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Trendspotting: Diwali brand campaigns shift from offer-led promotions to emotional spots

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Trendspotting: Diwali brand campaigns shift from offer-led promotions to emotional spots

This Diwali season, most brands across categories have shifted their creative strategy from the offer-led or functional space to focussing on narrating an emotional story to connect with the consumers. Brands like Pepperfry, Urban Ladder, Big Bazaar, Manyavar, Lufthansa, British Airways, Fortune Oil, Tanishq, Vodafone, Sony LIV, Good Day and Cadbury Celebration have taken the emotional route to touch the chords of viewers on this festive occasion.

Talking about the trend seen in Diwali advertisements this year, Narayan Devanathan , Chief Executive Officer, Dentsu Creative Impact Group, National Planning Head, Dentsu India (North), commented “One swallow doesn’t make a summer, so it would be unfair to call it a trend, based on just one ad. But over the last couple of years, one trend that is visible, not just in Diwali ads but in advertising in general, is a purpose-filled message. It infact started few years back with stories of people who succeeded despite the odds (such as with people with disabilities and their overcoming the challenges posed by society and infrastructure), transitioned into stories around gender equality and the idea of beauty beyond common perceptions.”

He further added, “Its visible this year in a long-format ad from Big Bazaar that I quite like called ‘Paper Patakha’. Amidst the cacophony of the e-commerce brands with their loud pleas to participate in the bigger-than-biggest sales, Big Bazaar’s nuanced yet simple celebration stands out. Great music and visual story-telling add to the charm of the ad.”

One of the most popular campaigns of this season which really stood out, is the Big Bazaar ad, where the brand has taken a leaf straight out of our childhood and launched their unique campaign ‘Paper Patakhas’. Their agency DDB Mudra pushes the unique idea of a better and cleaner Diwali using the ‘Paper Patakha’ initiative.

Click here to view the ad:

The Tanishq ad with Deepika Padukone and her family tells the story of why Diwali is best spent when you are with your family. Conceptualised by Lowe Lintas, the creative is based on beautiful insights and small customs, which makes the festival special.

Click here to view the ad:

Pepperfry in their latest campaign ‘Iss Diwali Kuch Badal Ke Dekhiye’ highlights the festive mood by urging consumers to change their mindset and motivate them to look inside and spread ‘good’ through innovative narration.

Click here to view the ad:

Timed around Diwali, Urban Ladder has also released a 7:16-minute-long emotional spot titled ‘Homecoming’ with the message that the brand can redo your house in just few days. The digital video created by Boring Brands captures the journey of older parents who decide to move into their son’s home.

Click here to view the ad:

Good Day Diwali ad beautifully captures the story of two Muslim kids trying to burn crackers on the day of the festival. It is a nice, feel-good positive story, which the brand has used to highlight that Diwali is not restricted to any one religion.

Click here to view the ad:

Commenting on the creative strategy adopted by brands this year, Damodaran Krishnan, Senior Creative Director, Cheil India elaborated, “Diwali is the busiest time of the year, especially for the advertising industry. Usually advertising trends do not point to a substantial makeover but when it comes to Diwali advertising, there quite a marked shift. It has moved on from the functional and offer-led space to the emotional and brand space. Big Bazaar’s ‘Paper Pataka’ commercial is a perfect example of this.”

He further cited, “During the festive season, it is the hardest to make an impact on the consumer. Right now e-commerce is probably the most cluttered space and amongst all the ads on air, in my view, Pepperfry’s ‘Iss Diwali Kuch Badal Ke Dekhiye’ stands out both for its simplicity of thought and execution.”

Echoing similar sentiments, Anshul Sushil, co-founder at Boring Brands commented, “This year the trend has been to engage with the consumers, rather than brands merely pushing their sales. Attempt from the creative side has been to create lasting impressions with the consumers. I loved the Snapdeal Sher-O-Shayeri ads with Aamir Khan; it is one of the brand’s best creative till date. Also, this year, a lot of brands wanted to stand out and be different from the other. Therefore, there was pressure on the agencies to use the new-age creative mediums, other than the traditional ones.”

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