Brands focus on being culturally relevant this Holi

Holi is more than just a festival – it’s a sensory explosion of colours, joy, and togetherness. However, for brands, Holi isn’t just about celebration, it’s a marketing puzzle. Unlike Diwali or Raksha Bandhan, Holi is not traditionally linked to high consumer spending. Yet, brands continue to find creative ways to stay relevant, leveraging the festival’s spirit through experiential campaigns, nostalgic storytelling, and cultural sensitivity.

In today’s hyper-sensitive era, every colour brands choose to paint their narrative with is scrutinized. This year, Holi coincides with Ramadan, adding another layer of complexity to festive marketing. We’ve seen in the past how seemingly heartwarming campaigns – like Surf Excel’s ‘Daag Achhe Hain’ Holi ad in 2019 – were meant to spread positivity, but ended up facing backlash from certain segments of the audience. Similarly, Brooke Bond Red Label’s Holi ad had stirred controversy for its depiction of celebrations inside a mosque. As a result, brands are becoming increasingly cautious, ensuring their campaigns are politically and culturally sensitive while still capturing the festive spirit.

Amidst this caution, there remains room for creativity. Brands like Cadbury Dairy Milk and Parle-G known for their emotionally driven festive storytelling, and Parachute Advansed, which addresses Holi-specific concerns like hair protection, show that the right mix of sentiment and strategy can make a campaign shine.

To understand how brands are approaching Holi marketing this year, Adgully spoke with various brands to gain insights into their strategies, budget allocations, and the evolving consumer landscape.

Is Holi a major marketing event for brands?

Manoj Verma, COO, Bikaji Foods International Limited, said that Holi isn’t a significant festival in terms of consumption for their category. However, they do see a slight increase in sales of sweets and papads in certain geographies. Instead of large-scale campaigns, Bikaji focuses on loading trade channels to ensure availability. “Festivals like Raksha Bandhan, Diwali, and Dussehra hold far more significance in terms of consumer demand and marketing investments,” he added.

Kailash Agarwal, President – Retail, Haldiram’s, noted that while Holi isn’t traditionally linked to high consumer spending, it is deeply rooted in the experience of indulgence. Haldiram’s campaign, “Ab Hui Na Holi: Gulal aur Gujiya ki Iconic Jodi,” focuses on nostalgia and the joy of festive treats, supported by digital engagement, curated gifting, and innovative flavours.

Tailoring marketing strategies for Holi

For Bikaji, the approach is primarily shopper marketing-driven, with a focus on strong in-store visibility and availability. A slight increase in sales of large packs has been observed, particularly in cosmopolitan cities, where homemade namkeens are less common. Other than this, their brand presence remains consistent through regular marketing initiatives.

Haldiram’s, meanwhile, aligns its strategy with the experiential nature of Holi. The brand emphasizes accessible indulgences like festive hampers, special gujiya varieties, and ready-to-serve treats to enhance celebrations at home or with loved ones.

Leveraging digital and traditional channels for Holi marketing

Bikaji follows a balanced approach, adapting Holi messaging within its existing media mix without introducing new communication channels. The percentage allocation across digital and traditional platforms remains unchanged, ensuring a consistent brand presence.

Somasree Bose Awasthi, CMO, Marico Limited, remarked, “Holi is one of the most joyous and vibrant festivals in India, but for many, it also brings the worry of hair damage. For this campaign, we embraced a bold and fresh perspective leveraging humour and high-energy storytelling on ‘Nariyal Kafi Hai’ to craft an engaging and memorable narrative. The film creatively highlights how the nourishing care of Parachute Advansed Gold offers a simple yet effective way of protecting hair from potential damage during Holi. We aim to reinforce the importance of hair protection through the goodness of coconut, ensuring that everyone celebrates Holi without worrying about hair damage.”

Budget allocation and shifts in marketing spends

Manoj Verma said that Bikaji’s spending strategy remains consistent. While the absolute budget has increased due to business growth, the percentage allocation has remained the same. The majority of their marketing budget is directed towards Q2 and Q3, coinciding with major festive seasons like Raksha Bandhan and Diwali.

On the other hand, Haldiram’s has evolved its Holi marketing investments in response to changing consumer behaviour. A stronger focus on digital engagement and quick-commerce platforms has influenced budget distribution. The emphasis is on maximizing reach and enhancing the festive experience through thoughtful, targeted campaigns.

Ensuring sensitivity and cultural relevance in Holi campaigns

Given the festival’s evolving social narratives, brands are prioritizing cultural sensitivity. According to Bikaji, their core category – traditional snacks – naturally aligns with cultural sentiments. Instead of large-scale Holi-specific campaigns, they incorporate festive elements in point-of-purchase materials and internal communications, engaging distributors, retailers, and sales teams.

Haldiram’s, on the other hand, focuses on authenticity and inclusivity in its messaging. Their campaign highlights the joy of togetherness while respecting regional traditions. By centering their messaging around food and celebration, they ensure their ads remain culturally relevant and resonate with diverse audiences.