{"id":93,"date":"2018-04-02T19:04:23","date_gmt":"2018-04-02T13:34:23","guid":{"rendered":"http:\/\/marshmallow.in\/blog\/?p=93"},"modified":"2020-08-18T11:57:20","modified_gmt":"2020-08-18T06:27:20","slug":"festive-ads-the-more-the-merrier","status":"publish","type":"post","link":"https:\/\/www.marshmallow.in\/blog\/festive-ads-the-more-the-merrier\/","title":{"rendered":"Festive Ads: The more the merrier"},"content":{"rendered":"
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Come festivals and celebrations marketers hijack print, television and digital media with all that they have got. Be it major Indian festivals including, diwali, holi or celebration of special days viz, Independence day, women\u2019s day, children\u2019s day etc, every brand wants to do \u2018something different\u2019 to promote themselves.<\/p>\n

Done-to-death:<\/strong><\/p>\n

From colourful \u2018holi\u2019 ads, \u2018bright and dhamakedaar\u2019 diwali emailers, \u2018proud\u2019 Independence Day & Republic Day ads or \u2018joy-filled\u2019 Christmas ads; newspapers and emails are filled with such \u2018done-to-death\u2019 marketing material. \u00a0Instead of doing something different, most of them end up being a part of the clutter.<\/p>\n

This ad by Toyoto sums up what I am trying to point out here\u2026<\/p>\n

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You could argue that print medium has its restrictions and hence the lack of creativity, but then here are few examples of brands that got it right and how!<\/p>\n

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Force-fit:<\/p>\n

I guess most of the brands suffer from FOMO (Fear Of Missing Out) and hence they wish to be everywhere… whether an Independence day ad is relevant or irrelevant, doesn\u2019t matter\u2026<\/p>\n

Just link the words \u2018relevant\u2019 to the occasion to the brand and you are sorted, or so you thought\u2026<\/p>\n

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Not all force-fit ads are bad though. Thanks to the social media and the viral videos, many brands use the \u2018emotional\u2019 tool to get a thumbs-up.<\/p>\n

Rajnigandha Pearls played it rather well with its teacher\u2019s day campaign #teachernebolatha<\/a>. The brand\u2019s product and the occasion have nothing to do with each other. It\u2019s just the stories weaved in carefully with emotions that grabs the eyeballs. But then again, this story could have been told with any other brand in picture or without any brand and it would still work just as fine.<\/p>\n

Follow the herd: <\/strong><\/p>\n

You already know it, when one brand announces a \u2018Big\u2019 Sale the others follow the foot-steps with a \u2018Great\u2019 sale. When a particular brand proposes \u2018noise-less\u2019 or green Diwali, all the other brands don the \u2018save the environment\u2019 cape as well; whether or not they believe in it is a different question. For all you know they are the ones lighting up the sky on Diwali with those spectacular fireworks.<\/p>\n

When people do not follow the herd and take their own stand, they truly stand-out. Take for example these two brands that instead of \u2018save water \u2018proposal, this brand caught on to \u2018eve teasing\u2019 that is so prevalent during Holi.<\/p>\n

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