Holi is one of the most auspicious festivals celebrated throughout India. It brings different communities and family members together, and marks the formal end of the winter season and the coming of spring. Known as the vibrant festival of colors, it also offers a golden opportunity for brands to connect with their audience in India and beyond.
Indians celebrate Holi by throwing coloured powders and water-filled balloons on each other — all in the spirit of fun and cheer! This colorful festival, celebrated with enthusiasm and joy, marks a great opportunity for businesses to engage their customers with creative and lively marketing campaigns. Retailers (online and offline) respond by offering massive discounts through Holi special offers.
Whether you're a seasoned entrepreneur or a new small business owner, leveraging the spirit of Holi can enhance your brand's visibility and engage your target audience in a meaningful way. In this guide, we'll explore effective Holi sales and marketing strategies to make your campaign a success.
What are the best marketing ideas for Holi to boost brand engagement and sale?
The best marketing ideas for Holi are the ones that resonates with the spirit of the festival while aligning with your brand's values and products. A successful Holi-themed marketing campaign should evoke the joy, unity, and vibrancy of the festival. Here are some standout ideas:
1. Holi-themed contests and giveaways
Engage your audience by hosting Holi-themed contests and giveaways on social media platforms. Encourage participants to share their Holi celebrations, colorful visuals, or creative Holi experiences using specific hashtags related to your brand. This not only boosts engagement but also generates user-generated content, adding authenticity to your campaign.
You can run contests on social media like ‘the most colorful pic contest’ or ‘the funniest Holi pic contest’ and reward the winners with your brand’s shopping vouchers.
This is an extremely smart strategy to increase the footfall on Holi in 2020. It is, in fact, a double-edged sword.
You can ask the contestants to tag their friends/family in the pic. It will not only ensure increased footfall of the voucher winners, but also free promotion of your business by getting you in front of their tagged friends.
Don’t forget to create a unique hashtag for the campaign and ask all the contestants to use the same.
2. Holi ad campaigns with influencers
Collaborate with Indian influencers who embody the spirit of Holi to create compelling Holi ad campaigns. Influencer marketing can amplify your reach and lend credibility to your brand. Choose influencers whose audience aligns with your target demographic to ensure maximum impact.
3. Holi-themed festive advertisements and decorations
Your newspaper advertisements, web pages or decorations in your physical store should all have a festive look to reflect the colourful themes of Holi. The offers should be clearly visible, supported by clever catch phrases.
If you own a physical store, give the onlookers a reason to visit your store. Go colorful. Decorate your store with multi-coloured balloons, festoons and hanging accessories etc. Display colorful goodies along with gulaal packets as a return gift for all shoppers.
4. Get creative on social media
On occasions like Holi, the social media home feed is cluttered with Holi campaigns of big and small businesses.
How do you break the clutter and stand out?
Leverage social media platforms to run targeted social media campaigns. Use eye-catching animations and visuals that reflect the colorful spirit of Holi to attract your audience.
Here’s an example of an excellent campaign by Brand Factory promoting its Holi discount offer.
The video doesn’t start with the hoopla around the brand, discount or even Holi. Rather it starts with an interesting story that successfully keeps the audience intrigued until the very end, when finally the brand name and the offers are disclosed.
You will notice the hashtag at the end #BuraNaManoDiscountHai — this encourages social sharing of the discount.
Start promoting your offers through social media and emails a month before the festive week.
5. Use catchy local phrases in ‘Hinglish’
Most Indians use a mix of English and Hindi (Hinglish) when they speak. Regional languages are widely spoken in smaller towns. Using local words and phrases in your advertisements and banners — such as Holi Dhamaka, Paisa Vasool, Maast Offer—is sure to attract attention.
6. Store within a store
Large brands often want their own space within a store as they want to stand out in a crowded store.
It’s typical for some consumer electronics companies to have their own store pages on Amazon.in.
This concept is also applicable to physical stores. For instance, Bose has a separate section for its products in Croma, a famous electronics store. And Yamaha has an enclosed listening room within the same store for its home theatre products. An appliance maker selling food processors will have a section in one corner of the store where salesmen give live demos of their products in action.
This concept works well in India, as Indian consumers like to interact with salesmen, touch the product and ask questions about features. Store owners can charge the manufacturer a premium for these exclusive storefronts.
To do this in a small shop, approach the manufacturers of your most popular products to see if they are willing to participate.
7. Create a special landing page for your online store to feature Pooja items and Holi special gifts
As people prepare for the religious ceremonies that occur on the eve of Holi, some shoppers, especially senior citizens, look only for Pooja items. For those of you who are selling online, make it easier for your customers to find these items, as they usually shop closer to the festival and have little time for shopping.
Set up a special page on your eCommerce website or create a Pooja section in your physical retail store.
Offer a lot of variety. For instance, incense sticks holders could be made of wood, plastic, brass or silver. Thalis could be made from stainless steel or pure silver and come in various sizes.
