Festive Advertising: Brand campaigns that are lighting up the screen this year
From Myntra to MakeMyTrip, here are some ads that have managed to create noise with their festive communication.
Published - Oct 11, 2018 8:31 AM Updated: Oct 11, 2018 8:31 AM
It is true that as brands jostle for a share of the consumer's wallet, they see festivals as an important opportunity to attract buyers through occasion-based advertising. However, for any brand to create a clutter-breaking festive campaign, it’s important to find the underlying connect between the festival and what the brand stands for. And like always, brands have rolled-out their communication ahead of the festive season this year. From Myntra to MakeMyTrip, here are some ads that have managed to create some noise.
The online travel company launched its latest festive ad campaign with brand ambassador Diana Penty for the MMT Gift Cards. The campaign highlights how there is no gift more special than a beautiful experience or an unforgettable memory of cherished occasions. It lists out the wide range of Travel Gift Cards that one can choose from for their loved ones this festive season. The ad campaign has been conceptualised by MagicCircle.
Conceptualised and executed by Grey Group, the film depicts features of Dell Cinema that collectively offers an immersive cinematic experience to the user who can enter a world of life-like colour, resonant sound and uninterrupted streaming. The film begins with the viewer visually entering a vibrant festive dance that comes alive on XPS 13’s screen, followed by losing oneself in watching a graphics-intensive film with the feature-rich audio, the effect of which is evident on a glass of water kept next to the laptop. The film concludes with fans in a cricket stadium cheering for India, with every little detail coming to life without interruption, thanks to the unmatched streaming experience.
Amazon India launched its campaign 'Dil-Dimaag' to prepare customers for the festive season. The 'Dil-Dimaag' campaign features three TVCs. Each TVC starts with the omni-present dilemma between the heart and the mind, highlighting the various benefits of buying on Amazon such as a wide range of brands, scheduled and damage-free delivery, 48-hour installation and 30-day return policy.
The brand’s television commercial has been conceptualised by Law and Kenneth Saatchi and Saatchi. It captures how people from different age groups, varied walks of life and diverse communal beliefs celebrate the joyous occasion of Diwali in different ways. Whether it is a family celebrating over dinner, group of friends bonding over a game of cards, a woman getting dressed up for a party, or the varied reactions children have to firecrackers, it portrays countless aspects of the festivity and depicts how the concept of home goes beyond mere spaces to spark a feeling called home for everyone.
Myntra announced the launch of a 360-degree marketing campaign to attract shoppers in West Bengal ahead of the most awaited festival in the region, Durga Puja. One of the highlights of the campaign is a 35-second television commercial in Bengali with renowned theatre and film actor Sabyasachi Chakraborty and his family coming together for the first time to play the lead roles in the film. The commercial has been produced in a typical family setting with Sabyasachi Chakraborty, Mithu Chakraborty, Gourab Chakraborty, Arjun Chakraborty and Ridhima Ghosh playing their respective real-life roles. The spot shows viewers witnessing an executive delivering packets at a house, much to the astonishment of its residents, who in a lighter vein mutter about Santa Claus arriving at their doorstep for Durga Puja. The film then intensely captures the sentiment of the family members through their expressions as they unravel their gifts. Ridhima in the meantime is witnessing the emotions of her family, for it is she who ordered the gifts to surprise them. Her voiceover also narrates the storyline of the ad and poses a question: “Who delivers all these moments of joy, the one who delivers or the one who placed the order?” By now it is evident that the gifts were ordered on Myntra, which was the ultimate source of their joy.
The making of a firework
If you were to look at most festival-themed campaigns over time, you’ll see that they are very direct in nature. They either position the product as the perfect gifting item or offer special discounts to lure customers. No matter what the occasion is, the communication remains more or less the same. That said, brands have to move from using the fest as a backdrop to finding a role the brand can play, like the recent ads by MakeMyTrip, Pepperfry and Amazon do. While most brands feel that they need to associate themselves with the heartwarming emotions of the family festivals, this only leads to a certain sameness to the communication. Brands need to go beyond hard-selling, as it’s important to make an honest connection with the heart of the consumer. After all, you can't underestimate the consumer's ability to see through it when you are trying to merely capitalise on the festival.
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