Google Gemini Celebrates Diwali with Sunil Grover in Multiple Avatars

Google Gemini has launched a new Diwali campaign featuring comedian Sunil Grover, using his ability to portray multiple characters to demonstrate how its AI assistant can help users with different aspects of festive preparations.

The campaign encourages users to “tyohaarmaxx” this Diwali, positioning Gemini as a digital companion for tasks ranging from checking aarti timings and setting reminders to selecting decorative lights and planning post-Diwali outings.

The film opens with Grover portraying a woman decorating her home with festive lights. In another scene, he appears as her mother, who asks Gemini to check the aarti timings and set an alarm. The narrative then shifts to two families coming together for the celebrations, with different characters using Gemini for suggestions on aesthetic lighting and post-Diwali date ideas.

The campaign uses humour and character transformations to illustrate how an AI assistant can support a variety of everyday needs during the festive season. Its tagline, “There is a Google Gemini for every Sunil,” reinforces the idea that the platform can adapt to different situations and user requirements.

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From Shah Rukh Khan to Sunil Grover: Making AI relatable

The campaign marks another approach in Google’s efforts to make its AI offering more accessible through familiar entertainment personalities and everyday situations.

Earlier campaigns for Gemini featured Shah Rukh Khan, positioning the platform as a companion that could help users navigate daily challenges. In August, Google India launched a campaign featuring Khan to demonstrate Gemini’s conversational and multilingual capabilities, particularly for users in Tier 2 and Tier 3 markets.

Conceptualised by Prasoon Joshi, chairman of Omnicom Advertising India, and developed with McCann India and Nirvana Films, the campaign demonstrated how Gemini could help people explore opportunities and make decisions in their preferred languages.

Google has also integrated AI-powered experiences into familiar television narratives. In September, the company partnered with JioStar to incorporate AI-powered features in Google Search into the storylines of Anupama and Yeh Rishta Kya Kehlata Hai.

In Anupama, the protagonist, played by Rupali Ganguly, turns to AI Mode in Google Search when she is unsure how to begin planning the construction of a new house. The integration uses an established television character and a relatable domestic situation to demonstrate how AI-powered search can help users find information and make decisions.

While these initiatives use different formats, they share a focus on demonstrating AI utility through familiar personalities, languages and everyday situations. The latest Gemini campaign uses comedy and character transformations, while the television integrations incorporate AI into established storylines.

Sunil Grover’s multiple avatars return to Diwali advertising

Grover’s versatility has also featured in previous festive advertising. In October 2024, Zomato featured the comedian in two advertisements promoting its large-order fleet, a service designed to handle food orders for gatherings and parties.

In one film, a remark about Zomato’s extensive menu prompts Grover to demonstrate his own range by transforming into multiple characters, including a glamorous woman, an elderly man and a flamboyant celebrity figure. The campaign used his changing personas to draw a parallel with the variety of food available on the platform.

The creative approach bears similarities to Gemini’s latest campaign, with both brands using Grover’s ability to switch between characters to communicate their respective propositions. Zomato used the format to highlight menu variety, while Gemini uses it to demonstrate how one AI assistant can support different needs and situations.

With its Diwali campaign, Google Gemini combines humour, festive storytelling and product demonstrations to introduce audiences to the practical applications of AI. By placing the technology within familiar celebrations and everyday tasks, the campaign seeks to make Gemini more relatable to consumers during one of the year’s key festive periods.