Nothing has launched its new Diwali campaign titled “Go Subtle or Go Nothing,” offering a fresh and playful take on festive advertising. The campaign’s ad film starts like a traditional holiday commercial with warm scenes of gift-giving but quickly shifts tone with sarcastic commentary and characters breaking the fourth wall to engage directly with viewers.
The film creatively showcases Nothing products in unconventional Diwali roles— the Nothing Phone (3) is depicted as fairy lights, Headphone (1) as stands for diyas, and Nothing & CMF Buds arranged as a rangoli pattern. Comedian Samay Raina provides the witty voiceover, adding humor and meta-storytelling that fits Nothing’s bold and minimalistic brand style.
Written by Vishal Dayama and Rajat Thakur, directed by Aneesh Malankar, and produced by Devarsh Thaker for Braindad, the campaign carries the tagline, “This festive season, go subtle or go Nothing.” It is currently running on Nothing’s social media and digital platforms, standing out by breaking the monotony of typical emotional festive ads with cheeky irreverence and memorable imagery.
Akis Evangelidis, co-founder and India President of Nothing, said the campaign aims to bring creativity, fun, and a bold new perspective to Diwali celebrations, offering an alternative that is both fresh and unapologetically playful.