Festive Marketing during Diwali

With the vibrancy of the Diwali season seen almost everywhere, there is huge competition

among companies to increase their sales irrespective of their products and marketplaces.

Festive marketing is the strategy used for marketing during festive seasons where emotional

buys are the focal point of festive marketing. Ad campaigns, Discounts and Offers are the

prevalent traditions of festive marketing which results in surge in sales. mPower brings you

the most popular ad campaigns this festive season.

https://www.youtube.com/watch?v=sQ7lMDWJOXA

This short film campaign by Pepsi-kurkure will surely instill the feeling that your parents feel

you delay meeting them citing work or parties or family issues. Diwali is here and for all

those people who live away from their parents due to their work or any other reason have

an excuse to run back home. You don’t need an excuse to go home, do you? But, life can

sometimes become so tangled up that we forget the things that matter most to us, our

parents. Pepsi has made a very emotional short film, albeit a bit long at 7 minutes 15

seconds, but this is one video that you can spare your time because it is worth it. A small

drama of sorts that happens year after year during the festive season of Diwali when

parents yearn for the love that wish to share with their ‘grown up’ kids while their kids may

not always appreciate them and their simple demand of spending time together on Diwali.

https://www.youtube.com/watch?v=nTJLMN6lk5I

Rigorous ad-campaigns are also taking place in e-commerce landscape with big e-commerce

players like Snapdeal and Flipkart playing their part. With big billion day by Flipkart and

counter strategy by snapdeal has brought healthy competition in this space with e-

commerce wars. E-commerce players are leaving no chance to capitalize the markets this

Diwali. Snapdeal comes up with 1 + 1 offers this season. The roles of comedy nights with

Kapil i-e dadi(Ali asgar) and Manju sharma(Sumona) are well portrayed in this ad to

communicate the 1+1 offer by snapdeal.

https://www.youtube.com/watch?v=68Ok8oAqAzI

Tanishq, a jewelry brand of Tata group has come up with a campaign of “Sunehri Diwali” as

people feel auspicious to buy jewelry during the festive season. The new campaign is set in a

typical Indian household on Diwali day. A 25-year-old boy walks up to his mother’s room

with a tiny golden pendant that he has purchased. He has bought it for his mother with his

first Diwali bonus. But as soon as he steps in, he sees that his father has just gifted her large,

beautiful necklace. Seeing the excitement on her face, the boy begins to have second

thoughts about his own gift. For a moment, he doubts whether his mother will even like the

tiny pendant he has bought, sensing how happy she is on receiving a large ornamental

piece. He somehow musters up the courage and presents the gift to his mother that has

been bought with his Diwali bonus. Taken aback, she walks up to him slowly and looks

closely at the pendant. Without holding back her emotions, she wishes her son a ‘Happy

Diwali.’ He too rejoices with the feedback, and realizes that his doubt about his gift was

unfounded. For his mother, the little pendant was the biggest and most precious gift that

she could receive – a fact that is evident on her face when she tries it on.

https://www.youtube.com/watch?v=aDrMMOam7yQ&feature=youtu.be

As sweets are the integral part of Diwali festival, “Sugar Free Natura” the low calorie Sugar

substitute connects it with Diwali sweets. At the backdrop of lighting and diyas, Sanjeev

Kapoor as the central role of ad makes it more appealing where he pitches to celebrate

Diwali with family and sweets by making it with Sugar free natura. Sugar free- a product of

Zydus wellness has also made such kind ad campaigns earlier this year during Holi.

https://www.youtube.com/watch?v=5LaPORWhOeE

As it’s the season of holidays and people spend maximum time at home, the Television

players are targeting at improving their viewership this season. Star Gold comes with the

unique campaign of Diwali bonus, as Diwali bonus is common across most organizations,

which connects the people at a large. By watching movies in Star Gold and playing contests

one can be eligible for the gifts and prizes, which is so called “Diwali Bonus”. The campaign

starts with a Bhajan where people pray for Diwali bonus and Star Gold fulfills their wishes by

gifting with prizes.

