Dos and Don’ts of Festive Video Marketing-  a guide for Indian Corporates

Introduction:

Navratri, Diwali, Kali Puja, Chhath Puja, Christmas, and New Year’s—the last quarter of the year is the busiest for brand marketers in India due to the festive season. Festive marketing becomes crucial for brands to engage effectively with their audiences and drive sales. In 2023, Indian brands spent approximately INR 20,000 crore on festive marketing, with nearly 35-40% of annual marketing budgets allocated to this period, especially for retail-oriented or consumer brands.

But with every brand vying for attention, how do you ensure your festive video marketing strategy stands out? This blog explores the Dos and Don’ts of festive video marketing, helping Indian corporates leverage video content and avoid common mistakes like WhatsApp overload and email spamming.

Dos of Festive Video Marketing

1. Go Beyond Generic Festive Greetings

Sending generic WhatsApp greetings via mass messaging is one of the quickest ways to disengage customers. In 2024, uniqueness and personal touch are key to making your festive greeting stand out.

• Create Personalized Video Greetings: Brands can craft short, customized video greetings that use the customer’s name, purchase history, or personalized offers. Video marketing provides a personal touch that static images cannot. For instance, Zomato and Swiggy have mastered festive video greetings, making each message feel tailored for their users.
• Celebrity-Driven Video Greetings: Take it a step further with AI-powered personalized greetings from celebrities. In Cadbury Dairy Milk’s “Not Just a Cadbury Ad” Diwali campaign, AI allowed small businesses to create personalized ads featuring Shah Rukh Khan, promoting their local stores. Watch it here. This campaign set a new standard for personalization, engaging audiences emotionally.

2. Build Emotional Connections Through Promotional Videos

Festivals in India evoke strong emotional sentiments. Creating video content that taps into these emotions can lead to stronger brand loyalty and engagement.

• Storytelling Matters: Instead of focusing only on promotions, use storytelling in your videos. Brands like Tanishq, Cocacola, Surf Excel, Amazon excel at this, crafting videos that celebrate family, tradition, and unity. Their Diwali campaign ads seamlessly integrate festive traditions while subtly promoting their products. Amazon Diwlai ad is a great example of everything going right with festive marketing videos. Storytelling can even draw emotional connections to traditionally boring categories like cement. JK Cement Diwali Ad 

3. Leverage the Power of User-Generated Content (UGC)

User-Generated Content (UGC) has become a vital tool in festive video campaigns. Encouraging your customers to participate in your brand story can significantly amplify your reach.

• UGC Video Campaigns: Encourage your audience to create content related to your brand during the festive season. For instance, Tanishq’s #TanishqWaliDiwali campaign invited users to share their festive moments wearing Tanishq jewelry. This not only expanded their reach but also built an authentic connection with their audience.
• Festive Challenges: A festive challenge, such as asking customers to share how they celebrate Diwali with your products, can create a buzz on social media. Swiggy’s #DiwaliInABox video challenge is an example of how UGC can extend a brand’s message across social channels.

4. Go Beyond Product and Offer-Driven Marketing

Festive marketing should not be limited to product offers. Take this opportunity to connect with your audience in a meaningful way by focusing on non-product-related initiatives.

• Non-Product-Related Content, Highlight Causes: Another way to build emotional connections is by tying in social causes with your festive campaign. A great example is Google India’s “Reunion” campaign, where they focused on emotional storytelling rather than pushing their product. Instead of promoting a product, the video told a heartwarming story of two friends separated by the India-Pakistan partition who reunite with the help of Google Search. The emotional resonance and social value of the video strengthened the brand’s connection with audiences. In a world where people even skip 15 secs ads, this video grasps user attention till the end. Similarly, brands can focus on festive-themed CSR initiatives. Swiggy’s Diwali ghar aayi was another such beautiful attempt. 
• Emphasize Values, Not Just Offers: Brands that focus on emotional resonance, generosity, and community involvement are more likely to stay top of mind with their audience beyond the festive season.

5. Use Dynamic and Interactive Videos

Interactive and dynamic videos can significantly boost engagement, making your festive campaign more memorable.

• Interactive Videos: These allow viewers to engage directly with your content. Brands can create interactive ads where viewers can choose what they want to see, whether it’s festive gift ideas or personalized offers. Interactive videos encourage engagement and hold the viewer’s attention longer.
• Dynamic Ads: Personalize your video ads based on user behavior or preferences. Brands like Amazon and Netflix use dynamic ads that adjust the content based on the viewer’s interests. During festivals, dynamic videos can recommend specific products based on what customers have previously purchased.

Simple Tips for Effective Festive Video Marketing

1. Timing is Key: Start your festive video campaigns 3-4 weeks before the festival to build excitement. Use teaser videos, countdowns, and sneak peeks to generate buzz.
2. Use Multiple Channels: Don’t limit your videos to one platform. Distribute them across YouTube, Instagram, WhatsApp, and email to ensure maximum reach and engagement.
3. Repurpose Video Content: Use different formats for different platforms. A 30-second YouTube ad can be repurposed into 15-second Instagram Stories or shorter WhatsApp videos.
4. Explore Lesser-Known Channels: Leverage niche platforms like ShareChat or Roposo to target regional or specific audience segments, particularly during the festive season.

Don’ts of Festive Video Marketing

• Don’t Overwhelm Your Audience with Frequent Messages: Bombarding your audience with multiple video ads or WhatsApp messages every day can cause annoyance and lead to unsubscribes. Stick to a well-planned, strategic schedule.
• Don’t Focus Only on Discounts and Offers: While promotions are important, focusing solely on discounts makes your campaign transactional. Use storytelling and emotional connections to stand out and engage more deeply with your audience.
• Avoid Long, Unengaging Videos: Attention spans are shorter during the festive season. Keep your videos concise, engaging, and within 30-60 seconds, especially for platforms like Instagram or WhatsApp.
• Don’t Ignore Mobile Optimization: With over 80% of video views happening on mobile devices, ensure your video content is mobile-friendly, vertically oriented for social media, and quick to load.
• Avoid Generic Content: Using generic templates and unoriginal ideas dilutes your brand’s uniqueness. Instead, focus on creating personalized and visually appealing videos that reflect your brand’s personality and the festive spirit.

Final Thoughts: The Power of Video Marketing in Festive Campaigns

Festive video marketing is not just about promoting products—it’s about creating emotional connections, fostering community engagement, and standing out in a crowded market. Brands that focus on personalized, interactive, and value-driven video content can make a lasting impact.

If you want some ideas for your brand’s festive video strategy, reply to this, and we’ll send out a customized plan just for you. This festive season, let’s create something unforgettable together.