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8. Introduce Holi-themed product launches and customised gifts
Holi is the festival of getting together with family and friends.
More than the actual gift, it is the feeling of care and thoughtfulness behind the gift that people love the most.
Introduce new products or limited-edition Holi-themed items. This creates a sense of urgency and exclusivity, encouraging customers to make a purchase.
Since Holi is one of the biggest festivals, there are many things for people to do. From preparing a stock of gujiyas and other snacks for guests, to the shopping of gulaal, clothes and gifts for relatives, it is a lot of work.
You can help your customers strengthen their bond with the family and peers by selling customized gifts for them.
Instead of customizing to a personal level, try to have standard samples. For example, if you have an apparel store, you can sell colorful T-shirts with creative text for sisters, brothers, friends, etc.
9. Collaborate with local artists
Partner with local artists to create Holi-themed artwork or installations. This not only supports the community but also provides unique content for your marketing campaign.
10. Host Interactive holi events
Organize Holi events or workshops that allow customers to experience your brand firsthand. Whether it's a Holi party or a demonstration of your products, these events can create memorable experiences.
11. Email marketing campaigns
Craft engaging email marketing campaigns that highlight your Holi offers, products, and events. Use vibrant visuals and compelling copy to capture attention.
12. Use WhatsApp to engage customers and generate sales
WhatsApp is a powerful tool for increasing sales during Holi. With its widespread usage in India, WhatsApp can be used to engage directly with customers. Here’s how:
- Personalized Messaging: Send personalized messages to your customers with Holi greetings and special offers. Personalized messages can create a sense of value and exclusivity, encouraging purchases.
- Broadcast Lists: Use WhatsApp broadcast lists to inform your customer base about Holi sales, new products, and special events. This ensures your message reaches a large audience quickly and efficiently.
- Customer Service: Enhance your customer service by offering support and answering queries related to your Holi offers via WhatsApp. This immediate interaction can boost customer satisfaction and loyalty.
How to plan and execute your Holi marketing campaign?
Generating fresh ideas for your Holi marketing campaigns can be a creative challenge. Executing a success marketing campaign for Holi is even more challenging during a peak festive season. Here are some steps you can consider to help you plan and execute your Holi marketing campaign more effectively.
1. Analyze past campaigns
Review past Holi campaigns by successful brands like Surf Excel to understand what worked and what didn’t. Take note of the visuals, taglines, and marketing techniques they used to resonate with their audience.
2. Leverage User-Generated Content
Encourage your audience to share their Holi experiences and feature them on your social media posts. This not only provides you with new content ideas but also fosters a sense of community and engagement.
3. Stay updated with marketing and social media trends
Keep an eye on current marketing and social media trends and strategies that are gaining traction. Platforms like LinkedIn offer insights into what’s working in the industry, allowing you to adapt and innovate your campaign ideas.
A successful Holi marketing campaign requires thorough planning and execution. Here are strategies to ensure your campaign’s success:
4. Define your target audience
Identify your target audience and tailor your Holi campaign to meet their preferences and needs. Understanding your audience is key to crafting messages that resonate.
5. Craft a compelling tagline
Create a catchy and memorable tagline that encapsulates the spirit of Holi and your brand. A strong tagline can enhance brand recall and engagement.
6: Utilize Word-of-Mouth marketing
Encourage satisfied customers to share their experiences with your brand. Word-of-mouth marketing is powerful during the festive season, as people are more likely to trust recommendations from loved ones.
7: Measure and analyze
After the campaign, measure its success through analytics tools. Analyze what worked well and what didn’t to refine your future marketing strategies.
Holi marketing campaign ideas: How the retail giants do it
As we approach the festival of Holi, online retailers like Amazon and Flipkart as well as offline retailers like Big Bazaar book full-page ads in the local newspapers, announcing their Holi offers.
1. Amazon.in Holi store
Amazon India has set up a special ‘Holi Store’ on its website to offer discounts on smartphones (up to 40% off), summer appliances (50% off) and Holi-related 'Pooja items' (80% off).
In addition, Amazon India offered up to Rs 3,000 cashbacks if shoppers chose Amazon Pay as their payment mode and purchased Holi gift cards.
2. Flipkart Colours of Joy
Last Holi, Flipkart set up a Holi store and branded it ‘Colours of Joy.’ It offered up to 80% off plus 9 percent cashback under its ‘FreeKaaMaal’ cashback Holi special offer. The lucky few got 100% cashback through ‘FreeKaaMaal.’
The range of discounted merchandise included mobile phones, electronics, furniture, fashion and Holi gifts.
3. Big Bazaar
Photo: Dharmesh Patel on Unsplash
Back in 2020, Big Bazaar decided to gamify the shopping experience. Under the Big Bazaar Holi Game Offer, the retail giant offered shoppers a free voucher for Rs 1,000.
To win a Rs. 1,000 voucher for this Holi offer, one had to play an easy game.
