Bengaluru, Oct 19: This Diwali, GO DESi, the Bengaluru-based Indian sweets and snacks brand, is giving up the usual festive ad. On 19 October, digital billboards in Delhi and Bengaluru will instead show a live, 12-hour feed from the brand’s sweets factory floor, with sweets being made in real time.
The brand is calling it “the most boring reality show ever.” There are no actors, no script and no twist. Passers-by can watch the factory at work as it happens, and that is the point.
The idea: No Drama Diwali
The billboards are the first part of GO DESi’s “No Drama Diwali” campaign. They respond to a festive season crowded with over-the-top ads, serial-style emotion and brands competing for attention. GO DESi’s answer is to keep the festive core and drop the noise: nothing hidden, nothing exaggerated, and no spin.
A live factory feed is the most direct way to say it. Instead of telling people what goes into its sweets, GO DESi is letting them watch the sweets being made, focusing on the quality, hygiene and pure ingredients that go into making them.
“Diwali has become very loud. Everyone is shouting for attention, so we thought we’d do the least dramatic thing possible: point a camera at our factory and let people watch. If the mithai is made well, there is nothing to hide and nothing to dramatise.” Vinay Kothari, Founder & CEO, GO DESi
How it works
- Live for 12 hours: a continuous feed from the GO DESi’s sweets factory floor, on 19 October. It showcases the entire sweets-making process.
- Two cities: digital billboards in Delhi and Bengaluru carry the stream at iconic sites.
- Branded, not scripted: the feed is framed by GO DESi’s campaign panel, so passers-by know whose factory they are watching.
- Online too: the same stream runs online, so people outside the two cities can watch along.
Why it matters
The live feed puts a simple idea in front of festive shoppers: if a brand is confident in what goes into its sweets, it can show the process openly.
Fact sheet
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What |
A live, 12-hour factory-floor stream on digital billboards |
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When |
19 October 2026, [10 am] to [10 pm] |
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Where |
Delhi: EAST OF KAILASH MARKET T-POINT https://maps.google.com/?q=28.5527585,77.2411681 Bengaluru: BRIGADE ROAD TOWARDS BRIGADE ROAD JUNCTION, MAYO HALL, RESIDENCY ROAD, KORAMANGALA & HOSUR ROAD https://maps.google.com/?q=12.9736697,77.6074022 |
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Watch live |
https://www.youtube.com/live/WJxdwMQSK8Y |
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Campaign |
No Drama Diwali |
