Amid poll frenzy, brands are sharpening their strategies to celebrate Poila Boishakh

With brands increasingly sharpening their focus on regional markets, events and festivals in the regional markets offer brands and marketers fresh opportunities to increase reach and engagement.

Poila Boishakh or Noboborsho is celebrated as the Bengali New Year on April 15. Boishakh also marks the beginning of the New Year in Assam (Bihu), Tripura, Jharkhand, Punjab (Baisakhi), Kerala (Vishu), Tamil Nadu (Puthandu). The festivities are marked by shopping, gifting and exchanging sweets, as well as holding cultural shows and handcrafts exhibitions across the states.

Over the years, Poila Baishakh has come to be considered as an ideal opportunity for brands to leverage new and innovative festive marketing strategies for establishing stronger and more meaningful relationships with the consumers, reaching newer cohorts, and reinventing their targeting strategy, further strengthening their brand image. Consumers, especially Bengalis, connect more with brands with whom they resonate on a personal, cultural or traditional level. Brands utilize this festive period to add a greater amount of value to the lives of consumers through their unique storytelling strategies, bringing forth crisp new ideas, concepts, and a sense of ebullience, enhancing top-of-mind recall, brand awareness, and strengthening the brand positioning. Brands in West Bengal, specifically those present in Kolkata come up with special offers, discounts, personalized communication or messaging, and brand visuals for the consumers, imbuing a spirit of Poila Baishakh into their lives, making them go into a celebratory mood.

Adgully delves into the festive marketing strategies by brands around Poila Boishakh this year, amid frenetic election campaigning for the 2024 Lok Sabha elections.

Discussing about how AdCounty Media is preparing to tap into the opportunity provided by Poila Boishakh and the marketing as well as the campaign strategy around the same this year, Delphin Varghese, Co-founder & Chief Revenue Officer, AdCounty Media, shared how AdCounty Media's marketing and campaign strategy is revolving around the celebration of the essence of Poila Boishakh while being in alignment with its offerings and brand values. Elaborating on the content strategy of AdCounty Media for Poila Baishakh this year, he pointed out, “As we approach Poila Boishakh, the Bengali New Year, our brand is poised to seize the opportunity.  We aim to create engaging and culturally resonant content that highlights the traditions, customs, and festivities associated with Poila Boishakh. To reach our target audience effectively, this content will be shared across various digital platforms, including social media channels, email newsletters, and our website. We shall leverage the spirit of community and togetherness that characterizes Poila Boishakh by organizing special events and promotions. These initiatives will foster a sense of belonging among our customers and showcase our brand's commitment to celebrating diversity and inclusivity.”

He also informed about how the marketing efforts of AdCounty Media will extend beyond digital platforms to include collaborations with local influencers, community organizations, and cultural institutions. These partnerships will help it to amplify its brand message and establish a deeper connection with its audience.

Speaking about the objective for Poila Boishakh this year, he said, “Our goal is to create a memorable and immersive experience for our customers during Poila Boishakh while reinforcing our brand identity and values. Through a strategic blend of engaging content, promotions, events, and partnerships, we aim to position ourselves as a trusted partner in celebrating this auspicious occasion.”

Sudip Mullick, Co-owner, Balaram Mullick, and Radharaman Mullick & Owner of Bonne Femme, shared how Bonne Femme will make the most out of Poila Boishakh by inculcating festive décor inside the restaurant, specialized promotions, or unique menu items. He said, “The Bengali New Year is a celebration with great cultural significance. Through its marketing activities, Bonne Femme restaurant may capitalize on this opportunity by recognizing the significance of the festival.”

On the marketing strategy of Ibis Kolkata Rajarhat, Amita Mishra, General Manager, Accor, mentioned about two strategies for leveraging the occasion of Poila Baishakh – which are by providing special offers and promotions including offering special discounts, promotions, or exclusive deals during the Poila Boishakh period to attract customers. This could involve limited-time offers on products or services that are relevant to the occasion. The other strategy is social media campaigns, where social media platforms will be utilised to launch targeted campaigns around Poila Boishakh, creating captivating and engaging content that fosters participation and interaction from its audience.

Mehernosh Pithawalla, EVP & Head of Brand & Strategic Insights, Godrej & Boyce, shared how digitalization has brought about a transformative wave in Eastern markets, providing exciting growth opportunities for Godrej & Boyce and how the Eastern region has long been a focal point for them, consistently proving to be one of their most significant target markets.

