Holi: Brands heed call for colour...and durability

Ahead of the Hindu festival of colour, brands – from the mobility firm Ola to global e-commerce companies – are engaging with the festival in unique ways that still hold lessons for other occasions.

Why it matters

Never miss an opportunity for spectacle. Holi is one of the world’s most spectacular festivals with its array of colours raising its global profile. However, it is crucial to remember the fundamentals of seasonal marketing for success beyond the sales bump.

What’s happening

• Ola, the mobility company selling scooters, access to scooters, and increasingly services delivered rapidly (on scooters), is engaging with the festival through a limited edition scooter in a special colour only available on the 17th and 18th of March, the two days of festivity.
• E-commerce giant Amazon, meanwhile, is putting on a shopping holiday with a dedicated ‘Holi Shopping Store’, with deals on waterproof gadgets – likely to survive being pelted with coloured water during the festival.

Bottom line

Effective seasonal and occasion marketing emotionally engages consumers with memorable advertising, often across multiple platforms. By identifying with popular events or cultural festivities, brands can improve perceptions and preference, driving sales at times when consumers are particularly susceptible to promotions and special offers.

Sourced from WARC, LiveMint, Ola. [Image: Ola]