Diwali is a time for lighting diya lamps and exchanging gifts with loved ones, from sweets, dried fruits and flowers to gold. For TallyMoney, an asset-based currency backed by gold, that made the festival a natural moment for a broadcast PR campaign. We put Tally's spokesperson, a practising Hindu and gold expert, on air in radio interviews to explain the cultural and mythological significance of gold in Diwali, building awareness of TallyMoney as an alternative to traditional money. The campaign secured 14 items of radio coverage reaching 5.9 million listeners, including BBC Radio London and BBC Radio Essex.
14Items of coverage
5.9 millionCombined reach
1h 17mTime on air
Coverage highlights
BBC Radio LondonBBC radio
BBC Radio EssexBBC radio
BBC Radio NorfolkBBC radio
BBC Radio Three CountiesBBC radio
BBC Radio SuffolkBBC radio
BBC Radio NorthamptonBBC radio
BBC Radio CambridgeshireBBC radio
Greatest Hits Radio - West MidlandsCommercial radio
Hits Radio - BirminghamCommercial radio
Campaign video
The story
TallyMoney
The campaign
Diwali
The aim
We collaborated with TallyMoney to enhance brand awareness during Diwali, one of the most significant religious festivals of the year. Diwali celebrations include lighting diya lamps and exchanging gifts with loved ones, such as sweets, dried fruits, flowers, and gold. As an asset-based currency backed by gold, TallyMoney offers an alternative to traditional fiat money. Tally’s spokesperson, a practising Hindu and gold expert, shared insights on the cultural and mythological significance of gold in Diwali.
The result
14 items of coverage reaching 5.9 million, including BBC Radio London, BBC Radio Essex, BBC Radio Norfolk.
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.
