2025 Winner

Rogers’ Diwali campaign aimed to connect Indian newcomers in Canada with their cultural roots through reliable technology. “A Diwali Tradition” depicts a young Indian mother in Canada learning to make the savoury snack, chakli, with guidance from her father back home via video call. As she shares the experience with her son, the story (in Hinglish and English) emphasizes the role of Rogers’ 5G in preserving traditions across distances. Activated through social media, digital ads and online video, the campaign yielded 2.28 million impressions from online video, 4.6 million impressions from display ads and 6.4 million impressions from Meta.

Credits

Client: Rogers Communications Inc
Agatha Wronecka, VP Brand & Marketing
Kate Warnock, Director, Brand - Wireless
Caroline Messier, Senior Manager - Brand
Neil Sabnis, Senior Brand Manager

Agency: Ethnicity Matters
Bobby Sahni, Partner & Co-founder
Howard Lichtman, Partner & Co-founder
Waseem Shaikh, Group Creative Director
Gautham Seran, Creative Director
Cyril Kirian, Associate Creative Director
Cyril Kirian, Copywriter
Vibash Shetty, Art Director
Sheri Hachey, Managing Director, Client Services
Valentina Wong, Group Account Director
Siddhesh Desai, Account Supervisor
Tejaswini Iyengar, Account Executive
Alex Cui, Account Coordinator
Abhijeet Ray, Managing Director, Media
Chris Tsoi, Media Director
Jing An Hu, Assistant Media Manager
Royston Pinto, Assistant Media Planner
Pon Lau, Studio Manager
Hoffman Yung, Sr. Production artist
Marni Lakshman, Senior Director Creative Operations

Partners
4degreesC Entertainment - Production House
Ashish Ranglani - Director