Beyond the hues of colours, the scent of gulaal, and the sweetness of thandai, gujiyas and jalebis the essence of Holi lies in a jubilant celebration of inclusivity, joy, and exuberance. This year too, brands return to this vivacious festival, seeking to forge engagement and connections with their audiences as the festival of colours becomes their canvas to paint their narratives with vibrant strokes that aim to capture the spirit of the festival.
Here’s a roundup of some of the Holi campaigns of 2024 that aim to spread the infectious vibe and mood of togetherness with vibrant hues of imagination. As always we go in alphabetical order:
Coke Studio Bharat
Originating from a bhajan, 'Holi Re Rasiya' Boke Studio Bharat reimagines and recreates a symphony where high energy beats meet the authenticity of classic folk instruments to create the perfect festive tune. Featuring a a line-up of creators including Maithili Thakur, Seedhe Maut, Saloni Gaur, Sonal Devraj, and more, the track elevates festive celebrations to new heights with a dynamic fusion of music and tradition to showcase the festival celebrated by people from all walks of life as they groove to the Holi anthem.
Crocs
To celebrate the vibrancy of Holi, the Crocs campaign #ComeAsYouAre embraces the spirit of individuality and self-expression. Conceptualised and produced by Supari Studios and featuring its new brand ambassadors Vedang Raina and Rasha Thadani, the film is a spirited celebration of the youthful fun and joy the festival epitomises in an urban setting with spontaneous pranks and dance-offs adding to the overall merriment.
Fortune
Adani Wilmar's latest campaign for Fortune Foods, 'Holi ke rang, Fortune ke sang,' embraces the vibrant spirit of the festival, resonating deeply within the Hindi-speaking market. Crafted by Ogilvy India, the 70-second film captures the joyful essence of Holi, transitioning seamlessly from lively street revelries to the kitchen. The film highlights the preparation of traditional, mouthwatering Holi delicacies, symbolising their integral role in the festivities of Indian households.
House of McDowell’s Soda
The House of McDowell’s Soda Holi campaign has a remix rendition of the Bollywood classic 'Rang barse' setting the festive mood. The film, featuring singer King, encapsulates the brand's essence of 'Yaaron Waali Baat' through a narrative that illustrates the strength of friendship in embracing authenticity, nurturing connections and a feeling of belonging.
Shisen Fox
While Holi is a time of festivity, it's important to recognise that many traditional colours used can contain harmful chemicals, especially posing risks to the eyes. With this in mind, Shisen Fox advocates for caution through its ad. The ad, conceptualised by Glad U Came, commences with a lively montage featuring friends sporting Shisen Fox sunglasses, transitioning into playful splashes of colour on their faces, ultimately delivering the message to play safe.
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