FRND's Ghar Jaisi Diwali Is For Those Celebrating Away From Home
FRND has launched 'Ghar Jaisi Diwali', a campaign for people celebrating the festival away from home. The Indic-language audio social platform argues that friendships can make an unfamiliar city feel like home, even when family is far away.
- Brand: FRND, part of Interact Group
- Campaign: 'Ghar Jaisi Diwali'
- Format: Brand film
- Users: Over 4 million monthly active users, ten languages
The Ghar Jaisi Diwali Film
The film follows four people spending Diwali away from home: Raju, an electrician from Bihar working in Mumbai; Harpreet, from Ambala, a professional in Bengaluru; Rimi, an air hostess in Delhi; and Pooja, a student in a hostel. Calls with family and glimpses of other people's celebrations show how much they miss home.
After hearing about FRND from people around them, they join the app and meet in a shared digital space, swapping stories and greetings, making rangolis, lighting diyas, playing cards and singing together. A day defined by absence becomes one of new friendships. The film ends by inviting more people to join in.
What FRND Said
Bhanu Pratap Singh Tanwar, CEO and co-founder, FRND, said millions of young Indians are leaving their hometowns for work and growth, and that loneliness is quietly becoming part of that journey, which festivals bring to the surface. He said a single conversation in your own language "can change how a day feels".
About FRND
FRND operates in Hindi, Telugu, Tamil, Malayalam, Kannada, Odia, Marathi, Punjabi, Gujarati and Bengali. It says users spend over 30 minutes a day on the platform, with close to 1.92 million conversations a day. Its last festival-led work on Ad Tribe was its Independence Day campaign.
The film is on the FRND YouTube channel.
More campaigns on Ad Tribe.