Light Love Laughter Lexus is the Barrett and Welsh Diwali 2025 campaign for Lexus Canada. During Diwali, Indians in Canada focus on celebrating and reconnecting with family. Even their purchases are Diwali-focused,  family-focused. Everything is rich with “holiday spirit” — Diwali spirit. 

The best brands engage their consumers at Diwali with authenticity and insight. We did it with light. Light is the heart of Diwali celebrations. Every Diwali, Indians in India and in the Indian diaspora globally light billions of Diwali diyas (oil lamps). These diyas mark the victory of good over evil and light over darkness.

Now, here’s an interesting thing about diyas: the cloth wick is always longer than the earthenware bowl. To make sure the wick fits and draws oil to the flame, it’s tucked or curled into the bowl. And the shape that it naturally takes echoes a familiar logo. But just in case we miss it, the line clues us in. In four simple firecracker words. Light. Love. Laughter. Lexus.

The Lexus Diwali 2025 outreach was an explosive success. It attracted 2.1 million impressions (126% over target) and reached 859,000 unique users. Having trouble viewing the videos? Click the links to view them on Vimeo.

15-second version

6-second version