Of Myths And Metrics
The 3 festive branding secrets that nobody is talking about
I’m just letting it out there - if you ever ask me “What’s your favourite time in the whole year”, 11 times out 10, I would say something along the lines of “There will never be a better time than the days leading up to Diwali, the lighting, the smells, the colours, the people, the dresses, the celebrations; everything”
Sure, I happen to come from the heart of North India, from this melting pot of a city called Delhi. This take is heavily biased by the geographical position of self, but there’s a sense of generalisation when I say “There will never be a better time than the days leading up to *insert festival here*.
Every person is entitled to have their take on their favourite festival. Still, festivals in general, no matter what they are and where they’re celebrated, hold a profound significance in the tapestry of human life - often transcending cultural, religious, or regional roots.
And it’s not just the spirit of celebration and the sense of togetherness that makes festivals special; they also have a remarkable impact on the way we engage with the world around us - more specifically, in the way we spend. And it’s not just the spirit of celebration and togetherness that make festivals a powerful addition in
It’s fascinating how human emotions translate into economic activity. In India, Criteo reported that online retail sales surged by 14% during Diwali 2024, as compared to the same two-week period during Diwali 2023. Fashion, a category that is indulged during the season, witnessed the highest growth with 42%, followed by Consumer Packaged Goods (CPG) at 13%.
India’s tier 2 and tier 3 cities are proving to be key drivers of this market. Myntra reported that 42% of its demands came from the aforementioned geographies during 2023’s Big Fashion Festival.
For brands, however, it isn’t just about capitalizing on increased spending; it’s about creating experiences and building connections that resonate deeply with consumers. Naturally, the question then arises “How can my brand stand out during a time when every other brand is vying for attention?” (mention here somewhere that we’ve developed a 3-tactic checklist for the brands/3-tier approach to success).
Mythology, but making them #relatable
Take a page out of Torani’s, an Indian fashion label, book. For their collection, Leela: The Divine Illusion of Love, the brand blended folklore with a contemporary color palette to bring, pushing tradition in a ‘cool’ way.
Tactics:
- Play with hyper-realism within mythology
- Don’t generalise; pick a region specific folklore
- Traditions don’t necessarily mean everything old; innovate with modern aesthetics.
From Cart to Heart in no time
The time of quick commerce in India has come, as the industry is predicted to triple in valuation by 2029. Brands, therefore, are expanding beyond transactional interactions, and into territories where festive fusing festive strategies with a dash of humour and emotions to captivate audiences.
Swiggy’s Valentine’s Day campaign was a perfect approach to get clicks and laughs. They featured interactive installations, which, when scanned, would lead the person to a range of Valentine-themed items available for delivery in just 10 minutes.
Tactics:
- Highlight convenience and togetherness through personalized and humorous campaigns.
Set the stage for change
The quotient of ‘responsible decision-making’ is also influencing festivals; the way people celebrate and teh way brands advocate. Therefore, purpose-driven campaigns are key in resonating with that that demographic to gain traction.
The Body Shop championed the cause of supporting female entrepreneurs by collaborating with Teddy Exports, a bag maker in Tamil nadu.
Tactics:
- Offer biodegradable products.
- Create donation opportunities.
- Highlight the social impact of purchases.
Insight
And it’s not just the spirit of celebration and togetherness that make festivals a powerful addition in.
It’s fascinating how human emotions translate into economic activity.
Admin
and new opportunities in the retail world.