Festive marketing in changing : Balancing values and socio-cultural climate

IMPACT explores how brands can market in the wake of tragedies, shattering cultural stereotypes, or rebuking regressive ideas during the festive season, read on

by Aarti Pahwa
Published: Sep 20, 2024 11:58 AM | 1 min read

From a bold Surf ad that spoke about religious harmony under the brand motto of ‘Daag Acche Hain’ to a somewhat subdued Onam celebration in Kerala caused by the tragedy in Wayanad, the advertising industry has matured in its communication strategy. As the festive season approaches in India, a time typically marked by vibrant celebrations and lucrative marketing opportunities, brands face a complex landscape of cultural sensitivity and crisis management. This year, as India celebrates Onam and approaches the broader festive season, two significant themes dominate the discourse: the role of brands in championing social causes through their festive ads, and the impact of recent tragedies on festive advertising strategies.

As brands craft their festive campaigns this year, they must balance cultural commentary with sensitivity to current events. The Wayanad landslides have underscored the need for cautious, respectful engagement with festive themes, while the broader trend of integrating social issues into marketing requires a nuanced approach.

The festive season remains an opportunity for brands to connect deeply with consumers, but success hinges on thoughtful, authentic communication that aligns with both the brand’s values and the current socio-cultural climate. Whether addressing social issues or navigating the aftermath of a tragedy, brands must be prepared to adapt and respond with empathy and integrity.