OFFERS' LIGHT UP DIWALI

The ‘buzz’ related to the ‘festival of lights’ appears to be getting ‘louder’ on television and print, with several retailers as well as consumer-related brands that have launched commercials based on this theme. And, the communication message in these campaigns increasingly includes a promotional element, which could either be a ‘gift’ or a discount, and allied techniques.

For instance, Digiworld launched its ‘Khushiyan Hazaar Muft Uphaar’ campaign and consumers are assured of gifts like lunch boxes and dinner sets, amongst others, for purchases made at this retailer during this period. Jaideep Rathore, COO, DIGIworld, in a recent media interaction, said, “Shoppers can enjoy the festive season this year at a ‘new level’.”

They are not alone. Haier India, too, has launched its ‘Sure Shot’ promotion and they also offer gifts for a variety of products purchased at their outlets. Online retailers, too, are also attempting to carve their niche in the busiest shopping season of the year, with ebay India’s ‘eBay Happy Go Crazy Diwali Sale’.

Jagdeep Kapoor, managing director, Samsika Marketing Consultants, said, “No marketer can afford to ignore the Diwali-related spending and appropriately gear themselves.”

Amidst this festive spirit, the impact of a sluggish economy and weak consumer spending patterns have also resulted in promotional expenditure which is considerably lower than earlier years. And, a recent report by the industry body – Assocham pointed out that advertising and promotional-related expenditure at this time of the year is expected to be 45-50 per cent lower on a y-o-y basis.

Striking a similar view, Rajiv Wadhwa, Brand Partner, Leo Burnett, said, “Budgets for advertisements and allied activities for retailers are definitely much lower this year vis-à-vis earlier years.” Wadhwa also pointed out that leading retail chains are instead focusing on value for money products and ‘consumer offers’ rather than advertisements.

A strategy that was also elucidated by Sandeep Goenka, Chief Operating Officer, Bagzone Lifestyles, and said, “We’re keen to leverage social media and a suitable in-store strategy for spreading the festive ‘cheer’ amongst shoppers.”

Clearly, it will be the consumer who will be the ‘winner’ this Diwali.