BESSIUM wishes the planet an ‘UnHappy Diwali’ in EFGH India’s anti-pollution campaign

Every Diwali, while cities light up, the air turns darker. AQI levels routinely soar beyond ‘poor,’ with celebrations clouded by smoke, emissions, and excess. This year, BESSIUM, an energy storage brand, teamed up with EFGH India to address the problem head-on by wishing the world an #UnHappyDiwali.

The campaign flips the script on traditional festive advertising. Instead of adding to the noise, it subtracts from the problem — by calling out the “villains of energy and sustainability” like AQI, Carbon Footprint, and other contributors to environmental decline.

Each post in the series introduces one villain — not to celebrate, but to eliminate — urging people to see true progress as the power to reduce, not just rejoice.

Ravi Shankar, Founder, BESSIUM, said: “When AQI levels are crossing 300, it felt tone-deaf to just say ‘Happy Diwali.’ As a brand that stands for cleaner, smarter energy, we decided to celebrate the villains instead by wishing them the unhappiest Diwali possible. Because the only way to have a truly happy Diwali is to make the planet a little cleaner.”

Emmanuel Upputuru, Founder, EFGH, added: “In every festive campaign, ‘Happy (name of festival)’ is a given. A brand like BESSIUM obviously can’t follow the herd. So we decided to create the world’s first anti-wish campaign a Diwali greeting that doesn’t congratulate, but confronts.”

The campaign rolled out across Linkedin and Whatsapp Broadcast platforms through a ten-part series, each spotlighting a different environmental villain from e-waste to energy leaks reminding people that the brightest Diwali is the one that leaves no trace behind.