Digital promotions, WhatsApp marketing powering Panasonic’s festive strategy

This time of the year marks one of the most crucial periods for businesses. Consumer sentiment is at its highest, and spending patterns reflect the festive spirit. From offers and discounts to large-scale campaigns and personalized engagement, brands explore every avenue to stand out in a highly competitive marketplace. The rise of digital marketing and the increasing role of e-commerce has also intensified the focus on omnichannel strategies, ensuring that consumers are met with consistent messaging across both online and offline platforms.

Adgully’s special annual column, FESTIVE MOOD, delves deep into the intricacies of these marketing activities, offering a holistic perspective on the trends that define this season. From ad spend projections to consumer behaviour analyses, the column covers all aspects of the festive landscape. It highlights how brands are planning to position themselves; what marketing strategies are being adopted, and how consumer sentiment is shaping the promotional and communication tactics being deployed.

In an insightful conversation with Adgully, Dhiraj Sharma, Head of Marcom & Brand, Panasonic Marketing India, sheds light on the consumer behaviour and market trends this festive season. Against a backdrop of strong economic growth and rising per capita income, Sharma observes an optimistic consumer sentiment, with a boost in spending anticipated across high-demand sectors like electronics and home appliances. He explains how Panasonic’s festive strategy is rooted in emotional connection, capturing the essence of family and togetherness through campaigns like ‘Festivals Come Home with Panasonic’ and initiatives such as #DiwaliWaliSafai. The approach combines traditional and digital channels, reaching consumers in Tier 2 and Tier 3 cities, while embracing omnichannel strategies to ensure a comprehensive and resonant brand presence this season.

What are your observations on the overall consumer and market sentiment during the festive season this year?

This festive season is unfolding against a backdrop of strong economic growth and heightened consumer confidence. With India’s GDP projected to grow by 7.2%, and 70% of GDP driven by domestic consumption, there is a clear indication of robust demand across various sectors. Furthermore, per capita income is expected to surpass $3,000 by Q1 2025, providing consumers with more disposable income to spend on high-demand categories such as electronics, home appliances, and lifestyle products. The combination of strong urban and rural demand, supported by favourable monsoon conditions and increased agricultural output, is likely to further boost retail activity during the festive period.

On the other hand, rising inflation could temper consumer spending on some festive purchases.

We are also witnessing a continued surge in e-commerce and digital payments, with Tier 2 and Tier 3 city consumers increasingly embracing online shopping, driven by greater smartphone penetration and improved internet access.

All these factors – economic recovery, rising incomes, and increased digital engagement – are converging to create a festive season brimming with optimism and robust consumer activity.

What forms the core of your festive marketing strategy this year?

At the core of our festive marketing strategy is emotional resonance. Festivals, especially Diwali, symbolize family, togetherness, and homecoming, and we’ve crafted our campaigns to reflect these deeply rooted sentiments. We aim to connect on a personal level with our audience by creating memorable and relatable content that not only showcases our products, but also emphasizes the emotional value of being with loved ones during this special time.

Could you tell us about your campaign strategy for the festive season?

Our campaign strategy is built around the theme – “Festivals Come Home with Panasonic”. We are utilizing a multi-channel approach, blending traditional and digital media to engage our diverse audience. Our Diwali campaign includes a heartwarming film that encapsulates the joy of family reunions and togetherness during the festive season.

To reach younger audiences, we are leveraging digital marketing and concentrating heavily on platforms such as YouTube, Meta, and WhatsApp to drive lead generation and conversions. At the same time, we’re ensuring on-ground visibility through the extensive deployment of POSM (Point of Sale Material) across 2,500+ stores nationwide, supported by regional radio campaigns and local activations in key markets.

We are also running an ongoing campaign, #DiwaliWaliSafai, which celebrates the tradition of festive cleaning – an integral part of every Indian household during Diwali. As part of this initiative, we’ve launched a contest encouraging consumers to engage in responsible e-waste disposal. Participants can visit Panasonic’s authorized D2C website to submit their details for free home pick-up of e-waste from large appliances or to locate the nearest Panasonic e-waste collection center. This initiative underscores our commitment to environmental sustainability and responsible waste management.

What is your marketing/ advertising budget for the festive season in 2024? What percentage increase (or decrease) is it compared to the previous year?

This year’s growth is driven by our amplified focus on digital marketing and lead generation, both of which have seen significant investment. We are allocating more resources towards digital promotion and expanding our WhatsApp marketing campaigns to reach a broader audience. Additionally, we’ve increased our investment in POSM production and in-store branding to ensure greater visibility at the ground level.

Given the increasing fragmentation of media consumption, how are you allocating festive ad budgets across different platforms?

In response to the increasing fragmentation of media consumption, we’ve adopted a comprehensive omnichannel approach to our budget allocation. This year, a larger share of our budget is being directed towards digital platforms like YouTube, Meta, and targeted digital media, with a strong emphasis on personalized messaging via WhatsApp and lead generation activities.

Digital marketing now accounts for around 40% of our overall festive budget, a significant jump from previous years. At the same time, we continue to invest in traditional media, including radio campaigns and in-store branding, to maintain a consistent presence across both online and offline touchpoints. This balanced approach enables us to connect with consumers through multiple channels, ensuring a seamless and cohesive brand experience.