A Christmas tale – How marketers are tapping into the year-end festivities

As it is said about Christmas – ‘tis a season of joy and giving’. Over the years, Christmas has come to be celebrated in a big way in India – both by the Christian and non-Christian population. As marketers scout for newer opportunities, the festive season in India has extended beyond the Dussehra/ Durga Puja/ Diwali period to Christmas and New Year.

After the heavy indulgence during October-November, Christmas is dominated by gifting occasions, with food & beverage, home decor, hotels & restaurants, kids’ merchandise, travel & tourism, fashion, etc., picking up in a big way. Christmas is traditionally a family occasion and offers brands the opportunity to create experiential moments across age groups. The festivities extend to the New Year, where people gear up to welcome the new year with a bang.

Adgully speaks to a cross-section of marketers to understand the evolution of Christmas as a marketing occasion and how Indian consumers celebrate the festival with a fresh spurt in buying and gifting.

Surbhee Grover, Founder of Love, Indus, believes in capturing the essence of the season by blending tradition with modernity. For Love, Indus, the holiday campaign is not just about showcasing products; it is about fostering a sense of community and joy. The Love, Indus Tribe, as Grover terms it, isn’t just a customer base, it is a community that comes together for heartwarming get-togethers. The festive edition gift sets – from mighty minis to handcrafted accessories and luxurious skincare – are carefully curated to offer an opulent and sensorial experience.

Beyond transactional engagements, Love, Indus weaves narratives that not only showcase products, but also share the stories and people who inspired them. This approach aims to create a connection with consumers that goes beyond the utilitarian use of the products. Grover emphasises, “You will see... the love is undeniable.”

Sumit Jasoria, CEO & Co-founder of NEWME, provides insights into the brand’s strategic move closer to customers across India with the #NEWMEONROAD campaign. Covering Tier 1 and 2 cities and extending the reach to places like Lucknow and Ahmedabad, this initiative is not just about showcasing products, but creating meaningful and contextually relevant experiences for a diverse audience.

Jasoria anticipates these trends to shape the industry landscape, emphasising the importance of creating meaningful, contextually relevant experiences for customers. This industry-wide shift towards experiential marketing speaks volumes about the desire to connect with consumers on a deeper level during the festive season.

Pushkar Gokhale, Senior Vice President and Business Head of Godrej Security Solutions, sheds light on the comprehensive strategy crafted to capture the festive essence of the holiday season. Their campaign unfolds with Santa Claus diligently safeguarding gifts within a Godrej home locker, intending to instill the habit of secure storage in individuals.

The creative approach aims to bridge the awareness gap and encourage proactive measures for safeguarding valuables. Gokhale underlines the significance of portraying products not just as security tools, but also as meaningful expressions of care and consideration during the holiday season.

Sujata Biswas and Tanya Biswas, Co-founders of Suta, bring sustainability to the forefront of their Christmas campaign. Encouraging revellers to step out in style with Christmas-themed sarees made of lightweight, breathable fabrics, Suta reimagines the colours of the season in vibrant prints and cheery motifs. The emphasis on sustainability extends to festive fabric buntings made from fabric scraps, reducing textile waste.

Suta’s approach reflects industry trends, where consumers increasingly seek environmentally conscious options. Brands that integrate sustainability into their festive campaigns resonate with the evolving values of today’s consumers.

Rohit Bachhawat, Founder of Litmus, sheds light on how Litmus capitalises on the holiday mood. The promotion of Litmus Travel Garment Steamer and grooming products aligns with the idea of offering travel-friendly essentials during the festive season. With people gearing up for festivities and travel, brands like Litmus become particularly relevant by providing convenient and efficient products.

Bachhawat’s insight into leveraging realistic and engaging content on social media underscores the industry-wide challenge of creating lasting campaigns in the age of abundant content. By partnering with influencers and showcasing customer testimonials, Litmus aims to create an authentic connection with its audience.

Digital Narratives and Emotional Connections: A Common Thread

In today’s digital age, social media plays a crucial role in brand visibility. Surbhee Grover from Love, Indus, highlights how their digital engagement goes beyond transactions to foster a sense of celebration and connection with the community. Their content revolves around heartwarming narratives capturing the spirit of Christmas, showcasing products in scenarios resonating with the joy and traditions of the season.

Sumit Jasoria of NEWME emphasises on the active month for their target audience, aligning social media campaigns with college fests, farewell parties, and the overall party and festive theme. The dynamic nature of social media requires constant innovation, and NEWME adapts by changing its Cameleon logo during Christmas to add a festive touch.

Godrej Security Solutions leverages the digital realm strategically, aiming to boost sales through exclusive discounts on home lockers and electronic security products via their direct-to-consumer channel. The portrayal of Santa Claus on social media platforms adds a creative touch, emphasising the safety of gifts within a secure locker.

Suta’s social media campaigns reflect the gaiety, spirit of celebration, and heartfelt gifting synonymous with Christmas. They utilise platforms like Instagram, Facebook, Twitter, Threads, and LinkedIn to showcase new ways of styling their Christmas-themed sarees and fabric buntings. The campaigns resonate with audiences as they present a fresh Indian touch to Christmas celebrations.

Litmus actively partners with influencers and showcases customer testimonials on social media. The focus is on creating realistic and engaging content that the audience can associate with. Bachhawat acknowledges the power of customer testimonials, recognizing customers as the best brand ambassadors.

Enhancing the Shopping Experience: A Festive Atmosphere Beckons

As Christmas is a season where people go out and celebrate, brands share insights into how they enhance the in-store or online shopping experience to align with the festive atmosphere.

Love, Indus, with its offline pop-ups, creates a bridge between the digital and offline worlds. By sharing snippets and behind-the-scenes (BTS) glimpses of New York’s magical holiday season, they invite their digital community to visit these lovely pop-ups. This approach not only enhances the shopping experience but also builds a stronger connection with the brand.

NEWME, recognising the significance of December for the Gen Z audience, introduces a ‘Party Theme Collection’. The collection aligns with the winding down, merry-making, and festive activities around Christmas. NEWME’s offline stores don a festive avatar, contributing to a strong experience-building effort with customers.

Godrej Security Solutions capitalises on the vulnerability of home safety during the festive season. They offer special discounts on home lockers and electronic home security products, ensuring that safeguarding homes becomes not just a priority but an affordable one too. The focus on user support extends to consultative selling on the website, guiding users to choose the right products tailored to their specific needs.

Suta’s brick-and-mortar stores transform into Christmas wonderlands with red, white, and green colours, setting the stage for Christmas parties. By reinventing the tradition of Christmas sweater parties and engaging with Suta Queens (customers), they create a memorable shopping experience.