A result of changing consumer behavior and the growth of the digital market

Religious and cultural holidays are woven into the fabric of our country. They are filled with celebration, devotion, cultural dressing, food and music. People can’t wait to celebrate them with family and loved ones, especially now after two years of being muted due to Covid. For marketers, festivals are a unique opportunity to connect with existing and potential customers. An effective marketing strategy aimed at targeted demographics during festivals improves brand image, creates an emotional connection with the consumer and increases sales. A festival marketing plan should reflect the spirit of the celebration. A brand should demonstrate how it embodies the essence of the festivities, whether related to music, changing seasons or other aspects.

Diwali is a festival of lights. The theme of Holi is color. The themes of Baisakhi, Onam and Pongal are harvests. Every festival in India means something and gives brands an opportunity to diversify their offerings to connect with their target audience.

Festival marketing strategies have evolved over the years from the unique themes and innovation that unite brand and culture. A clothing manufacturer could encourage gifts to loved ones during Pongal or Onam, for example. Or a paint manufacturer could introduce a range of vibrant hues for Holi.

In recent years, companies have launched cultural festivals as a brand property. Some examples are music, art and theater festivals. Here too, a link with the brand’s DNA is explored, for example, a spice brand can launch an annual food festival.

Local marketing

Many festivals are celebrated in the streets, parks and neighborhoods and we see local communities and associations mobilizing to make them a success. Previous marketing plans for the festival included partnering with local groups for an effective presence on the ground. But now companies are sponsoring them and displaying logos and promotional materials at festive events. This helps in promoting their brand name in advertisements and digital content to get the desired traction. Photographs of the celebrations are also being used for greater awareness on digital platforms.

Use contests and promotions

The brand has actively leveraged festivals to launch contests and promotions designed around the festival theme. For many consumers, festivals are an opportunity to shop. Festivals like Onam in Kerela tend to be a barometer of consumer sentiment, and brand-encouraging spending sets the stage for frenzied bouts of promotional activity. A 2021 survey showed that 94% of respondents were delighted to shop during the holiday season, up from 80% last year. Categories included apparel, cell phones, appliances and electronics. In 2022, a celebratory marketing strategy propels sales growth as soaring expenses help businesses meet their estimated revenue goals. These promotions can be online or offline, depending on the target audience, and can be fixed-time offers, festive discounts, combos, and freebies.

Take advantage of online activities

In the recent past, the use of social media and the Internet has changed both consumer behavior and business operations. Organizations now have plenty of options thanks to more profitable social and digital marketing activities that gain better brand recognition and attract higher sales. Online marketing initiatives take priority in festive marketing plans. Through keyword optimization and targeted digital ads, content that connects festivals to brands is leveraged. The best ways to celebrate festivals are suggested to customers, including how to decorate their home, how to dress, where to dine, what to give your family and friends, etc. are highlighted in detail.

Digital marketing has revolutionized party marketing, it is a medium where brands convey their party spirit with images and videos through social media posts that include unique and trending hashtags. The businesses are also revamping their website during the festival period to reflect the festival colors and icons.

Region-focused marketing

In a country as diverse as India, it is important to understand that one size will not fit all. Targeted regional marketing, especially during important local festivals, helps brands connect with the specific demographic. Successful campaigns are those that create tasteful, aesthetic and authentic regional campaigns. It is important to complement the campaign with an appropriate media plan to ensure the right amplification and reach.


For brands, festivals are a great opportunity to create experiences consumers love. These can be age-old cultural festivals that are given a new twist with a new campaign created by the brand. Party marketing strategies have evolved over the years where brands now prefer to keep consumer feelings first. Through events, promotions, and other activities, the brand reminded consumers of its role in their lives, leading to greater awareness, recall engagement, and increased loyalty.



The opinions expressed above are those of the author.