There are campaigns, and then there are moments.
Moments when a brand steps out of its product shelf and steps into real conversations. Real stories. Real hearts.
That’s what we at Chimp&z Inc aimed to do with #DCBeTheLight, a campaign that didn’t just ride the Diwali wave but created a space for fans to shine.
The Brief That Sparked the Fire
DC wanted to do something special for Diwali.
And by “special,” they didn’t mean just another festive post with diyas and logos.
They wanted connection, not just clicks.
Emotion, not just engagement. Community, not just content. We were tasked with crafting something meaningful, something that tied together the festive warmth of Diwali with the fierce loyalty and love that fans have for their DC superheroes.
That’s where the spark for #DCBeTheLight came from.
The Insight That Guided Us
Diwali is the festival of light, of hope, belief, and personal power.
And superheroes? They’re just that, larger-than-life symbols of those same values.
But ask any true fan, and they’ll tell you: it’s not just about powers or fights. It’s about what these characters stand for.
So we asked: What if we flipped the lens?
What if, instead of celebrating superheroes, we celebrated the fans who see themselves in them.
The Idea: #DCBeTheLight
We built a campaign not on product specs or merch features but on pure, unfiltered fandom.
We invited fans to tell us:
Who’s your favorite DC superhero? And why? That’s it. No filters, no fancy formats.
Just one reel with a clear call-to-action, and an open comment section where people poured their hearts out. And oh, did they.
From personal stories about how Batman helped someone through depression, to how Wonder Woman inspired confidence in a young girl navigating her first job, the entries were raw, emotional, and real.
Bringing in More Voices Loud and Proud
To take the campaign beyond DC’s own community, we tapped into creators who already live and breathe pop culture.
Enter:
Anisha Dixit – with her quirky, desi-style humor
Khushhaal Pawar – a master of satire with a superhero twist
Shubham Gaur – who brought his relatable storytelling and cosplay magic to the table
Each influencer created reels that weren’t just collaborations, they were extensions of the fandom. Their content didn’t feel sponsored, because it wasn’t forced. It felt natural, fun, and honest like something your friend might forward in your group chat.
And that was the point.
Real Fans. Real Stories. Real Diwali Magic.
As comments came flooding in, we didn’t let them just sit there.
We reshared them as Stories, creating a ripple of recognition.
People saw their entries posted, tagged their friends, and encouraged others to join in.
That’s how virality organically happened — not through ad spend, but through a deep emotional loop.
The Results?
- 34 Million+ Reach
- 768 Unique Comments
- 3000+ Organic Shares
- 7.8% Engagement Rate
- 200% More Participation
But more than the metrics, it was the tone of the response that stood out.
We didn’t just get comments, we got confessions. Memories. Dreams.
People weren’t trying to win merch.
They were trying to be heard.
Why It Worked And Why We’re Proud
Because it was simple. Humans. And respectful of the fandom.
We didn’t try to teach people who Superman was.
We asked them what Superman meant to them.
That’s a very different kind of conversation and that’s what Chimp&z Inc does best.
We don’t just create campaigns. We create moments of belonging. Whether it’s building a digital army of fans or turning Diwali into a community tribute. We believe the best marketing is the kind that doesn’t feel like marketing at all. In the end, #DCBeTheLight wasn’t just about celebrating superheroes. It was about reminding fans that maybe, just maybe, they were the light all along.
Want to create a moment like this for your brand?
Let’s build something meaningful together.
Get in touch with us and let’s spark your next big story.
