Share Your Light

To help Instagram continue to decolonize its platform and provide a space for people to celebrate Diwali, we enlisted creator partners who could help us create an authentic program over five days, culminating in a live event with Kolkata Chai Co in NYC.

Through our creator partners, we illuminated new expressions of Diwali to help up-and-coming generations feel more connected to the broader community without them having to sacrifice their heritage.

We challenged ourselves to go beyond symbols and past a particular archetype. We knew our audience had diversity in the stories they shared, from embracing a modern take on the tradition to discovering forgotten pieces of their heritage.