Festive marketing is going regional. But can brands be culturally relevant without trying too hard

Festive marketing is going regional. But can brands be culturally relevant without trying too hard

For years, festive marketing in India followed a predictable formula: one big idea, one big film and one media plan designed to travel across the country. Diwali was Diwali, and the assumption was that the same emotional territory would work everywhere. I think that model is becoming increasingly difficult to sustain. India does not have one festive culture. Ganesh Chaturthi, Onam, Durga Puja, Navratri, Pongal, Bihu, Eid and countless other cele…