India is a land of diverse festivals. Each festival has its significance and is celebrated with immense joy & fervour. The festive season is one of the most awaited times for people to buy new things or give gifts to loved ones. During this time, we witnessed a surge in festive based advertising. This is when brands ideate interesting festive campaigns to drive up sales. There is a plethora of seasonal product lines, discounts, freebies or schemes to leverage the festive spirit. This week, we unravel the significance of festive advertising in India.
Here are some of the advantages of festive advertising in India
India has more than 600 million smartphone users, of which social media is extensively used to connect to their dear ones. This is a good opportunity for brands to interact with people and create strong visibility. Right from Flipkart’s Big Billion Days to Tanishq’s heart touching festive ads, these campaigns remain timelessly etched in people’s minds. The excellent storytelling strategies help brands create a long-lasting connection with people.
Increased creative curve
We often come across a compilation of ‘thought-provoking ads’ or ‘ground-breaking ads’ on the internet. Numerous brands try to dismantle the social norms and experiment with unique brand campaigns during the festive season.
For instance, Nykaa’s #KhoobSaj ad that sparked joy with the beautiful brown-skinned women with glittery makeup. Through which they conveyed a thoughtful message that every woman is beautiful in her own way and that women should not let their skin color be an obstacle. This is a bold step towards creating a change in society about stereotypes on gender and skin color. Ads are a powerful tool to make changes amongst people and shape their minds. However, with sensitive topics like religion or caste, it can be a difficult task for brands to defy societal norms.
Brands can also spread important messages in the interest of the society during the festive season by endorsing famous personalities as people look up to them and get influenced by their tastes & preferences that helps create a lasting impact. This leads to people sharing their amazing content. Some groundbreaking ads also have the potential to become viral. This helps brands create a unique position for themselves in the market. It is also said that this drives up the ROI and helps build better engagement with people.
A surge in sales
Most people look forward to sending and receiving gifts during the festive season. The tempting offers, heavy discounts and exciting freebies definitely encourage people to make a purchase. For instance, we all remember Amazon’s Great Indian Sale gets us glued to our screens with our month long wish list ready. This helps drive up the sales and create a significant profit for brands.
At 3 Dots Design, we build long term strategies and channel our creativity in helping brands craft thoughtful meaningful stories of relevance to the occasion and target audience.