Festivals are always an integral part of any country`s culture and tradition, but beyond this, festivals are epitome of emotions, togetherness and strong bonding. With every festival, consumers are heavenly indulged in online searches for products and discounts, and that’s why marketers are working on their toes to design more effective marketing strategies for their consumers to create a vigorous brand perception and image in the cognitive sphere of consumers . According to the report which was published on the website indiabusinesstrade.in, in 2022, there will be a remarkable rise of more than 19% keyword searches like discount sales, and offers . As Raksha Bandhan festival knocks on the door in 2024, many brands are starting their festive campaigns to attract consumers. The festival Raksha Bandhan is a reflection of the strong bondage of the siblings and the brands are trying to make this relationship more concrete through their campaigns so that the emotional connectivity of brands and consumers can also be tactile.
In 2024 Raksha Bandhan , Cadbury Celebrations introduces #CreatingMemoriesNever Clicked campaign, in which siblings can share their memories, which elaborates their strong bond along with their pictures on the campaign website. Further, with the help of AI and advanced technology, the personalised pictures of the siblings are recreated and printed on a Cadbury Celebration box to enhance the celebration and happiness of the siblings
Haldiram, a sweets and snacks company, also highlighted its campaign through its TVC Rakhi ka Bandhan Manao, Bhar ke pyaar jatao, with the tagline Samay Sambandhon ka Naam—Haldiram’s, which emphasis the memories of sweet fights of siblings and a sense of protection, love and care. On this occasion, Haldiram also unveiled six exclusive Rakhi gifts hampers, including Rishtoh Kaa Bnadhan Hamper, Khushiyon Kaa Bandhan box, Harmony Box, Indulgent Delight Hamper and Delight Hamper box.
boAT, a leading audio and wearable brand, introduced Blackmail Brother Academy (BBA), which featured the Bad Man of Hindi films Gulshan Grover who portrayed the character Kabira from the classic comedy film Hera Pheri (2000). The campaign also created a microsite, BH.AI, to design exclusive and lively blackmail messages for brothers. Spykar, the most likeable denim jeans brand, showcased a campaign #ThreadsofLove in celebration of Raksha Bandhan. The campaign is a majestic tribute to the relationship of brothers and sisters and their indestructible bond from childhood to adolescence.
The festive marketing always elaborates on emotions. According to consumer psychology, emotions plays very prominent role in the buying process of consumers. The festive season is the best way to position the brand in a favourable manner in the cognitive sphere of consumers .
