Crafting emotional and value-driven festive campaigns for India's diverse consumer landscape

Festive marketing is about tapping into the sentiment of celebration and connection and rather than the usual discounts and deals, Bonnie Michael recommends the best value-based marketing strategies for a festive campaign.

This article is part of a Spotlight series on festive marketing in India. Read more

Do Cadbury Celebrations’ #ThisAdIsMyStore or Grofer’s not-for-profit campaign “Ek Diye Se Do Ghar Roshan” ring a bell? For me, these campaigns are the essence of compassion and unity during festivities, packaged as visual ads that strike a chord – that’s marketing done right.  

In India’s vibrant culture, festivals have an all-pervading sense of togetherness. Celebrated in all their glory, festivals are deeply rooted in our societal fabric, evoking a sense of unity, tradition and belonging. For marketers, it is...

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