Here’s a number that should grab every marketer’s attention: Indian-American households boast a median annual income of $151,200 (Source: Pew Research Center). Across the Atlantic, British Indian households report a median net worth of £160,000 (Source: LSE, 2023) — one of the highest among minority ethnic groups in the UK. Yet most QSR brands still treat Diwali like an afterthought.
Behind these numbers lies a community with strong purchasing power, deep-rooted traditions, and a special relationship with food, especially during Diwali.
For South Asian communities living in the US and UK, Diwali isn’t just about rituals and fireworks but more about family gatherings, shared meals, and festive indulgence. Sweets like Gulab Jamun, Rasmalai, and Kaju Katli fill homes, while savory snacks and celebratory feasts bring communities together. Food is at the heart of how these families celebrate. If done right, quick-service restaurants (QSRs) can leverage this unique position to win these festive moments through multicultural advertising and relevant festive campaigns.
But how do you do it without resorting to cookie-cutter “holiday sale” tactics?
The answer lies in combining cultural authenticity with data-driven marketing strategies while borrowing a few lessons from how consumers approach holiday shopping overall.
Why Getting The Timing Right Matters this Holiday Season
Holiday shopping behaviors have changed dramatically. A Simon-Kucher Holiday Shopping Report 2025 reveals that nearly two-thirds of US consumers now start their shopping before November. That insight is crucial for QSRs looking to connect with multicultural audiences during Diwali.
If you wait until the week of the festival, you’ve already missed the moment when families are deciding where and how they’ll celebrate.
Now imagine a campaign cadence like this:
- 3–4 weeks before Diwali: Launch teaser or awareness campaigns on Instagram/TikTok featuring sneak peeks of festive bundles. Focus on building anticipation and brand recall during the planning phase.
- 2 weeks before Diwali: Shift to conversion campaigns—introduce pre-order promotions (“Reserve your Diwali Feast Box today and save 10%”).
This taps into the window when families lock in their celebration plans. - Final 7 days (Countdown phase): Turn up urgency with countdown-style creatives—“5 days to Diwali,” “3 days left to pre-order,” “Celebrate tomorrow with our Diwali Feast Box.” Pair this with shoppable video ads and programmatic targeting in South Asian neighborhoods to capture last-minute decision makers.
This approach keeps your brand visible across the entire festive decision-making window, not just the final days.
Value-Driven Offers Work Better Than Deep Discounts
When it comes to promotions, expectations are clear. The same report also shows that %discounts in the ~25% range are commonly expected in many categories; expectations vary by product and audience, so test offers by price tier., For QSRs, this is a sweet spot: it’s enough to drive orders without eroding margins.
That doesn’t mean Diwali marketing should revolve around price alone.
Value can come from family-style bundles that make festive dining effortless—think entrées paired with shareable sides and a sweet finish in one order. Adding cultural favorites like Rasmalai or Kaju Katli as complimentary desserts makes the offer feel festive and generous without relying on heavy discounts.
At the same time, it’s important to avoid over-relying on flash sales. While half of shoppers say they enjoy them, nearly 30% actively avoid them because they feel pressured. For multicultural families planning their Diwali gatherings, a transparent and consistent offer feels more authentic than a fleeting countdown deal that looks like just another ethnic ad rather than relevant messaging tailored to the occasion.
Meeting Audiences Where They Find Inspiration
Social media is now a leading source of holiday shopping inspiration.
For South Asian audiences in the US and UK, platforms like Instagram, TikTok, and YouTube aren’t just entertainment channels—they’re where new food trends, festive celebration ideas, and dining options are discovered.
This opens up an important opportunity for QSR brands.
Festive campaigns should lean heavily into visually rich content showing families sharing Diwali meals, lighting diyas, or enjoying fusion desserts. But discovery is only half the journey. Once you’ve sparked interest, programmatic advertising can make sure your brand stays top of mind across apps and websites frequented by Indian and South Asian communities in cities like London, Leicester, New York, and San Francisco.
Adding shoppable elements (click-to-order links to Uber Eats, Deliveroo, or your QSR app) reduces friction and turns “that looks delicious” into an actual order while keeping your multicultural advertising both visible and actionable.
Leaning Into Authentic Connections
With more than 50% of US consumers now using AI tools for deal alerts and price checks, technology plays an undeniable role in how people shop. But during Diwali, what often resonates most are the human, cultural connections around food and celebration.
AI can still play a helpful role like in-app recommendations that suggest a Mango Lassi to complement a family meal—but the bigger opportunity for QSRs lies in cultural storytelling. Collaborating with South Asian food influencers, for example, brings credibility and relatability to campaigns. When a trusted voice shows how a “Diwali Feast Bundle” fits naturally into their family celebration, it creates genuine resonance with audiences and ensures your relevant messaging cuts through the noise.
Turning a Seasonal Spike Into Year-Round Loyalty
While Diwali is a revenue accelerator, advertisers should view it as an entry point for ongoing engagement. Moments like festive promotions open doors to deepen relationships, with touchpoints like app downloads, loyalty programs, or pre-orders helping brands stay connected well beyond the season.
Offering double points on Diwali orders keeps customers coming back, while retargeting campaigns in January (“Exclusive offers for our Diwali customers”) sustain the momentum.
Community engagement matters here too. Sponsoring or partnering with local Diwali melas or cultural events can still play a role, but the real impact comes when QSRs amplify those efforts digitally. For example, running geo-targeted ads highlighting your event sponsorship, creating behind-the-scenes social content from the mela, or using programmatic ads to reach attendees with exclusive post-event offers keeps the engagement alive online.
In this way, digital ads don’t just promote a one-time discount—they extend community involvement into discoverable, shareable, and measurable campaigns. That’s how a QSR shifts from “the place that ran a Diwali discount” to being recognized as part of the community’s cultural fabric, with ethnic advertising strengthening emotional equity that drives long-term loyalty.
What’s the Best Diwali Marketing Strategy for QSR Advertisers?
Diwali is when South Asian families spend more on food, dining, and celebrations, making it a key moment for QSRs. The brands that do well are the ones that plan campaigns early and show up where their audiences are—on social platforms and local digital channels.
Handled this way, Diwali marketing isn’t just a seasonal campaign. It’s a chance for QSRs in the US and UK to build trust and long-term loyalty with one of the most engaged and high-spending consumer groups by delivering relevant messaging through thoughtful ethnic ads.
