Ronnie Navani.
Ronnie Navani, CEO Multicultural Outdoor.
As the days grow longer and warmer, communities across Australia prepare to celebrate Diwali or Deepavali — the Festival of Lights. For millions of Hindus, Sikhs, and Jains worldwide, it’s a time to welcome light over darkness, knowledge over ignorance, and hope over despair. Families gather, homes glow with lamps and rangoli, and prayers are offered for prosperity and renewal.
For many Australians of South Asian heritage, Diwali is both a celebration and a reminder of belonging — of traditions carried across continents and generations. Streets, shops, and homes come alive with colour, sweets, and symbols of joy.
It’s this sense of light, community, and connection that offers an important lesson for advertisers. Because the spirit of Diwali — togetherness, understanding, and renewal — is exactly what brands should aim to reflect when speaking to Australia’s diverse audiences.
On a personal note, my favourite memories of Diwali — or Deepavali — as a child were of a country that quite literally lit up. The festival was all play and pure celebration: lighting firecrackers with friends and family, watching the night sky glow with colour, and staying up late in the company of mates and family. The joy of wearing new clothes, receiving gifts, and indulging in sweets made the occasion even more special. Gulab jamun has always been my favourite treat — and it still is today.
Growing up in India, what made Diwali magical wasn’t just the fireworks or the sweets, but the atmosphere of togetherness. Houses and streets glowed with fairy lights and diyas, creating a sense of wonder. Families gathering, homes were decorated, and laughter and conversation flowed freely.
I appreciate this even more now, those rare moments when the whole family and community comes together — genuine connection, away from the distractions of daily life.
These memories remind me that Diwali is more than a festival; it is an experience of joy, unity, and tradition.
And it is precisely this spirit that multicultural advertising should strive to reflect.
More than translation — it’s about connection
Too often, multicultural marketing is treated as an afterthought: translating a mainstream campaign into another language, or inserting generic cultural imagery into a template. But effective communication requires far more.
Cultural sensitivity in advertising means recognising traditions, understanding values, and speaking to people in the environments and moments that matter most to them. It’s not about ticking inclusivity boxes - it’s about building genuine connections.
A simple “Happy Diwali” post on social media may show goodwill, but it rarely resonates deeply. A message that acknowledges the meaning of the festival; ‘the triumph of light over darkness’ or reflects the way families celebrate through food, prayer, or the exchange of gifts, is far more likely to spark engagement and trust.
The business case for cultural sensitivity
Getting this right is not only respectful, it’s also good business.
When brands take the time to understand cultural nuance, they create campaigns that people remember, trust, and act upon.
One recent example we have seen at as MCO is from a partnership with Remitly, an international money transfer company, who wanted to connect with South Asian communities in Australia. Rather than running a one-size-fits-all campaign, Remitly targeted Indian and Pakistani communities during a peak period for sending money home.
The campaign was placed where it mattered most; in local grocery stores, on digital screens, and on entry decals - merged into everyday community spaces where these communities visit weekly. The creative focused on family, connection, and the emotion of missing loved ones, which made the message feel authentic rather than intrusive. It became part of people’s daily lives and cultural practices.
Diwali and the future of advertising
In many ways, Diwali is a metaphor for the shift I feel our industry should embrace. Just as the festival celebrates light over darkness, advertisers must shine a light on the diverse experiences of Australians instead of treating audiences as a monolith.
Australia is one of the most multicultural countries in the world. Nearly one in three Australians was born overseas, and more than 300 languages are spoken at home. These aren’t niche groups - they are mainstream, and growing. For brands hoping to reach these growing audiences, this means personalised, culturally relevant campaigns aren’t optional; they are essential.
The brands that succeed will be the ones that go beyond demographics to understand culture. They will work with partners embedded in communities who can provide insight that can’t be captured in a market research report.
Lighting the path forward
As we celebrate Diwali this year, marketers have an opportunity to reflect on the role they play in shaping meaningful conversation between brand and minority audiences. Advertising can divide when it stereotypes or excludes, or it can unite, by recognising the richness of multicultural life and reflecting it with respect.
At Multicultural Outdoor, we see this every day. Whether it’s sharing public health campaigns in language, promoting community events, or helping global brands connect with migrant audiences, the message is clear: when advertising is culturally sensitive, it works. It reaches people not just as consumers, but as communities. And in the places they feel they belong most.
So this Diwali, light a candle. Ask a colleague or neighbour what the festival means to them. Take a moment to listen. These small acts of curiosity and respect are the same principles that should guide our campaigns.
Because when we truly honour culture, we don’t just celebrate diversity - we build stronger connections with the people we live alongside. And in that way, we light the path forward for advertising itself.