Ambala has been crafting authentic sweets for 60 years, and Diwali was the moment to tell that story to core Asian audiences across the UK. We built a broadcast PR campaign around heritage-led storytelling and premium gifting, featuring both traditional favourites and modern treats. Broadcast interviews, radio features and on-air competitions explained the cultural authenticity and expertise behind the brand, and inspired listeners to celebrate by sharing sweets with family and friends. The campaign secured 36 items of radio and TV coverage reaching 4.9 million and from GB News to BBC Radio London and BBC Radio Leeds.
36Items of coverage
4.9 millionCombined reach
3h 06mTime on air
Coverage highlights
GB NewsTV
GB News RadioNational radio
BBC Radio LondonBBC radio
BBC Radio LeedsBBC radio
BBC Radio WMBBC radio
BBC Radio SheffieldBBC radio
BBC Radio NottinghamBBC radio
BBC Radio NorfolkBBC radio
BBC Radio EssexBBC radio
BBC Radio Three CountiesBBC radio
BBC Radio LeicesterBBC radio
BBC Radio DerbyBBC radio
BBC Radio BristolBBC radio
BBC Radio Coventry and WarwickshireBBC radio
BBC Radio CambridgeshireBBC radio
BBC Radio Hereford and WorcesterBBC radio
BBC Radio NorthamptonBBC radio
BBC Radio SuffolkBBC radio
BBC Radio ShropshireBBC radio
BBC Radio YorkBBC radio
Watch the coverage
GB News
Campaign video
The story
Ambala
The campaign
Diwali
The aim
The Relations Group worked with Ambala to drive nationwide brand awareness and consideration among core Asian audiences, positioning the brand as the leading authority on Diwali sweets and traditions. Through heritage-led storytelling, premium gifting angles, and targeted regional media outreach, the campaign highlighted Ambala’s 60-year legacy of crafting authentic, high-quality sweets while showcasing both traditional favourites and modern treats. By leveraging the timing of the Diwali season, broadcast interviews, radio features, editorial placements and radio competitions educated audiences on the cultural authenticity and expertise behind the brand, inspired meaningful celebration through gifting, and reinforced Ambala as the go-to choice for sharing festive joy with family and friends.
The result
36 items of coverage reaching 4.9 million, including GB News, GB News Radio, BBC Radio London.
Planning a broadcast PR campaign?
Talk to the team about radio and TV interviews for your brand, or for your clients if you run a PR agency.
