Contextual marketing, hyper-targeted campaigns rule brands’ Onam strategy in 2024

As Onam approaches, brands are gearing up to connect with consumers through marketing strategies deeply rooted in cultural resonance. Marketers are hopeful that the recent Wayanad landslide tragedy will not dampen the festive spirits. They are hoping to leverage Onam’s rich traditions to craft campaigns that resonate with the local audience. In this feature, we explore how Duroflex is tapping into the cultural significance of Onam.

Moreover, as digital platforms and social media continue to play a pivotal role in amplifying brand messages, brands are strategically adapting its approach to engage with a digitally savvy audience.

India's diversity is reflected in its regional festivals, each with significant importance in various markets, says Krishnarao Buddha, Senior Category Head, Parle Products. Onam, celebrated with much fanfare in Kerala, is one such festival that presents a great opportunity for brands to engage with consumers.

“At Parle Products, we have consistently aimed to connect more deeply with our audience in Kerala. One of our long-standing initiatives during Onam has been offering gold and silver coins, giving consumers a chance to win alongside assured gifts. This promotion has been incredibly successful in Kerala. This year, we're running a similar Onam offer with our Hide n Seek brand, featuring assured cashback and the opportunity to win gold coins, among other prizes. We enhance our connection by conducting various media activities throughout the Onam celebrations," said Buddha.

He adds further that contrary to popular notion, Onam is a ten-day festival, with the last five or six days leading up to the final day being particularly significant. "During this period, we line up special content on TV, including movies and Onam-specific programming. We maximize our reach by collaborating with blockbuster movies and events broadcasted on TV during Onam, providing us with an excellent platform to connect with our audience."

Onam offers brands a unique opportunity to boost visibility and engagement by tapping into the festive spirit and cultural significance of the celebration, says Sridhar Balakrishnan, Group CEO, Duroflex.

"It is a celebration of unity and togetherness. Our campaign for Onam also revolves around this same emotion. The state is home to a lot of empty nesters, and it sees an influx of young adults during the festival. Our brand film, starring a mother and her daughter who stays in another city, urges those who live away from home for various reasons to leave behind a thoughtful gift that would take care of their loved ones even after they are gone," said Balakrishnan.

Talking of the emerging trends, he adds, the advertisers have become more sensitized towards the cultural and regional nuances towards the festival. "We see a lot more work being done with not only the regional actors but also other artists like writers, lyricists, musicians, and directors. Owing to this, the messaging is a lot more authentic and personalized to the audience. The use of regional digital creators and influencers has also surged since the pandemic."

"Like any festive season this is going to be a great year (fingers crossed). But like always the evolving ecosystem and ever evolving consumers, they expect and demand personalized content. And brands are following suit. They are creating content that resonates with consumers and using a lot of new age, marketing contextual and relevant content while using hyper targeted campaigns, which are hyper personalized for the user," says Umair Mohammad, Co-Founder & CEO of Nitro Commerce.

Brands are and should focus on tapping into the cultural essence of Onam with the core being authenticity, says Ambika Sharma, Founder and Chief Strategist, Pulp Strategy. “2024, the trend is improved storytelling that captures the true spirit of Onam—community, togetherness, and prosperity. Using digital platforms to share nostalgic Onam memories and engaging consumers in activities like virtual pookalam (flower carpet) competitions. Collaborations with local influencers and artisans are also gaining traction, helping brands build genuine connections with their audiences.”

“Muthoot Finance, the flagship company of The Muthoot Group with its Head Office in Kochi and Corporate Office in Delhi, is a true Bharat brand with a national footprint. The Muthoot Group has 6500+ branches across India and celebrates all national festivals with equal fervour.  However, with our roots in Kerala, Onam is certainly special to us, and we celebrate Onam in a way that resonates with our local heritage and broader audience,’’ says Abhinav Iyer, Senior General Manager – Marketing and Strategy, Muthoot Finance.

