Yes, the festive season continues to be a significant and influential time for Indian advertising. Festivals hold immense cultural and social importance in India, and they provide a unique opportunity for brands and advertisers to connect with consumers on a deeply emotional and personal level. Indian advertising during the festive season often brings out some of the most creative and impactful campaigns of the year.
While the festive season remains a vital period for Indian advertising, the landscape is constantly evolving. Advertisers must adapt to changing consumer behaviours and preferences, particularly in the digital realm. Effective festive season campaigns continue to be a blend of tradition, culture, and innovation, creating memorable experiences for consumers.
One of the most memorable and impactful digital Diwali campaigns in recent years was executed by Amazon India.
The campaign was titled ‘Deliver the Love’, and it stood out for several reasons:
- Emotional Storytelling: The campaign employed emotional storytelling by focusing on the importance of familial connections during Diwali.
- Relevance to Current Events: In 2020, the Covid-19 pandemic had disrupted traditional Diwali celebrations, making it a poignant and timely theme.
- Multichannel Approach: The campaign utilised multiple digital channels, including social media, YouTube, and their website, to reach a wide audience.
- Digital Activation: In addition to the heartwarming video ad, Amazon India initiated a digital activation where they invited people to share their own stories of delivering love. This engagement encouraged audience participation.
- Inclusivity: The campaign promoted inclusivity and celebrated the diverse traditions and celebrations that make up Diwali in India. It acknowledged the regional and cultural diversity of the country.
- Positive Brand Image: ‘Deliver the Love’ showcased Amazon’s role in enabling connections and facilitating the delivery of love and happiness.
- Memorable Characters: The characters in the campaign, particularly Noor and her grandmother, became memorable and relatable figures in the narrative.
- Message of Hope and Resilience: The campaign conveyed a message of hope and resilience, emphasising the importance of adapting to changing circumstances and finding ways to celebrate and connect with loved ones.
Amazon India’s ‘Deliver the Love’ campaign exemplified how digital advertising can connect with people on a deep, emotional level and build a positive brand image by addressing the real-life experiences and emotions of the audience.
From the 2023 Diwali digital campaigns, according to me, Cadbury Celebrations campaign #ThisAdIsMyStore is very amazing. The campaign is a clear-cut mixture of emotions, bonding, technology and supportive messaging.
The pan-India campaign puts a spotlight on lakhs of SMEs and home-makers who don’t have enough resources to promote their business or market them. Now they can promote their business via the Cadbury ad. The unique feature of the QR code redirects users to their local entrepreneur’s Whatsapp number for discovering products and buying them.
(Reporting by Riya Sethi.)
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