Ahead of Diwali, toymaker Mattel has teamed up with designer Anita Dongre to create the first-ever Barbie Diwali doll, priced approximately `1,999. The doll dazzles in a moonlight bloom lehenga, which includes a choli top, a floral Koti vest, and a flowing lehenga skirt, adorned with intricate motifs of dahlias, jasmine, and Indian lotus blossoms. Lalit Agarwal, country manager, Mattel India, says the Diwali doll will help showcase India’s vibrant cultural heritage on a global stage.
Now look at Starbucks’ Diwali line-up. Its stores have started serving beverages in Diwali-themed takeaway cups. “Our limited-edition mithai-meets-dessert products give a festive twist to classics,” adds Mitali Maheshwari, head of product and marketing, TATA Starbucks.
For its part, US ice-cream brand Baskin Robbins has given a twist to traditional flavours to roll out new variants including a jalebi-rabdi ice cream, Iranian pista kulfi sundaes, and carrot halwa sizzlers. “The festive season boosts both celebration and consumption,” says Mohit Khattar, CEO, Graviss Foods, which is the master franchise of Baskin Robbins for the India and SAARC region.
Moreover, Brand Concepts Limited, parent company of BAGLINE, House of Luxury Bags, has offers for brands like Tommy Hilfiger Travel Gear, Aeoropastle and United Colors of Benetton, rolling out a joy of gifting initiative.
Then, Marriott Bonvoy has meticulously crafted mithai boxes for the occasion. Says Khushnooma Kapadia, Senior Area Director of Marketing – South Asia, Marriott International , “This year our theme is ‘Share The Light’, the ethos being to illuminate. Our chefs have handpicked and curated 6 unique artisanal mithais, and 4 locally spiced nuts which blend traditional Indian ingredients with modern flavors.”
Luxury brands wouldn’t risk being left behind. Jimmy Choo has released its latest Diwali Capsule Collection 2024. There’s also a range of bags, with each piece crafted with exquisite detail.
Get the drift? With the arrival of the festive season, a familiar urgency seizes brands, each trying to outdo the other in their race to capture the attention of consumers. “International brands have realised that Diwali is an excellent opportunity for reaching the more emotional Indian consumer,” says Neena Dasgupta, founder & CEO of The Salt Inc.
But what end do these festival ads serve? One, putting out a festival ad gives the client a feeling of participation. It generates this goodwill buzz, which is immeasurable. Two, if done well, the ad helps reinforce the brand idea in the consumer’s mind.
However, a huge majority of these Diwali advertisements fall in the “promo” category — that is, they link the celebrations directly to a purchase by offering deals and freebies. Those that aren’t pushing the consumer to go buy a brand/product right now are a small minority — and they are using their new ranges and initiatives as a memory device.
So how can brands stand out in the festive razzmatazz?
First, brands must understand the essence of the festival and align themselves accordingly. Take “Not Just a Cadbury Ad” campaign by Mondelez India, which is cited as a textbook example of how to do it right. Cadbury used AI to make SRK personally ‘endorse’ thousands of small businesses during Diwali. “The brand has moved from storytelling to story-doing and introduced the theme of generosity to establish a stronger connection with consumers,” points out Nitin Saini, VP, marketing, Mondelez India.
Second, there is no one-size-fits-all formula, says Himanshu Arora, co-founder of Social Panga. Brands must customise their messages to connect with local audiences. They should consider regional diversity and avoid over-reliance on stereotypes, warns Sahil Chopra, founder and CEO, iCubesWire.
One reason very few festival ads have managed to stand out is that they have not bothered to capture the consumer sentiment vis-à-vis the occasion. Many of these ads are the manufacturer’s view of the occasion and fail to see how it matters to the consumer. Amedeo Aragona, marketing head at Kinder Brands, Ferrero India, emphasises the need to create campaigns that resonate with local emotions, values, and traditions while maintaining the brand’s global identity. The company has launched a Kinder Happiness Times Pack to resonate with the spirit of Diwali by embracing the tradition of festive gifting.
“The right insight, followed by a stellar execution, can be the difference between a big-bang Diwali and a no-bang Diwali,” sums up Vikash Chemjong, CCO, Cheil India, an agency set up in 2003 to manage Samsung’s business in India.