Diwali- A Marketer’s Delight

Diwali- the festival of light is celebrated with much fervour across the length and breadth of the country. Diwali is equivalent to Christmas in the North America and Europe, Id in Middle East, Boxing Day & New Year celebrations in Australia and the carnivals in South America. The whole of India is on a a shopping spree during the Diwali week beginning with Dhanteras to the Diwali puja day and ending with Bhau Beej (brother-sister bonding).

Two sets of people wait for Diwali. One, the common people looking forward to a lot of festivities, meeting friends and relatives expecting a lot of joy and happiness. Two, the marketers (you cannot keep the marketer away, they pounce on any given small opportunity and this being the biggest of them all). All product/ services have an exponential jump in sales during this time. Looking at the current Diwali, you will not miss the ‘discount’ ads screaming at you through the newspapers from apparel and white goods brands. Car manufacturers too are giving attractive financing options, low EMIs, and other host of car accessories as freebies to increase sales.

Cadbury is a classic example of a brand which has entered the Indian tradition mould through its replacement of the Indian homemade sweets with Cadbury chocolate packs. The communication of ‘kuch meetha ho jaye’ earlier to the current of ‘kuch meethas ho jaye’ and the ‘shubh arambh’ campaign have really worked wonders for the brand. It has cut across the socio-economic parameters and is gifted by the middle class, the upper middle and the rich alike. May be only the filthy rich use more expensive sweets. Coming back to the market, brands from home appliances, upholstery, home decor, home colour, FMCG products such as scented soaps, scented oils and a ensemble of packaged sweets.

Gold being expensive due to the economic scenario in the world has not dampened the spirits from spending on the yellow metal with Dhanteras recording high sales year on year. Although a commodity, brands such as Tanishq, TBZ, Gili, Geetanjali and a host of others have gone on spending big busks on full from page ads on leading dailies just to the customer attention in the clutter.

Conspicuous consumption is back among the public after the lull last year due to the economic slowdown on the back of good growth of companies. Travel and tourism industry also grows due to people travelling to meet their near and dear ones and extended families. Road, rail and air are all booked pre and post Diwali. Some people take an extended off and have their vacations at tourist hot spots away from the hustle and bustle of daily life.

All brands go on a promotion spree to get the most of the consumers’ wallet. Plans are firmed up months in advance with no stone left unturned to reap in the profits from increased sales. Vodafone has launched a new campaign, and so has Tata Sky DTH. White good majors such as Sony, Samsung, Panasonic, LG, and Videocon are more visible in the mainstream media launching new products and displaying their wide range of product mix. Airtel, Aircel, DoCoMo, MTS, Idea are spending even more. Tata Nano is making a lot of noise and the usual ad spenders FMCG giants have spiked up for the festive season. A very busy week for all marketers but a very happy indeed.