Festive season: Tech to play a significant role in branding, advertising

Year on year, advertisers work around different marketing strategies to benefit from the festive season. And this year is going to be no different. Over the last two years, the pandemic shook the world and rocked festive advertising to sleep. However, as the festive season nears, consumers begin to take refuge in shopping, and brands are more ready than ever to leverage the event. For any Indian shopper, the festive season is a much-awaited period. And since the pandemic has eased a bit, people are finding ways to indulge and celebrate. So, along with lucrative offers and attractive discounts, the festive season around the corner also has a few in-store opportunities for marketers.

From hand-held gadgets to home appliances and electronics, tech brands never cease to make the best of India’s festive season sales through effective marketing spending. Tech brands have always looked beyond a traditional media strategy, penetrating deeper through various marketing channels. From radio jingles to ads on video streaming platforms, tech brands leave no stone unturned to reach consumers. Tech giants are harnessing the power of the digital marketing mix to utilize the open internet to its fullest potential, allowing them to engage potential customers at every turn of their buying journey. In addition, the popularity of upper-funnel formats such as music streaming and OTT channels can offer a more personalized approach to spreading awareness about the festive season promotions.

Why do tech players need to advertise aggressively?

It is almost after two years since the pandemic has alleviated and given people room for celebration. A majority of the population is looking forward to around-the-counter festive season sales and with more and more people intending to add some gadgets in their carts. There is no better opportunity than the festive season to establish brand loyalty, and since India has always witnessed a trend of brand switchers as most Indians do not hold any strong perception of the brands they purchase from. Moreover, the festive season is favourable for tech brands to set foot in the market as more and more customers are keen to learn and experiment with new brands.

Tech brands with rewarding offers engage both brand switchers and brand loyalists. Consumers today are well-informed and have a wide array of choices available at their disposal. The presence of a wide variety lures brand loyalists to different brands, and exciting deals during the festive season add a cherry on the top.

Electronic appliances, hand-held gadgets, and fashion have topped the list of categories consumers will spend in the festive season. We have seen how tech brands aggressively market themselves through exciting deals during Big Billion Days and Great Indian Festival.

The consumer demand during this period surges as many people intend to make small and big-ticket purchases. According to a survey, more than 50% of the people surveyed are comfortable shopping at both offline and online stores. This year, with more and more tech brands relying on diversified marketing and branding strategies, we will see three times more sales across electronics, smartphones, laptops, and home appliances during the festive season.

The author, Sahil Chopra, is Founder and CEO, iCubesWire.