From Diwali to New Year’s- as we wrap one part of festive marketing and jump to another, let’s look at why personalisation plays an important role in festive marketing. Festivals in India has always been a huge part of our tradition and still continues to be one. Festive celebrations bring people together and it’s the same for brands, festivals are the biggest opportunity to connect with their consumers. But the only difference today is that celebrations have a different meaning for different people and that’s where personalization comes in.
The need for personalization comes from the shift in consumers expectations today. Today every consumer doesn’t want to feel like just another in a huge crowd, they want to be felt like they are spoken to individually. People expect brands to understand that India is rapidly changing and for that they want ads that address their culture and traditions, their lifestyle choices and most importantly their shopping habits.
Previously, a single festive campaign or ad could run across the country. This worked wonders as there were fewer channels of distribution and less fragmented audiences. Now, with multiple digital platforms coming into the picture, influencers and diverse communities a single thought messaging feels outdated. While this might seem like a lot at the first go but to be honest there is a lot of power in personalization!
In today’s time, it’s all about being relevant! Personalization doesn’t just mean putting someone’s name in an email. Successful festive campaigns today use various methods like regional storytelling, smart recommendations (basis your browsing history), customized offers, engagement first content that include interactive campaigns, AR filters, or gamified experiences that feel personal.
Think about it: someone in Delhi celebrating Diwali may shop for clothes and décor, while a family in Tamil Nadu celebrating Pongal may look for food, homeware, or travel. The celebration is different, so the marketing must be too. Festivals are personal, emotional, and unique to every household. For brands to stand out, they must speak to individuals, not the masses. Personalization ensures that festive campaigns don’t just sell but also build long-term brand love.
When a brand shows that it understands you, it creates: Trust – customers feel valued, Relevance – customers see real benefit & Loyalty – they come back even after the festive season.
In today’s marketing world, the brands that win during festivals are the ones that make every customer feel seen, valued, and celebrated.
