This Diwali, move in.
Navratri, Diwali, Holi — even Independence Day. The festive calendar is India's most reliable media plan, if the ad has something to say besides “Happy”.
ABC Mediamix editorial team1 min read
Lay our archive out by date and it reads like a calendar: Navratri front pages and Diwali sales, a Holi greeting, Christmas and Valentine's Day jackets, a Mother's Day page, a New Year's wish in Hindi, an Independence Day ad. Close to twenty pieces are pinned to a day.
In north India, the festival is the decision.
Navratri and Diwali aren't just busy weeks. For many families they're the auspicious time to book a home, buy gold or move in. The buyer has often decided when before they've decided where — the ad only has to answer the second question.
Greeting, or reason?
There are two kinds of festive ad. One says Happy Diwali and puts the logo underneath. The other turns the festival into the reason to act: “This Diwali, celebrate Greh Pravesh too” — for a project where handover had already started. “This Diwali, move to your new home.” “Get freedom from paying rent”, on Independence Day.
The best festive line could only have run on that one day.
Give the season a number.
Festivals reward an offer that matches the mood: a festive payment plan, a Navratri discount, a list of freebies. A scheme gives the occasion something concrete — and gives the sales team something to say when the phone rings.
Book the date before the space.
Festive weeks are crowded. Developers, jewellers and furniture brands all want the same front page on the same morning. Planning the festive calendar months ahead isn't caution — it's how you get the page you want instead of the one that's left.