Consumers are looking for connections rooted in their OG value systems: Josy Paul

As in the previous years, the festive season this year, too, wove a rich tapestry of brand communications that resonated with the consumers. Amid the numerous deals, discounts, and sales push, what stood out was an increasing shift towards emotions and bonding in a more meaningful way.

In conversation with Adgully, Josy Paul, Chairman, BBDO, shares his observations on the campaign strategies seen this year during the festive season, how BBDO created a stronger connect between brands and consumers this year, the standout campaigns that BBDO has created this year, the pivotal role of influencers in festive marketing, and much more.

At the outset, Josy Paul said that the approach adopted by BBDO for its clients is always the same, including the festive season, which is to emotionally connect with the audience in the most meaningful and authentic way.

In this journey, the agency seeks out the hidden truths that resonate, but are often unspoken and link them to the brand’s core message or offering. This helps to maximum impact and engagement.

“Guided by the campaign objective and budget, we deliver our message to the target audience through social media, influencer collaboration, branded experience, special promotions, branded content, partnerships and other touchpoints that our audience is engaging with,” he added.

Coming specifically to Diwali, Paul said that he is seeing campaigns that merge fresh, dynamic formats with traditional themes, allowing audiences to celebrate in ways that feel both innovative and deeply familiar. “These strategies keep tradition alive, resonating with audiences who seek meaningful, culturally rooted experiences amid the excitement of the season,” he observed.

On the festive advertising trends that stood out this year, Paul noted that consumers were looking to brands not only for excitement, but for a connection that felt authentic and rooted in the values of home, family, and community.

He added, “We’ve noticed that over the years, the more we modernize Diwali celebrations, the more people feel the need to reconnect with tradition. Sometimes evolution is revolution – you revolve and go back to where you came from. Your roots, your past practices, your OG value systems.” Consumers want brands to reflect and celebrate these bonds, showing they understand what Diwali truly represents, Paul said.

Continuing with his observations on the Diwali campaigns this year, Paul said, “It’s great to see brands involving the entire household in the preparations that go before Diwali. We are seeing a shift in traditional roles in pre-Diwali preparations like deep cleaning of the entire house, decorating with rangoli, diyas, and lanterns. And shopping for items like candles, fireworks, sweets, and gifts. Also, making of traditional Diwali sweets and snacks and buying new traditional attire. There’s a lot more equality and inclusion in how brands are communicating these days.”

Paul also highlighted the increasingly pivotal role that Influencers are taking on in festive marketing this season, especially those who bring diverse and relatable stories that resonate with today’s evolving Diwali celebrations.

He noted that brands are leaning on influencers not only to break stereotypes, but also to craft a more inclusive, modern Diwali narrative – one that highlights gender-equal roles and multi-generational celebrations that mirror real-world dynamics. “There’s an increasing focus on micro, nano and hyperlocal influencers who resonate with regional cultures and languages. Influencers are working harder than ever to ensure relatability,” he added.

Speaking on the festive campaigns this year, Paul said that while the agency has been creating a range of festive campaigns across categories like automotive, packaged foods, retail, and home appliances, one standout is the latest pieces of work for WhatsApp, which are especially relevant during the festive season – a time when scams are on the rise.

Elaborating on the campaign, he said that the video is a musical remake of the track “Oye Lucky Lucky Oye” and aims to drive awareness around how people can safeguard themselves against scams on WhatsApp. “It showcases how users can utilise WhatsApp’s privacy features and safety tools that allow them to take control of their safety and stay protected from scams. It’s a timely warning done in an entertaining manner keeping the upbeat and optimistic mood of the festival,” he added.

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