Torrent Electricals has launched its heartwarming Diwali campaign ‘#MitronKiDiwali’ that shifts the festive spotlight onto electricians – the professionals who make celebrations possible. Created and conceptualised by Schbang, the campaign moves beyond product-focused messaging to deliver an emotionally resonant story that honors these often-overlooked contributors to India’s most beloved festival.
Set in a middle-class home where festive lighting installation has been delayed until the final moment, the film introduces the electrician as the hero who arrives not merely to fix wires, but to illuminate joy itself. This relatable premise creates a powerful emotional connection that distinguishes Torrent from competitors focused solely on technical specifications.
The campaign recognizes that electricians form the backbone of Torrent’s ecosystem – trusted professionals who recommend, install, and service electrical solutions across Indian homes. Beyond the film, the initiative includes on-ground tokens of appreciation during Diwali and interactive digital contests that engage consumers while reinforcing the brand’s values of gratitude and responsibility.
Targeting urban and semi-urban middle-class families aged 25-45, along with the electricians, contractors, and retailers who drive the industry, the campaign resonates with those who value safety, trust, and genuine care. The message positions Torrent Electricals as more than a product company – it’s a brand built on responsibility and appreciation for everyone who contributes to powered, celebrated spaces.
Sachin Phartiyal, CEO- Torrent Electricals Limited, says, “At Torrent Electricals, we’ve always believed that true progress is built on the shoulders of those who often go unnoticed. This campaign is our way of shining the spotlight on electricians, the real enablers of every celebration, every moment of light, and every home powered with safety. By acknowledging their role, we’re reinforcing our commitment to not just delivering reliable products, but also valuing the people who make electricity a lived reality for millions.”
Mohammed Sadriwala, Group Creative Manager at Schbang, added, “We wanted this Diwali campaign to shine a light on the electricians themselves. They are the ones who climb ladders, navigate tangled wires, and quietly ensure our homes sparkle with light during the festival. Too often, their hard work goes unnoticed. This film is our way of putting them at the heart of the story, acknowledging that they don’t just fix wires, they make celebrations possible.”
The #MitronKiDiwali campaign demonstrates how brands can create meaningful festive connections by celebrating the often-overlooked contributors who make celebrations possible, establishing Torrent Electricals as a brand that truly values its entire ecosystem.