For Ambala’s Diwali campaign, The Relations Group developed and delivered a competition-focused strategy to further boost engagement and brand awareness among core Asian audiences. By running nationwide competitions across radio and online platforms, we encouraged audiences to interact with the brand, share their festive experiences, and win premium Diwali sweet hampers. These competitions reinforced Ambala’s positioning as the leading authority on Diwali sweets and traditions, highlighting the heritage, quality, and cultural authenticity of their products. Timing the activity around Diwali maximised relevance, while the competitive element inspired excitement, drove traffic to Ambala stores, and amplified social sharing, helping the brand become the go-to choice for gifting and festive celebrations.