Yes, the festive season brings about the best of Indian Advertising on the below reasons:
- Socially and culturally, people tend to shop more during the festive period, making the audience more receptive to brand communications. This presents a significant opportunity in Indian advertising.
- People eagerly anticipate creative brand campaigns (improve views and reach percentages) and sales/offers and discounts from brands, boosting engagement rates and click rates on digital platforms.
- The festive season provides a great opportunity for community building, as the celebratory mood of the consumer leads to faster brand conversions.
- Brands need to excel in understanding and utilising regional nuances to succeed, and some, including us, are doing just that.
- When work gets published on review pages and digital PR platforms, it almost always has a positive impact on business.
This Coca-Cola advertisement captures all the micro nuances of Durga Pujo.
- The visual animation is inspired by the print design on typical Bengali puja stall tabletops.
- The food and gastronomical experiences are well-captured, right from khichdi to chicken chop; everything is mentioned.
- Relatable instances: footwear misplacement at a busy stall, late-night pandal hopping, and adda with friends.
- The music is also very cultural; the singing is inspired by Boul Giti (Folk music), with a cute mention of Rabindra Sangeet.
Asian Paints’ Durga Pujo effort is another excellent example of integrated marketing, exploring cultural nuances.
- The use of the iconic Kolkata Tram as a museum of art and culture works really well as an art installation and an advertising asset.
- The attempt to connect with the community by hosting the Sharad Shamman is a great way to acknowledge the creativity of Bengali artists and pandal makers.
- A very meaningful way to connect with the TG by launching an exclusive festive pack called Royal Glitz, A tribute to West Bengal.
(Reporting by Riya Sethi.)
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