Festivals in India play a vital role in designing the socio-cultural system of practices in the society. Festivals imply a connectivity through different strata of people in the society and this cohesion gives the advantage of developing a unified audience for the launching and development of any branding.
Brands across India tend to grab the opportunity to amplify their sale by addressing the emotion of the general crowd and trying to cater to the needs that each festival brings. Brands in order to establish themselves target the inner psyche of the buyers and aims in building a trust system between the consumer and the brand. As the festivals are a time when people aim in buying products the most, brands should amplify on their needs and develop an advertising scenario where it targets the consuming class in order to create an upsurge in sales during such scenarios. Customer-favourable strategies teamed with social and cultural sensitivities can whip up the sale numbers efficiently.
We have seen some successful examples of brands striking the right chord during a particular celebration. Take the Surf Excel commercial, a few years ago, which was released during Eid. The ad which showed a little boy walking the extra mile to help a hapless street vendor to make his sale of eateries does bring a smile on the face of a viewer. It not only gives the product information successfully (i.e., any kind of stains can be washed away by the detergent), but also stirs up the emotion of togetherness and brotherhood that the festival brings. Another such example is the Tanishq commercial where the Diwali collection is beautifully promoted by showing the culture of exchanging gifts and how it binds the people in a family together. The stories in these advertisements reflect the cultural diversity of the country, and at the same time use the festivities to promote their product to the greater audience, who, even if are outside of their target or trusted consumers, and conveys the values to the brands as a whole for promoting unified and important thoughts.
In a country like India, targeted branding will also depend on regions, as there exist an ample amount of regional diversities in celebrating festivals. The sellers need to keep in mind that each region is unique in their demands, culture and demography. The more customer-centric the promotion, better the response one gets in terms of sales figures. For example, in West Bengal, the requirement during the gala festival of Durga Puja may not be the same as that of Dhanteras. Each festival has its own requirement according to the region. Regional approach, therefore, seems to be taken into account.
It is also observable that with the increased number of online platforms along with the existing offline ones, the leg work has become easier for buyers, increasing the competition to cut throat level. If we see the platforms like Myntra, Flipkart, and Amazon, their approach over the years have become quite radical in terms of reaching out to maximum number of people through relatable propaganda during festivals. The extravagant, attractive yet targeted marketing has been bringing the interest of audience successfully over the years during a particular festival. What works for them is the understanding of the consumer’s needs during an occasion along with creating products fulfilling those.
Along with the traditional festivals across India, brands also keep in mind the cultural festivals that happen in and under different institutions or organizations. Literary meets see advertisements and branding of products like Amazon Kindle, and education fairs often see advertisements of digital tools related to education purposes. Music, dance or college festivals also provide the opportunity of specific branding, mostly products consumed by the youth.
In all these cases, we see production houses creating a specific targeted communication, based on cultural or ritualistic practice, age group or people belonging to certain professional areas.
Any festival is a time for collective celebration. The brands take advantage of the moment to create happier faces around, both for the company as well as the consumers.
Brands across India tend to grab the opportunity to amplify their sale by addressing the emotion of the general crowd and trying to cater to the needs that each festival brings. Brands in order to establish themselves target the inner psyche of the buyers and aims in building a trust system between the consumer and the brand. As the festivals are a time when people aim in buying products the most, brands should amplify on their needs and develop an advertising scenario where it targets the consuming class in order to create an upsurge in sales during such scenarios. Customer-favourable strategies teamed with social and cultural sensitivities can whip up the sale numbers efficiently.
We have seen some successful examples of brands striking the right chord during a particular celebration. Take the Surf Excel commercial, a few years ago, which was released during Eid. The ad which showed a little boy walking the extra mile to help a hapless street vendor to make his sale of eateries does bring a smile on the face of a viewer. It not only gives the product information successfully (i.e., any kind of stains can be washed away by the detergent), but also stirs up the emotion of togetherness and brotherhood that the festival brings. Another such example is the Tanishq commercial where the Diwali collection is beautifully promoted by showing the culture of exchanging gifts and how it binds the people in a family together. The stories in these advertisements reflect the cultural diversity of the country, and at the same time use the festivities to promote their product to the greater audience, who, even if are outside of their target or trusted consumers, and conveys the values to the brands as a whole for promoting unified and important thoughts.
In a country like India, targeted branding will also depend on regions, as there exist an ample amount of regional diversities in celebrating festivals. The sellers need to keep in mind that each region is unique in their demands, culture and demography. The more customer-centric the promotion, better the response one gets in terms of sales figures. For example, in West Bengal, the requirement during the gala festival of Durga Puja may not be the same as that of Dhanteras. Each festival has its own requirement according to the region. Regional approach, therefore, seems to be taken into account.
It is also observable that with the increased number of online platforms along with the existing offline ones, the leg work has become easier for buyers, increasing the competition to cut throat level. If we see the platforms like Myntra, Flipkart, and Amazon, their approach over the years have become quite radical in terms of reaching out to maximum number of people through relatable propaganda during festivals. The extravagant, attractive yet targeted marketing has been bringing the interest of audience successfully over the years during a particular festival. What works for them is the understanding of the consumer’s needs during an occasion along with creating products fulfilling those.
Along with the traditional festivals across India, brands also keep in mind the cultural festivals that happen in and under different institutions or organizations. Literary meets see advertisements and branding of products like Amazon Kindle, and education fairs often see advertisements of digital tools related to education purposes. Music, dance or college festivals also provide the opportunity of specific branding, mostly products consumed by the youth.
In all these cases, we see production houses creating a specific targeted communication, based on cultural or ritualistic practice, age group or people belonging to certain professional areas.
Any festival is a time for collective celebration. The brands take advantage of the moment to create happier faces around, both for the company as well as the consumers.
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