Brands cash in on Halloween with on-ground activities and quirky creatives

Moment marketing during festivals like Halloween is a great way for brands to leverage and connect with the millennial consumer

e4m by Noel Dsouza
Updated: Nov 1, 2019 1:59 PM
Halloween and Brands

Moment marketing has become a huge asset for brands as they curate creatives around a trending topic and receive a huge attraction for the same. This, in turn, gives brands a large following due to their quirky creatives that capture the attention of millennial viewers. Plus it helps the brand launch their own campaigns.

Yesterday, Indian brands too cashed in and used this International festival of Halloween to connect with the millennial consumer. Many brands like Chupa Chups and Tic Tac have conceptualized creatives on Instagram, this Halloween. The main motive of these creatives is to publicize the offers they have, during this day or because of the Halloween themed events they are conducting. Some dessert-related brands have used this opportunity to publicize their promotions created specifically for this spooky day.

Here is a list of creatives by few brands around Halloween:

1. Tic Tac India by BBH India

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Twisted trick? Or Tangy treat? Guess the flavour that’s out to spook you! . . . #HappyHalloween #halloween #halloween2019 #TicTac #Minty #Mints #Flavour #trickortreat #Tangy #refreshment

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2. Chupa Chups by Grapes Digital

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No one can resist the fun! #HappyHalloween

A post shared by Chupa Chups India (@chupachupsindia) on

3. Starbucks

4. The Irish House India- White Rivers Media

5. Mad Over Donuts- White Rivers Media

6. Godrej

Richa Wadhera, Strategy Director, BBH India, the creative agency network responsible for conceptualising the Halloween creative for their client Tic Tac stated, “Between Instagram, pop culture cues, and the all too familiar concept of costume parties, Halloween is becoming a thing in India, which has been a long-time coming. What makes it great for marketers is the sheer potential for creativity, given that the ‘Fear of Missing Out’ is pretty much central to communication. With brands finding new and fun ways to lead with product, and with vocabulary that leads to excitement, surprise, and anticipation, wordplay seems to come ‘supernaturally.’ This works great for us with Tic Tac, given that, the brand tone is punny and cheeky.”

Apart from generating creatives around Halloween, The brand Bacardi has leveraged on the festival by organizing an on-ground event known as ‘CarnEvils’. This event was launched last year and will be hosted this year as well in Delhi.

Sameeksha Uniyal, Consumer Marketing Lead, BACARDÍ (India & South East Asia) shared how experiential activities for brands are a good way to reach out to millennial consumers. She said, “For BACARDÍ, experiences are a crucial opportunity to fully engage with our consumers and build a dialogue with them. In today’s millennial world, where platforms such as Instagram play such a huge role, these experiences also help us bring the brand to life, and most importantly, it also offers our consumers the social currency they seek.”

BACARDÍ encourages consumers to live life as their true selves. It continues to drive through its global, music and dance-led campaign, ‘Do What Moves You.’ “We have brought this platform to our consumers in India through multiple Casa BACARDÍ experiences, such as Halloween – being one of our key moments of the year,'' commented Uniyal.

"Globally, Halloween is a key occasion for BACARDÍ, which ties closely into the brand platform of ‘Do What Moves You,’ be it through the creative costumes that people wear, the music they groove to, or the cocktails they drink. It further helps that BACARDI's logo is a bat! In fact, this year, it is our second year running of the ‘Night of the Bat’ in India, our Halloween property that brings incredible immersive experiences to life."

Each year, BACARDÍ also creates unique Halloween-themed cocktails, such as ‘The Zombie,’ which drew inspiration from classic horror films. Globally, the brand is also introducing a limited-edition, glow-in-the-dark bottle, which they are very excited about to bring to their consumers. “Last year was the first time, when we hosted the ‘Night of the Bat,’ and this year we have brought it to life for the second-time running with the ‘CarnEvil of Horrors’ theme. We witnessed an attendance of more than 2000 people last year, making it the largest Halloween party in India," Uniyal expressed.

She further added, “We are taking it up a notch this year with ‘CarnEvil of Horrors,’ a completely new festival design featuring larger-than-life installations and interactive performers. Six limited-edition cocktails along with supplementary ‘bloody packets’ will be available for guests to enjoy. We are excited to share that we already have 2,600 people RSVP for the event.”

Raghu Bhat, Founder & Copywriter, Scarecrow M&C Saatchi said, "Social media is giving brands the chance to engage with customers without spending a lot. A festival like Halloween creates a topical context where brands can let loose their creativity and have fun. The creative challenge is to link the product, be it an ice-cream or an OTT platform, or even a health care app to Halloween, and brands are doing just fine."

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