Mumbai: Ecom Express breaks free from traditional advertising this festive season, launching an innovative Diwali campaign titled ‘Hume Cliché Diwali Ad Banana Nahi Aata - Par Delivery Time Pe Karna Aata Hain!’. Ecom Express adds a humorous twist to the holiday, poking fun at typical Diwali ad clichés to underscore its core strength—timely deliveries during the busiest time of the year.

The Diwali campaign unfolds in three engaging parts throughout the week, with each instalment building upon the last to emphasise Ecom Express's dedication to punctual service during the festive rush. The narrative begins with a relatable scenario: a young man tells his mother he won't make it home for Diwali, just as an Ecom Express delivery partner arrives with perfect timing to deliver a punchline that sums up the brand's reliability: ‘Cliché Diwali ad banana toh hume nahi aata. Lekin Diwali ki delivery on time karna hume zaroor aata hai!’. This light-hearted approach entertains while reinforcing Ecom Express's promise to make every delivery count.

Ecom Express, CMO, Pallavi Tyagi explains the campaign's purpose: “This year's Diwali ad campaign embraces the theme of Homecoming, emphasising the importance of family, friends, and togetherness during this festival that holds a special place in everyone’s heart. We’re excited to convey this message in a creative and unconventional way. The festive season is particularly crucial; as our customers enter their busiest period, it becomes our busiest time as well, inspiring our commitment to delivering timely and exceptional service. Through this ad, we hope to reinforce our connection with customers, highlighting our role as a supportive partner during this busy festive season.”