He noted, “The extensive adoption of mobile and social media platforms has fundamentally reshaped our interactions with consumers. In today’s dynamic landscape, crafting culturally relevant marketing campaigns isn’t just important; it’s essential and social media stands as a crucial communication tool in this endeavour. Leveraging data analytics from these platforms, we meticulously craft targeted online marketing strategies tailored to each brand under the Godrej & Boyce umbrella. Our esteemed brands such as Godrej Appliances, Godrej Security Solutions, Godrej Locks, and Godrej Interio often seize the festive season to offer special incentives, ensuring maximum impact among consumers.”

Ramesh Kalyanaraman, Executive Director, Kalyan Jewellers, shared how Kalyan Jewellers is coming up with a new campaign on the occasion of Poila Boishakh this year, which is about the celebration of the newly discovered camaraderie, companionship, and personal transformation that arrives with marriage. He said, “Celebrating the auspicious occasion of Pohela Boishakh, we have introduced an all-new digital campaign headlined by our regional brand ambassador for the state of West Bengal – Ritabhari Chakraborty.”

He further added, “At Kalyan Jewellers, we have been successful in creating a distinctive positioning as India's national hyper-local jeweler. Over the years, we have developed a strong understanding of consumer preferences in the region, offering a customized service-backed shopping experience to patrons. The digital film features jewelry designs from our Sankalp jewelry line, which encompasses a range of traditional yellow gold jewellery with intricate enamel Meenakari designs. The jewellery line takes inspiration from the cultural ethos, tailored to cater to local tastes while celebrating the vibrant Bangla spirit.”

Vaibhav Bhanchawat, Chief Operating Officer, India & Foods Business, Marico Limited, pointed out how festivals & food in India go hand in hand to bring shared joy and how Saffola always looks forward to the festival of Poila Boishakh to bring alive this shared joy for its consumers. He said, “This year, we are hosting an interactive activation with local influencers from Kolkata, offering them a first-hand experience of India’s Softest Soya Chunks in an engaging manner. Today’s contemporary consumers demand a perfect balance between health, taste, and convenience; therefore, the activity will be followed by the influencers cooking some of the most relished Poila Boishakh recipes with a healthier twist using Saffola Soya Chunks. Over the years, Poila Boishakh has evolved into a great opportunity to connect with consumers in West Bengal. However, in today's digital era, brands need to be cognizant of not just sharing content with consumers, but making it relevant and relatable too.”

Poila Baishakh – A marketing occasion for brands

Delphin Varghese discussed about how Poila Boishakh’s evolution into a powerful marketing platform highlights its undeniable relevance for today’s consumers. Brands that acknowledge and embrace its cultural significance can leverage this auspicious occasion to forge stronger connections with consumers and achieve significant business growth.

He also shared about how Poila Boishakh, the Bengali New Year, has transcended its traditional roots to become a vibrant cultural phenomenon. This growing popularity reflects its deep significance and widespread celebration. He said, “What’s exciting for brands? Poila Boishakh offers a unique chance to connect with consumers on a deeper level.” He pointed out the strategies for leveraging the occasion of Poila Baishakh in a more worthwhile manner which are as follows:

• Emotional Connection: The festive spirit and strong sense of community during Poila Boishakh allows brands to engage with their audience in a meaningful way. By tapping into the emotional pull of the occasion, brands can forge stronger relationships.
• Themed Marketing Magic: Aligning products and services with the themes of tradition, renewal, and celebration is a winning strategy. Special promotions, curated collections reflecting the festive spirit, and well-organized events can all capitalize on the surge in consumer interest during Poila Boishakh.
• Partnerships for Authenticity: Poila Boishakh fosters cultural exchange. Partnering with local artisans, social media influencers, and cultural institutions can boost a brand's authenticity and credibility. These collaborations support local communities and help preserve cultural heritage.

Ramesh Kalyanaraman shared how hyperlocal strategy has been an integral aspect of the Kalyan Jewellers – be it in its product offering across showrooms or its marketing campaigns championing the brand. He added, “We aspire to appeal to a wide audience by attempting to understand the local market preferences and trends in various geographies, which has been one of the key reasons behind the brand’s success across the country. Time and again, we have leveraged the occasion of Pohela Boishakh to appeal to the wider consumer base in West Bengal, which is one of the most critical markets for us. At the showroom level, to mark the occasion, we have introduced some new product offerings, as well as a range of gold and silver coins. There is a short wedding period that follows the new year and based on ongoing demand momentum, we are optimistic about consumer sentiment.”

