There was a time, when brands largely cashed in three large festivities – Dussehra, Diwali and Christmas/New Year, but in the last one-two years, a regional festival such as Chhath Puja, Onam have found a place in the heart of marketers. For instance, every year Tata Tea has been creating a limited edition special pack along with a campaign. “Chhath Puja has emerged as a significant opportunity for brands, joining the ranks of major celebrations such as Durga Puja, Dussehra, and Diwali. This strategic shift reflects the introduction of various SKUs tailored for the occasion, accompanied by targeted campaigns and even partnerships,” Krishna Iyer, director – marketing, MullenLowe Lintas Group, told BrandWagon Online.
According to a report by The Confederation of All India Traders (CAIT), festivals including Goverdhan Pooja, Bhaiya Dooj, Chhath Puja and Tulsi Vivah may attract an additional trade of worth Rs 50,000 crore. However, the market already saw a record trading worth Rs 3.75 lakh crore in the festive season.
The brand game….
Interestingly, Tata Tea is one of those brands which have been actively spending during the Chhat puja. This year too, Tata Tea Agni has launched a campaign along with its packs based on four different styles of Madhubani painting, representing the four days of the festival. Moreover, the brand has conceptualised a Chhath Puja song, which has been rolled out on YouTube. As per the company, the festive packs are available in the grocery stores of Bihar and Jharkhand.
Meanwhile, incense stick/agarbatti brand, Zed Black, believes that the festival is an extension of Diwali. For the festive season, the brand has launched its new offering Zed Black Exclusive Series in variants including Golden Myst 4in1, Sandalwood and Patchouli with a price-point ranging between Rs 10-50. “Special edition packs do help generate consumer interest as users are typically keen on trying new and unique products for the festive season. It is strongly connected with the consumer base as they eagerly wait for festival-specific products. We have created and priced our products in such a way that it benefits everyone from the company to distributors, retailers and the end consumer. The ROI for us is providing an excellent high-end product at affordable pricing to the Indian consumer,” Ankit Agrawal, director, Mysore Deep perfumery House and Zed Black, said.
Earlier this month, Kalyan Jewellers too, joined the celebration with the launch of its ad campaign, explaining the significance of the festival. Additionally, the brand announced the launch of specially curated gold coins carrying the design of Lord Ganesha and Goddess Laxmi. The brand also has offered a complimentary one gram gold coin for every Rs 50,000 spent, applicable on a purchase of Rs 1 lakh.
While, Mia by Tanishq, a modern jewellery brand, which has its stores in Bihar and Jharkhand, where Chhath Puja, is the sacred festival, launched its festive collection ‘Starburst’. The company claimed that its designs are inspired by elements of the cosmos, and has several pieces inspired by the sun. “The pieces in the collection start at just Rs 1499 and have a variety ensuring there’s something in store for everyone during the festivities. A curated merchandise mix along with festive discounts of up to 20% off at all our stores and online channels have been introduced to make our customers’ Chhath Puja celebrations more special,” Mrinal Maji, head – product and merchandising, Mia by Tanishq, added.
Vocal for local!
To be precise, the festival holds utmost importance in Bihar, Jharkhand and parts of eastern Uttar Pradesh. However as people from these states settled across other states, it was sort of a national phenomenon and now is believed to be a key part of marketing strategies. Industry experts opine that such regional festivals provide a platform to engage with audiences and build brand loyalty and deeper connections. “As national festivals became saturated with attention from major players, brands sought out untapped opportunities in regional celebrations. Chhath Puja presents a chance for brands to connect with consumers on a more personal and regional level. This localised approach helps brands stand out and compete with regional players on their home turf,” Iyer explained.
Furthermore, such special edition packs create a sense of exclusivity and collectability. Experts opine that these packs are not just products but symbols of cultural resonance and shared experiences. “Generally, special edition packs are priced slightly higher than their regular counterparts. This price increase is attributed to their distinctive packaging and the exclusivity they provide. The price of these exclusive packs can experience a price increase ranging from 10% to a markup of 50% in case there are some added promotional items,” Srikant Rajasekharuni, CEO and co-founder, RMT, opined.