The tech brand breaks festive advertising norms with humour, parody, and self-aware storytelling.
London-based consumer tech brand Nothing has launched its Diwali campaign “Go Subtle or Go Nothing”, reinforcing its reputation for unconventional, playful storytelling.
In a season dominated by emotional narratives and formulaic ads, Nothing’s campaign stands out by embracing parody, humour, and meta-commentary. The film opens like a classic Diwali commercial with sentimental gifting moments, only to break the fourth wall with comedic twists. Popular comedian Samay Raina narrates, imagining Nothing products in Diwali rituals-using the Nothing Phone (3) as fairy lights, Headphone (1) as diya stands, and Nothing & CMF Buds as elements in a rangoli.
The campaign positions Nothing as an “anti-ad of an anti-ad,” balancing bold minimalism with playful irreverence, challenging both over-the-top sentimentality and forced edginess.
Akis Evangelidis, co-founder and India president, Nothing, said:
“We wanted a festive campaign that feels fresh, playful, and unapologetically bold. Diwali is about creativity and joy, and this film turns the ordinary into something memorable 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 platforms.
With “Go Subtle or Go Nothing,” the brand cements its position as a cultural disruptor in the Indian tech space, using minimalism, humour, and creativity to deepen engagement during one of India’s most festive shopping seasons.
