Major cultural celebrations like India’s Festival of Lights transcend borders and resonate with millions of people worldwide due to its message of unity and strengthening bonds between loved ones. So it’s no surprise that many companies use this inspiring gala and feast as the backdrop for exciting brand promotion endeavours.
But what is the universal appeal of Diwali? How has the festival become such a potent promotional event for businesses across the globe? And how can you harness the celebrational energy of Diwali to strengthen your own social media and digital marketing strategies? We’ll be answering just these questions today.
Below are five compelling arguments for adding a Diwali banner for 2024 to your website and business social media profiles, and taking the Festival of Lights as an opportunity to run promotions online.
1. Engaging with your Target Demographics
For people across the world that are of Indian descent, Diwali is a time for family get-togethers, gift exchanges, and feasting. In certain regions, it marks the start of a new year, which brings the hope of prosperity and the pursuit of happiness. The broad meaning of the holiday symbolises the triumph of good over evil and knowledge over ignorance. This is why Diwali celebrations are considered to be so life-affirming, with great food, fun music, and opportunities to get dressed to the nines in your favourite saree, kurta, or lehenga.
Overall, Diwali brings positive emotions and feelings of inclusivity not just for the Indian heritage but for all communities worldwide who value peace and unity. So embracing the holiday can be a great way to set a jubilant tone for your company’s social media content and digital brand presence.
Simply put, for companies hoping to cultivate meaningful connections with their consumer base, Diwali is the perfect time to introduce new products and associate positive emotions with them.
2. Boosting Brand Visibility
On the topic of ‘brand presence’, it goes without saying that using national holidays, sporting events, and cultural observances offers companies a significant advantage when seeking to reach large numbers of people with their message. After all, Diwali is a worldwide phenomenon, both online and in person.
The Festival of Lights transforms entire neighbourhoods and cities into galas with shimmering lights and decorations. Using this heightened attention, companies can capitalise on the opportunity with intelligently crafted marketing strategies using both modern and traditional channels (i.e. posters, banners, flyers, and also Instagram stories and other social media content that provides organic support to digital ad campaigns).
And when we say ‘intelligently crafted marketing strategies’, it’s also important to make sure that your Diwali materials are factual, well-informed, and respectful towards those who observe the holiday. Building relationships with the demographics you’re looking to reach naturally requires authenticity, which in turn requires going beyond surface-level aesthetics to demonstrate your team’s understanding and respect for Diwali’s cultural significance to so many people.
3. A Hands-On Approach to Community Engagement
Since the Festival of Lights places emphasis on family unity, community, and celebrations, it presents a perfect opportunity for businesses to strengthen their consumer relationships. By producing culturally relevant content centred around the gala, you’ll spark enduring engagement with followers.
But it’s not enough to just celebrate on-screen – so make sure your company has a presence at local Diwali celebrations! Tap into the Diwali spirit of togetherness by venturing out into the local communities and sponsoring related events within the many fairs. These are energetic markets, jamborees, and showcases offering cultural music and dance performances for everyone to enjoy.
Most local assemblies stage events showcasing traditional Indian music and dance, as well as drama and storytelling performances produced by local artists and schools. Festival goers can enjoy many delicious cuisine offerings in various food stalls after they’ve finished shopping for handicrafts, clothing, jewellery, and other wearable Diwali fellowship items.
At dusk, the community comes together for diya (oil lamps) and candle-lighting ceremonies in parks, religious centres, and community venues, symbolising the victory of good over evil and light over darkness. Then, the nights are capped off by requisite fireworks displays to provide a visual treat for families to enjoy. With so many activities on offer, there are many ways that your company can get involved (i.e. as a sponsor, a stallholder, etc.). So get out there and engage with the community you’re looking to reach!
4. Paying it Forward
Diwali is a time of peace and prosperity alongside being an opportunity for raucous celebration. So as much as your business will benefit from participating in Diwali and running your own promotional offers to commemorate the season, you can expand your reach and deepen your community engagement even further by making sure you’re giving as much as you’re getting, so to speak.
With the festival being such an opportune time for companies to boost their community engagement, Diwali should also be considered an opportunity for local companies to participate by offering sponsorship money in return for brand visibility and allowing employees to volunteer their services by offering individual expertise where needed to ensure events go off as planned.
Many festival-related events can benefit from your charitable contributions, both in terms of funding and extra hands-on volunteer assistance. To help those in need, there are charity drives, food distribution, and other service-based activities espousing the Diwali spirit of generosity and compassion.
5. Global Appeal
India’s population is estimated to be around 1.4 billion people, making it the most densely inhabited country in the world, surpassing China. If ever there was a tailor-made market offering diversity and vast opportunities for companies to thrive serving a wide range of customers across many regions, the Indian homeland and heritage fit the bill.
But the appeal isn’t limited to this subcontinent. As Indian people migrate and travel for tourism and business purposes, the world’s interconnectedness allows natives to celebrate Diwali wherever their travels take them.
Multinational brands can take advantage of this by recognising the annual occasion and celebrating the core themes of family unity with campaigns that educate other cultures about Diwali’s importance. Follow in the footsteps of other inspiring Indian entrepreneurs and changemakers like Robin Malik, Mona Patel, and others who have brought Indian culture to the forefront in global spheres.
The universal themes of good triumphing over darkness appeal to diverse backgrounds, and brands can easily leverage this appeal with inclusive strategies highlighting these common values of decency, making the Festival of Light relevant to broader audiences.
Using alliances with local influencers on prominent social platforms can further amplify your marketing campaign’s reach and genuineness, ensuring it connects with both Indian and other backgrounds alike.
Guided by Light
This year, the festivities are slated for November 1. You’ve still got ample time to prepare a marketing strategy that not only captivates audiences and promotes your brand, but also promotes positive change and positions your brand as a vibrant fixture of your community.
So start developing your Diwali socials content calendar now to make sure you can really embrace the spirit of the holiday!
