Case Study: A Successful PR and Social Campaign for Diwali

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competition entries

Leicester’s Diwali celebrations are reported to be the biggest outside India. In 2020, due to the pandemic, Leicester City Council decided that the celebrations on Belgrave Road could not take place and were replaced by a virtual event. In 2021, the Diwali celebrations were back – and following a successful tender process – Anicca was selected to support with the relaunch.


To ensure the event was as safe as possible, LCC extended the celebration area from Belgrave Road to surrounding areas to prevent mass crowding. Recognising that this change in location may affect businesses who traditionally benefited from the Diwali traction, LCC wanted to launch a campaign to support local businesses based on the concept of a ‘Diwali Shopping Festival’.


  • Engage with the Belgrave Business Association and businesses on Belgrave Road to identify a range of gift ideas and collate competition prizes to support the overall Diwali Shopping campaign
  • Ensure that each business and associated competition prize are professionally photographed
  • Create a creative concept for the Diwali Shopping Festival that will be used in social media campaigns, on digital advertising screens, Visit Leicester website and OOH media channels
  • Deliver the artwork for the campaign to be used across digital and traditional media channels
  • Raise awareness of Diwali event, to attract visitors to Belgrave Road at this important trading period

Our Solution

We proposed a four-week campaign that ran across digital and out-of-home (OOH) media channels to give maximum impact in Leicester and surrounding areas.


To ensure we caught and maintained the attention of Leicester locals, the first step was to develop a suite of creative assets which stood out across many digital and OOH media channels. With eye-catching creative in mind, our team created an array of assets, encapsulating the essence of Diwali through iconography and colours.


Recognising that we needed to engage people online and offline was key to this campaign. A measure of success for the client was the amount of competition entries generated. To encourage engagement across the community, we served relevant ads across social media encouraging users to enter the competition, we also offered an offline solution where the community could physically fill out and drop off entry forms at a local community space.


As part of the project, the client tasked Anicca with the complete management of the competition logistics. This included sourcing prizes from retailers, ensuring fair promotional coverage of retailers, arranging product photography, liaising with competition winners, photographing the competition winners.

In total, through all media channels we generated 1396 competition entries.


Door Drop

  • Impressions: 30,000

Leicester Mercury digital takeover

  • Impressions: 2841
  • Clicks: 29

Social Campaign

  • Impressions: 578,501
  • Clicks: 2300


  • Impressions: 1,400,000
  • Overall competition entries: 1396

We were delighted with the success of this campaign, being multi-channel and using above and below-the-line activity. Using our in-house creative services saved a large amount of time and hassle, meaning we could provide the client with a  better and swifter service overall. This project was a prime example of a short-duration, high impact campaign that delivered to the client specification and more besides. If you are interested in finding out more about our paid services or need a hand with any other digital marketing needs please feel free to contact us today.

Pall-Ex have been working with Anicca digital for a few years now and our results have been outstanding. The innovation from their team is a breath of fresh air.
Mark Steele
MD – Pall-Ex International Business Units

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