Indian snack brand Cofresh is this year supporting Diwali, the festival of lights, with a wide range of in-store and consumer-focused promotional activity during its first ever ‘Share the Light’ campaign.

The campaign’s theme reflects the Diwali tradition of light, celebration and family, and includes consumer gift promotions across the three major social media platforms  as well as local radio and newspaper competitions and TV advertising to help drive consumer footfall to the world foods fixture.

Cofresh will also be donating 1p from every pack of its Bombay Mix sold during Diwali to the Sankara Eye Foundation ‘Gift of Vision’ charity, which works towards eradicating curable blindness in India.

“Diwali is obviously a huge event in the Indian calendar and with it being one of our key selling times,  it opens up great opportunities for retailers,” said Debbie King, director of commercial sales & marketing at Cofresh. 

“As well as investing significantly in activity to raise awareness of the brand among consumers, we’ll be supporting retailers with in-store promotional activity to help them maximise sales in the run-up to, and during, this important festival.

“In line with the Diwali values of sharing the light, we’re also going to donate to Gift of Vision through sales of our best-selling Bombay Mix. This will go directly towards treating people in India with curable eye conditions and hopefully ultimately enable them too to share the light.”