Haldiram’s celebrates love, colour and traditional eats this Holi

Keeping up with the tradition of kicking off its yearly marketing blitz with the festival of Holi, Haldiram’s has launched a new digital commercial just ahead of this year’s celebrations.

The Holi festival has a unique flavour of its own, and is all about embracing diversity, spreading love and happiness, letting go your worries, and having fun. Given the above brief, it also plays cupid to many-a-young lover.

Holi is also known for its traditional sweets and savoury snacks, just as is Haldiram’s, India’s leading traditional sweets and snacks brand. Aligning its unique selling point with what defines the festival in the minds of Indians, Haldiram has launched a range of festive treats and specially curated gift boxes, backed by a digital campaign.

Titled “Khulke Khilao Holi”, the film follows a young boy's relentless pursuit of his fondness for a girl amidst the colourful chaos of Holi. Dodging playful relatives and neighbours, he shares Haldiram's thandai, gujiya and other snacks with everyone he encounters, saving the last one for his beloved. Ultimately, he gets smeared by gulal by his love interest.

It's a tried and tested concept, and sure it errs on the traditional side, but it's also one greatly favoured by the Indian diaspora—with the key themes of family, love, celebration and unity in tow. In essence, it's also what the Haldirams brand is known for in the nation: Bringing a touch of sentimental value to occasions and a sense of togetherness over good, tasty treats.

Kailash Agarwal, president of retail & QSR for Haldiram’s shared, “Holi, the festival of colours, holds a special place in the hearts of millions of Indians. It's a time for joy, laughter, and togetherness. At Haldiram's, we aim to enhance these celebrations by offering a wide range of delicious gujias, thandai and snacks that bring people closer. The new digital video is a testament to the experience that we as Haldiram’s induce within Indians as we celebrate the festival of colours to the fullest.”

Campaign’s take: Unlike Diwali where the emphasis is on abundance, good fortune, wealth, dressing-up and gifting, Holi is a more about fun, freedom and forgiveness. It is interesting how Haldiram’s has been picking one central Holi emotion and building their campaigns around it. Last year Haldiram’s Holi campaign, “Manao Khushiyon Ke Rang, Haldiram's Ke Sang” was centred around forgiveness and bridging differences. This year it focusses on celebration of love. Continuity in campaigns always works better than a series of unrelated ads that do little to build a brand.