Brands Illuminate Experiences: Experiential Marketing Sparks Ahead of Diwali Festivities

As the festival of lights, Diwali, approaches, brands in India are heightening their marketing efforts with immersive experiences. From jewellery to automobiles and electronics, diverse industries are crafting compelling encounters at malls, airports, shops, and online platforms. With the festive ambiance in full swing, marketing experiences incorporate Augmented Reality/Virtual Reality (AR/VR) encounters, intimate gatherings, interactive installations, celebrity and influencer interactions, and contests with substantial prizes.

Notably, brands are dedicating a significant portion, around 30-40%, of their festive budgets to these intimate and immersive events. Maruti Suzuki, a frontrunner in this space, employs AR and VR to unveil its premium car models. Other brands in sectors like automobiles, jewellery, and personal care are also delving into this trend, collaborating with platforms like Snapchat to integrate VR experiences into their offerings.

Arvind Balan, Co-Founder & CEO of Maxperience, emphasizes how brands in categories like gold and automobiles are making experiential marketing a pivotal part of their strategy. The level of premiumness in a product often dictates the extent of experiential marketing. Liquor brands are also leveraging experiential marketing during Diwali through events like tasting sessions and food & drink festivals.

According to industry experts, ad spends on outdoor advertising soared by 64% to reach Rs 3,600 Crore in 2022. This surge is expected to continue during the festive season, with an overall ad spend growth prediction of 15%. Experiential marketing, particularly pop-ups, is gaining traction during festive shopping, engaging the influx of people visiting shopping complexes, malls, and markets.

Sunny Vora, CEO of Madison Turnt and Anugrah Madison, notes an interesting trend this year. While brands are increasing spending on experiential marketing, a significant portion of it is centred around the World Cup, with a focus on long-term visibility rather than immediate brand building amid the festive clutter.

Innovations are rife this season, with brands utilizing AI to enhance creativity. TVS, for instance, has creatively used solar lights to illuminate wall wraps in rural areas. CGI installations, especially in tier 2 and 3 cities, are becoming more prevalent. However, marketers are still in the experimental phase with AI, taking time to design powerful storylines around AI-based campaigns.

Conscious consumerism is emerging as a notable trend this festive season. From conscious gifting to environmental mindfulness, there's a growing awareness among consumers. Mumbai's Phoenix Palladium mall, in collaboration with Sonu Sood, exemplifies this trend with an exclusive campaign - "Shop and Give It Back with Charity Save Life," wherein a percentage of every purchase contributes to the underprivileged.