Raksha Bandhan blitz: Investments shifting to digital, but TV & print remain crucial

Raksha Bandhan, being celebrated today, marks the beginning of the extended festive season in India. Over the years, this festival celebrating the eternal bond between brothers and sisters has become a huge opportunity for brands to connect with consumers on a personal level. In recent years, e-commerce platforms and gifting brands have increasingly woven themselves into the fabric of Raksha Bandhan. By offering a wide range of products and services tailored for the occasion, these brands have not only facilitated the exchange of gifts but have also created new traditions in the digital age. They’ve capitalized on the festival's emotional appeal, crafting campaigns that resonate with consumers’ sentiments, and driving engagement and sales.

Additionally, brands are launching creative campaigns that go beyond mere advertising, aiming to create memorable experiences and deepen their connection with the audience. These efforts underscore the importance of Raksha Bandhan in the marketing calendar, as companies seek to blend tradition with innovation to capture the hearts of consumers.

Several brands have launched special marketing campaigns to seize this festival one of them is FlowerAura. FlowerAura launched an extensive new Rakhi collection available in more than 30+ countries, celebrating the enduring threads and unconditional sibling love. Each rakhi from the new collection such as Meenakari, Kundan, Precious Stones, and Mauli Rakhis, is handcrafted by local artisans to add a touch of traditional elegance, complete with limited edition packaging.

Another one is Bonjour. Bonjour has curated a special range of socks adorned with festive patterns and colours. Each pair is designed not only to offer exceptional comfort but also to symbolize the unique and unbreakable bond between brothers and sisters. This collection is all about making sure your sibling feels cherished and loved.

Zepto is giving the age-old Shagun ka Lifafa a Zepto-style makeover. Inside this Raksha Bandhan special Zepto lifafa, both the brother and sister get a special scratch card with a chance to win prizes worth Rs 5 crore, including cars, a luxurious trip to Dubai, iPhones, TVs, speakers, washing machines, and many more exciting gifts! And here’s the best part: everyone’s a winner – no lifafa goes empty, not even for the brothers! Zepto is also gearing up to deliver over 3.5 million orders.

This article explores how brands are leveraging digital mediums, traditional media, and innovative campaigns to make the most of Raksha Bandhan. The focus on personalized, targeted messaging through social media and influencer marketing is stronger than ever, reflecting the evolving landscape of festive marketing.

Consumer engagement mediums

Avi Kumar, Chief Marketing Officer, FNP, noted, “Most brands are increasingly focusing on digital mediums for Raksha Bandhan campaigns. Social media, influencer marketing, and online ads allow for personalized, targeted messaging, making digital the top choice. It’s all about engaging directly with consumers, creating interactive content, and tracking results in real-time.”

Emphasizing the importance of traditional mediums, he said, “TV still plays a crucial role, especially for mass reach during prime time. It continues to be a go-to for brands aiming to make a big impact quickly. Print media is becoming more niche, with investments shifting to digital, but it’s still valuable in regional markets where traditional media has strong roots. In essence, brands are blending digital and TV to maximize reach and engagement, with digital leading the way due to its flexibility and measurable impact.”

Vidita Kochar Jain, Co-founder, Jewelbox, pointed out, “Raksha Bandhan is a significant occasion for gifting, and brands are keenly aware of the need to reach their audience effectively during this period. Digital platforms are receiving the lion’s share of investment because they allow for precise targeting of specific demographics, provide measurable outcomes, and offer flexibility in campaign execution. This makes digital an ideal medium for brands looking to maximize their reach and engagement.”

Rakhi Sharma, VP - Marketing and E-Commerce, Jovees, too, said, “Digital mediums have experienced a significant upsurge in the festive times! All though it depends on the category for example for automobile or white goods print is something which really works having said that digital platforms are proving to give better ROI and better insights.”
At the same time, traditional media such as TV and print continue to remain vital in the Indian context, especially for reaching a broader and more diverse audience. According to experts, these mediums are trusted and have deep penetration across various regions, making them effective for campaigns that aim to resonate with a wide spectrum of consumers.

Influencer marketing & social media campaigns

When asked whether brands are increasing their budgets specifically for influencer marketing or social media campaigns for Raksha Bandhan, Avi Kumar replied in the affirmative and said, “The reason is simple: these platforms offer direct access to target audiences and allow for highly personalized, authentic content that resonates with consumers. Influencers, in particular, help brands tap into niche communities and build trust quickly, which is crucial during festive seasons. Social media campaigns are also more adaptable and can be quickly optimized based on real-time feedback. Today, brands are not only allocating more resources to these areas but also seeing them as essential for driving engagement and conversion during Raksha Bandhan.”

Vidita Kochar noted, “We’re seeing a marked increase in budgets allocated specifically for influencer marketing and social media campaigns during Raksha Bandhan. Many brands are launching their festive and gifting collections through collaborations with influencers. By leveraging the follower base of these influencers, brands can not only enhance their credibility but also drive sales more effectively. Social media campaigns, when strategically planned, allow brands to engage with their target audience in a more direct and personalized manner than traditional formats. This trend reflects the growing importance of digital channels in festive marketing strategies.”

Rakhi Sharma said, “In the beauty and skincare space influencers are working beautifully! The idea is to choose them wisely. Look at the audience they are catering to and the SOV in the process point the brand is functioning. With great tools available these days a brand can make an informed decision basis the same.”

Will natural calamities impact the festive mood?

Avi Kumar pointed out that when such events occur, consumer priorities often shift towards essentials and safety, leading to a dip in discretionary spending, including festive shopping. He also added, “But this brings with it a noticeable shift towards online shopping. Consumers opt to purchase gifts and festive items online, seeking convenience and safety. Brands also tend to adjust their messaging and campaigns to be more sensitive and empathetic, aligning with the changed sentiment. Overall, while these conditions can dampen immediate spending, they also push brands to innovate and adapt to maintain engagement with consumers.”

Vidita Kochar said, “Yes, adverse weather conditions or natural calamities can have a significant impact on consumer spending and the overall festive mood. Disruptions in the supply chain can lead to reduced availability of products, which in turn affects sales. Moreover, economic uncertainty and psychological factors that arise in the aftermath of a calamity can diminish consumer intent to purchase, dampening the festive spirit. Brands need to be mindful of these factors when planning their campaigns during such times.”

Rakhi Sharma believes that the e-commerce sites see an exponential growth during the treacherous monsoon conditions as consumers tend to spend more time online than offline. She added, “Rains definitely contribute to lesser footfalls in the stores! The kind of weather conditions our country experiences in monsoons bring the numbers down from offline sales having said that the online numbers experience a good upsurge in these months, the doorstep delivery is something which has a great impact on the online numbers.”