This Diwali, Somany Ceramics is bringing alive the spirit of the festival through a heartwarming digital film, ‘Umeed Ka Diya’, encouraging consumers to make a conscious festive choice by purchasing handmade earthen diyas from local Indian potters. Rooted in the belief that a small act of kindness can make a meaningful difference, the film celebrates the artisans whose hands create the light that illuminates millions of Indian homes during the festival.
At the heart of the two-minute film is the story of a potter and his young daughter, whose simple wish is to light a diya outside their own home on Diwali. While the father spends his days making and selling earthen diyas to support his family, his daughter carefully crafts a little diya of her own, hoping to light it on the festive night. However, the family must first sell enough diyas to afford the oil needed to light it.
A chance encounter with a woman shopping for diyas changes their fortunes. Moved by the little girl’s attachment to her handmade creation and her innocent wish, the woman increases her purchase from ten to a hundred diyas. This small gesture enables the potter to fulfil his daughter’s wish. On Diwali night, as the little girl finally lights her diya, she whispers, “Baba… ab hamari bhi Diwali.” The film closes with a poignant reminder that every diya purchased from an Indian potter can bring light, livelihood and hope into an artisan’s home.
Through ‘Umeed Ka Diya’, Somany Ceramics seeks to draw attention to the traditional pottery community and the challenges faced by local artisans as handmade earthen diyas increasingly compete with newer, often imported festive alternatives. The campaign encourages consumers to look beyond the decorative appeal of festive lighting and recognise the livelihoods and generations of craftsmanship supported by their purchasing choices.
The film also finds a natural connection with Somany Ceramics’ brand philosophy, ‘Zameen Se Judey’. Both ceramic tiles and traditional earthen diyas originate from the earth and are transformed through the skill, dedication and craftsmanship of human hands. By bringing these shared roots into focus, Somany reinforces its connection with India’s homes, traditions and the communities whose craftsmanship continues to shape them.
Commenting on the campaign, Anshuman Chakravarty, VP & Head of Marketing, Somany Ceramics, said, “Diwali is a festival that represents hope, new beginnings and the joy of bringing light into our homes. Through ‘Umeed Ka Diya’, we wanted to highlight a community that plays an integral role in making this festival special, yet often remains behind the scenes. India’s potters preserve a beautiful craft that has been passed down through generations, and a simple purchase can make a meaningful difference to their livelihoods. As a brand that believes in being ‘Zameen Se Judey’, we see a natural connection between the earth that inspires our products and the artisans who transform it into something meaningful. Our hope is that this film inspires more people to choose handmade earthen diyas and ensure that the light of Diwali reaches the homes of those who create it for us.”
With ‘Umeed Ka Diya’, Somany Ceramics goes beyond conventional festive brand communication to use storytelling as a medium to spark awareness and encourage action. The film’s central message is simple yet powerful: A diya bought from an Indian potter does more than light your doorstep; it helps bring Diwali to theirs.
