Strengthening the bonds, brands eye big festive revival this Raksha Bandhan

Festive season sales account for a significant chunk of the annual sales for retailers selling apparel, electronics products, household furnishings and FMCG brands. Retailers across the board reported a strong recovery, with sales in September 2021 reaching 96% of the pre-pandemic levels, according to the sales data released by RAI. With mass vaccination, confidence has returned amongst consumers to step outside their homes and resume their life of the pre-pandemic times. Retail outlets, too, are encouraged by the positive sentiments and have opened up their businesses full swing. Brands, too, are seen bullish on the festive season this year.

Thus, all eyes are on Raksha Bandhan this year, which heralds the beginning of the festive season. Traditionally a family affair to celebrate the bond between brothers and sisters, over the years Raksha Bandhan has turned into the shopping bonanza, especially for categories such as gifting, jewellery, apparel, beauty & personal care, sweets, food & beverage, among others. Ahead of the festival, we have seen several e-commerce platforms unleash online sales and discounts bounties. Retail outlets, too, have been matching up with the online platforms.

CaratLane, India’s leading omni-channel jewellery brand, has launched a campaign celebrating the different unique bonds that siblings share, on the occasion of Rakhi. Talking about their campaign for Raksha Bandhan, Avnish Anand, COO and Co-Founder, CaratLane, said, “It’s a universal fact that no two sibling bonds are the same. Every relationship is unique and is threaded by different memories that makes it so special. We wanted to capture the essence of this uniqueness through our campaign, inspired by our own lives and that of our customers. We’ve seen how our customers want to gift jewellery to make it extra special, memorable for a lifetime and something that symbolises the bond they share with each other.”

Link 1- https://youtu.be/NU2HVJh5vyc

Link 2- https://youtu.be/Ppo8T4tKXOY

Post the two restricted and mellow seasons of 2020 and 2021, brands are really excited for this festive season. Sharing his perspective, Krishnarao Buddha, Senior Category Head, Parle Products, noted, “In the past two years, people were not able to go out and splurge, and with low or no restrictions throughout the country currently, we expect the consumers to be going all out and celebrating this festive season with full vigour. Another reason we predict this festive season to be big is that markets and other public spaces have opened. Schools & colleges have opened and the practice of the students spending their daily pocket money generates daily consumption for us, particularly in the snacks and confectionery category. Thus, brands are quite elated, and they are looking forward to leveraging this period to increase the consumer touchpoint and interaction along with overall growth in the business.” 

Every brand has its own set of strategies. Parle has collaborated with Bombay Sweet Shop to present the Geniusly Sweet Collection, an offering that brings together legacy and innovation. The company has curated two unique offerings especially for Raksha Bandhan. There is a sinful Parle-G Fudge made with 55% dark chocolate ganache with chunks of Parle-G biscuit and the indulgent Chai Biscuit Choco Barks (dark chocolate layered with silky butterscotch chai spice caramel and Parle-G). This is quite a unique collaboration.

“We expect brands across categories to leverage the upcoming festive times with strategies as diverse as cross promotions, in-film integrations, on-ground events to generate trials, awareness and create buzz. For example, at Parle, we are planning to tap the regional festivities to make our brand presence. We are also the principal sponsors of ABP Sharad Arghya, the largest Durga Puja contest in West Bengal,” Krishnarao Buddha added.

As a fashion brand, Westside is an optimistic bunch that loves to celebrate its ‘Indian-ness’. As shared by Umashan Naidoo, Head of Customer & Beauty, Westside, A Tata Enterprise, “While being up to date with the trends is one aspect of being a fashion brand, heritage is the other. We love telling stories – from our new product launches to campaigns, all with the hope to inspire youthful India.”

Continuing further, Naidoo said, “When it comes any festivity, gifting is one major angle that the consumers are on the lookout for. So naturally, our aim is to provide our customers with gifting solutions. To bridge that “search” and “find” for Raksha Bandhan gifting, we have curated an edit page on the main portal (westside.com). This also gives our customers an easy and fulfilling experience.”

He added, “To reach our audience, we are moving to social media – our touchpoints of engagement being Instagram, YouTube, and Facebook. We have secured an organic follower base on these social platforms that allow us to connect with them – one way we woo in an audience is through giveaways.  Additionally, we also like to treat our loyal members! Through West Style Club, we will offer the members birthday month treats that remains exclusive only to them.”

Ferns & Petals has become synonymous with gifting and is popular during the festive season. Commenting on his company’s initiative, Sai Thota, Head - Digital Marketing at Ferns N Petals, noted, “The sentiment in the market for Raksha Bandhan is a mixed bag. Since most of the Rakhi orders online are dependent on the siblings separated by distance because of the migrations either for jobs or education, the trends are very good for cross-border Rakhi ordering – sisters in India and other countries sending Rakhis to their NRI brothers living outside of India. Same is the case with NRI sisters sending Rakhi to India. But at the same time, siblings living within the country, but settled in different cities seem to be making sure that they meet this time for Rakhi (since a lot of them couldn’t make it in the last 2 years), as the trends indicate basis the slow movement of orders within India. We might see some rush close to the day in the offline markets and malls.”

Speaking on behalf of Myntra, their spokesperson remarked, “One of the most awaited and celebrated festivals in the country, Raksha Bandhan is a commitment of adoration, warmth and togetherness between siblings and cousins, and Myntra’s preparations are underway to cater to this special bond. We are going live with over 7,000 options for Rakhi on our platform, where various brands will be offering an array of Rakhi styles ranging from traditional Rakhi’s, Sterling Silver Rakhi, Bhaiya Bhabhi Rakhi and Embellished Rakhis. Additionally, super sibling gift sets, perfect pet picks for ‘siblings’ with 4 legs and premium gifting options cross categories such as Indian wear, beauty gift sets, jewellery, watches, home and other accessories will also be available for customers.”

From topical stories to posts focused on Rakhi gifting options during the pre-Rakhi phase, Myntra’s social media channels will be abuzz with the festive vibe. Besides, its squad of popular influencers are also creating inspirational content for the festival.