Diwali, the Hindu festival of lights, is proving a catalyst for marketing campaigns from Asian food and rice brands Patak's and Tilda.
Both companies have sponsored activities, with Tilda backing a parade and musical event in north London and Patak's gathering 60 children from across the UK for a world record attempt to create the largest Rangoli pattern - an ancient Diwali design - using colourful foods like split peas, kidney beans and red lentils.
Tilda is also running an ad campaign on Asian satellite TV channels and in major Asian press, with promotional packs and in-store tastings of its Tilda Rizazz microwave rice range.
Diwali falls over this weekend and the celebrations last for several days.
Traditionally, the festival begins with worship, followed by a celebration feast, which can take several days to prepare. Families dress up and exchange gifts and sweets, lighting their homes to welcome in Lakshmi, the goddess of wealth and prosperity.