write a case study of HP, an IT company, connected with its audience in India and communicated its message surrounding Diwali by creating a digital audio ad that showed the importance of gift giving. The challenge was to communicate a message around the festival of Diwali that would help create an emotional connection and drive traffic and considerations for the ongoing offers. From looking at research, HP decided that music is the best medium for this campaign, as music usually leaves consumers in a more relaxed state of mind and more receptive to communication, as well as it containing an element of the festival. HP created a digital audio ad with supply partner Saavn, an American digital distributor of English, Bollywood and regional Indian music, which highlighted that gifts should be special this Diwali. The campaign garnered almost 1 million audio impressions in the mobile environment, 500,000 unique listeners and achieved a click through rate of over 8%.