Festivals in India are vibrant occasions filled with emotion and connection, serving as powerful opportunities for brands to engage with consumers. However, with every brand competing for attention during these moments, the key to standing out lies in 'sharp, authentic storytelling'- making your brand’s festive expression both distinctive and true to its core archetype.
Festivals: Emotional Touchpoints and Brand Opportunities:
Indian festivals are more than events; they are emotional milestones that unite families and communities. Each festival evokes unique emotions—Dussehra’s boldness, Holi’s exuberance, Raksha Bandhan’s intimacy and Diwali’s extravagance.
Kantar’s NeedScope framework maps these festivals to specific emotional “codes.” Brands that tap into these codes can build deeper connections with their audiences.
The NeedScope Lens: Archetypes and Festive Codes:
According to NeedScope, every festival and brand has an archetypal 'code.' For example, Diwali is archetypally 'Purple'- symbolising extravagance and abundance, but also contains elements of other archetypes, such as 'Brown' (homemade sweets), 'Orange' (traditional attire, fireworks), 'Red' (games of luck), and 'Blue' (Diwali cleaning).
Many brands, in their festive campaigns, try to associate with popular elements of Diwali, sometimes straying from their own archetypal focus. This often results in generic advertising that blends in rather than stands out. The brands that succeed are those that weave their unique story into the festival, amplifying their archetype rather than diluting it.
Archetypally Sharp Advertising: Insights from Kantar’s Meta Analysis:
Kantar analyzed 30 recent festive ads using AI tools for ad effectiveness (Link AI) and positioning alignment (NeedScope AI). The analysis revealed that many ads were either ineffective or archetypally ambiguous. However, a few stood out for their authentic storytelling and archetypal clarity.
Cadbury is a prime example. Positioned in the 'Orange-Brown' space, Cadbury’s ads focus on warmth and small celebrations that bridge social divides. Its Diwali campaigns, including the AI-led SRK activation (2022), the Homepreneur ad (2023), and the latest film, consistently reflect these core values. The brand’s festive messaging aligns with Diwali’s rituals of gifting, sweets, and sharing- relevant to both the category and the brand.
Indriya, a new entrant in the jewellery space, distinguishes itself with storytelling that lands firmly in the 'Purple' zone of opulence. Its latest Diwali ad for the Alka range smartly integrates the brand’s story into the festivities, avoiding generic Diwali codes. The ad’s scene-by-scene analysis using NeedScope AI shows a consistent 'Purple' impression, enhanced by classical music, luxurious jewellery, and a sophisticated Diwali dinner setting.
Both Cadbury and Indriya’s ads also scored highly in Kantar’s predictive Link AI test, demonstrating that staying true to your archetype can deliver both impact and authenticity.
Key implications for Brands:
- Start with Your Archetype: Understand your brand’s emotional territory—whether it’s fun (Yellow), harmony (Orange), or superiority (Purple).
- Amplify, Don’t Abandon: Use festive symbols and rituals, but filter them through your archetype. For example, a “Brown” brand can focus on togetherness, while a “Purple” brand can emphasize abundance.
- Be Consistent Across Touchpoints: Ensure your festive expression is coherent and unmistakably “you” across all platforms, from TV to digital to in-store.
The Payoff: Authentic Difference!
In a crowded festive market, sharp storytelling rooted in your brand’s archetype helps you stand out—not by being louder, but by being more authentically yourself. This approach amplifies your brand’s meaningful difference, making your festive campaigns memorable and impactful.
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