What are the marketing tactics that brands utilise during the festive seasons in India?

In this ever-evolving landscape, where tradition meets innovation, understanding the marketing strategies employed during India's festive seasons is crucial for businesses seeking to make their mark in this diverse and dynamic market

September 30, 2023 09:40 IST

From Diwali's luminous celebration of light to Holi's riotous explosion of color, India's festivals are more than just a cultural phenomenon; they are a commercial extravaganza

By Bhavik Mehta

In the vibrant tapestry of India’s cultural landscape, festivals hold a special place. They are not just occasions for revelry and merriment; they are also a battleground for brands vying for consumers’ attention and loyalty. India’s festive seasons are a marketing spectacle like no other, where companies engage in a strategic dance of creativity, tradition and commerce. In this ever-evolving landscape, where tradition meets innovation, understanding the marketing strategies employed during India’s festive seasons is crucial for businesses seeking to make their mark in this diverse and dynamic market. According to a report by Salesforce , for brands to implement an effective festival marketing strategy. Customers are eager to spend their money and time online.

From Diwali’s luminous celebration of light to Holi’s riotous explosion of color, India’s festivals are more than just a cultural phenomenon; they are a commercial extravaganza. Brands across industries, from fashion and electronics to food and automobiles, pull out all the stops to create compelling campaigns that resonate with the hearts and minds of Indian consumers. According to a report, 84% of Indians plan to increase their budgets this festive season. With the festive season lasting around five months, it is important for brands to understand the festive shopper and make a mark. This convergence of tradition and commerce is a testament to the marketing acumen and adaptability required to succeed in the Indian market.

Festive advertising campaigns:

One of the most prominent marketing strategies during festive seasons is the launch of elaborate advertising campaigns. Brands invest heavily in creating emotionally resonant and visually captivating advertisements that tug at the heartstrings of consumers. These advertisements often revolve around themes of family, tradition and the spirit of giving, making a deep emotional connection with the audience.

Global perspective:

Comparing festive marketing in India with other countries or regions reveals the unique challenges and opportunities that the Indian market presents. India’s cultural diversity and rich traditions make it a unique and complex market for festive marketing. Brands must navigate the nuances of various festivals and cultural sensitivities, which can significantly impact their marketing strategies. India’s growing middle class and increasing smartphone penetration offer immense potential for brands to tap into the digital market. However, the competition is fierce, and brands must adapt their strategies to resonate with the diverse tastes and preferences of Indian consumers, making it an exciting but challenging landscape for festive marketing.

Trends and future outlook:

Current trends in festive marketing reveal a dynamic landscape. Brands are increasingly embracing sustainability and ethical marketing practices, aligning with the evolving values of today’s consumers. The integration of new social media platforms like TikTok and the rise of audio-based platforms like Clubhouse provide fresh avenues for engagement. As technology continues to advance, brands will likely explore immersive experiences, such as augmented reality shopping, to enhance the festive shopping experience. In the future, successful festive marketing will require agility, a keen understanding of evolving consumer values, and a willingness to explore innovative approaches to connect with audiences in a rapidly changing digital world.

Personalisation and customer engagement:

Personalisation has become a cornerstone of effective festive marketing. Brands harness data analytics and consumer insights to tailor their marketing efforts to individual preferences and behaviours. This includes sending personalised email campaigns, offering product recommendations based on past purchases and presenting special offers that resonate with each customer’s interests. The brands engage with customers through personalised festive greetings and messages, creating a sense of exclusivity and appreciation. These personalised interactions foster a deeper sense of loyalty that extends beyond the festive season, contributing to long-term customer relationships.

Technology and innovation:

In the ever-evolving landscape of festive marketing, technology and innovation play a pivotal role. Brands are constantly exploring emerging technologies like augmented reality (AR) and virtual reality (VR) to create immersive and memorable festive experiences for consumers. These innovations can range from AR-powered shopping apps that allow customers to virtually try on festive attire to VR tours of festive markets and celebrations. Staying ahead of the curve in terms of technology ensures that brands can engage and delight consumers in novel ways, setting themselves apart from competitors.

Content marketing

Content marketing is another key strategy used by brands during India’s festive seasons. Brands create informative and entertaining content related to the festivals, such as blogs, videos and infographics. This content not only educates consumers about the significance of the celebrations but also subtly promotes the brand’s products or services.

For example, a kitchen appliance brand might create a series of recipe videos for Diwali sweets and savouries, subtly featuring their products in the process. This type of content adds value to consumers and positions the brand as an authority in its niche.

Personalisation and customer engagement:

Personalisation is a growing trend in festive marketing. Brands use data analytics and customer insights to tailor their marketing efforts to individual preferences and behaviours. Personalised email campaigns, product recommendations and special offers based on past purchases are all part of this strategy.

Moreover, brands engage with customers through personalised greetings and messages during festivals. These small gestures make customers feel valued and appreciated, fostering a sense of loyalty that extends beyond the festive season.