This year, Diwali will be front and center on Pinterest with exclusive curated content from celebrities, creators and publishers, shopping selections from Indian and British brands and local in-product activations to make it even easier to explore the latest Diwali’s inspirations.
While things may look different this year with no large gatherings authorized and with travel limitations in place, Pinners are still looking to celebrate as they are searching for mithai recipes, home decoration ideas like diyas, rangolis and flowers, gifts to buy such as hamper baskets and fashion outfits for the entire family. They are turning to Pinterest, the visual discovery engine, to find inspiration to keep the festive spirit vibrant this year.
More than 400 million people around the world use Pinterest every month to get inspiration to create a life they love. Pinterest users are planners, and even if they were physically bound this year, they were nonetheless preparing future projects and planning upcoming seasonal celebrations. Therefore, it is not surprising that searches for Diwali-related ideas started as early as the month of July.
Thanks to the Today tab, a section curated with daily local trending ideas located at the top of the home feed in the Pinterest app, Pinners have access to exclusive Diwali related inspirations created by celebrities, creators and publishers.
From the UK to India, Pinterest is partnering with Dishoom, the restaurant group inspired by the Irani cafès, comfort food, and culture of Bombay, which is inspiring Pinners to try new recipes and learn more about the meaning of Diwali. Pinterest is also working with celebrity chef Sanjeev Kapoor who is sharing fun, easy recipes to cook with loved ones or with Twinkle Khanna who is giving style tips and useful festive DIY hacks for the home. Creators such as The Curious Pixie will publish content on how to light up Diwali and BeLavie are sharing ideas on alternative Indian sweets for Diwali.
“Pinterest is such an ideal platform to discover new ideas to try and that’s why I like to share my recipes on Pinterest. This year, from traditional sweets to fusion recipes, I hope to inspire people to explore new dishes as they are planning their Diwali celebrations"- Sanjeev Kapoor.
When Pinners are looking at their home feed or searching for Diwali-related ideas, Pinterest is serving a special Diwali Pin that will take them to a curated article spotlighting Indian and British brands in shoppable boards, and a “Diwali Quotes” board featuring designs created by Indian artists. Pinterest users are able to shop men and women fashion items, decorations for the home, and gift ideas from brands like FabIndia, Pernia’s Pop-Up Shop, Pepperfry, Not on the High Street, Kanya London,The Playful Indian, Nurture Store and Omsara Fashion.
Unlike other platforms where the focus is on others, Pinterest is where people go to focus on themselves. Today, millions of people around the world come to Pinterest each month to plan their future—looking for ideas for what to eat for dinner, what products to buy, where to travel, how to decorate their homes and how to celebrate seasonal moments like Diwali.