Earlier this month, Anita Chhiba, founder of the Diet Paratha Instagram account and content agency, which champions South Asian creativity, voiced growing concerns about luxury’s “blanket” embrace of Diwali. “The brand noise in the West feels like it’s drowning out other voices in the community,” she wrote, sparking a debate in the comments.
In the past few years, Diwali has become an anchor for global luxury marketing. From Armani Beauty’s make-up masterclass in London or Jimmy Choo hosting a dinner to Golden Goose creating a special candle art experience in their Dubai flagship, brands of all sizes and shapes have added a Diwali event to their calendar.