Spotify and Leo India Tap into the Gullak Fandom for a Diwali Campaign, Executed by Fever Films

Built on an understanding of the show’s deeply relatable characters and their connection with Indian households, the campaign brings Spotify into the heart of Diwali preparations

Mumbai, October 30, 2026: Recognising the deep emotional connection that TVF’s Gullak shares with audiences across India, Spotify and Leo India have conceptualised a special Diwali campaign that brings together the show’s much-loved characters and the familiar chaos, warmth and excitement of festive preparations.

Fever Films (the ad films division of The Viral Fever- TVF) executed the campaign in collaboration with Spotify and Leo, translating the creative vision into a series of engaging ad films featuring the Gullak characters. This new division executes ad films and commercials partnering with advertising agencies and brands.

Rooted in an understanding of what makes the Gullak universe so loved, the campaign draws on the show’s distinctive portrayal of everyday Indian family life. Featuring the Mishra family, the films capture the many familiar moments that define Diwali preparations – from decorating homes to getting food ready for the festivities.

At the heart of the campaign is a simple consumer insight: music is an integral part of how Indian households experience and celebrate Diwali. Whether it is getting the house ready, preparing festive delicacies or bringing the family together, music provides the soundtrack to these everyday moments. The campaign brings this insight to life by placing Spotify naturally within the world of Gullak, making the brand an organic part of the festive experience.

Commenting on the creative approach, *Vikram Pandey, Chief Creative Officer – Leo India* said, “Diwali campaigns usually focus on the celebrations, but so much of the festival happens in the preparations; the cleaning, decorating, cooking and little moments of chaos that bring families together. And what better than ‘music’ to make even the most routine tasks more enjoyable and effortless. The characters of TVF’s Gullak were the perfect way to bring this insight to life. By weaving Spotify into the everyday bickering and bonding of the Mishra family, we’ve made the brand a natural part of the Diwali experience”

For TVF, the collaboration reflects the growing potential of its IPs and characters as powerful platforms for brand storytelling. With audiences developing strong emotional relationships with characters, TVF continues to explore creative partnerships that allow brands to become part of these established cultural conversations while retaining the authenticity that makes its stories resonate.

*Vijay Koshy, TVF, said*, “It is incredibly thrilling to see our characters become so widely recognized that leading brands are building innovative campaigns around their voices. Gullak has always been a mirror to the Indian middle-class home, and the Mishra family’s Diwali is no different from what happens in millions of households across the country. At TVF, our core philosophy is to craft character-driven stories where brand integration feels completely organic. Collaborating with Spotify and Leo was a wonderful experience, it allowed us to use the warmth and familiarity of our characters to highlight the joy of festive music in a native way, while also giving Gullak a beautiful platform to share a glimpse into their own Diwali preparations.”

The campaign is aimed at listeners and families across India, positioning Spotify as the companion to every mood and moment of the Diwali season.

The three campaign films featuring the cast of Gullak are now live:

1. https://www.instagram.com/reel/DfG1dqcSlMp/?psln=bnppaXA0ZTQxazA4
2. https://www.instagram.com/reel/DfG1nIGAIl0/?cplk=MWdnOGVmcTMxdWd4cQ==
3. https://www.instagram.com/reel/DfG2CXoA2XQ/?psln=dmQwcTduOTZ0YWMy