Bigbasket, a Tata Enterprise, has launched an influencer-led digital campaign to mark India’s harvest festivals, focusing on the cultural traditions associated with celebrations such as Makar Sankranti, Lohri, Pongal, Bihu and other regional festivals. The campaign features creators sharing how they observe these occasions through food, family rituals, décor and festive customs, while also highlighting access to festive essentials and organic assortments on the platform.
Among the creators is Vicky Pedia (@vickypedia_007), a lifestyle content creator with over one million followers, who showcases Sankranti-related preparations through short-form videos featuring items such as til laddoos, revdi and sugarcane delivered for festive use. His content focuses on last-minute festive needs and household preparations.
Watch the video here:
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The campaign also features Saloni (@itsalittlethings), an animator and illustrator known for nostalgic visual storytelling. Through animated content, she highlights access to ingredients such as pitha mix, black rice and mustard oil used in traditional Bihu and Assamese recipes, along with a focus on organic and responsibly sourced products.
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The festive assortment showcased in the campaign includes Lohri and Sankranti essentials such as sugarcane, gajak, revdi, til laddoos, peanuts, kites, torans, rangoli and puja items; Pongal-related products such as pongal mix, sweet mixes, ghee, diyas and puja plates; and Assamese festival items including pitha mix, sesame snacks, regional rice varieties, black rice and mustard oil.
Speaking about the initiative, Seshu Kumar Tirumala, Chief Buying & Merchandising Officer, Bigbasket, said, “Harvest festivals are all about traditions, family, and the food that brings everyone together. Through this influencer-led campaign, we want to show how easy and stress-free festive preparations can be with bigbasket. With our wide range of festive and organic essentials available on our platform, customers no longer have to worry about last-minute shopping and can focus on celebrating the moments that truly matter.”
According to the company, the influencers were selected across regions and content formats to reflect diverse cultural practices, while highlighting availability of staples such as rice, pulses, jaggery, spices, fruits and vegetables used in festival cooking. The campaign forms part of bigbasket’s seasonal outreach around regional food traditions and festive shopping behaviour.
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