Despite Ban, Brands Go All Out This Holi
The rich heritage and culture in India is reflected through the festivities that Indians indulge in throughout the year. As winter comes to a wrap and makes way for spring, the festival of Holi arrives. Festivals are crucial times for brands to engage with their customers. This year brands themed their campaigns around celebrating the festival of colour while being safe with loved ones.
Holi 2021 saw various brands observing a mix of video campaigns, short-format videos, attractive offers and creative social media posts to capture the true essence of the festival while trying to spark conversations with the audience that will stay long after the festival is over. Here are few campaigns that caught our attention:
Surf Excel & Dunzo Home-deliver 'Colours Of Togetherness'
Surf excel’s latest Holi campaign #RangAchheHain addresses the new reality of avoiding gatherings and practicing social distancing, showing how the colours of Holi can be a medium to foster ‘togetherness’, demonstrating that physical distance should not deter emotional connections with our loved ones. This is encapsulated beautifully in a line from the TVC which says “Mere haath nahi pahunchenge, isliye rang pahuncha diye.”
The partnership with Dunzo is a step ahead in bringing this thought to life. Through this initiative, consumers can send specially curated Surf excel Holi hampers to their loved ones in Mumbai & Delhi through the Dunzo app, enabling them to experience the joy of the festival of colours, despite being physically apart. The signature hampers have hand-printed T-shirts, organic colours, and a Holi special playlist amongst other elements. Through this association, Surf Excel will offer a personalized Holi gifting experience to consumers staying away from their families, echoed rightly by the campaign tagline ‘Jo dilon ko paas laayein, woh rang achhe hain’!
fbb & NDMPL Launch #FilterWaliHoli Campaign
Uniting colours with love, fbb, a fashion destination by Future Group along with NDMPL has introduced a Holi campaign - #FilterWaliHoli. While we cannot consciously celebrate & hold gatherings, the idea of ‘celebration’ continues with fbb’s Filter Wali Holi. The brand has launched a filter on Instagram called #FilterWaliHoli, where every individual who tries on the filter, experiences the same ecstatic feeling digitally!
fbb and NDMPL have come together to celebrate Holi in its original style and form. They have launched a film, ‘Holi Ka Har Rang, fbb Ke Sang’ along with sensational custom audio, which is fun, youthful, upbeat, and groovy. This film comprises moments that are filled with extreme enthusiasm and glee. It showcases, not only the segments and ingredients of Holi but also captures the vibrancy and vigor of the film. From a broader viewpoint, it encapsulates the zeal and spirit of the characters having fun which is extremely relatable.
Amazon.in’s #KhushiyanDelivered Campaign For Delivery Associates
Amazon.in launched #KhushiyanDelivered - a digital led campaign to celebrate Holi and salute the spirit of delivery associates, sellers, and customers across India. The campaign unfolds with a digital film that captures how Amazon is serving its customers and the important role of delivery associates in this journey, across India.
The video is an ode to all delivery associates who work every day to deliver ‘khushiyan’ to customers and captures the love and effort that goes behind the packages which add joy to the festivities. Through this campaign, Amazon aims to spread positivity, appreciation and encouragement among the delivery associates who continue to fulfil the promises of millions of customers across India.
Tata Tea Premium Celebrates Holi In Delhi & UP Style
In line with its hyperlocal strategy, Tata Tea Premium – Desh ki Chai, launches exclusive festive packs in Delhi and Uttar Pradesh that brings alive the colourful festival of Holi. The exclusive ‘Holi festive pack' brings alive the true essence of Holi celebration in each of these states.
The Uttar Pradesh pack brings alive the festive fervor with the folklore of the traditional Lathmar holi, with visuals of Holi special delicacies like Ghujiya and Thandai amidst dance and music. The Delhi pack showcases the celebrations in true Delhi style with selfie-clicking couples celebrating Holi near iconic places of Delhi. The new packs are supported with digital films created specifically for both the regions tapping upon the cultural nuances of the festival.
G-shock Brings ‘Colours of Toughness’
While Holi fills the skies with vibrant hues, it can also prove to be fatal for your gadgets and gizmos. Therefore, Casio brings to you G-shock DWE-5600KS range of watches. They are colourful, stylish, tough, water-proof and durable, a perfect partner to enjoy Holi.
