Diwali, the Hindu festival of lights, takes place every year in late October / early November. In these 5 days, the family celebrates extensively. In some parts of India, Diwali also marks the New Year and is accompanied by impressive fireworks. Even for Indians living in Germany, this festival has a similar cultural and social significance as Christmas has for Christians. Each year, numerous Indian associations and German-Indian societies organize a festival that has a stage program, food and music. In October 2017 we represented our client MoneyGram at three major Diwali events in Frankfurt, Berlin and Vienna. Right next to the entrance of the respective locations, we placed our merchandise stand, distributed flyers and sought a direct conversation with the guests. Our photo booth, which was used to take direct pictures printed on MoneyGram paper, was extremely popular throughout the evening. In the truest sense of the word, our electric Diwali candles were the highlight of every event. With this campaign, we reached over 4,000 German-Based Indians without any detours.