THE EVOLUTION OF BRAND NARRATIVES FOR FESTIVE CAMPAIGNS
It’s probable that as you read this, you’re still reeling from the holiday craziness which is a constant in India, with numerous festivals, each having its own distinctive theme.
Diwali, the biggest celebration, comes with a task for marketers to create the next engaging viral campaign. At a time when marketing is undergoing an evolution and consumer behaviour is unpredictable, festivals remain the same.
It becomes challenging for brands to come up with that one unique idea because festivals are deeply ingrained in the fabric of our culture. This raises the question: has the brand narrative of festive campaigns evolved in the past decade? And if yes, how?
Here’s how certain brands never cease to astound!
The world’s largest beverage company has adhered to its theme of spreading happiness for more than ten years, particularly during Diwali. But with the advent of the digital age, the paradigm from which it approaches storytelling has gradually shifted.
This year, the brand launched an innovative, 360° campaign. ‘Milke Hi Manegi Diwali’ has a simple message; if you want to celebrate, meet your friends and family in person.
The story represents the life of the modern consumer who is always on the go and cooped up in a cubicle. The campaign departs from the conventional family structure and reveals the reality of the technology-driven world while maintaining the Diwali sentiments.
It is a stark contrast compared to the brand’s campaign of 2011. The old ad shows a group of friends celebrating Diwali by lighting diyas at their favourite spots. It was almost impossible to imagine celebrating festivals without friends and family during that era.
Evolution is constant
The ever-evolving brand narrative serves as both a strategy for the company to become more contemporary and a window into how consumers’ attitudes and behaviours are evolving.
This reminds us of Darwin’s theory of evolution. For generations to come, festivals will still evoke the same emotions. However, the sentiments of humans will evolve. In such a case, it becomes the duty of brands to evolve to produce an experience that is not just valuable to the consumer but also relevant.
by
Anukriti Singh
