The festive season in India has long been a time when advertisers and brands truly unleash their creative energies. This is because India boasts a rich cultural tapestry woven with many festivals and celebrations throughout the year, including Diwali, Holi, Eid, Christmas and many more. These festivities give advertisers a unique opportunity to forge a personal and emotional connection with consumers.
Indian advertising thrives, especially during the festive season, thanks to a surge in brand promotions. As people are in a spending mood during festivals, more advertising naturally follows.
Cultural Significance: Festivals in India are not just events; they are deeply rooted in the nation’s culture. Advertisers often leverage this artistic context to craft messages that resonate profoundly with their audience. They tap into the rich traditions and values associated with each festival.
Emotional Appeal: During this season, advertisements tend to pivot towards emotions, emphasising themes of family, tradition, and values. They often evoke nostalgia, the warmth of togetherness, and the spirit of giving, resonating with Indian audiences.
Creativity: Advertisers engage in a creative showdown, vying to outshine one another with innovative and visually captivating campaigns. They invest in high-quality production, compelling storytelling, and imaginative concepts to captivate the audience’s attention.
Brand Building: The festive season is an ideal window for brands to strengthen their image and connect with consumers. Companies can demonstrate social responsibility and contribute to the community, endearing themselves further to the public.
To bring it to a close, the festive season in India remains a pivotal period for advertising to sparkle, with brands and agencies continually pushing the envelope to create compelling and memorable campaigns that pay homage to the nation’s rich cultural heritage.
One of the most influential digital Diwali campaigns from the past was the initiative by Cadbury.
Cadbury India’s remarkable feat of involving numerous small businesses in their marketing campaign with Shahrukh Khan as their brand ambassador was made possible through the application of Artificial Intelligence. By harnessing Rephrase’s cutting-edge technology, the team employed Machine Learning to recreate the voice and appearance of Shahrukh Khan. This sophisticated AI-driven approach facilitated the seamless integration of local store names into the advertisements. Subsequently, a hyperlocal targeting strategy was implemented, which entailed the creation of multiple versions of the same ad, each tailored with specific local store names. These customised ads were then delivered based on the viewer’s geographic location, ensuring that individuals saw ads featuring nearby stores.
This groundbreaking innovation extends its reach to small business proprietors, from garment shops to local confectionery stores. These entrepreneurs now have the opportunity to visit Cadbury India’s website and generate their personalised iterations of the advertisement, which they can subsequently share across their social media platforms. The heartening denouement of the ad showcases elated local store owners expressing their amazement, with one proprietor of a local garment shop exclaiming, “I am still astounded that Shahrukh Khan created an advertisement for my store.” Shahrukh Khan, an eminent brand ambassador in India, underscores the importance of ensuring that small local businesses experience a joyous Diwali season. It comes as no surprise that this advertisement has gone viral, generating fervent discussions.
Cadbury’s initiative had a significant impact on small retailers, especially given its relevance, timeliness, and innovative approach.
Also read: Cadbury Steals The Celebrations
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(Reporting by Riya Sethi.)