Welcome reader! We are back again with our popular segment #MarketSpotlights, an interesting series brought to you by Team BUSFAM, an expert social media marketing agency. Stay with us as we discuss current marketing techniques that are helping brands to resonate with the audience. Today we will explore how brands can leverage OOH Advertising during the celebrations of Durga Puja to connect with the local audience.
Durga Puja is not just a festival; it’s an emotion and a way to celebrate culture and community that attracts millions of people. The festival also provides a great opportunity for brands to market their products. During this time, there is a great spike in consumer spending which is effectively capitalised by brands to increase their sales.
From regional brands like JK Spices, Smart Bazaar and Bandhan Bank to national ones like Pantaloons, Emami, Bata and Kwality Walls every brand leverages Out-of-Home (OOH) advertising to mark their presence and form a strong emotional connection with the audience.
Let’s dive in to understand how Durga Puja presents a unique opportunity for companies to make the best of OOH advertising medium.
It is seen that any kind of advertising that conveys the message of unity, joy and tradition using local messages during this great festival has an increased visual engagement with the people. Hence, OOH placement of brands near the puja pandals or shopping areas offers a prime spot for visibility and entry into the market.
As compared to other mediums of marketing, OOH advertising is much more cost-effective, offering a great option to not only increase ROI but also establish its name in the minds of the customers.
Speaking about the way companies engage in marketing lies in the fact that they focus more on building trust and recognition by invoking emotions with culturally relevant and visually appealing campaigns.
You will find several banners, billboards and eye-catching displays on the pandal stage and buses as a way to make a lasting impression amidst the festivities. Most of the brands give discounts and limited offers to capitalise on the festive moods.
Some of the brands which have effectively used OOH advertising to build their brand strength and drive customers to their stores include large retail brands, FMCG giants and even jewellery companies.
Even big e-commerce platforms such as Amazon, Flipkart, Meesho and others start their mega discount sale on a wide range of products to make the people most of their purchases during the festive season.
OOH advertising is indeed a powerful tool for companies to market their products. Being a festival of culture, tradition and consumerism OOH advertising is a perfect backdrop for brands to not only increase their sales but also enhance their equity to stand out, reach more audience and make a lasting impression.
Every year, the advertisements on banners, billboards, buses and digital billboards have an unparalleled reach as they are seen by a large segment of the population.
Indulging in the festive fervours, you also across some brands near the pandals, stages and any cultural events near the venues. These are actually sponsorships by brands promoted through OOH advertising to build a positive image and create goodwill among consumers.
Also, brands often use local languages in their creatives which makes them more approachable and relevant, fostering a connection with the community.
Durga Puja is no doubt a great time for brands to enhance their visibility and engagement using creativity and strategic business plans. The campaigns truly resonate with the audience, serving as an opportunity to drive results. It is a homecoming for brands to embrace the festive season and make their mark.