New Delhi: London-based consumer technology brand Nothing has launched its new Diwali campaign titled “Go Subtle or Go Nothing,” continuing its streak of bold, unconventional storytelling with a fresh spin on festive advertising.
In a market saturated with emotional brand films and formulaic festive narratives, Nothing’s latest campaign stands out by embracing parody, humour, and meta-storytelling. The ad film opens like a typical Diwali commercial, complete with emotional gifting moments and traditional visuals—before abruptly breaking the fourth wall and flipping expectations. Featuring witty narration by popular comedian Samay Raina, the film humorously exaggerates how Nothing products could be integrated into Diwali rituals: from using the Nothing Phone (3) as fairy lights, to Headphone (1) as diya stands, and even Nothing & CMF Buds as elements in a rangoli.
The campaign plays with the concept of an “anti-ad of an anti-ad,” positioning Nothing as a brand that subverts both sappy sentimentalism and over-the-top edginess, offering instead a confident, self-aware alternative that aligns with its minimal-yet-bold aesthetic.
“We wanted to give audiences a festive campaign that feels fresh, playful, and unapologetically bold,” said Akis Evangelidis, Co-founder & India President, Nothing. “Diwali is a time for creativity, joy, and celebrating in ways that feel personal and fun. With this campaign, we aimed to break the monotony of traditional festive advertising, turning the ordinary into something memorable and making people smile while staying true to Nothing’s signature style.”
Written by Vishal Dayama and Rajat Thakur, produced by Devarsh Thaker for Braindad, and directed by Aneesh Malankar, the film is now live across Nothing’s digital and social media platforms.
With this campaign, Nothing continues to position itself as a cultural disruptor in the Indian tech space—leveraging humour, creativity, and minimalism to deepen brand affinity during one of the country’s most emotionally charged retail seasons.
