Dussehra Ads That Captured the Spirit of Victory

Indian brands like PolicyBazaar, Volkswagen, and Bajaj created memorable Dussehra campaigns that celebrated the spirit of victory. Each ad told a story of good winning over evil in creative, emotional ways that connected with people and added meaning to the festive season.

Dussehra marks the triumph of good over evil, so many Indian brands use its spirit in festive ads. These ads often tell a story of kindness, courage, or unity, using the “victory” theme in creative ways. Below are some of the standout Dussehra-themed campaigns from Indian brands, with simple summaries of each ad and how people reacted to them.

Dussehra Ads That Celebrated Triumph and Tradition

1. PolicyBazaar - Dussehra 2021

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• The Ad Story

In 2021, PolicyBazaar rolled out a Dussehra campaign created by Scarecrow M&C Saatchi. The ad told the story of a struggling Ram-Leela group whose play was canceled due to poor ticket sales. In the film, the actor playing Ravan comes across a stanza about goodness. Inspired by it, he changes his ways and begins helping people in need. His kind acts are recorded and shared online, quickly going viral. This sudden popularity draws crowds back to watch the Ram-Leela, turning the once-failing play into a big success.

The ad used the festival’s idea of good defeating evil as a simple way to explain insurance. Just as the actor’s good choices led to better outcomes, the brand compared smart insurance decisions to conquering the “evils” of life, such as accidents, health issues, or financial trouble.

• How People Reacted

The campaign stood out because it didn’t look like a regular insurance commercial. Viewers liked how it tied an emotional festival story to a product usually seen as serious or dull. Many said the message of goodness matched well with Dussehra, making it easy to remember the brand. Marketing experts also noted that the mix of tradition, storytelling, and modern relevance gave PolicyBazaar higher recall during the festive season.

2. Edelweiss - Dussehra 2019

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• The Ad Story

In October 2019, Edelweiss Tokio Life launched a Dussehra campaign to promote its Zindagi Plus insurance plan. The ad was inspired by the Ramayana. The story presented a woman who makes sure her husband is financially secure, linking her actions to a protective Sita in today’s world. The ad used the line "Today's Sita can protect her Ram" to connect the festival’s theme of protection with financial planning.

• How People Reacted

Viewers liked how it reflected modern families, where women play an equal part in financial decisions. Many found the message fresh and meaningful, as it spoke directly to couples about securing each other’s future. The highlight was the Better Half Benefit, which gave extra value by covering the surviving spouse. The campaign, tied with the hashtag #ZindagiUnlimited, was remembered for mixing cultural storytelling with practical financial security in a simple way.

3. Bajaj CT100 - Dussehra 2015

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• The Ad Story

In 2015, Bajaj Auto released a special Dussehra TV commercial for its CT100 bike, produced by Keroscene Films and directed by Rajesh Saathi. The ad carried the tagline "Khushiyon ka jackpot." It showed a simple yet touching scene of a family riding together on their Bajaj CT100 to a hilltop to watch Dussehra celebrations. The film captured the joy of togetherness, the excitement of festival fireworks, and the happiness of reaching the perfect spot to witness the festivities. Instead of focusing only on the bike’s features, the ad used the Dussehra setting to show how the CT100 is a part of family moments and celebrations. The story underlined how prosperity and joy come from shared experiences.

• How People Reacted

The ad was remembered for its emotional simplicity. Viewers liked how it highlighted family bonding during the festival instead of being only about the motorcycle. The festival backdrop gave the film a warm, relatable tone, making it easy for audiences to connect with. People said the tagline "Khushiyon ka jackpot" matched the spirit of Dussehra, where victory, joy, and family come together. For many, the ad stood out as one of Bajaj’s heartfelt campaigns, showing the CT100 not just as a vehicle but as a companion in creating memories during special times.

4. North Republic - Dussehra 2020

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• The Ad Story

During Dussehra in 2020, the clothing brand North Republic launched a campaign to honor COVID-19 frontline workers. At a time when celebrations were quiet and gatherings were restricted, the brand shifted focus from traditional festivities to the people fighting the pandemic every day. The campaign called doctors, nurses, and other essential workers the "Real Life Heroes." Instead of showing festive outfits, the ads highlighted how PPE (Personal Protective Equipment) kits became the "most beautifully dressed," linking protection and service to humanity with the spirit of the festival. It was shared widely on social media platforms such as Facebook, X (Twitter), and YouTube, where video tributes and creative posts paid respect to these everyday warriors.

• How People Reacted

The campaign struck an emotional chord with viewers. Many appreciated that the brand chose to honour frontline workers instead of promoting clothes during a sensitive time. The message felt sincere and respectful, especially when people were living through fear, uncertainty, and restrictions. The tribute gave new meaning to Dussehra, showing that the victory of good over evil could also represent the fight against the virus. People shared and commented on the campaign, calling it thoughtful and timely. By aligning with the mood of 2020, North Republic created a campaign that people remembered for its sensitivity and respect toward real heroes.

5. Volkswagen - Dussehra 2023

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• The Ad Story

Volkswagen India created Dussehra campaigns in 2023 that focused on the spirit of positivity and celebration. It carried the tagline "Here's to the victory of innocence over anything evil." The brand extended the thought with a short ad film, showing the idea of innocence and goodness. The campaigns aimed to share festive joy while keeping the messaging light and approachable.

• How People Reacted

Audiences appreciated the refreshing use of the word "innocence," which gave the age-old theme of the victory of good over evil a softer and more modern touch. The video added a more visual and engaging element, making it easier for people to share during the celebrations. Many found the campaigns easy to connect with, especially younger audiences who liked the lighthearted approach. For Volkswagen, it was a way to join in the festive conversation while keeping the message simple, positive, and relatable.

Conclusion

These Dussehra-themed ads all capture victory in different ways, from myths and heroes to everyday acts of goodness. They remind us that the festival’s spirit isn’t just about fireworks but about inspiring stories. Each of the above campaigns used authenticity and emotion, which is why people responded so warmly.

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Want to launch a campaign with celebrity endorsements, plan event appearances, raise awareness for your product, or connect with customers through influencer marketing? Reach out to Tring. We can help you match with top celebrities, shape messages that resonate, and create ads that people will still talk about next year.