“This year, as a special touch, we will present our brand ambassador, Madhuri Dixit, wishing all our customers, staff members, and stakeholders a very Happy Onam through a video greeting. All our social media platforms and websites will have a festive touch, wishing all our customers a great and prosperous Onam. Featuring a well-known and respected figure like Madhuri Dixit in a video greeting is aimed to capture the audience's attention and generate engagement. This content will be shared widely across digital platforms to garner maximum reach. The video will also be promoted on all our official social media channels, such as Facebook, Instagram, YouTube, Twitter, and LinkedIn, ensuring it reaches a diverse audience and Muthoot's digital follower base,” says Iyer.

Onam@digital

With consumers increasingly spending time online, digital engagement has become a critical component of brand strategies during this vibrant season. From innovative social media campaigns to interactive content and geo-targeted advertising, brands are harnessing the power of digital to connect with a tech-savvy audience.

“To reach the substantial audience that spends significant time on digital media, we utilize the entire digital ecosystem to announce our consumer offers. Digital platforms also enable us to geo-target specific groups. We leverage various OTT and short-video platforms to reach these audiences, whether it’s offer-specific communication or general brand messaging,” says Krishnarao Buddha.

Digital platforms and social media are surely gaining prominence on the account of growing preference of online channels of purchase, says Sridhar Balakrishnan. "Also, digital media offers an edge in terms of sharper targeting geographically and demographically. Accordingly, our media mix for the season is highly indexed towards digital, and we are also working with popular regional celebrities and influencers."

Furthermore, Abhinav Iyer says that Muthoot adopts digital integration and marketing strategies such as localized digital campaigns and geo-targeted ads on platforms like Facebook and Google to promote Onam-specific content specifically to users in Kerala and other regions with significant Malayali populations.

Impact of Wayanad tragedy

The recent tragic landslide in Wayanad, which claimed nearly 500 lives, serves as a stark reminder of the fine line between marketing and empathy. In times of such sorrow, brands must navigate their campaigns with sensitivity, recognizing that while these events are beyond their control, they still impact communities—especially in affected regions like Wayanad. Yet, as Kerala prepares for the Onam celebrations, the overall market sentiment remains resilient and hopeful.

"Anything that big and of that magnitude of course always plays a role in consumer sentiment, but we also have to see that this is once-a-year festivities for the people. and of course they want to enjoy, and celebrate with family; so I expect people to enjoy albeit in a subdued manner, but the sentiment won’t be too far away from other years," says Umair Mohammad.

Unfortunately, there was a tragic landslide in Wayanad that claimed nearly 500 lives, which is deeply saddening, says Krishnarao Buddha.

“While this event is beyond a brand's control and may have an impact, particularly in the Wayanad region, the overall market remains excited about the festive season. As a marketer, I believe that, aside from the affected region, the festive sentiments in Kerala will remain strong. People look forward to celebrating Onam with their loved ones, and as a brand, we aim to be a part of those joyous moments,” he adds.

It has been a very unfortunate incident, and the Wayanad landslide has undoubtedly affected consumer sentiment, says Ambika Sharma.

"Brands need to be sensitive, focusing on empathy rather than commercialization. This year, it's crucial for brands to show support; this could include participating in relief efforts or sharing messages of solidarity on social media. Such an approach helps manage negative sentiments and fosters long-term brand loyalty by showing genuine care for the community. I recommend that all brands recalibrate their campaign to pass the empathy test, and use media carefully so as to not add to the grief in the affected areas," says Ambika Sharma.

"Kerala stands as one of our most significant and rapidly growing markets for Mia by Tanishq, especially during the festive season of Onam, which is a time for joy, tradition, and togetherness. To honour this auspicious occasion, we’re proud to highlight our Aurum collection. A harmonious blend of tradition and contemporary elegance, this collection, with its versatile and bold gold jewellery, is crafted for the modern woman who values both minimalism and sophistication. The pieces beautifully complement a traditional Kasavu saree, adding a touch of modern flair to cultural heritage, while also being perfect for enhancing daily workwear. This Onam, we’re connecting with our diverse audience through a blend of digital, regional and hyper-local activations, ensuring that our message resonates deeply across Kerala. To make the celebrations even more special, we’re offering an exclusive discount of up to 10% off*. Mia wishes everyone, boundless joy, prosperity and sparkle this Onam!" said Sampurna Rakshit, Marketing and Ecommerce Head, Mia by Tanishq.

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