Artificial Intelligence (AI) stepped in as our ally. Leveraging the power of generative art, we harnessed AI to bring our vision to life within a tight timeline. The synergy between the visuals, copy expressions, and the Diwali occasion created a seamless connection, resulting in the desired outcome

The Generative Touch

Generative art, powered by AI, played a pivotal role in giving a new face of expression to the ideas originating from the human mind. It enabled us to execute creative concepts at an unprecedented speed, showcasing the potential of AI as a medium of strength for humanity. As creative individuals, we discovered the importance of striking a balance – understanding what aspects of an idea can be enhanced and expedited by AI, while ensuring that the human touch remains integral.
In the era of visual communication, AI, particularly through generative art, has proven to be a catalyst for advertising and creative agencies. Our Diwali creative, rooted in the theme of ‘Lights of Humanity,’ not only celebrated the festival but also showcased the symbiotic relationship between human creativity and AI.

About the Author

Deepak Nanekar is the Strategy Director of an Award Winning, Mumbai Based Advertising Agency, Golden Mean. He has more than 18 years of experience in building brands and nurturing them to grow. He is known for the deep understanding of Brand advertising and its communication flow through various channels.