{"id":76595,"date":"2021-10-28T09:28:39","date_gmt":"2021-10-28T09:28:39","guid":{"rendered":"https:\/\/websitedesigns.com.au\/elankanew\/?p=76595"},"modified":"2021-10-28T09:28:39","modified_gmt":"2021-10-28T09:28:39","slug":"sparking-off-diwali-festivities-down-under-by-shivani-maddali-2","status":"publish","type":"post","link":"https:\/\/websitedesigns.com.au\/elankanew\/sparking-off-diwali-festivities-down-under-by-shivani-maddali-2\/","title":{"rendered":"Sparking off Diwali Festivities Down Under \u2013 by Shivani Maddali"},"content":{"rendered":"

Sparking off Diwali Festivities Down Under \u2013 by Shivani Maddali<\/span><\/h1>\n

\"Sparking<\/p>\n

Source:-multiconnexions<\/a><\/span><\/p>\n

This blog was written by Shivani Maddali from the MultiConnexions Marketing team.<\/em><\/span><\/p>\n

Diwali, also known as Deepavali or the Festival of Lights, is an Indian festival celebrating the triumph of good over evil. It is the most important festival in Hindu culture, often likened to the \u2018Indian Christmas\u2019 and is celebrated across the globe by the South Asian diaspora. During Diwali, the sky dazzles with firecrackers, the streets are lit with diyas (earthen lamps), gifts are exchanged, and the atmosphere is brimming with joy. It is a five-day celebration, with each day having its own significance and tale. Diwali also marks the beginning of the Hindu New Year and is considered an auspicious time for financial investments.<\/span><\/p>\n

Diwali is also an important time for marketers as customers are actively shopping for various items such as investment opportunities or gifting options (jewellery and technology).\u00a0 In India, many media brand launches occur during Diwali because Indian consumers are much more receptive during this time.<\/span><\/p>\n

Celebrating Diwali far away from home<\/strong><\/span><\/p>\n

For Indian and South Asian international students, Diwali represents a key time to connect with their cultural roots. Many international students, including myself, have not been able to go home these past two years due to the border closures and this can make students feel quite isolated from their culture. Talking to my Indian friends and reflecting upon my own experiences, cultural festivals are even more important for international students as they cultivate a sense of belonging and community away from home.<\/span><\/p>\n

In celebration of Diwali abroad, international students look for brands that are reaching out to them during this time. Disappointingly, there are not many marketers that recognize this key cultural moment to engage with the large Indian diaspora in Australia. During the 2019-2020 fiscal year, the Indian student market brought in $6.6 billion to the Australian economy.\u00a0 International students are easily targetable and extremely profitable yet many Australian brands underestimate their value. During Diwali, Australian marketers must make more of an effort to authentically engage with these audiences via special offers, sincere wishes, and POS displays. This sentiment is deeply appreciated by Indian diaspora and helps them feel acknowledged \u2013 increasing brand consideration and purchase intentions.<\/span><\/p>\n

In 2020, many brands successfully leveraged social media, influencer marketing and digital tools to deliver Diwali campaigns with culturally relevant messages that endeared themselves to the Indian and South Asian audiences. Here are some marketing tips to make your Diwali campaign stand out and resonate with customers.<\/span><\/p>\n

1 .\u00a0 Hyper personalisation and technological innovation<\/strong><\/span><\/p>\n

Cadbury\u2019s \u2018This is not just a Cadbury ad\u2019 campaign was a commendable example as it utilised a hyper-personalised media plan and\u00a0integration of advanced technology<\/a>\u00a0to tell a story about togetherness and bonding with family, friends and the community. It incorporated the data of hundreds of local brands and retailers badly impacted by pandemic as part of the campaign, so that audiences would be able to see the shops in the advertisement which were in their region or city. This made the concepts of \u2018togetherness\u2019 and \u2018inclusiveness\u2019 even more meaningful as it endeavoured to spread awareness and help small businesses in India, uplifting consumers and brands in the bright and charitable spirit of Diwali. Cadbury\u2019s success can inspire other brands to adopt innovative technology and hyper-personalised media planning to reach customers better.<\/span><\/p>\n