Western Union - Bringing the Lights Home This Diwali

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The Challenge.

Undercurrent took Western Union’s brief to engage consumers on a more emotional level during the colourful cultural Diwali period, creating a campaign to absorb the key focus – lighting up villages in India.

The Delivery.

The activity ran for five weeks from mid-October and centred on sponsorships and activations. An educational vehicle visited key Indian touchpoints across the UK

Ta Da.

Activity measured at the end of the five-week tour showed that the campaign had achieved a social reach of more than six million, and there had been more than 1,000 competition entries. New sign-ups for Western Union services have surpassed the 1,000 mark. Overall, the campaign resulted in the in fantastic ROIs which included the below: 


1,254,300 Total OTS

38 Total Live Days

25,000 Interactions

149,000 Visitors

1,000 Game Plays

21,000 Giveaways



700+ Comments


30+ Posts


Diwali is a celebration of happiness and a festival that enlightens every house. Undercurrent's month-long campaign has produced some fantastic results with new customer sign-ups going very well in the Indian community

Alexia Kerdavid, marketing specialist, UK, Ireland & Nordics
Western Union.

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