From a bold Surf ad that spoke about religious harmony under the brand motto of ‘Daag Acche Hain’ to a somewhat subdued Onam celebration in Kerala caused by the tragedy in Wayanad, the advertising industry has matured in its communication strategy. As the festive season approaches in India, a time typically marked by vibrant celebrations and lucrative marketing opportunities, brands face a complex landscape of cultural sensitivity and crisis management. This year, as India celebrates Onam and approaches the broader festive season, two significant themes dominate the discourse: the role of brands in championing social causes through their festive ads, and the impact of recent tragedies on festive advertising strategies.
As brands craft their festive campaigns this year, they must balance cultural commentary with sensitivity to current events. The Wayanad landslides have underscored the need for cautious, respectful engagement with festive themes, while the broader trend of integrating social issues into marketing requires a nuanced approach.
The festive season remains an opportunity for brands to connect deeply with consumers, but success hinges on thoughtful, authentic communication that aligns with both the brand’s values and the current socio-cultural climate. Whether addressing social issues or navigating the aftermath of a tragedy, brands must be prepared to adapt and respond with empathy and integrity.
No Home Run This Onam
Experts suggest that this year’s Onam lost its lustre mounting to Wayanad landslides but will the longer festive season be its saving grace? IMPACT explores
By Aryan Khanna
During Onam season, the air is usually filled with excitement and festivity. Onam, Kerala’s biggest celebration, is not only a time of joy but also a period marked by significant purchasing and gifting. It’s a key moment for brands to make their presence felt, and align with the festive spirit. However, this year is different. The devastating Wayanad landslides, which have claimed hundreds of lives, left many injured, and several others missing, have cast a shadow over the usual celebrations, tempering the season’s joviality.
Experts note that this year’s ad spending hasn’t seen significant growth, primarily due to the recent Wayanad landslides. The government and public are deeply affected by the catastrophe, leaving little enthusiasm for celebrations. As a result, brands and government curbed their ad budgets, and the growth in ad spending was relatively low.
U S Kutty, CEO & Director, Kome Vertika, an integrated ad agency from Kerala, noted that ad spends did not grow by a huge margin this year. “Last year, we saw ad spends of around INR 700 crores across all mediums on Onam. And this year, I don’t expect to see a huge jump from last year’s figures,” he added.
The tragedy has most definitely dampened the festivity. However, the calendar holds a silver lining. Unlike most years when Onam falls in August, this year the festive window is longer. Onam 2024 fell in September. This extended festive window comes as a blessing as it makes up for the general cautiousness prevalent in the people. This phenomenon, in combination with the wedding season, could potentially be the hail Mary the industry requires.
Carrying this thought further, Boby Paul, Senior General Manager, Marketing, Manorama Online, shares, “This year, due to the heavy rains and landslides, the Onam fervour was comparatively less. But since Onam fell in September and not August, there will be a longer window for festivities. The 2 months of the festival season will really create a positive momentum.”
While the longer window is expected to partially make up for the relatively calmer Onam, the jump was still lower than a normal year. As per experts, Onam, which generally sees over 20% year-on-year increase in overall ad spends, would have seen somewhere around a 15% increase this year.
Reduced participation from the Kerala government, which is the major contributor to the Onam festivities and events, is why the ad spends are said to be less. Due to the landslides, the government had taken a step back from organising and promoting events. Therefore, to fill the vacuum and support local businesses, top media houses and agencies in Kerala joined hands to organise events and gatherings.
Unnikrishnan BK, Senior Vice President Sales at Asianet News Network, brought to our attention that they, alongside other big names like Maitri Advertising, hosted Onam Koottayma, a gathering for Onam. “This time, since the government was not in a position to salvage the situation, some of us stepped in. Our primary goal with these festive activities is to support vendors by ensuring they make their annual sales. We’re not focused on big profits; we just want to keep the festive season alive,” he said.
When it came to mediums involved, industry professionals predicted that Television will continue to be the top recipient for ad spends. However, the trend that was observed was that brands were heavily focusing on Digital for Onam communications.
Giving a breakdown of expected Onam spends across mediums, Umesh Bopche, Chief Executive Officer, Experience Commerce, had anticipated, “Television will capture 35-40% of the ad budget, harnessing broad reach and festive buzz, while digital media will follow closely with 25-30%, driven by high engagement on YouTube and Instagram. Print media will secure 15-20% for targeted regional reach, and Out-of-Home will grab some 10-15% through high-visibility urban spots.”
The brands are now realising the importance of connecting with younger audiences, and what better way than Digital? Digital is also helping brands personalise their messaging for their target consumers efficiently. Big brands across categories, such as Kalyan Jewellers and Muthoot Group, are actively leveraging Digital.
