How brands are celebrating holiday cheer this Christmas

Christmas, with its twinkling lights, joyful carols, and the promise of goodwill, is a time when marketers embrace the art of storytelling. It’s a season where emotions run high, and consumers seek not just products but experiences that encapsulate the magic of the holidays.

The crux of Christmas marketing lies in the ability to connect with audiences on a deeper, emotional level. It’s not about pushing products; it’s about inviting consumers to become part of a narrative that resonates with the joy, warmth, and generosity that define the season. Brands embark on a journey to create marketing campaigns that transcend transactions, aiming to become an integral part of their customers’ festive celebrations.

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For Christmas marketing, every brand weaves a unique story. Peps Industries, a player in the sleep solutions industry, has decided to reimagine bedtime. K Madhavan, Managing Director, Peps Industries, shares, “This Christmas, we have worked towards reviving the luxury of sleep beyond mere commodities. At our Great Sleep Stores, we have curated cozy storytime nights and personalised routines inspired by holiday classics.” This approach transforms the act of purchasing a mattress into an experience. “By connecting with customers on a personal level, Peps doesn’t just sell products; it becomes a part of cherished holiday memories,” he adds.

On the fashion front, Virgio takes conscious gifting to a new level. Hansa Nigam, Director of Marketing & Growth, Virgio, shares, “The styles are unique yet versatile, making them a good choice for Christmas and beyond. This season, we’re encouraging our community to embrace the joy of giving by choosing Virgio as their go-to conscious gifting option.”

Contributing to the festive narrative, Mini Sood Banerjee, Assistant Director and Head of Marketing, AmorePacific Group, says, “Christmas is an important topical season for us, our brands launch special limited edition sets for the holiday sets, which are much awaited and looked forward to. This year INNISFREE’s limited edition holiday sets with our hero products were extremely popular. We also introduced limited edition socks and hosted Christmas giveaways to celebrate holiday cheer.”

Brands recognise the potency of platforms like Instagram, Twitter, and Facebook in amplifying their resonance, especially during the Christmas season. Virgio, for instance, leverages visual storytelling through short-form content. “As a fashion company, it’s important for us to create snackable, short-form content to introduce our collection’s inspiration, making, product benefits, amongst others,” explains Hansa Nigam. This visual storytelling keeps the audience engaged, providing them with a glimpse into the brand's world and creating a sense of connection.

However, it is not merely about showcasing products; it is about being real and relatable. Behind-the-scenes content, employee celebrations, and collaborations with influencers add layers of authenticity. Virgio’s approach, as Nigam describes, is to “keep it fresh, fun, and real to make it interesting to engage with”.

For brands with physical stores, the in-store experience is as crucial as the online one. Team Bolas strategically positions itself as the ultimate destination for thoughtful gifts, emphasising health. A company spokesperson states, “In preparation of the joyous season, we’ve curated special gift hampers that not only embody the spirit of giving, but also emphasise the importance of good health.”

The physical space becomes a festive journey, adorned with lights, Christmas trees, and exclusive discounts. Bolas ensures that every step within the store is a celebration, aligning the in-store atmosphere with the magic of Christmas.

In contrast, Virgio, currently available only online, revamps its virtual storefront to ensure users can discover collections around holiday themes easily. The online store is transformed with Christmas-themed banners, limited edition collections, and exclusive offers, creating a festive and immersive online shopping environment.

Godrej Interio strategically positions itself for the Christmas season by tailoring marketing campaigns to showcase exclusive offers, discounts, and promotions, aiming to capture the festive spirit. Sumeet Bhojani, Head of Marketing Communications, Godrej Interio said, "Utilizing curated content featuring festive-themed room setups and décor ideas, the brand seeks to inspire potential buyers. Active engagement on social media involves interactive Christmas-centered campaigns designed to encourage participation. With limited-time offers, such as the Furniture Treat offering up to 30% off, Godrej Interio effectively taps into the holiday shopping spirit to drive consumer acquisitions."

Kiran Ranga, Managing Director, Ripple Fragrances, reveals how IRIS Home Fragrances transforms into a gifting destination. “IRIS Home Fragrances has strategically positioned itself for the festive Christmas season by going beyond being just a home fragrance brand and emphasising its connection with cherished memories.”

In this realm, fragrance isn’t just a product; it’s a vessel for nostalgia. The brand launches heartwarming campaigns, encouraging individuals to become the source of delight for their loved ones. Collaborations with celebrity influencers Neha Dhupia and Angad Bedi add a touch of glamour, elevating the brand’s visibility during the Christmas season.

Beyond products, brands like Urbanic celebrate the holiday season by hosting annual events. Rahul Dayama, Global Head of Marketing, Urbanic, shares, “Every year we host our annual Christmas soirée for the Urbanic Squad, an extremely crucial part of the brand, and the values it represents. The celebration was attended by top names from the fashion space.”