What is festive marketing?

Festive marketing is when businesses create special promotions or campaigns during festivals to attract customers.

Why do companies focus on festivals in India?

Festivals are times when people are more willing to spend money, making it a good opportunity for businesses to boost sales.

How has festive marketing changed over time?

Earlier, businesses used simple methods like word-of-mouth and local posters. Today, they use digital platforms and social media to reach a wider audience.

How do influencers help in festive marketing?

Influencers share content related to festivals, promoting products in a way that feels authentic to their followers.

How can I find the right influencers and celebrities to enhance my brand's festive marketing?

We specialise in connecting brands with influencers and celebrities who align with their values and goals, helping to enhance marketing efforts and increase your reach.

How do businesses know what customers want during festivals?

Companies use data and research to understand customer preferences and create products or promotions that appeal to them.

Why is it important for brands to understand local festivals?

India has many regional festivals. Understanding these helps brands create campaigns that feel personal and relevant to different communities.

How do online and offline marketing differ during festivals?

Online marketing uses digital platforms like social media and websites, while offline marketing includes methods like billboards and in-store promotion.

What challenges do businesses face in festive marketing?

Challenges include understanding diverse customer preferences, managing increased competition, and ensuring timely delivery of products.

Why is it important for brands to be culturally sensitive during festivals?

Being culturally sensitive helps brands connect better with customers and avoid misunderstandings.

The Evolution of Festive Marketing in India

Historical Perspective: The Roots of Festive Marketing

Pre-20th Century to Early 20th Century

A long time ago, when smartphones and big TV ads did not exist, people in India celebrated festivals in a very simple way. Shopkeepers and small business owners would make small, handmade posters to invite neighbours to join in the celebrations. These posters were bright and full of life, reflecting the joy of festivals like Diwali, Holi, Eid, and Durga Puja.

1. Word of Mouth and Personal Connections

Instead of using fancy advertisements, local shopkeepers relied on word of mouth. Neighbours would tell each other about special offers, new decorations in stores, or even free treats given out during the festive season. Imagine a time when families gathered in the evening to chat about the day’s events—these friendly conversations were also the way to spread news about special deals or festive surprises at the local market.

2. Handcrafted Posters and Simple Signs

Before computers and digital screens, handmade signs were the norm. Shop owners would design their own colourful signs on paper or cloth. Although simple, these signs carried a personal touch that made people feel connected. Even a little poster could brighten up a shop’s entrance and bring smiles to everyone passing by. This creative way of decorating made the local area look cheerful and inviting during the festivals.

3. Laying the Groundwork for Modern Celebrations

These early efforts, although simple, were the first steps toward what we now call festive marketing. They showed that celebrating together and sharing joy could also help local businesses grow. Over time, as communities became more connected, small regional brands started to advertise special offers during festivals. These humble beginnings slowly evolved into more organised ways to market products and services during India’s vibrant festive seasons.

Mid-2010s to Present - Transformation Through Technology

Festive marketing in India has come a long way over the years. Today, companies use many smart tools to share their festive messages, but it all started with simple methods. Here’s a look at how this journey has unfolded.

1. The Change in the 1990s: A New Era Begins

When India opened its economy in the 1990s, things started to change. With economic liberalisation and globalisation, brands began to invest more money in advertising. This was the time when the first big campaigns were launched for festivals. TV ads during Diwali became more creative, and radio jingles during Holi grew even more popular. Sales started to grow faster, and the advertising budgets increased. For example, some companies spent many crores on a single festive campaign, reaching millions of households.

2. Celebrating Festivals with Social Media

Technology has changed how brands celebrate festivals and connect with customers. In the past, companies relied mostly on traditional ads in newspapers and on TV. Today, the internet and social media play a huge role in every campaign.

Brands now create fun and interactive content that catches people’s eyes on digital screens. They post videos, pictures, and messages on platforms like Instagram, Facebook, and YouTube. This means you might see a moving video ad or a short clip on social media that feels personal and exciting. Recent reports show that more than 80% of festive shoppers check online before making a purchase. This digital presence has made it easier for brands to reach many people at once.

3. Rise of Influencers

Social media influencers are ordinary people who have become very popular online. Many brands work with these influencers because their opinions can help build trust.

A great example of an Indian brand using influencer marketing during Diwali is HDFC Bank's 2019 campaign, "Make Every #WishComeTrue with #HDFCBankFestiveTreats." In this initiative, HDFC Bank collaborated with influencers across various sectors, including fashion, lifestyle, beauty, tech, and travel, on Instagram.

This strategy personalised the communication, making it more relevant to the audience. The campaign effectively capitalised on the festive season's consumer enthusiasm, enhancing engagement and brand visibility.

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4. Collecting Data to Understand Customers

Many companies want to know what people like, how old they are, andmore. This information helps them understand their customers better. For instance, if a company finds out that a lot of young people in Mumbai are interested in sports shoes, they can focus their ads on that group.

This way, they can show the right products to the right people. It’s like having a map that guides them to what customers want. By collecting data, companies can learn about trends and preferences, which helps them create better products and services that meet the needs of their customers.

5. Real-Time Tracking of Ads

Thanks to digital tools, companies can check how well their ads are doing almost right away. This means they can see if people are clicking on their ads or ignoring them. If an ad isn’t attracting attention, companies can quickly change it to make it more appealing. This quick response helps ensure that their marketing efforts are successful.

For example, they might change the colours, pictures, or even the words in the ad to catch more eyes. Being able to track ads in real time means businesses can stay on top of what their customers want and make instant improvements.

6. Improving Sales During Festivals

Festivals are a special time when many people like to shop. During these times, companies can use data to figure out what products people are looking for. For example, if they notice that families are buying more clothes or sweets during Diwali, they can adjust their ads to highlight these items. By understanding the shopping habits of people during festivals, businesses can make sure they have the right products available, helping them attract more customers and boost sales.

