Which retailer's cultural tradition campaign was awarded the 2019 World Retail Congress 'Cultural Marketing Excellence' award for authentically representing Diwali while increasing sales by 37%?

Traditional cultural celebrations drive billions in retail spending each year, with brands creating specialized marketing campaigns around these events. From Lunar New Year to Diwali, Día de los Muertos to Hanukkah, successful retailers understand the importance of cultural authenticity in their seasonal promotions. This trivia question examines a groundbreaking cultural marketing campaign that changed how retailers approach traditional celebrations.

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Selfridges' 'Festival of Light' campaign featuring 1,500 locally-made diyas and partnerships with 30 South Asian artisans
Target's 'Celebrate Diwali' collection offering traditional decor, foods, and clothing designed by Indian-American artists
Macy's 'Illuminating Traditions' promotion with rangoli floor displays and special edition sari-inspired fashion lines
Harrods' 'Light & Prosperity' showcase featuring limited-edition gold jewelry and traditional sweets made by London-based Indian chefs