Brands Riding on Diwali Festivities 2024
According to Amazon data, 62% of its users are planning to spend big in Diwali this year. I believe this data is not just for 2024. It has been a tradition to splurge during the festival of lights. In fact, if you add Durga Puja to it, West Bengal consumers can show the world what grand shopping means.
For brands in India, this is a great opportunity. That is precisely the reason why you would see the Great Indian Shopping Festival by Amazon and the Big Billion Days hog the limelight in this season every year.
But these are just e-commerce platforms offering mega discounts to encash some sales. Today, let’s talk about some brands that have started their campaigns for Diwali this year.
1. Tanishq
It makes a lot of sense that Tanishq takes advertising seriously during Diwali. Indians have a tradition of buying gold during Diwali season. And majority of Tanishq’s revenue comes from Gold jewellery. Let’s take a look at their advert:
The ad talks about how women don’t need to wear jewellery or expensive garments every day when responsibilities are their daily jewels. But sometimes on special occasions you need something special jewellery, and that is where Tanishq’s new Nav-raani range comes in play.
It is a nicely made ad with nice visuals and very desirable ornaments. I would watch Titan’s share price this Diwali. Provided the markets hold, Titan will probably break a new 52 week high.
2. Kalyan Jewellers
Another jewellery brand with a different approach: Kalyan Jewellers targets 2 regionally strong festivals: Durga Puja (Bengal) and Navratri (Gujarat). Let’s look at the Durga Puja Ad first:
In this advert the brand positions Strength of women in the minds of the audience. The ad depicts women in line with the strength and courage similar to that of Goddess Durga.
In the second advert meant for Gujarat, the ad tunes the language to a different spirit: the spirit of traditions and togetherness.
I think both the adverts are quite commendable on the part of Kalyan Jewellers and smart to understand the intensity of the festive spirits regionally.
3. Kenstar
The next one is interesting. For movie lovers, Kenstar brings in Rajmata Ramya to display her own private “Kenstar” Army. Take a look.
The use of the Rajmata character and the association with the movie story makes this ad noteworthy. And of course, the timing is great too. Diwali is a great time not only for gold, but also for electrical appliances. Especially with Big Billion Days and Great Indian Shopping festival around.
4. Godrej Capital
The last ad I found interesting today was this: Badho Behisaab ad by Godrej.
It has a very nice narrative. It tells the story from a small business owner’s perspective. During festive seasons, things go a bit berserk: extra expenses, time management and health everything takes a toll. Then the ad goes on to tie in Godrej capital and explains how it can be useful during these times. The ad is nice and short (30 seconds), unlike the long stretched out emotional ones. I think this one deserved a spot in my list today.
If I am to rate or review the 4 brands above, well, it is hard to say because they are all in different sectors (except Tanishq and Kalyan). But between Kalyan and Tanishq I think Tanishq wins. It has a very clear message and strong connection to the product. The message hits the target bang on and leaves no doubt about the purpose of the ad (which is to introduce the Nav-raani Range of jewellery).
Among the other 2, I think I would say Godrej Capital hits the emotional angle well, but falls short on the functional part because I think their explanation of how SMEs can be benefited by their product is not very clearly stated. The problem statement and the solution are not connected very well.
The Rajmata ad however is quite clear and gripping enough despite the 1 min long span and I think it achieves its purpose of introducing its whole “Army” very well.
That’s all I could look at today. Next week possibly I will look at more such festive season ads.