While Diwali is one of the most widely celebrated festivals in Canada’s growing South Asian community, changing regulations and reduced funding have put many celebrations at risk across Ontario. That’s why, for the second year in a row, Food Basics is launching “Shine A Light 2.0” in support of cornerstone events that bring communities together and honour cultural traditions.

In Ottawa, where a regional fireworks ban threatened to dim the festivities, Food Basics – Metro’s discount grocery brand – reignited “Capital’s Diwali Mela” with a customized drone show, alongside cultural performances, food and activities. In Waterloo, the grocer has signed on as title sponsor to save the city’s largest Diwali event from cancellation, bringing back a full day of traditional snacks, entertainment, a bustling market and a “Bollywood Dance Party.” Agency partner Agnostic is helping bring the events to life.

Michael Sangiuliano, senior manager of brand and digital communications for Metro, tells strategy that engaging with the South Asian community during Diwali is a natural extension of its brand values – being accessible, affordable and trusted. “Our core business ensures we are stocking the right products and running timely promotions, but brands that put in the effort to demonstrate understanding and build community connections will gain longstanding loyalty with today’s new Canadians,” Sangiuliano says.

Ottawa’s “Diwali Mela” was held at the EY Centre on Oct. 12 and Waterloo’s “Bollywood Dance Party” is being held at the Ken Seiling Museum on Oct. 19. “By stepping in, we’ve ensured the event’s return means that … community members will have the chance to celebrate Diwali as it’s meant to be celebrated: together,” Sangiuliano says.

Food Basics is promoting its Diwali celebrations through earned media on a local level in addition to broader provincial coverage, including outreach to culturally relevant publications and online platforms.

“We are so grateful to Food Basics for its contribution to amplify the spirit of Diwali alive in Ottawa for the second year in a row,” Priya Puri, organizer of the “Capital’s Diwali Mela” event, said in a news release. “With their support, we’re able to bring the community together to celebrate our traditions in a meaningful way, ensuring the Festival of Lights continues to shine brightly for families across the region.”

This year’s Diwali campaign aligns with Food Basics’ broader marketing strategy to appeal to different communities in Ontario. From Lunar New Year and Ramadan celebrations, to decades-old events like Oktoberfest in Kitchener-Waterloo or Hamilton’s Supercrawl, “we aspire to be the grocer built for and built by the community,” Sangiuliano says. “Diwali may be a newer horizon for some new Canadians, but for Food Basics, the principle remains constant that we invest where we can make the most meaningful impact.”

“As we soon head into 2026, discount grocery acceleration continues to shape the Canadian retail market,” Sangiuliano says. “What I’ve always found fascinating is that the very nature of discount shopping means customers often compare prices and move between banners from week to week, leading to loyalty leakage,” he adds. “That’s why it’s so important for us to show up in ways that go beyond price. By celebrating cultural traditions and supporting what matters most within each community, we continue to connect with our customers in meaningful ways.”