Nothing has introduced its new Diwali campaign, titled “Go Subtle or Go Nothing,” taking a distinct approach to festive advertising. The campaign is centered around a new ad film that subverts traditional festive narratives.
The film opens in the style of a conventional holiday commercial, featuring sentimental scenes of gift-giving. It then shifts in tone, incorporating sarcastic commentary and characters who break the fourth wall to address the audience directly. The advertisement showcases
Nothing products being used in unconventional ways related to Diwali traditions, such as the Nothing Phone (3) being depicted as fairy lights, Headphone (1) as stands for diyas, and Nothing & CMF Buds arranged to form a rangoli pattern.
The voiceover for the film is provided by comedian Samay Raina. The ad utilizes humor and meta-storytelling to align with the brand’s established marketing style. It concludes with the tagline, “This festive season, go subtle or go Nothing.”
The film was written by Vishal Dayama and Rajat Thakur. It was directed by Aneesh Malankar and produced by Devarsh Thaker for Braindad.
The campaign is currently active across Nothing’s social media and digital platforms.
Commenting on this, Akis Evangelidis, co-founder & India President, Nothing, said:
We wanted to give audiences a festive campaign that feels fresh, playful, and unapologetically bold. Diwali is a time for creativity, joy, and celebrating in ways that feel personal and fun. With this campaign, we aimed to break the monotony of traditional festive advertising, turning the ordinary into something memorable and making people smile while staying true to Nothing’s signature style.