Diwali seems to be everywhere this year
. More and more major brands are recognizing the festival of lights, running ad campaigns and stocking products related to the holiday in the US. South Asian Americans who celebrate Diwali can now pick up fireworks from Costco, greeting cards from Hallmark and party decorations from Target. Diwali, also known as Deepavali, is one of the most important festivals in Hinduism.
But she’s also seen efforts that don’t feel particularly thoughtful, such as Edible Arrangements’ Diwali-themed platter. Though the brand acknowledged Diwali, its assortment was made up of chocolate-covered strawberries and mini cheesecakes with sprinkles, which she felt had little relevance to the festival. “There was no Indian flavor profile or anything reminiscent of Diwali mithai ,” she adds. “It was just something commercially slapped on.
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