Brands are out to make the most of Onam. Given the current low market sentiments, brands, especially in the retail and consumer durable categories, have rolled out a slew of freebies and offers to woo customers.
According to media reports, prominent consumer durable makers from all over the country have converged in Kerala, announcing a host of offers and marketing strategies to grab a share of the Rs 2,000-crore market.
Toshiba has launched several print ads announcing free colour printers being offered with select laptop models. Dentsu Marcom has executed this campaign.
Meanwhile, Whirlpool has launched an aggressive marketing strategy in Kerala for Onam, which includes assured gifts and foreign trips. In addition, the company will fly down 25 Keralites living in the Middle East, who have not visited Kerala in the last three years, uniting them with their families to celebrate Onam. Similarly, Panasonic, Sony India and LG have come up with marketing ideas that include giving out interesting freebies.
These brands are hoping that Onam would kick-start the country’s festival season with Diwali and Christmas following soon, as these account for 25-35 per cent of the annual national consumer durable sales.
Hospitality chains have also come up with interesting offers. For instance, Taj Vivanta has released prints advertisements this Onam season. The campaign has been executed by Dentsu Communications.
Is the Gulf money giving purchasing decisions a boost?
It can be noted that over 50 per cent of the Indian population in the UAE constitutes of Keralites. Media experts believe that there is a jump in foreign remittances thanks to the rupee’s free fall. There has been an increase of 30 per cent in the money flowing to the Non-Resident accounts in the state’s banks during the past three months as the rupee continued to tank, a report in India Today stated. Media experts believe though there has been heavy inflow of money in home, sharp spends have not been observed yet.
According to experts, jewellery is the leading contributor to Kerala Adex, which is around 30 per cent. However, with the increase in gold prices, jewellery brands and gold loan providers are further sharpening their marketing strategies.
Kalyan Jewellers is one such brand that has drawn up an aggressive marketing strategy. Motivator Kerala, which handles the media duties of Kalyan Jewellers, recently released its fifth ‘In trust’ series brand communication, wherein Amitabh Bachchan and Malayalam actress Manju Warrier have come together and talked about the daughter’s trust in her father. The campaign has received a sizeable viewership on YouTube and Facebook.
“In the initial 4-5 days time, more than 1.3 million viewers watched the video across the digital platforms were the campaign was released. It gave a tremendous start to our Onam season campaign and continued the journey from then on. The brand enjoyed a good amount of visibility and generated lots of word-of-mouth in the beginning of the season itself and has carried on till now. We are yet to get the details of the impact of advertising on sales. We are looking forward to a positive response on that front too,” said Anil Cheriyedath, Senior Business Director, GroupM. This campaign will conclude at the end of the Onam festival.
Watch the campaign here...
Few other big retailers have also roped in celebrities in their communication plans. It will be interesting to see how the market shapes up with the arrival of festive season down South in the coming days.