Brands leverage the different shades of Holi to tell their story
As one of the biggest festivals of the year draws close, various brands dig their heels into the theme of the festival and plays upon colours to communicate what the festival means to them.
Here are some of the campaigns that caught our attention.
People usually wear their worn out or old clothes on Holi so that they can afford to get them spoiled. Brand Factory plays upon this theme in a campaign conceptualized by Publicis Ambience, and communicates that it is ok to wear fine clothes during Holi as they are offering up to 70% discounts on new clothing.
Surf Excel’s #RangLaayeSang campaign
Communicating a simple yet powerful message in the midst of election season, Surf Excel's Holi campaign created by Lowe Lintas made waves on social media as many people attacked it for its theme. However, most people including experts agree that it is a well conceptualized campaign and that the reactions were extreme.
Read more: HUL ads backlash: Not hurting sentiments is a sensible brand strategy, say experts
The film opens on a playful and fun note with two children discussing how they plan to celebrate Holi this year and unfolds to reveal their resolve to conserve water during celebrations due to its scarcity. The digital film carries a message that if children understand the necessity to save water during Holi then why not everyone else.
Blued launched #RangDeBluedSe campaign
2019 has been a year of many firsts since Section 377 is no longer applicable to the LGBTQ community. This Holi, Blued as gay social networking app launched a Holi campaign that is about celebrating diversity in sexuality through colours.
Budweiser releases digital film We're all Kings
Some brands know a simple truth and that is Holi is a festival that gives Indians another excuse to party. Picking on the energy of the festival that is echoed by Indians, Budweiser launches the kinetic digital film titled We're All Kings that shows people just having a good time during Holi festival.