The game required shoppers to walk through a street and dodge coloured powder thrown at them! They also had to avoid the cars on the busy street.
The top 300 scorers won the gift voucher. Other participants got a special discount coupon of Rs 200 for their next purchase at Big Bazaar.
Pricing strategies to help increase sales during Holi
Indian shoppers are price-aware and seek value. Merchants use every trick in the book to make their customers feel they are getting a bargain or value.
1. Sales days
Hold special sales days you announce in advance through newspaper ads, signs or flyers. Special offers, discounts, bundling offers, cashbacks — all the pricing strategies we describe next — should be part of the shopping experience on sales days.
Create a special name for your sales day. For instance, Flipkart calls theirs ‘Big Billion Days.’
2. Cashbacks in partnership with banks
Cashback schemes are very popular in India and can result in a further price reduction on items. Retailers offer cashbacks on selective credit cards in partnership with banks. The credit card companies also pitch this as one of the benefits.
You will need to work out an arrangement for this with the bank well in advance.
3. EMI and financing options
Equated monthly installment (EMI) is a way to pay for items without feeling a drain on one’s finances.
This payment option is highly favoured by the salaried class.
Depending on the scheme, there may be a ‘zero down payment’ or the consumer will have to pay a small amount up-front. The financing is taken care of by a financing company like Bajaj Allianz or a bank. Zero interest financing makes this payment option more attractive.
Again, you will need to work directly with the financing company to plan in advance of the festival.
4. Discounts on popular items
Electronic items, especially mobile phones, are heavily discounted. While it may seem like the manufacturer will run at a loss because of heavy discounting, they can make it up by selling at high volumes.
5. Exchange schemes
Many multi-brand retail stores such as Vijay Sales have exchange schemes and a price reduction against the old item. They will send their van to pick up your old TV or refrigerator.
Exchange schemes are highly favoured by Indian housewives, especially for home appliances.
Retailers will need to work out an arrangement for this with the appliance manufacturer.
6. Coupon codes for discounts on partner apps
More Indians are buying smartphones and consuming services through apps. A few popular examples:
- Food delivery services
- Entertainment (movie tickets)
- Cab aggregator
- Mobile recharges
Retailers can partner with these app-driven services to offer scratch cards and coupon codes for discounts. This creates an incentive to shop at your store, rather than another. The key here is to partner with a company your customers favor.
7. Loyalty points
Retailers may offer loyalty cards and points to shoppers who frequent their stores. This comes with membership and loyalty benefits. Every time a purchase is made, a certain number of points are credited. Accumulated points can later be redeemed for price reductions.
This can be as simple as offering punch cards to shoppers with the offer of “Buy # and get the 10th free.” Every time they buy one of that item, you punch their card.
8. Bundling offers
Buy a TV and get a free soundbar. Buy a double toothpaste pack and get a free toothbrush.
This pricing strategy draws consumers to a particular brand, only because of the free item that’s bundled in. A free soundbar, for instance, is great value, as the consumer need not postpone the purchase of the soundbar — or spend extra on it.
The catch is, the price for the soundbar is absorbed in the cost of the TV, which is likely to be a premium brand!
Manufacturers also use bundling offers to introduce shoppers to other items that they make. For instance, a washing machine detergent maker might also bundle in a soap bar that they manufacture.
Think about how this might work with the products you sell. Are there any that go together?
9. Buy two get one free
This pricing strategy works really well for fast-moving consumer goods and for clothing items like shirts.
For instance, a certain razor brand offers the fourth razor free, thereby selling three in one go. You’ll see five and six pack items in supermarkets.
It’s common to see offers for men’s shirts wherein the third shirt is free. These kinds of offers can also reduce a retailer’s daily inventory quickly — and help it sell more items for a particular brand.
10. Purchase commitment
Some multi-brand retailers like Pantaloons offer schemes wherein if you commit to spending a certain amount (say, Rs 6,000), then you would be entitled to a certain reduction on the final bill amount.
Such schemes work well for families who buy in bulk.
Indians usually shop for their entire family including their parents during their shopping trip, and their bill amounts often exceed Rs 5,000.
Get started with your Holi marketing campaign today!
Holi provides a vibrant canvas for brands to showcase their creativity and connect with their audience. There’s a lot you can do to prepare your online or offline store for the Holi season. As you have read in this article, it’s all about projecting value and making the shopper feel that they got a good bargain.
It’s also about the shopping experience — make shopping fun for the whole family!
By leveraging the festival of colors and its joyous spirit, brands can enhance their visibility, boost sales, and build lasting customer relationships. Whether through social media campaigns, influencer collaborations, or engaging events, the key is to align your marketing efforts with the festive spirit of Holi. With the right strategy and execution, your Holi marketing campaign can be a resounding success.
Get your customers into the festive mood, with your colourful ads, catchy slogans and of course, your irresistible Holi special offers.
Happy Holi festival!
Editor's Note: This article includes content written by Shweta Saxena and Brian Pereira.
