With the pandemic curbs being raised, people are in full swing this year to spend the ‘Holi’day with their loved ones washing away the stains of differences. The festival also comes as a stress buster for children with exams as well as adults with financial year-end targets. Brands on their part also ensure to make an emotional connection to attract their customers. This year also they’ve come up with ingenious ideas conveying environment-friendly messages. They have pondered upon the effect that toxic colours have on humans as well as animals.
“Festivals offer a perfect opportunity for brands to craft smart and enticing marketing strategies around the theme of the festival. It is a perfect occasion for brands to invoke their creative muse and come up with products and services relevant to the occasion to reach out to a larger audience,” observes Joy Chatterjee, General Manager – Sales & Marketing, Mankind Pharma.
Keeping in line with the festivity of colours, Mankind Pharma’s AcneStar Face wash made its preposition stronger for acne-free skin having anti-inflammatory and anti-bacterial properties fighting the skin problems arising due to the negative effect of artificial colours.
“Being relevant to the USP of the product that is perfectly complemented by the festival of Holi, will help the brand to effectively attract the potential target audience. Going for organic and natural colours is the best way to celebrate Eco-friendly Holi. It does not just help in protecting the skin from harmful effects but also shows great value for money. AcneStar always advocates against artificial colours, highly packed with harmful chemicals that irritate the skin. Playing with colours extracted from plants products is the best way to indulge in enjoyable celebration without having to worry about the aftereffects of chemical colours,” Chatterjee added.
According to Krithika Sriram, Chief Growth Officer, Plix, this year people will be able to really enjoy the celebrations with their friends and family after two years of tough lock-down period.
“At the same time, the pandemic has brought a great consciousness amongst consumers about taking care of their health and enjoying festivities responsibly. So, we can expect people to be conscious and choose natural colours, natural food & drinks that are free from artificial colours & preservations etc,” she said.
“As a brand we want our consumers to have great fun while at the same time taking care of their health. Our entire marketing campaign is focused on encouraging the consumers to go all-natural and offering them a proposition that would help them enjoy the celebrations while not compromising on their wellness & nutrition. As a clean label certified, 100% plant-based brand we have always believed in bringing products that are free of artificial colours, flavours and harmful preservatives. Our products are made of natural plant-based ingredients that are nourishing and super tasty. We want to ensure that our consumers have a safe and healthy Holi celebration,” she added.
“We understand celebrations will be amidst a more regulated environment and smaller gatherings for better safety. When it comes to pre & post-Holi hair routines, we know consumers are extremely mindful of their regimes as they are increasingly aware of both internal & external aggressions that affect the hair. Awareness around hair bond damage and its repair and maintenance thereafter is becoming more commonplace. Schwarzkopf Professional, being a powerhouse of Bond Repair technologies, has built a powerful range of in-salon & home solutions across haircare & colour that respect & restore the bonds in the hair for a transforming effect,” said Shama Dalal, Head of Marketing – Henkel Beauty Care (India).
Dalal further added, “Brands are talking directly to customers today across channels and formats, reinforcing hyper-relevant messaging. Not just customization, but hyper-customization is the need of the hour. This is what we at Schwarzkopf Professional have curated for our customers – a customized range of products that specifically cater to all our hair concerns. With our newly launched range of Fibre Clinix – a fully modular hair care regimen offering customization from salon to home care, we aim to provide services with a holistic treatment using a powerful hair technology that transforms and strengthens the hair. Our innovative Advanced Repair Blow Dry service can be experienced at the salon for the perfect post-holi hair rejuvenation.”
Yawer Ali Shah, CEO & Co-Founder – AMA Herbal Group of Companies, commented, “About the awareness programs that the societies and government have raised about the harms of Gulal that might be impacting, and people will look forward to natural and herbal options, and rise in the consciousness with the COVID-19 will also enhance towards this is what we except.”
“As Holi is a celebration where everybody in India participates enthusiastically, gifting with a herbal and organic product is something that is going to bring a good corporate image, and, people will try, and they are trying, even many corporates are connecting to us to get this kind of a product, and we are more than happy to help them. There are no such precautions that we see, but brands are aware of the significance of the eco-friendly celebration. Therefore, they are recommending people to use eco-friendly products and Herbal Gulal to make the Holi eco-friendly and livelier,” Shah concluded.
