FESTIVE MARKETING FINDS NEW FAVOURITES

Brands are increasingly moving beyond Diwali and Dussehra to invest in regional festivals, as rising regional spending, cultural depth and vernacular media unlock new opportunities for hyper-local consumer engagement and long-term brand affinity

- By Soumya Sehgal Bhutani

For decades, Diwali and Dussehra have commanded the lion's share of brand attention in India’s festive marketing calendar. Yet, the tide is shifting. From the joyous fervour of Onam in Kerala to the grandeur of Durga Puja in Bengal, from the harvest cheer of Bihu in Assam to the spiritual devotion of Chhath in Bihar, regional festivals are steadily moving to the heart of brand strategy.

Evidently, brands have been quick to respond to this new wave. Amazon India’s #CelebrateOnam-WithAmazon highlighted Kerala artisans and sellers, reinforcing its role as a marketplace rooted in community. Coca-Cola's ‘Share a Coke’ campaign went hyper-local with bottles emblazoned with Bengali nicknames (Bappa, Mithu, Moni), sparking instant pride during Puja. Even P&G, traditionally a national advertiser, activated Chhath-specific outreach programmes in Bihar, underlining its commitment to regional resonance.

But what's driving this shift? At its core is consumer behaviour. While Diwali spending often tilts toward big-ticket categories like electronics, automobiles and home décor, regional festivals inspire more intimate and culturally rooted purchases. Families in Kerala shop for traditional saris and gold during Onam, Bengalis splurge on apparel and sweets before Durga Puja, while households in Bihar and Uttar Pradesh stock up on puja essentials and festive delicacies for Chhath. A recent Kantar-GroupM report (Festive Forecast 2024) revealed that festive spending in non-metro India grew 35 per cent last year, outpacing metros, with the average rural household spend touching Rs 15,119.