Five insider tips to make your festive campaigns shine

The festive season in India is a unique blend of emotions, tradition, and togetherness, making it a prime time for brands to forge deeper connections with their audiences. However, standing out amid the deluge of festive campaigns requires more than just creative visuals—it demands cultural resonance, storytelling, and a focus on meaningful experiences.

Here’s how brands can create memorable campaigns beyond transactions and become a cherished part of the celebration.

Start with cultural relevance

Festivals in India are steeped in culture, each bringing its distinct traditions. Campaigns genuinely embracing these cultural nuances have a stronger chance of building emotional bonds with consumers. By tapping into the cultural heartbeat of the celebration, brands can align themselves with the audience’s values and emotions, creating an authentic connection.

Consider a campaign that integrates traditional art forms, iconic symbols, or local practices. For instance, during this year’s Navratri festival, the OOH campaign by Flipkart Minutes featured an eye-catching billboard that mimicked Garba's dance movements. The rotating billboard also bore the images associated with the festival. Tying it in with the brand’s service delivery promise, the campaign’s tagline read, ‘Go in circles only for Navratri. Not for Navratri essentials.’

Blend tradition with innovation

While it’s vital to honour tradition, modern audiences also appreciate campaigns that incorporate a fresh perspective. Blending cultural elements with contemporary execution ensures that campaigns appeal to both older and younger demographics. Activating public spaces or leveraging technology to showcase cultural themes can be a great way to modernise traditional motifs while retaining their essence.

Consider, for instance, the 'Creating memories never clicked' campaign launched by Cadbury Celebrations for Raksha Bandhan this year. It allowed consumers to turn their unphotographed moments into treasured keepsakes by using AI.

Focus on experiences

The festive season is a sensory experience filled with colours, sounds, and emotions. Campaigns that engage these sensory experiences through interactive elements—be it through on-ground activations, immersive digital content, or branded experiences—leave a lasting impression on the minds of the target audiences.

Providing services that enhance the festive experience, such as convenience-driven initiatives or unique festive-themed events, can create goodwill and amplify brand recall.

Don’t just sell; tell stories, instead

Festivals are built on stories passed through generations. Brands that align their campaigns with these stories can establish emotional resonance. Instead of focusing solely on promoting products, brands can craft narratives that highlight how they enhance the festive experience, solve a seasonal challenge, or contribute to the celebration.

During Diwali 2024, the ethnic wear brand Sabhyata introduced a campaign titled, 'Celebrating Motherhood'. The advertising film sheds light on the absence of private spaces for new mothers in corporate offices and shows how an empathetic officer, taking corrective action, creates a dedicated ‘Mother's room’ for his female colleague and a new mother on the occasion of Diwali. Such an approach fosters a deeper connection with the audiences and makes the brand an integral part of their festive memories.

Plan for sustainability

With growing awareness around sustainability, brands should consider campaigns that are not only impactful but also environmentally and socially conscious. Eco-friendly activations or community-driven initiatives reflect the brand’s values and build trust among today’s conscientious consumers. Moreover, campaigns that transition seamlessly into post-festive engagement ensure their impact lasts long after the end of the celebrations.

Jindal Stainless, for instance, launched a Diwali campaign this year, encouraging the public to 'switch to stainless' to reduce plastic waste during the festive season. The video highlights the excessive plastic waste generated during Diwali and illustrates how stainless steel can replace single-use plastics, thus, contributing to environmental protection.

Turning festive campaigns memorable

To create a truly memorable festive campaign, brands must move beyond flashy visuals and catchy slogans. It’s about understanding the audience, respecting traditions, and bringing innovation to the table.

By prioritising cultural relevance, delivering immersive experiences, and aligning with sustainable values, brands can capture both attention and affection. The festive season offers a unique opportunity not only to connect with consumers but also to become a meaningful part of their celebrations—creating relationships that endure far beyond the season’s end.

— Ishani Ghosh, business head (north and east), Brand Street Integrated.