The Goal

Create engagement during Diwali, the festival of lights, and reinforce the brand philosophy 'In Search of Incredible'.

Get involved with the trending patriotic sentiment on social media post the surgical strikes of 2016.


Mission #LightUpLoC, a mobile-ready experience launched just before Diwali 2016, where visitors could dedicate wishes and messages for Indian soldiers on virtual 'flying lanterns', and launch them towards a virtual India-Pak Line of Control (LoC). The mission - covered every meter of the 724 KM virtual LoC with flying lanterns.


#LightUpLoC created a micro-movement on social media and news portals and the mission of launching 724,000 virtual flying lanterns was completed by fans before Diwali.