If your plain white clothes look like a canvas for the gulaal-filled hands of your friends, if there is a smell of warm Gujiyas and refreshing Thandaais in the air, if audio systems around you are playing ‘Balam Pichkari’ or ‘Rang Barse,’ then you know Holi has arrived! Perfectly titled the ‘Festival of Colours’, Holi has always been a riot of colours, emotions, and traditions—a time when communities come together to celebrate life in its most vibrant form. In today’s dynamic world, however, the spirit of Holi is not just about the playful splashes of colour or the echoing beats of festive music. It’s also about embracing change, championing sustainability, and social responsibility. Holi is now evolving into an opportunity for modern brands to voice these values into their campaigns, ensuring that while the spirit of the festival is maintained, there’s also steps taken toward environmental preservation and communal well-being.
Focus towards sustainability 
In a similar vein, the world of digital finance found a way to colour outside the lines of convention. CoinDCX, a pioneer in the crypto space, launched a campaign that intertwines the colourful chaos of Holi with the seemingly boring topic of cryptocurrency. As Prashant Verma, Chief Growth & Marketing Officer at CoinDCX, explains, they wanted to make crypto more relatable by blending it with Holi through a specially curated Holi Gift Box featuring organic colours named after crypto assets. He states, “The campaign is not just about brand visibility; it’s a playful yet educational initiative to introduce new users to the concept of crypto in a light-hearted and engaging manner.” Sustainability drives ‘Rang De Crypto’ as the brand balances festive joy with eco-friendly practices. With the use of organic, skin-safe Holi colours, seed paper greetings for planting wishes, and offering reusable memorabilia like a Bitcoin fridge magnet, all elements in the Holi Gift Box are reusable, organic, or biodegradable, embodying a truly sustainable celebration.
There’s a noticeable shift in the overall ethos of Holi marketing. The contemporary consumer is not only drawn to vibrant visuals and engaging experiences but is also increasingly mindful of the sustainability of the products and campaigns they support. This shift is prompting brands across various sectors to rethink their strategies, infusing their campaigns with eco-friendly materials, biodegradable packaging, and messages that resonate with the ideals of social responsibility. Whether it’s through the usage of organic dyes or by promoting initiatives that reduce waste, the underlying goal is to celebrate Holi in a manner that honours both tradition and the planet.
The creative side
Elsewhere, brands are pushing creative boundaries this Holi. From Licious’ ad, which transforms chicken dishes into a vibrant display of Holi colours, to Haldiram’s campaign, ‘Ab Hui Na Holi: Gulal aur Gujiya ki Iconic Jodi,’ brands are taking bold new approaches this season. These campaigns either feature specially curated Holi hampers or showcase the spirit of modern innovation in some other form. 
Croc’s innovative approach that reimagined its campaign with a mix of nostalgia and modern flair. Akshat Gupt, Co-Founder and Chief Creative Officer, Kulfi Collective, the creative agency behind the campaign, says, “We wanted to bring a fresh spin to ‘Rangeela Re’—it is vibrant, nostalgic, and perfectly fits the essence of Holi.” Speaking on reimagining Holi through ads, Akshat elaborates, “One example that stands out for me is the ‘#SaareMaelDhoDaalo campaign by Ghaadi Detergent, because they switched the typical ‘fun’ narrative around Holi, to address the important issue of consent and eve teasing in a very empathetic way. While some brands experiment with unique activations or themes, I think the most successful ones lean into relatable experiences, cultural nostalgia, and community-driven participation rather than reinventing the festival itself.”
The personal care sector, too, is stepping up its game in the spirit of Holi. Fixderma, a skincare brand, introduced a campaign that addresses a common post-festival dilemma. “Providing a pre and post-Holi skincare routine to keep our customers’ skin healthy and glowing. While you enjoy Holi, you can leave the stress of taking care of your skin to us,” says Preetam Jena, CMO & e-commerce Head, Fixderma. “Effective storytelling is the best possible way for brands to remain culturally sensitive and ensure their campaigns are shared across, thereby ultimately increasing the brand connect and awareness around it,” he adds.
EaseMyTrip, a leading travel platform, launched its ‘Holi-Day Travel Sale’ with an eye on making festive celebrations more accessible. “Brands are moving beyond traditional colour-based campaigns by focusing on experiential and value-driven activations that enhance customer engagement. At EaseMyTrip, we introduced the ‘Holi-Day Travel Sale;’ not just as a discount-driven campaign but as an opportunity for travellers to turn the festive break into a memorable getaway,” says Rikant Pittie, Co-Founder and CEO, EaseMyTrip. “In the travel industry, the future may see companies promoting eco-friendly Holi getaways—such as stays at green-certified hotels, curated trips to nature retreats, or travel packages that emphasise responsible tourism. As awareness grows, the industry is likely to innovate further, making travel during festivals not just joyful but also mindful of the planet,” he elaborates.
The era of Hyper Personalisation
Holi campaigns have evolved beyond just the traditional colour-themed ads into more immersive experiences that engage communities, leverage influencer participation, and embrace digital storytelling.
“Travel platforms, for example, use search history, past bookings, and real-time location data to suggest personalised discounts on flights, hotels, and holiday packages. AI-driven insights help refine these recommendations, ensuring that customers receive relevant and timely offers. With many travellers planning Holi getaways, brands use behavioural data to create dynamic content, from personalised email offers to targeted ads showcasing destinations suited to the user’s past interests,” explains Rikant Pittie.
Coin DCX for ‘Rang De Crypto’ went beyond traditional Holi campaigns by leveraging influencer-led hyperlocal engagement, community outreach, and multi-channel storytelling. Instead of a mass-market approach, the brand collaborated with crypto and finance influencers across various geographies to ensure a localised appeal. “Each influencer will receive the CoinDCX Holi Pack and will engage their audience in a ‘Decode the Colours’ challenge, connecting different crypto tokens to their significance,” says Prashant Verma. The brand also expanded to smaller towns via Telegram and social media communities, offering exclusive festive giveaways for Tier 2 and Tier 3 users.
Today, brands achieve a balance between cultural sensitivity and shareability by using genuine storytelling, inclusive visuals, and engaging interactive elements. Thorough cultural research is key to understanding local traditions and ensuring that their messaging honours the diverse ways Holi is celebrated.
“The key is to focus on the essence of the festival—celebrating colour, music, and togetherness—while being mindful of the world we live in today. Clearly ensuring consent in depictions of colour play, steering clear of angles that hurt religious sentiments, and avoiding gendered stereotypes is critical. When done right, Holi campaigns can be both high-energy and culturally respectful while driving home a brand’s message,” says Akshat Gupt.
As brands innovate with eco-friendly campaigns and playful narratives, the festival transforms into a celebration of creativity, responsibility, and pure, unadulterated fun. Every splash of organic colour and every thoughtfully designed experience serves as a reminder that we can honour age-old traditions while caring for our planet. So while we say ‘Bura Na Maano Holi Hain’ let’s aim to do more ‘Accha’ for the world.
