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Diwali, known as the “festival of lights,” represents the victory of light over darkness, knowledge over ignorance, and good over evil. The five-day festival is celebrated by Hindus and other religions and is considered the most important holiday of the year in India. This year, Cadent and AdTheorent celebrated Diwali together as one team to go beyond personal traditions and bring a sense of unity and cultural appreciation to the workplace. Team members Gaurav Bhatnagar and Tanya Shah share their deep-rooted customs, reflecting on family, gratitude, and new beginnings. By embracing Diwali together, our employees strengthen their sense of community, fostering cultural inclusivity and mutual respect. 

Gaurav Bhatnagar is a Sr. Director of Business Development at AdTheorent. His responsibilities include driving brand and agency sales momentum across the West Coast.

 

What does Diwali mean to you? 

This is the first day of the new year, when friends and family exchange gifts and wishes for the season. It also happens to be the most awaited festival in the Hindu calendar. Diwali symbolizes the spiritual “victory of light over darkness, good over evil, and knowledge over ignorance.” On this auspicious occasion, I wish everyone a Happy Diwali. 

What’s your favorite part about celebrating Diwali at home? 

In my household, preparations start a week before and one of my favorite traditions is to go ‘Diwali shopping.’ Another favorite is compiling images of Hindu deities on the wall of our home altar. I get equally excited about delectable home cooked Diwali treats, both savory and sweet ones, like ladoos and halwa. Keeping up with my family tradition, it is customary to worship Goddess Lakshmi (Goddess of wealth), which includes placing some gold jewelry and cash on our altar. We conclude the day’s celebration by enjoying a delicious vegetarian dinner, and lighting lots of sparklers and clay lamps. 

How important is it to celebrate Diwali in the workplace?

Cultural celebrations play a crucial role in fostering social cohesion and cultural understanding by preserving cultural heritage and promoting a sense of community among diverse populations. These events facilitate intercultural dialogue and interaction, helping break down stereotypes and prejudices, and foster a shared sense of identity and belonging. The inclusive nature of festivals such as Diwali help bridge social divides and strengthens the social fabric of multicultural workplace communities. 

Tanya Shah is a VP, Client Services and has been with AdTheorent for 12.5 years. She leads the AdTheorent Client Services Team and serves as the main liaison between our AdTheorent’s clients and the internal teams that oversee the post-sale campaign management process. 

What does Diwali mean to you?

To me, Diwali is about honoring family, connection, and tradition. It’s a time for our families and loved ones to get together and have a moment of gratitude. It is also an opportunity for personal reflection and setting new intentions for the year. Growing up in New York, I celebrated Diwali with my parents and sisters, and now, I love that I can instill and pass down those values and traditions to my son and husband. At the same time, it’s special to create new traditions and memories with them.  

What’s your favorite part about celebrating Diwali at home?

My favorite part about celebrating Diwali is the beautiful blend of our family gatherings and feasting on delicious food! A traditional Diwali in my home wouldn’t be complete without our amazing feasts! We light diyas around the house to symbolize the triumph of light over darkness, inviting positive and healing energy into our lives. It also wouldn’t be a true celebration without lighting sparklers and dancing to Bollywood music!  

How important is it to celebrate Diwali in the workplace?  

Diwali embodies the spirit of unity and inclusivity within communities, and I love how it has gained mainstream recognition in recent years! Celebrating Diwali in the workplace is essential for fostering cultural awareness and promoting respect and understanding across diverse cultures. I love that Cadent and AdTheorent honor Diwali, as it reflects a commitment to embracing our varied cultural identities, which is what makes any organization truly unique.