For Diwali this year, Rogers is focusing on the shared experiences of many young Indians and families who have made Canada home.

Rogers’ “We Got You” campaign highlights how the service provider’s technology helps newcomers from India stay connected to their heritage. The spot follows a daughter in Canada connecting with her father in India over 5G video calls as they prepare for Diwali, the Hindu festival of lights. Using her mother’s recipe book, he guides her in making chakli, a traditional Diwali snack, to share with her son.

“Newcomers are an important consumer segment,” Agatha Wronecka, VP of brand and marketing communications at Rogers, tells strategy. “Rogers and Fido offer newcomers everything they need, from devices and wireless services to home internet. Beyond meeting their communications needs, we aim to help them feel welcome and connected in their new home, including celebrating important cultural moments like Diwali.”

Wronecka adds that, for young families adapting to a new culture, moving to a new country can be overwhelming. “Diwali offers a meaningful moment to reconnect with their roots and share traditions, bridging the old with the new,” she says. “During Diwali, many brands focus on promotions. This celebration honours their journey, resilience and pride in heritage while embracing their unique stories within the Canadian landscape.”

Fido’s new campaign, “Make a new connection,” is running concurrently and follows a young professional experiencing her first Diwali away from friends and family. Missing home, she decides to overcome her hesitations and reach out to people she has met in Canada.

Wronecka says the Fido campaign focuses on students and young professionals who are far from loved ones. “This campaign encourages them to reach out, build new friendships, and foster a sense of belonging, helping Canada feel more like home,” she says.

In 2023, Rogers offered a Diwali exclusive for its wireless services. For Fido, it ran a special contest where participants had the chance to win a $5,000 travel voucher so they could return to India to celebrate Diwali. “Helping people connect with their loved ones was a common theme across our campaigns,” Wronecka says.

Rogers partnered with agency Ethnicity Matters on the campaigns.