The festive fever is still on, and let me ask you this—what’s the one thing we’re all seeing the most on digital platforms right now? It’s those heart-warming ads, the countless festive campaigns, and brands coming together to celebrate Durga Puja, prepare for Diwali, and keep the celebrations going all the way to New Year’s. For them, this is a time to build stronger connections with their audiences in meaningful ways—one they simply can’t afford to miss.
The impact is clear when we look at the numbers. Last year, Indian ecommerce platforms generated an impressive $5.67 billion in Gross Merchandise Value (GMV) during the season. This year, that figure has already surpassed $6.5 billion in just a week, driven by the annual festive sales from major players like Amazon, Flipkart, and Meesho. Moreover, with Diwali and Dhanteras still ahead, these numbers are expected to climb even higher, likely setting new records.
But for marketers and brand managers, the festive season should be less about just driving sales and more about building an emotional connection—because, after all, festivals are all about emotions and stories. The beauty of these celebrations is that they invite everyone to join in a shared community and culture with ease. And bigger brands certainly know how to capitalise on this. Many have rolled out campaigns that are performing exceptionally well. Whether it’s Vivo’s “#JoyofHomecoming,” Pantaloons’ “This Diwali, Pehno Dil ki Baat," OnePlus’ "Make it Special for Everyone," or Google’s latest heart-warming "Diwali Shopping with Dadi," these brands are celebrating with their target audiences and generating massive engagement, with many videos racking up millions of views.
Strategies For Meaningful Engagement
This is also the time when new strategies come to life, existing ones are tested, and the real impact of these efforts becomes clear. Whether it’s advertising, social media, PR, or tech platforms, each element plays a crucial role in helping brands craft the perfect festive campaign. However, there are some key strategies that every brand must focus on.
Storytelling Is Essential
One thing all successful festive campaigns have in common is a compelling story. It’s not just about showcasing a product—it’s about weaving a narrative that resonates deeply with audiences on an emotional level. Festivals are inherently tied to emotions, whether it’s nostalgia, celebration, or the joy of togetherness. And that’s what makes storytelling so crucial during this time.
A great example is Google’s “Diwali Shopping with Dadi.” It’s not just about shopping, but about nostalgia, stretched over generations in a celebratory spirit, all packed into a short, heart-warming story.
During festivals, it’s all about striking an emotional chord, because it creates a connection. Consumers don’t just remember the product or service being advertised—they remember the emotions the campaign evoked. And this allows brands to build a stronger, more meaningful connection, which lasts far beyond the festive season.
Exclusivity Sells
Festivals are often seen as a time for fresh starts and new beginnings, and during this period, consumers are on the lookout for something special. Ordinary won’t cut it. Brands know this, and many go the extra mile to offer exclusive products or experiences that match the festive mood.
For example, Airbnb’s "Belong Anywhere" campaign captures the festive journey of a traveller across India, while Amazon and Flipkart launch their highly anticipated festive sales with dedicated shopping sections. Another impactful way includes brands blending digital and real-world experiences. For instance, Asian Paints’ "Sharad Shamman" during Durga Puja , and Oppo India’s "#BrightSideOfNight" campaign, which used glowing wraps on the Gurugram Metro to create buzz. And let’s not forget the exclusive discounts and offers consumers wait all year for.
The goal is simple—make people feel they’re getting something unique, just for the festive season.
Hyperlocal Impact
One of the standout trends in recent years has been the rise of hyperlocal campaigns, which not only boost brand visibility but also support local businesses and provide personalised recommendations to consumers in their area. Cadbury is a prime example of a brand that has consistently nailed this approach.
Their "Not Just a Cadbury Ad" campaign, featuring megastar Shah Rukh Khan, helped promote local businesses by creating personalised ads for smaller stores hit post-pandemic. Using dynamic voice technology, the campaign was tailored to different regions, making it feel relevant to each location. Similarly, their "Ghar Ki Dukaan" campaign allowed local sellers to create their exclusive ads, complete with scannable codes that led consumers directly to their stores.
Going hyperlocal not only helps brands reach new segments they might not have previously targeted, but it also supports small businesses, adding a layer of social responsibility that resonates with today’s consumers.
Omnichannel Presence
Lastly, during the festive season, more than any other time of year, brands must have an omnichannel presence. Whether it’s influencer collaborations, smart ad placements, social media campaigns, or even traditional print, being everywhere matters.
The reason? This is when consumers are most willing to spend to make their celebrations special. And in today’s tech-driven world, it goes beyond just ads—features like AR (Augmented Reality) help create immersive, interactive experiences. Brands like Zomato and Myntra have been doing this exceptionally well, maintaining a strong presence on multiple platforms and adding unique touches like festive packaging, brochures, AR try-ons, and staying on top of social media trends.
All of these efforts keep brands part of the ongoing conversation, making the experience feel more personalised and enhancing how consumers engage with them.
For Connections That Outlast The Festive Season
Festive marketing is a crucial part of any brand's strategy, especially in India, where festivals are woven into daily life. It’s all about building deeper connections, sharing meaningful stories, and being part of the cultural conversation.
The key is to remain authentic, relevant, and tuned in to what truly matters. Brands that get this and mix emotional appeal with smart marketing tactics not only shine during the festive season but also create lasting relationships with their audiences, and carry new customers forward, long after the celebrations are over.
