Brands walk the emotional plank on Holi
Advertisers stitch together a message of unity and love, steer clear of controversial, topical messages as they look to leverage the moment
Being played under the shadow of Covid-19 and amidst countrywide protests and riots, the festival of colours has been extended its most cautious welcome in recent years by advertisers. Instead of raucous humour or topical banter, most have opted for tried and tested narratives of filial love and friendships.
Most brands have used digital media to launch their campaigns and are mindful that under the widespread panic over the coronavirus, celebrations are likely to be muted.
Sandip Chhetri, COO of online B2B marketplace Tradeindia.com says that the Coronavirus shutdown in China is likely to hit the Holi business, water sprinklers and squirt guns are expected to cost at least 20 per cent more and the other products are likely to reflect an even larger price rise.
The Facebook campaign around Holi is all about expanding one’s circle of friends. A young Indian man in Romania is surprised and thrilled to see the snow-white landscape around him spring into colour as friends from back home use social media to rustle up celebrations at his workplace. Speaking to the media about the campaign, Ajit Mohan, vice president, and managing director, Facebook India said, “One of our focus areas this year is to tell the exciting story of a service that is deeply embedded in the fabric of India. While at the company level we remain focussed on building trust, we want to showcase the many ways that Facebook is intertwined in the lives of Indians.” The campaign will run in eight languages and play across all media.
For the social media giant, Holi is the opportune moment to market its message of togetherness. Given the flak that it has been subjected to over fake news and hate and abuse being peddled via its platform, the festival is an opportunity to put across a secular message of camaraderie.
A similar theme runs through Hindustan Unilever’s Surf Excel ad where a young boy unites two warring factions in the family, The moment where the family members drop their differences in a symbolic exchange of colours also furthers the brand’s message of daag acche hain (stains are good). However Sandeep Goyal, founder of Mogae Media blogged that even though it is a feel-good message in a wellmade film, it is a comedown from the 2019 pitch.
Last year, the company drew criticism for using the occasion to talk about interfaith tolerance during Holi. Perhaps that is why this year, it stuck to a safe message of rapprochement between brothers, especially given the nationwide protests on CAA-NRC.
Coca- Cola India is using the festival to pitch beverage brand Fanta through, #Nobahanaholi (No excuses Holi), in which ambassador Sara Ali Khan asks people to play with abandon. Some brands have wrapped a larger social message around the celebratory narrative; for instance, fashion brand Fbb has # Buranakhelo, Holi Hai! (Do not step over the line, it’s Holi). Actor Mithila Palkar asks women to speak up against harassment under the garb of play in the ads. Water and air purifier brand Livpure has launched # Binapaaniholimanaani
(Celebrate without water) , which highlights the need of water conservation and how festivals such as Holi result in wastage.
Another Future group brand, Easyday has a campaign called # Apnepan Ka Rang that shows a delivery person keeping the package safe even as he tries to first, dodge the colours, and then participates in the celebrations. Fashion brand Max Fashion, sticks to the message of joy and celebration.
Many brands have converted the festival into another deals and discounts day, offering special festive packages for customers, which say many may be the best way to stand out in the cluster of ads cluttered around similar themes.