Advertising Mistakes you should avoid this festive season

Here’s are some lessons and insights about how brand should approach their festive advertising.

Advertising mistakes you should avoid this festive season

So, Halloween and Karwa Chauth are gone from your festive list?

And you must be gearing up for Diwali, right?

But take a pause and read this. 🤚

It's that time of the year when agencies and marketers will gear up to preach us good values, like lighting up the houses of the poor, helping the local kirana store, refraining from bursting crackers, celebrating a green Diwali, noise free Diwali etc. etc. and, of course, luring us with discounts. After all, it's the time of the year when many categories do their highest business of the year with humongous marketing spends.

Our newspapers are already flooded with ads, agencies are working on thousands of alternatives for Diwali posts (as if consumers are waiting for your brand's greeting on that day), and marketers are under pressure to launch some discount scheme. But have you ever wondered how much your consumer cares about all of this? After all, yeh taam jham ussi ko attract karne ke liye ho raha hai, na?

Do you think your audience will remember your Diwali greeting post or campaign next year? Is your campaign impactful enough to change share of voice of your brand?

Diwali, Holi, Navratri, Durga Pujo, Ganpati, Eid, Christmas – these are just a few of the countless festivals celebrated in India. But are they relevant with your brand positioning? While these festivals hold a special place in the hearts of people, they can also become a battleground for brands looking to capture the attention of consumers. The result is a cacophony of advertisements, promotions, and campaigns, leading to an ad clutter.

But in all of this, let us not forget the importance of relevance and context – it is not just about creating a Diwali post or campaign; it's about reaching out to your brand's audience, which you have created through consistent communication by delivering your brand message that enable to evokes emotions to the people around you.

Lately, agencies and marketers have started celebrating "Halloween," but did you ever wonder why your brand should celebrate that day? What is your brand's context with that day, or are you just doing it out of the FOMO syndrome?

Here are a few mistakes marketers and agencies need to avoid while crafting a strategy for festivals or special days:

Ad Clutter

Imagine walking into a room filled with people, all talking at the same time, trying to grab your attention. This is precisely what happens during festive seasons in the advertising world. Brands are vying for a share of the audience's mind, often resulting in cluttered ad spaces. When every brand is shouting at once, it's hard to stand out and make a lasting impact.

Relevance

Festivals have a deep-rooted cultural and emotional connection for consumers. The success of a festival campaign largely depends on the brand's ability to align with this emotional connect. When a brand's campaign fails to resonate with the festival's theme or spirit, it becomes incongruent and loses its appeal.

Many big brands like Tanishq, Fabindia, Dabur, SnapDeal, KFC, and many more have faced public outrage and controversies due to their lack of relevancy, which was a misfit with the brand positioning and narration.

Herd Mentality

Marketers often find themselves following trends rather than building their brand's unique narrative. The FOMO syndrome during festivals leads them to reinforce their brand with the festivals just because "everyone's doing it." This can dilute your brand's uniqueness and authenticity. Even small brands, which need to spend their annual marketing budget very strategically, are also trying to grab the audience's attention by appearing in mass media campaigns.

So, what is the Recipe for Successful Festival Branding? The key lies in crafting campaigns that are not only creative but also deeply aligned with the brand's story and the festival's essence.

Define Your Brand's Core Values

Every brand has a unique story to tell. Before launching a festival campaign, it's crucial to define your brand's core values and mission. What sets your brand apart from the competition? How do your products or services make a difference in people's lives? Understanding these aspects is fundamental to creating a campaign that resonates with your audience.

Blend Tradition with Branding

A successful festival campaign should seamlessly blend tradition with branding. It should capture the essence of the festival while staying true to your brand's identity. By doing so, you create a narrative that feels natural and genuine. Stay true to traditions with meaningful storytelling.

Be Authentic

Authenticity is the key to building trust with your audience. When you are genuine in your approach, your audience is more likely to connect with your brand on a deeper level. Don't force-fit festival elements into your campaign just for the sake of it.

Create Emotional Connections

Festivals are a time of heightened emotions. Tap into these emotions by creating heartwarming stories that strike a chord with your audience. Craft narratives that leave a lasting impression and spark conversations.

Not Just A Cadbury - https://bit.ly/47oUqxl

Google Pay's Diwali Campaign - https://bit.ly/3MyFlBl

KeepTraditionsAlive, Google India - https://bit.ly/3MBUC4o

PRO TIP: In a world where everything is virtual, try to be physical this Diwali. oh..you dirty mind, not that way…but through direct marketing. For some impactful direct marketing campaigns, watch this space.