The last mile in Diwali festive advertising, Marketing & Advertising News, ET BrandEquity

If your screens are full of lit up homes, warm smiles, sweets and sentiment, you know Diwali is here. Expectedly, there has been a slew of advertisements, headlining the season’s emotions, familial ties and ‘last minute’ deals.

Many are releasing their campaigns closer to Diwali day, as opposed to starting a month ahead. Is this a strategic move? Have there been changes in the ‘family dynamics’ shown in festive campaigns over the years? What new festive trends have emerged?

We spoke to industry experts for their views around festive marketing in current times.

Dheeraj Sinha, group CEO, India & South Asia, FCB

Last mile marketing: “This shift isn’t merely about timing; it’s about capturing attention in a crowded marketplace where consumer behaviour has changed. Today, customers expect immediacy, personalised offers and campaigns that tap into the moment’s emotion.

“Releasing campaigns close to Diwali allow brands to ride the wave of heightened consumer sentiment and purchasing intent during the festival’s peak. It also helps them be more reactive to trends and conversations happening in real time. Additionally, shorter campaign lead times can create a sense of urgency, prompting quicker action from customers.”

Family: “Traditionally, the focus was on large, multigenerational families. Today, the portrayal of family dynamics has become far more diverse and inclusive. In 2024, we are seeing campaigns acknowledge the changing realities of modern families ­— nuclear families, single parent households or even close-knit groups of friends treated as ‘chosen family’. Brands are increasingly reflecting this diversity. The concept of family has become more fluid.”

Trends: “There has been increasing focus on sustainability and inclusivity in Diwali campaigns. More brands are aligning their messaging with eco-friendly initiatives, such as promoting greener celebrations or sustainable products, reflecting consciousness around responsible consumption. More brands are leveraging hyper-local content and regional storytelling to connect deeper in a multicultural market like ours.”

Gajendra Jangid, co-founder, Cars24

Timing: “It’s more than just a date on the calendar — it’s about connection. We released our brand film ‘For the Drives That Take You Back’ 15 days before Diwali because much like the festive season, some of the most meaningful moments come from the companionship of a car. These moments often happen when you least expect them. Releasing closer to Diwali allowed us to strike when those feelings of nostalgia are at their peak.”

Family: “We’ve seen a shift in how family dynamics are portrayed. Today, campaigns focus on more than just surface-level celebrations — they delve into untold stories of families facing modern challenges, while still holding on to traditional bonds. In our campaign, we explore the quiet connection between a father and son, emphasising that family is about moments of togetherness, even when words aren’t exchanged. The portrayal of family now feels more inclusive, layered and emotionally resonant.”

Sweet spot: “We want to celebrate traditions while acknowledging the evolving world around us. It’s about reminding people that while traditions may evolve, the emotions behind them remain constant.”

Mahip Dwivedi, head of marketing, Pepperfry

Time: “At Pepperfry, we planned our campaigns in two phases. The first campaign, ‘Why Wait for Diwali’, was launched mid-September, designed to encourage customers planning to buy furniture to start their preparations in advance, so their homes are ready by the time the festive season arrives. The second campaign, ‘The Big Diwali Furniture Sale’, promotes the concept of ‘Fashion for Home’. This campaign started after Dussehra, emphasising on making your home not just festive, but also fashionable.”

Family: “Purchasing furniture is typically a family decision, so many of our ads are family centric. It’s no longer the traditional nuclear setup but also includes extended family, friends who are like family, and even multigenerational households. Featuring all age groups and giving the ads a modern feel is a necessity today. While traditionalism is a good way to get into the mood of the festival, if it delivers and makes users feel happy, our job as marketers is complete.”

Nivedeeta Moirangthem, country communication manager, IKEA India

Timing: “Indians look at décor in a special way when it comes to festive events, not only planning ahead, but in detail. Our intent of launching the festive campaign ‘Make Room for All Things Festive’ was to be able to inspire consumers make thoughtful decisions that can be sustained beyond the festive season.”

Family: “India’s family dynamics are diverse, now including nuclear, intergenerational and new-age families, as well as pet-inclusive homes. Understanding these dynamics is crucial for creating meaningful campaigns that reflect the reality of our customers’ lives.”

Raj Kamble, founder, Famous Innovations

Last mile marketing: “It captures impulsive shopping behaviour, especially for categories like sweets and decorations, where consumers make quick decisions. For more considered purchases like furniture or holiday packages, early campaigns are essential for guiding consumer choices. The key is to understand the category and align marketing strategies accordingly.”

Family dynamics: “The portrayal has evolved to include a wider range of relationships, making ads more relatable. Brands are recognising that family isn’t solely about blood, but also about the people who enrich our lives. For instance, Amazon’s ad highlights the reunion of loved ones who have been apart, showcasing modern family dynamics while celebrating traditional Diwali customs.”

Trends: “Ads are shifting from traditional themes to focus on authentic connections among families and friends. Brands are creatively blending cultural elements with modern storytelling, emphasising celebration and inclusivity rather than mere selling, resulting in a shared festive experience. An example of blending modern narratives with cultural traditions is the Tanishq ad, which captures the essence of bonding during Diwali.”

Tarun Joshi, founder, IGP

Time: “In today’s fast-paced world, shorter consumer attention spans are prompting brands to adjust their marketing strategies, with many launching promotions closer to key dates. For IGP, Diwali is a major opportunity, especially in the B2B2C market, with a significant rise in corporate gifting demand this year. Building on our ‘Amazing Gifts, Samay Par’ campaign, which began in August, we launched our Diwali ad just days before the festival to align with this trend.”

Family: “With digital media playing a pivotal role, brands are now focused on reaching a broader audience, including both Gen Z and millennials. Traditionally, campaigns have showcased the nuclear family model. However, recent ads have evolved, becoming more inclusive and emphasising authentic moments over idealised scenarios.”

• Published On Oct 30, 2024 at 04:46 AM IST

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