Shub Deepawali is a five day festival, The Festival of Lights and the Hindu New Year. In India, retailers devote up to 35% of their marketing budgets on advertising around Diwali, as it is traditionally a time for large household purchases.
It is easy to assume that because Indian migrants are proficient in English there is no need to consider local Indian media. But Indian speakers are big consumers of Indian media as a means of connecting to their unique culture such as music, Bollywood, sporting news and even matrimonial classifieds.
When you advertise in community media, you place your brand in an environment that connects with the audience on an emotional level.