HOS Global Foods, parent company of Laxmi, has become the first South Asian Indian brand to win the ANA Multicultural Excellence Award 2025, which recognises authentic and impactful storytelling for diverse communities. Laxmi, a trusted name for over 50 years, began in 1972 to help South Asian immigrants recreate the taste of home and has since grown into a symbol of tradition and togetherness across North America.
The award-winning Diwali campaign centred on how food connects hearts across distances. Its TV commercial, titled “Diwali Ki Mithas Badhaane Ke Liye, Laxmi Hain Na”, portrays an Indian couple abroad inviting Indian students to celebrate Diwali together, turning homesickness into shared warmth, laughter, and belonging.
Suhasinee Patil, Vice President of Marketing at HOS Global Foods, shared her gratitude, saying, “I want to express my sincere thanks for this incredible recognition from ANA and the esteemed jury. Our Diwali campaign was inspired by our heritage, our traditions, and the love passed down through generations which is often expressed through food. For me, multicultural marketing isn’t about just checking boxes, it’s about telling authentic stories that truly connect. This award reflects the passion and dedication of our team, our agency partners, and the South Asian community whose stories inspired this campaign.”
The campaign resonated deeply with audiences, reinforcing Laxmi’s promise of preserving heritage and community through food. As the largest importer and distributor of South Asian food products in North America, HOS Global Foods continues to offer authentic ingredients along with a sense of cultural connection. The ANA Multicultural Excellence Awards are presented annually by the Association of National Advertisers.
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