The 10 auspicious days of Navratri at the Dussehra celebrations open up the Indian market like no other. While certain parts such as West Bengal, Orissa and Uttar Pradesh celebrate Durga Puja with zeal, the month also marks the start of the festivities such as Diwali, Chath and our most favourite part is the start of the wedding season in the Midwest.
Dussehra is also extensively observed in India giving it an ideal opportunity for brands of all types to gain attention and attract customers.
While regular deals and different forms of conversations kept customers engaged over this period, several brands came up with intriguing and inventive campaigns to commemorate the occasion.
Some even built up campaigns using variants of conversation media and made an attempt to stand out from the crowd.
In 2021, here’s how different brands commemorated Durga Puja (Navratri) and Dussehra with advertising and activation:
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Havells’ LED Ramleela
Havells sponsored a digital Ramleela for people, just like the previous two years, this time through Sand Art and Havells Lighting. Havells recreated the idea of presenting the poignant story in a spectacular way beginning on the very first day of Navratri, October 7, 2021. The story of good triumphing over evil was told through the most captivating visual experience.
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ACKO’S Moving Pandals
Kolkata comes alive with several Puja pandals across the city during Durga Puja, and devotees, locals and tourists go pandal hopping, visiting each for the goddess’s blessing and the visual pleasure each has to offer.
However, because of the ongoing Covid-19 outbreak travel within these sandals was restricted for the second year in a row. As a result, ACKO established the ‘Moving Pandal’ program to bring the goddesses’ lessons closer to the people.
In collaboration with several Resident Welfare Associations and Housing organisations in the city, two pandals were set up on moving trucks with an idol of the goddess, a priest and Dhakee (traditional Bengali drummers). The activations made their way around the city, allowing individuals to enjoy pandal hopping in a safe environment.
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7UP’s Fido X Dhak Beats
In West Bengal, 7UP celebrated Durga Puja with the special limited edition festive pack starring curly-haired Mascot Fido Dido.
The cans/packs included a special QR code that allowed customers to download exclusive 7UP Pujo-inspired WhatsApp stickers featuring Fido dressed up in a festive avatar exchanging pleasant greetings. Customers could also download fun and engaging films featuring company mascot Fido in a brand new avatar, spreading Pujo vibrations all over the world, using the code.
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Policybazaar Protect the Good
Policybazaar has released a new digital film with the idea that good always wins. The film maintained the traditional Dussehra message of good triumphing over evil by employing an interesting visual concept to do so.
The film opens with Ramleela company rehearsing for Dussehra, but the production is cancelled due to low ticket sales. Raavan, the film’s principal character, happens to peek at a scripture verse that reads “Karmon Mein achai ho, Hriday mein sachai ho, Dare na sankat se jo, Sada uski bhalai ho.” The words have a transformational impact on him, and he begins to execute acts of ‘goodness’ all over the city.
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Tanishq’s Ode to Karigars
The ‘Utshob Amader, Shaaj’o Amader’ campaign, created by jewellery brand Tanishq and Lowe Lintas, was a dedication to Maa Durga’s ‘Karigars,’ which include each of us, who contribute to beautifying the festivities in our way. Tanishq’s talented Bengali master ‘Karigars’ have put their heart and soul into creating gorgeous gold jewellery with elaborate motifs, according to the marketing.
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Vi’s Be A Pujo Champion
Durga Puja ad, branded ‘Be a Pujo Champion,’ telecom service provider Vi sought to bring several modes of the festival together. It motivated individuals to use the stronger Vi GIGAnet network to share their memories with the rest of the world.
Vi commemorated important characteristics, namely Pet Pujo champion, Dhunuchi Naach Champion, and Pujo Video Champion, with the campaign, which ran significantly on OOH and digital under the theme ‘Be a Pujo Champion.’
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Ferrero Rocher
Ferrero Rocher moments launched a campaign with a 360-degree approach that focused on the theme #MomentsaMakeDiwali. The main aim of this theme was to bring cheers to everyday moments of life.
Ferrero Rocher is engaging really well with consumers across India through digital and on-ground activations starting from different festivities like Navratri, Durga Puja, Dussehra and then Diwali and Bhai Dooj.
It not only has amazing campaigns and offers for consumers like install visibility, shopper activations and digital and social media engagement but it also has a lot in its house for in-store engagement. They have installed premium and elegant display units across India covering Navratri, Durga puja, Dassehra, Diwali and Bhai Dooj. They also special offers on all major E-Commerce platforms for their consumers.
Brands have left no stone unturned to promote their amazing festive campaigns. They have amazing offers in the house for their customers and there can never be a better time than this festive season to shop for all the things you thought of getting but couldn’t because of the hefty price.
These are some of the brands with some amazing campaigns. Select the one you like the most and be fast and steady because the best offers are already out. Hope you liked it. Happy shopping!