7. Examples of Success

One of the most effective examples is Ola's Independence Day campaign. During India's Independence Day, many people feel happy and proud of their country. Ola, a big taxi company in India, noticed that when Independence Day is near a weekend, people like to travel to nearby places.

To help them, Ola started a special offer during Independence Week. They gave new outstation users a discount of ₹300. Ola also worked with Club Mahindra and Yatra to give deals on hotel stays. This made it easier and cheaper for people to plan short trips.

By understanding what people wanted during this time, Ola made their customers happy and likely increased their business.

Understanding How Indian Consumers Are Changing

Over the years, the way people in India shop and make choices has changed a lot. Let's take a closer look at these changes and what they mean for businesses.

From Traditional to Digital Shoppers: In the past, many Indian shoppers relied on local customs and advice from their communities to make decisions. Today, things are different. A large number of consumers are now comfortable shopping online, using smartphones and computers to browse and buy products. In fact, by the second quarter of 2024, consumer spending in India reached an all-time high of 24.57 trillion rupees.

The Influence of Social Media: Social media platforms like Facebook, Instagram, and YouTube have a big impact on how people shop. A study found that 47% of consumers use social media to discover and purchase brands. These platforms help consumers learn about new products, read reviews, and make informed decisions.
Shopping During Festivals: During festivals, shopping habits change. Many people mix online and offline shopping, looking for deals and special offers. They also expect ads to connect with their emotions, reminding them of family gatherings and celebrations. Brands that tell stories and celebrate India's rich culture tend to do well.
The Rise of Premium Products: With a growing economy, Indian consumers are increasingly interested in premium products. This shift is driven by a desire for convenience and higher disposable incomes.

The Importance of Trust and Personal Connection: While technology plays a big role, many Indian consumers still value personal connections. A report showed that 78% prefer human customer service when shopping online. They also care about how their personal data is used and want to feel secure when making purchases.

Regional Festive Marketing

India is a land of many cultures, and each region celebrates festivals in its own special way. This diversity offers brands a chance to connect with people by understanding and respecting local traditions. By creating campaigns that speak to these unique customs, brands can build stronger bonds with their audiences and improve their seasonal conversion rates.

1. Understanding Regional Celebrations

In India, festivals are more than just events; they are deeply rooted in local traditions and customs. For example:

Onam in Kerala: A harvest festival celebrated with grand feasts and traditional dances.
Baisakhi in Punjab: Marks the start of the harvest season with vibrant fairs and dances.
Makar Sankranti in Gujarat: Known for kite flying and community gatherings.

Recognising these regional differences allows brands to tailor their messages and products to fit the local spirit.

2. Tailoring Campaigns to Local Traditions

When brands customise their campaigns to align with regional festivals, they show respect for local cultures. This approach can include:

Language and Symbols: Using local languages and symbols that resonate with the community.
Product Offerings: Introducing products or services that cater to regional preferences.
Collaborations: Partnering with local influencers or celebrities who are trusted figures in the community.

For instance, during Durga Puja in West Bengal, brands like Shoppers Stop have launched campaigns like 'Sajer Utsav' to connect with Bengali consumers. Similarly, Max Fashion focused on Telangana's Dussehra celebrations by building the largest Bommala Koluvu, a traditional display of dolls.

Challenges & Future Trends

Festive marketing in India is a dynamic field, offering both opportunities and challenges for brands aiming to connect with consumers during celebratory periods.

1. Challenges faced in Festive Marketing

Let's take a closer look at some of the key challenges in this area. Understanding these obstacles can help us find better ways to overcome them and achieve success.

Maintaining Cultural Authenticity: India's festivals are deeply rooted in tradition. Brands must ensure their marketing campaigns respect and reflect these cultural values to avoid appearing insincere or overly commercial.
Avoiding Over-Commercialisation: While festivals present a chance for increased sales, there's a fine line between promoting products and over-commercialising the festive spirit. Brands need to strike a balance to maintain consumer trust and engagement.
Integrating Advanced Technologies: The use of technologies like augmented reality (AR) and artificial intelligence (AI) can enhance customer experiences. However, implementing these tools effectively requires significant investment and expertise.
Ensuring Sustainability: With growing environmental awareness, consumers expect brands to adopt sustainable practices. This includes using eco-friendly materials and reducing waste, which can be challenging for some businesses.

2. Emerging Trends in Festive Marketing

In addition to these challenges, there are also new trends to consider in this competitive market. Let's have a short look at them.

Personalised Experiences: Consumers now expect marketing campaigns tailored to their individual preferences. Brands are finding new and innovative methods to create personalised offers and messages.
Hybrid Shopping: Many consumers are combining online and offline shopping. They might research products online and then purchase them in-store, or vice versa. Brands need to provide a seamless experience across both channels.
Interactive Campaigns: Engaging consumers through contests, quizzes, and user-generated content encourages participation and fosters a sense of community around the brand.
Omnichannel Marketing: Integrating various marketing channels—such as social media, email, and in-store promotions—ensures a consistent and comprehensive brand experience for consumers.
Ethical Marketing: Consumers are becoming more conscious of ethical considerations. Brands that demonstrate social responsibility and align with ethical values are more likely to gain consumer loyalty.

Conclusion

Festive marketing in India has come a long way. From simple handmade posters to creative online campaigns, brands have learnt to connect with their customers in exciting ways. As technology and social media continue to grow, businesses have more chances to reach people during festivals.

If you want to make the most of this festive season, consider working with influencers and celebrities. Our platform makes it easy for brands to find the right names that match their vision. Connect with us today, and let's help your brand shine this festive season!