Telstra has released a multicultural marketing campaign to target Australia’s Indian and South Asian audience for Diwali, the festival of lights.

The Diwali campaign builds on the ‘Telstra Home Bundle – Global’ campaign, which targeted Indian, Chinese, Vietnamese and Korean audiences.

Appearing in Australian print publications and Indian websites, the creative features Bollywood superstar and former Miss World Aishwarya Rai Bachchan holding a lamp to signify the festival of Diwali’s celebration of light over darkness and good over evil at the start of a prosperous year.

Telstra worked with multicultural marketing agency MultiConnexions on the campaign.

MultiConnexions CEO and director of strategy and insights Sheba Nandkeolyar says the Telstra campaign is timely and culturally relevant.

“The visual reference is extremely exciting to the audience, as it speaks to their passion for Bollywood entertainment, with an important reference to Diwali, the festival of lights. This adds to Telstra’s ongoing presence and goodwill with the Indian and wider South Asian audience.”