In years past, social and marketing calendars have transcended into “seasons.” There’s fashion season and travel season, concert season, and art & design season.
And then there’s the Indian Festive Season—a time truly to behold. As it must, it rolls around year after year but never dwindles in the excitement, the palpable energy, the glitz and glam, and communal revelries.
In the midst of the festivities lies a deluge of brands, marketers, agencies, and individuals—each vying for the attention and adulation of their respective audiences.
Consequently, when the floodgates of festive marketing open, consumers often quickly move from being mildly captivated to passive and ultimately indifferent.
Enter the experiential with a promise of “mindful maximalism” as a means to effectively connect with audiences on an emotive level.
The Appeal of Mindful Maximalism
This strategy, which combines the sensory appeal of maximalism with the thoughtful approach of mindfulness, offers a unique opportunity for brands to connect with consumers on a deeper level and foster long-lasting loyalty.
It’s not simply about being bigger, shinier, buzzworthy by association, or the most extravagant.
It’s about creating history, not hype, with experiences that are visually stunning and also emotionally resonant.
Recently, Tasva Fashion and Tarun Tahiliani announced the start of this year’s wedding season in the most epic way possible—a Tasva-clad Ranbir Kapoor entering amidst a live “baraat” to take the runway for the most offbeat and celebratory fashion show. The surrounding models perfectly donned the roles of groomsmen, with every detail authentically crafted to capture the palpable “emotion” that only the big fat Indian wedding offers.
Likewise, Cartier’s annual festive celebration for its clientele and loyalists offered an unforgettable evening embedded in the self-assured iconicity of Cartier within an elevated and contemporized Diwali atmosphere.
The Bottom Line
Indian consumers are evolving, and so too must the ways to gauge their desires, speak their language, and capture their hearts. Mindful Maximalism takes experiential marketing a notch higher by creating stunning moments of memorability that are rooted in profound meaning. By experimenting with scales, formats, and storytelling devices, brands can win the loyalty of their audiences.
