St George Bank targets Australian Indian community in lead up to Hindi holiday Diwali

St George Bank is targeting the Australian Indian community in a new campaign created by multicultural communications consultancy Etcom which sees the St George Dragon visiting families to take part in the Hindu festival Diwali.

Launched this week in the lead up to Diwali on October 23, the campaign is spearheaded by social video and is supported by Facebook, Twitter and YouTube with the campaign encouraging those celebrating the festival to share their photos via social media using the hashtag #StGeorgeDiwali for a chance to win flights for two to India.

Etcom’s general manager Thang Ngo said: “Print and radio have traditionally been key channels to reach Indian-Australians. But Diwali is about colour and emotion. It’s visual, interactive and exciting so we’ve deliberately selected video and used targeting capabilities in Facebook, Twitter and YouTube to serve our ‘Happy’ video to Indian-Australians.”


  • Strategy – Etcom
  • Copy – Etcom
  • Creative – Etcom
  • Production – ZeeTV and Trumpet Motion Pictures
  • Media – Etcom

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.