What is Diwali?

What is Diwali?

Stuff we did: Social + Film + Print & Publishing + Influencers

Do you know what Diwali is? If you’re like most, you probably don’t. So, when Patak’s, the world’s leading Indian food brand, challenged us to both educate Canadians on the meaning of the Festival of Lights and show them how they could celebrate at home, we knew exactly what to do.

We performed a social experiment and asked Canadians simple questions about the holiday. We filmed their informative and hilarious responses and not surprisingly, people loved it. This initiative took Canadians out of the dark and beyond a simple video to a 60-page digital and physical magazine filled with countless authentic ways to celebrate at home.

Shining a Light on the Stats

Shining a Light on the Stats


impressions. That's
68% over our goal!


of interviewees believed
rangoli was a type of pasta


Canadians learned
what Diwali was