https://www.youtube.com/watch?v=G8dTwjCbBiY

Time is a precious thing yet we don’t realise it until it is lost upon us. In this digital age

dominated by screens of varying sizes, little do we realise how time passes by between

work, home and information consumption. With the constant notifications, the urgent

emails coupled with the impulsive nature to capture every moment and share with our

social connections, one often forgets to spend uninterrupted quality time with their loved

ones. The ad concept is based on the lovely moments of a young couple. This festive season

of Diwali, Titan Watches is on a mission urging consumers to gift the ‘Gift of Time’ to the

people who matter. Through a campaign called ‘This Diwali gift time’, the brand has

launched an ad film. The commercial is set in a city close to the Eiffel Tower. A happy Kalki is

staring away into the brightly lit horizon set against the Eiffel Tower, from her terrace top

and enjoying the Diwali celebrations happening close by. She is soon joined by Akhil who

notices the celebrations and the Eiffel tower and proceeds to capture it on his mobile

phone. As he continues to click a picture of her, Kalki gets miffed and asks him what she

must do to get his undivided attention. He says she gifted him the phone, to which she

replies with the question, would he gift her his time if she were to gift him time? The

confusion clears soon when Akhil realizes she has slipped a watch onto his wrist and he says

yes. The commercial ends with the line, ‘lamho ka taufa, apno ke liye’.

https://www.youtube.com/watch?v=K2JusXKwYfY

In this new Diwali ad film by KitKat India, which the chocolate brand is referring to as the

Diwali Music Video 2014, you will see four minutes of pure storytelling featuring someone

who is really millions of miles away from home – an astronaut. The four minute film is set

inside a spacecraft where things are floating along with a young female astronaut. She is

missing her family and makes it a point to peep outside when the spacecraft moves over

India. As the days and months pass by, you see a sad astronaut away from home, but

fulfilling her dream. She is seen touching through a soft board containing photos and other

memories of her loved ones. A song with Hindi lyrics relating to the scenario starts playing

alongside. The story moves on till it is Diwali day finally. She receives a package from home

with a KitKat inside it. While she takes a bite from the floating KitKat, she peeps out to look

at the earth again. The whole of India is brightly lit up, bringing a big smile to her face.

https://www.youtube.com/watch?v=YP3TCiSh4A&list=UU65K3z9ZsQ48iPO1lPY7OMA&in

dex=42

Campaigns for conservation and increasing cost consciousness among consumers have

resulted in spiraling demand for energy efficient lighting solutions. Consumers are looking

for options to cut cost at every opportunity available. Havells brings LED Lighting, saves up

to 85% energy, and helps you save money so you all would have a Happy LEDiwali.

Campaign starts with a character known as Complain khanna who comes to the power

distribution company to gift LED so that they reduce their electricity bills. Complaint khanna

is known for complaining about high billing rates in his office to the power company. As

Diwali is the festival of lights, this is the Best time to come up with the campaign for new

product line of LED lights of the company.

https://www.youtube.com/watch?v=2ClHap-aG54

The Indian Super League is to football what the Indian Premier League is to cricket. The

league runs from October to December, with the finals series determining the champion.

And October is also having Diwali this year. So the team blended football with Diwali to

create this amazing one-minute promotional video called ‘Yeh Diwali Football wali’. Set

against the grounds in front of a brightly lit palace, it features international footballers like

Del Piero, Luis Garcia, Pires, Ljungberg, Silvestre, Trezeguet, Capdevila and David James

display their football fireworks. The footballers are seen performing some amazing antics

like kicking the ball amidst crackers and shooting the ball through fire hoops. One of the

footballer also shouts ‘Yeh Diwali Football wali’, from which the film gets its name.

https://www.youtube.com/watch?feature=player_profilepage&v=QKt7A_wsq_8

With the aim to go big the chocolate and food gifting category in India, Cadbury has rolled

out a new ad film for its Celebrations line of chocolates. The film’s protagonist is a young

army officer who is unable to get in touch with his family during Diwali. He is surrounded by

his friends who seem concerned. As they talk amongst themselves, the protagonist’s family

surprises him by showing up – with a box of Cadbury Celebrations chocolates. It is revealed

that his peers were in on the surprise visit. Lighthearted exchanges follow, as do moments of

celebration. The film ends with the voice over saying, “Is Diwali, khushiya le chalo”.

Prof. Arun G

Musaliar Institute of Management

Pathanamthitta

Kerala