This new model G-shock DWE-5600KS has been designed in collaboration with creative director Kashiwa Sato. From straight blue and white lines on a vivid red watch face to interchangeable bands and bezels of clear, orange, and green semi-transparent material, watch owners can enjoy creating 27 different design combinations by switching the bands and bezels. Not to forget, when the backlight is activated, Kashiwa Sato’s initial “K” appears!
Burger King India Reveals True Colours
Burger King India has always kept its guest first and addressed their needs. With an increased consciousness and demand for quality food, the fast food QSR has committed itself to serve food that reaffirms “Trust in Taste.” In sync with their brand philosophy of keeping everything Real and Authentic, the brand promises all its food, free from synthetic food colours.
To throw light on this substantial change of doing away with synthetic colours in its food, Burger King India has decided to launch its latest digital campaign #ColorIsForHoliNotFood on Holi. The campaign, which includes a digital video as well, emphasizes on the need to put colours to good use and reiterates its commitment to provide authentic taste to its guests. The campaign will be heavily promoted across social media platforms.
Snapdeal’s Holi E-store
Snapdeal’s Holi store is running offers with upto 70% off on festival essentials such as colours, water guns and pichkaris, inflatable pools, readymade food items like dry fruits and sweet packs.
The store is designed for easy shopping experience and lists products in three main categories including top sellers, party essentials and home care products. While offering an expanded range of products at multiple value price points, the e- store provides an experience similar to shopping in a local bazaar to its users.
Myprotein Gears Up For A Healthy Holi
Myprotein's latest campaign is centered on the concept of #MyHoliMyWhey. Myprotein took the theme of playing with different colors, and extended the concept to associate it with their wide range of products and flavors, especially in their Whey range! Just as we Indians celebrate Holi in all its multi-colored glory, so does Myprotein offer its Impact Whey Protein powder in a rainbow of options like Thandai, Lychee, Peach IceTea, Orange Mango, Kulfi, Coffee, Chocolate, Masala Chai, and loads more!
ShopClues Extends Products For Intimate Holi Celebrations
ShopClues introduced Holi special merchandise consisting of products relevant for outdoor as well as indoor celebration of the festival of colors. Understanding the safety concerns, ShopClues aims to prompt the consumers to have intimate yet undisruptive festive celebrations.
With regards to the restrictions and safety measurements, ShopClues encourages consumers to celebrate the festival with minimum exposure to the external environment. The e-commerce platform will be offering festive food such as refreshing thandai and delectable gujiyas in addition to Holi specific merchandise ranging from organic colors, trendy pichkaris, festive apparel at an affordable price range. ShopClues which is known for being an ecommerce platform for ‘made in India’ products, is also providing gifting service with Holi Gift packs for its customers observing social distancing but want to send across specially curated gifts and combos to their loved ones.
Kamdhenu’s Digital Campaign For A Safe #ColourWithCare Holi
Kamdhenu Paints has unveiled a campaign on its social media channels to deliver social messaging on enjoying the festivity with care for a safe Holi. The campaign titled “ColourWithCare” will go live from 26th March 2021.
Holi celebrations have often been misused by certain elements to tease and target women. Also, throwing water balloons at unsuspecting victims has become common. There are several reported incidences of bodily hurt caused by these water balloons each year. Despite advisories issued by authorities throwing water filled balloons is still rampant.
104.8 ISHQ FM’S ‘Ishq Ke Rang’
For Holi, 104.8 ISHQ FM has initiated a two week long campaign ‘Ishq Ke Rang’ across Delhi, Mumbai & Kolkata. Love comes in all shapes, sizes and at times colours as well – be it the red of passion or the white of innocence. ‘Ishq ke Rang’ celebrates the different colours love makes us feel.
‘Ishq Ke Rang’ will feature different love stories on-air and digitally in the build up to Holi. From an acid attack victim finding & marrying the love of her life to overcoming homophobia, each story will add a different colour to the palette of love. The stories are being featured on-air in the morning drive time shows. In addition to the different love stories, the station has added ‘Ishq ke Rang’ as a theme to the days programming through its sparklers ‘Dedh Ishqiya’ – a collection of short love stories and the humorous ‘What is Love? Ft. Kavi Kishan’.
