Outdoor Advertising During the Deepavali Festival

Feature Deepavali

Deepavali, also known as ‘Diwali’ was held a few weeks ago. We were very excited to celebrate the Festival of Lights once again! This year, Deepavali fell on the 27th of October and there were many activities and celebrations to look out for. In 2018, 1.4 million tourists entered Singapore during October. On the other hand, 9% of Singaporeans have Indian lineages. In Singapore, Indians are the third largest ethnic group present which is why the Deepavali Festival is one of the most-celebrated festivals during the year.

Deepavali Festival at Little India
Little India lights up during Deepavali Festival

The Deepavali festivities are usually held along the stretch of Little India. One of the most popular destinations visited by many locals and tourists around the area is Mustafa Centre, a 24-hour shopping mall where you can find almost anything. Mustafa Centre is very crowded on regular weekends but it’ll be even more crowded during Deepavali. 

Those celebrating the festival also head over to Sri Veeramakaliamman Temple, a beautiful Hindu temple of worship. Festival-goers can also witness the fire-walking ritual, a form of penance and thanksgiving, wherein barefoot men make their way across burning charcoal. Others head over to the Deepavali Festival Village, located along Hastings Road and Campbell Lane, where the bazaars can be found. The bazaar started on September 23 and will run until October 26 where consumers can buy gold jewellery, traditional snacks, traditional clothing, and ornamental decorations.

RELATED: The Importance of OOH Media in Year-End Advertising

Effective Advertising During Deepavali

Annual events such as the Deepavali Festival offers an opportunity for marketers and advertisers to reach out to their target audiences and consumers through various channels. 

One of the most effective ways of advertising during Deepavali is through out-of-home advertising. With hundreds of thousands of people celebrating and shopping out in the streets, advertisers can be sure to know that their billboard advertisements won’t go unnoticed. Placing your advertisements at key locations, especially in or around Little India, will garner your brand’s high reach and visibility.

It is important to know what type of messages will be most effective for Singaporeans and tourists celebrating Deepavali. In previous years, many Singaporean brands and companies rolled out heartwarming, family-centered, and educational advertising campaigns during Deepavali. The video below is an emotional advertisement by Gov.sg between a grandmother and grandson with the simple message of eating healthy and moderately during the festive season.


In 2017, data and research from The Trade Desk revealed the consumer behaviour and trends in Singapore during Deepavali. Real estate, mortgages, parenting and education options, and staying and eating healthy were the most searched online. The target audience’s behavior and trends during this season must be taken into account. From those behaviors and trends, advertisers will learn what angle or message to use for them to connect with consumers during Deepavali. Not only that, being familiar with the locations that festival-goers will frequent is also important to consider for your outdoor advertisement.

RELATED: The Impact of Bigger Billboards: Our New LED Screen Upgrade

Just recently, The Perfect Media partnered with the Singapore Police Force to put up an outdoor advertising placement at the Mustafa Centre. The billboard advertisement reminds shoppers to stay safe and be wary of their surroundings, something important to remember especially during Deepavali’s festivities.

Singapore Police Force at Mustafa Centre
Singapore Police Force’s billboard signage at Mustafa Centre during Deepavali Festival Season

Radiance at 136 Syed Alwi Road

Our newly installed Lightbox stands proudly at the heart of Little India, at 136 Syed Alwi Road. This strategic location targets both motorists and walking traffic turning from Serangoon Road into Syed Alwi Road, which houses both the Mustafa Center and Centrium Square, two of the largest malls in the Little India district. Centrium Square is a shopper’s haven, offering a diverse range of retail outlets and dining options, making it a perfect spot to continue your Diwali celebrations with some retail therapy and delicious food. Just a stone’s throw away, the iconic Mustafa Center beckons with its extensive selection of goods, ranging from electronics to fashion and everything in between.


Our partnership with M1 at Mustafa Center and Centrium Square

Another recent success in outdoor advertising is our partnership with brands such as Simba and Tanishq at Centrium Square and Mustafa center.

At this bustling junction, whether you’re strolling through Little India or embarking on a shopping spree at Centrium Square and Mustafa Centre, the radiant glow of our Lightbox is sure to capture your attention and bring a smile to your face.

The Perfect Media offers outdoor advertising placements at strategic locations around Little India. We offer billboard placements at these high-traffic areas and landmarks, which are in close proximity to the Deepavali festivities: Hotel Boss, 121 Sims Avenue, Mustafa Centre, Jalan Besar, and Sim Lim Square.

If you weren’t able to advertise during this year’s Deepavali, here are some notable upcoming events in Singapore to look out for in late 2019 and early 2020 to prepare for your out-of-home advertisements: Christmas holidays, New Year’s Eve, Chinese New Year, Hari Raya Puasa, and school holidays.

Holiday Advertising Timeline

The Perfect Media is here to help your brand reach the right millions by offering out-of-home advertising placements at the most impactful of locations! With years of experience, we are able to contribute and apply our knowledge in out-of-home advertising for our clients’ success. You may contact us here to learn more about our services and locations.



Feature Insights

No posts found


Get the latest update of our catalogue, and download them over here

TPM Catalogue