Optimizing festive marketing strategies

According to Delphin Varghese, “In today’s digital landscape, leveraging festive occasions for marketing has become more critical than ever. Brands constantly seek innovative ways to connect with their audience and drive engagement during these celebratory moments. The festive season brings a surge in consumer spending across various categories.”

He pointed out the strategies by which brands can leverage this opportunity to maximize sales and brand awareness which are as follows:

1. Targeted Paid Advertising:

Use paid advertising platforms like Facebook Ads, Google Ads, and LinkedIn Ads to reach your ideal customer.

Employ audience targeting options like location, age, and interests to ensure your message reaches the right people.

2. Captivating Content & Social Media Magic:

Craft engaging, relatable content that resonates with the festive spirit while showcasing your brand's offerings.

During peak festive times, plan and share innovative content across social media platforms like Facebook and Instagram.

3. SEO: The Keyword Advantage:

Integrate trending and relevant keywords into your website and social media content to improve search visibility during the festive season.

4. Contests that Convert:

Host engaging contests on social media platforms like Instagram, Facebook, and LinkedIn to boost brand interaction and reach.

5. Targeted Email Marketing Campaigns:

Leverage email marketing to promote festive offers to your existing customer base and attract new prospects.

Ideally, launch email campaigns 15 days before major festivals like Diwali, Holi, Christmas, or New Year’s to capitalize on pre-festive shopping sprees.

Sudip Mullick shared about the festive marketing strategies adopted by Bonne Femme on the occasion of Poila Boishakh this year, saying, “Social media platforms like Instagram, Facebook, and Twitter can be used by Bonne Femme to share Poila Boishakh-themed content, encourage user-generated content, collaborate with local artists, and co-host events to increase engagement and drive foot traffic. Bengalis love to eat and enjoy trying delicious dishes from all over the world. Whether it is famous foods or traditional recipes, we are always eager to taste them wherever we go. Bonne Femme is all about celebrating the amazing food found around the world, especially comforting and soulful dishes. During Poila Boishakh, one of Bengal's biggest festivals, Bengalis also celebrate their love for food. We showcase our diverse tastes and creativity through innovative Bengali dishes.”

“As Poila Boishakh, the Bengali New Year, approaches, we are delighted to extend enticing deals to our consumers. Witnessing a surge in demand for our cooling solutions amid the summer season, especially with the recent launch of our EON Vogue series of wood-finish air conditioners and refrigerators, we are offering enticing benefits such as cashback, easy EMI options, zero down payments, and extended warranties across a spectrum of products including refrigerators, air conditioners, air coolers, and deep freezers. Additionally, we are gearing up to launch localized campaigns to celebrate Poila Boishakh in style. Festive seasons not only provide a unique platform to forge deeper connections with consumers but also offer a precious opportunity to honour cherished traditions,” said Mehernosh Pithawalla.

He further added, “At Godrej & Boyce, we have always kept innovation at the center of everything – be it our solutions or marketing campaigns to pioneer progress for generations. Through our meticulously crafted, data-driven marketing strategies, Godrej & Boyce ensures that its brands resonate deeply with all festive celebrations.”

Saket Mohta shared how Merlin Group celebrates the day with great fervor at its Acropolis Mall, with events like fashion shows in traditional attire and delectable delicacies. This attracts people who converge at the mall and indulge in shopping, with Acropolis Mall offering discounts that continue up to Poila Boishakh.

He added, “Poila Boishakh celebrations have strong cultural and historical roots. It started with Bengal’s rural agricultural traditions. During the Mughal era, Emperor Akbar introduced the Bengali calendar to improve tax collection. After a decade, this occasion became a cultural festival in Bengali. We at Merlin Group perceive the festival as a strong marketing platform. Our country is a land of festivals which bind people together and Paila Baisakh is an auspicious occasion for people to buy new homes. We leverage this occasion at our resort Ibiza the Fern Resort & Spa and Princeton Club and hold traditional Bengali food festival for our guests. Our brands leverage digital marketing platforms and social media handles to make people aware of our offers.”

Ramesh Kalyanaraman pointed out how Kalyan Jewellers has introduced changes to its media mix with a more digital-centric approach, which has played a key role in targeting next-gen consumers. It is now focusing on developing content in various shorter formats to amplify across digital platforms, especially for its vernacular campaigns. He said: "In recent years, we have witnessed a phenomenal increase in screen time spent by Indians towards digital, social media, and OTT platforms. Keeping up with these changing times, it has become imperative for brands to align their marketing budget towards new-age mediums. We believe this strategy is helping us achieve higher penetration in newer markets, leading to an uptick in our market share.”