For more than sixty years, Lux Cozi has been a part of Diwali celebrations across India, simply because it is the casual and innerwear brand of choice for millions of everyday Indians. This year, when the brand's custodians sat down to craft a special message on the eve of Diwali, the brand's closeness with its audience offered a unique insight. Lights, crackers, and sweets aside, there's something that is essential to Diwali. So essential, in fact, that Diwali isn't Diwali without it—a tall tale. Tall tales told by multiple generations, exaggerating different feats, light up the Diwali scene like nothing else. In every Indian family, in every gathering, on Diwali night, these tall tales are told by children, grownups, and elders alike. While children exaggerate their tales of bravado in the streets, imagining themselves as veterans on missions, the uncles and aunties love to reiterate the glories of their youth, and the grandpas and grandmas wax lyrical about incredible hardships and glories of the past. This Diwali, Lux Cozi decided to give its followers on social media a glimpse of such evergreen tall tales and pay homage to the timeless Indian tradition of storytelling. In collaboration with Wirality Media, the brand came up with a series of illustrated videos, complete with heartland-Hindi, nostalgic voiceovers straight out of radio days, showcasing how three generations of everyday Indians light up the Diwali scene with their tall tales like phooljhadis lighting up the night. Hence the name—Kahaniyon ki Phooljhadi.