Sharing his brand’s vision, Ramesh Kalyanaraman, Executive Director, Kalyan Jewellers, voices, “We have strategically introduced changes to our media mix with a more digital-centric approach, recognising the surge in digital engagement among Indians. We have revamped our focus to digital platforms, social media, and OTT to capture the attention of younger audiences. We are developing content in shorter formats to amplify our reach across digital platforms, with a particular emphasis on vernacular campaigns.”
Echoing a similar approach, Abhinav Iyer, Sr. General Manager, Marketing & Strategy, The Muthoot Group, shared, “Our Onam spends were largely into Digital, Social, Events, and Activation. We also made modest investments in Print and OOH. Digital channels received a much larger share of our Onam ad budget due to their ability to reach out to a wider audience and provide more targeted messaging.”
While the government is on a backfoot, brands, agencies and media houses are making the push. Brands across regions place their communications around Onam; however, there are also brands like Cuticura that reserve over one-third of their total Onam ad spends for Onam celebrations such as Onam gatherings, sadhyas etc.
Talking about his brand’s strategy, Anupam Katheriya, CEO, Cholayil, remarked, “We are optimistic about the growth opportunities and have increased our spending on Cuticura by upwards of 20% during Onam. For our company, Onam is a significant period, contributing to 35% of our annual spending. During this time, we leverage TV, in-store branding, outdoor advertising, and direct consumer engagement.”
Print might not have been the top recipient of ad spends, but it continues to assert a strong presence. After all Kerala is still strong in terms of Print readership and impact. Experts like U S Kutty are noting that major retailers such as MyG and Oxygen spent big money on print media. There’s another trend that is brewing: focus on advertising on the first page and jackets.
Varghese Chandy, Vice President - Marketing & Advertising Sales, Malayala Manorama, was positive about this year’s outcomes, he had said, “Onam month shows 100% growth over a normal month. During this season, jackets are in high demand, followed by full- and half-page ads. We don’t offer special deals due to inventory shortages, and managing ad space is a challenge, especially on premium pages. We explore various combinations to avoid missing opportunities and ensure no revenue loss.”
Amid all of this, experts find that there is a general sense of caution among the brands due to the recent mishap. It is also being claimed that many of the brands, even the ones originating from Kerala, have started to diversify their spends. On top of it, experts discern that sales were an integral part of the Onam celebrations, but with the retailers and top e-commerce players holding regular sales, the impact of Onam sales is said to be reducing. Even when it comes to new launches, experts note that the number has reduced this season.
Elucidating this trend, Paul Philip, Business Head, Human Stories, a Kerala-based ad agency, said, “The cruel landslides and the shocking Hema committee report, have put people in a contemplative state. I would say that this Onam, there was cautious optimism in the market. On top of that, what we are noticing is that ad spends and launches are now starting to get diversified; they are no longer restricted to certain points.”
When it comes to categories, there are many that continue to make the best out of Onam year after year. However, newer categories such as travel and retail also made a mark this year. Meanwhile, some conventional categories, such as gifting, continued to dominate the markets this season.
Talking about the categories that shine the brightest during Onam, Thomas George, Associate Director - Planning, Stark Communications, stated, “We are seeing tremendous growth when it pertains to categories such as electronics, automobiles, textiles, and FMCG. Another great fact is that brands have started communicating in regional languages instead of merely translating the content.”
Brands are beginning to understand that they have to transcend their limitations to leave a dent during this period. From branding on first-page jackets to embracing Digital to sticking to the old favourites like Radio and Outdoors, brands in Kerala are undoubtedly channeling all the mediums to make a larger impact.
Giving an insight into the functioning of his media house, Naveen S, Head, Media Solutions, The Mathrubhumi Printing and Publishing Company, said, “All our verticals peak during Onam, and this year is no exception. Radio stands out, not just in terms of budgets, but in how it has resurged over the past couple of years as an effective, result-oriented medium. On-ground activations are equally important, so we launched the 11th season of BhagyaVAN, our PAN Kerala roadshow, covering 106 locations on August 28th. The response from brands and consumers has been tremendous.”
Even when it comes to communication, a few changes have been observed in the Onam campaigns this year. While brands have already started communicating in the local languages instead of merely translating the content, experts note that many brands still use generic communications & tropes. However, several brands are also attempting unconventional methods.
Breaking it down, Laj Salam, Founder and Managing Director, Plainspeak, a communications agency, shared, “A notable trend this year was the shift from traditional Onam themes to incorporating contemporary cultural elements. For example, brands integrated popular music trends, such as Hanumankind & Aoora’s tracks, into their Onam campaigns, reflecting a blend of tradition and modernity. Influencer communication became an integral part of campaigns this year.”
