How to create enduring festive brand properties beyond discounts

Festivals in India offer brands a prime opportunity to create long-term consumer connections beyond mere discounts by establishing memorable festive properties, annual themes and distinctive identity elements.

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

Festivals are an integral part of Indian culture and with increasing globalisation, this makes them an opportunity that no brand wants to lose. But with discounts and deals galore, how can a brand find a place in a consumer’s heart and mind versus a transactional discount-led relationship?

Today, the perfect recipe for the success of a festive campaign is considered in unmatched value (deals and discounts), frenzy (flash offers) and scale (largest selection, crores buying). But with mushrooming e-commerce players offering a new sale, deal...

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