Why Every Brand Wants a Piece of Diwali

Diwali is one of the biggest shopping seasons in India and provides a great opportunity for brands to engage with customers through gifting, family traditions and new beginnings. The festival of lights has a huge appeal and provides a great opportunity for brands to drive sales and create meaningful connections.

 A Great Time to Spend

Everyone wants to buy new things for themselves and loved ones during Diwali. Whether it be clothes, jewellery, electronics, sweets, home accessories or cosmetics. People often start to shop weeks in advance and there are plenty of opportunities for brands to engage with customers during Dhanteras, Diwali and Bhai Dooj.

Retailers benefit greatly from launching new festive ranges and promoting gift items.

Emotional Campaigns

During Diwali brands heavily focuses on running emotional campaigns. The most successful Diwali campaigns provides a story around family coming together, eating together, giving thoughtful gifts and feeling like you’re home.

Brands can use these relatable situations to create a connection with their audience. If a brand’s campaign ties in with what the festival means to people, it can create high levels of brand recall.

Driving Festive Sales

Most brands create exclusive products, gift sets, unique ranges and limited time offers to drive sales. Big brands will often use festive packaging, influencer collaborations and digital campaigns to increase visibility.

Launching early provides inspiration for gifting meanwhile late promotions can entice last minute buyers.

Conclusion

Festive marketing can become very generic. Just adding diyas, lights and traditional music won’t cut it.

Which is why brands use unique storytelling, relevant concepts and ensures a cohesive experience across social media, in-store and online.

Those who win Diwali aren’t necessarily the most shouty, they know what people value and how they can meaningfully get involved.