While the Wayanad landslides undoubtedly casted a shadow over this year’s Onam celebrations, the extended festival window, strategic digital investments, and collaborative efforts by media houses, brands, and agencies are helping sustain the festive spirit. Despite a tempered market response and cautious optimism, brands remained committed to leveraging Onam’s unique cultural significance, ensuring that this year’s celebrations, though subdued, continued to drive meaningful consumer engagement.
The ‘Woke’ Factor
As festive season approaches, IMPACT explores if it would be wise for brands to champion social causes and make commentary on rituals in their ads
In a country as diverse as India, where culture, festivals, and traditions form the backbone of everyday life, advertising is more than just a tool for commerce — it’s a conversation with millions of hearts and minds. Brands, eager to resonate with the pulse of modern consumers, often tap into these cultural touchpoints, hoping to blend social consciousness with celebration. However, over the last few years, several brands have attracted immense backlash for questioning cultures and traditions, with boycott calls screaming loud. Be it Bharat Matrimony’s call to make Holi safer for women last year, Fem Bleach’s 2021 Karwa Chauth ad showing a same-sex couple celebrating the festival, or Manyavar’s 2020 campaign questioning the tradition of kanyadaan – the attempts to make festive advertising purpose-driven created an issue for the brands. So, does it mean brands should stop advocating for social change in their festive campaigns? IMPACT seeks the answers.
Find the Right Brand Fit
According to industry experts, while it has become quite challenging to do cultural commentary in ads these days, brands should not shy away from expressing their true beliefs in their communications. However, they must ensure that the message is a strong fit for their overall brand image, as a standout message, no matter how well-intentioned, would attract negative attention.
Viren Razdan, MD, Brand-Nomics, comments, “Brands should not exploit an issue and treat the festive season as a window for opportunity to grab eyeballs. It is never a good idea to pick up issues solely by making a topical point. It will create a dissonance for the brand image.”
It is, therefore, very important to stand true to brand ethos and image when picking a cultural aspect to comment upon.
Mukesh Ghuraiya, CMO, Modi Naturals, explains, “We run two kinds of campaigns every year — one is something that is core to our brand proposition and the other is topical. However, we ensure that both of these campaigns are aligned in vision and stay core to the brand philosophy. To give an example, with Oleev, we tend to focus a lot on health and well-being. We are promoting it as a healthier choice, and that messaging remains central to our topical campaigns as well. Also, all our campaigns pass a strong filter test before we run with them to ensure we are not hurting any sentiments. We discuss these campaigns with our employees first, who come from diverse backgrounds, and they always have great insights to share.”
Back in 2015, the brand had come out with a Karwa Chauth campaign called #PyaariSiZimmedari, wherein the husband asks the wife to not fast for him, with a focus on healthy eating habits. On being asked if such a campaign could run in today’s time, Ghuraiya said, “Obviously, it is still possible to make such an ad today. Yes, trolling is a possibility, but brands should not deter if they believe in the messaging they are promoting.”
Measure the Risks
As brands decide to comment on a culture, religion, festival, or ritual, they need to be extra careful of how their move will be perceived by the masses. They need to be sensitive in their approach and weigh in all pros and cons. As Harikrishnan Pillai, CEO and Co-founder, TheSmallBigIdea, notes, “Brands taking social stances in any situation, festive or otherwise, is absolutely okay. It’s an acceptable segue, especially when you don’t have anything new to communicate or don’t want to focus on transactional conversations. However, navigating these stances requires cultural sensitivity and an understanding of potential backlash. While embracing social issues can be impactful, it’s crucial to make informed decisions about the risks involved. Pre-empt the reaction that’s going to come from the audience and develop strategies to address them.”
Binaifer Dulani, Founding Partner & Creative, Talented, resonates a similar idea as she quips, “Narratives to create equity for those who live on the margins of society is not ‘an idea’ or a ‘creative device.’ It’s a commitment. It can’t surge its head during the festive season to stand out and be noticed. It needs to be built through unconditional support reflected in monetary investment and senior leadership commitment to become legitimate territory for the brand to have a right to the conversation. This year, more than ever, brands and their partners need a hard look in the mirror to reflect if they have the right to champion marginalised voices.”
Stand True to Convictions
Even after placing all such checks and balances in place, the volatile world of social media can still attack a campaign that is trying to champion a social cause during festivals. There have been ample examples in the past where brands had to take down their campaigns because of this. The industry feels that brands should try and stay true to their beliefs in case a backlash happens.
Ruchika Varma, Chief Marketing, Customer and Impact Officer, Future Generali, concludes, “Social media has made it easy for everyone to have an option and present it. It is a serious concern, but it should not stop you from doing the right thing. If your campaign fits your brand image, can seriously solve a concern, or is socially responsible, you must stand by it.”
Overall, the festive season can still remain a space to highlight social evils and promote cultural change, but brands need to be careful of how they are presenting that message, must not exploit a topical concern, and on top of everything else, be ready to face the trolls with a brave face on.
