Chhath Puja: The festival brands can’t afford to ignore anymore

As Biharis often say, “Diwali ke baad real festival begins.” While brands are beginning to acknowledge the influence of the broader Indian diaspora, many are missing a significant opportunity by overlooking the sheer scale and impact of Chhath Puja. 

According to the Confederation of All India Traders (CAIT) estimates, Chhath-related trade this year could reach Rs 12,000 crore. This surge stems from the demand for Puja essentials, traditional sarees, kurta-pajama, and regional delicacies, benefiting local artisans and small businesses. 

Celebrated just a week after Diwali, this four-day festival dedicated to the sun god has expanded beyond its origins in Bihar and Jharkhand, gaining substantial cultural and commercial significance even among Biharis in global cities like New York, Florida, and Toronto.

Chhath is no longer a regional festival

With an estimated 150 million devotees celebrating across India, brands must recognise that Chhath holds the same emotional and cultural resonance as Diwali, spanning generations and communities. 

According to the 2011 Census, around 9.3 million people from Bihar migrated across India since 2001, establishing new Chhath Puja celebrations across metros like Delhi, Mumbai, Chennai, and even parts of Punjab. This growing diaspora has made Chhath a festival of national relevance and an untapped opportunity for brands.

Brands That Got It Right

A few brands have tapped into Chhath Puja’s essence, launching campaigns that resonate with consumers. For instance:

• Aashirvaad Atta organized a “theku making competition,” engaging families in traditional activities central to Chhath Puja. Additionally, the brand collaborated with Padma Shri awardee Smt. Dulari Devi to release limited-edition atta packs featuring her custom Madhubani artwork. Aashirvaad also ran a User Generated Content contest encouraging participants to showcase their Madhubani art, strengthening consumer connection through cultural pride. 

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Sunfeast Marie Light launched a campaign with a soulful song celebrating Chhath Puja, enhanced by vibrant Madhubani art. This music video, shared across social media, reflects Chhath’s cultural and spiritual depth, resonating with families and highlighting the festival’s reverence for the Sun.

Kalyan Jewellers presented a heartwarming digital campaign that centered on familial bonds and tradition, starring Kinjal Rajpriya. With the tagline “Kalyan Ka Hai,” symbolising trust and tradition, the brand also unveiled limited-edition jewelry inspired by Chhath Puja elements like the rising sun and diya.

Fortune Soyabean Oil celebrated Chhath Puja with a limited-edition pack featuring Madhubani art, hosting a community event, ‘Thekua Making Mahotsav,’ and installing a 25-foot replica of their pack at Patna’s Gandhi Maidan. These initiatives engaged the community and fostered a sense of unity.

Tata Tea Agani (2023) ad, one of the first ad campaigns that covered Chhath Puja vibe with tea packs representing each day of the four-day festival, adorned with Madhubani art and emphasizing the rituals and customs of each day. A music video reinforced the message of gratitude and togetherness that is central to Chhath Puja.

Although these campaigns by FMCG brands found meaningful ways to engage audiences, many missed the opportunity to build anticipation by only launching their ads shortly before the festival.

The festival begins with “Nahay Khay” on November 5, progressing through four stages and concluding with the worship of the rising sun on November 8. By focusing on the final day, brands overlook the chance to engage consumers throughout the week.

Rahat Khan, co-founder of Fame Keeda explains, for any festival be it Durga Puja, Rakshabandhan, brands need to plan ahead and maintain visibility well before the festival begins. Rather than relying on last-minute campaigns, brands should start promoting their product five to six days in advance, offering discounts, pre-sales, and early access to products. 

By fostering a sustained presence in the days leading up to Chhath, brands can build recall and strengthen loyalty among a consumer base deeply invested in this festival.

The Untapped

The demand for Chhath Puja essentials like bamboo baskets, banana leaves, sugarcane, fruits, and diyas surges as people prepare in advance. This presents a prime opportunity for e-commerce platforms, which can offer last-minute delivery options for flowers, fruits, incense sticks, traditional attire, and more. By providing a reliable selection of these items and timely delivery, e-commerce brands can capture a segment currently dependent on local traders.

As brands seek authentic ways to engage diverse audiences, Chhath Puja stands out as a festival where sentiment meets scale. By understanding Chhath’s unique traditions and planning campaigns around its multi-day celebration, brands can forge a deeper connection with consumers—and perhaps even exceed their festive targets.