In a country like India where there are diverse religions and cultures, festivals have a huge importance for one and all. Brands never leave a chance to connect with their customers and festivals are the best time to do that. In order to strike an emotional chord with people, brands sometimes touch subjects that are considered taboo and at the same time not get disconnected with the brandâ€™s core idea. And this year too, a few brands have seized that opportunity. As it is Bura na mano Holi hai!
Hereâ€™s how brands are reaching out to the masses through campaigns.
Surf Excel launched a campaign conceptualised by Lowe Lintas Mumbai for this colourful season. Titled #RangLaayeSang, the campaign intends to stay true to the essence of Holi by sending out a message of bringing people together, and shows how colours can be an equaliser in our society. The campaign that brings alive Surf Excel's Daag Achhe Hain philosophy is set amid the Holi celebrations where a young girl chooses to get stained in Holi colours in order to protect her young friend. It ultimately suggests, â€˜Agar kuch achha karne mein daag lag jaaye toh daag achhe hain.â€™
Budweiser alco-beverage brandâ€™s campaign #WeAreAllKing showcases the colourful festival of Holi as the ultimate celebration of inclusion and positivity that transcends cultures and boundaries. The feature effectively displays the brandâ€™s overarching sentiment of bolstering individuals to be themselves.
Set in an urban Indian locale, the video depicts an energetic Holi celebration where a group of people are seen happily clad in colour while smearing each otherâ€™s faces. A sudden downpour of rain slowly unmasks their faces, revealing to everyoneâ€™s surprise that the people celebrating are not the usual suspects, but are diverse individuals who have come together to celebrate the festival. This diversity transcends nationality, religion, caste and gender, yet people are seen to be visibly comfortable and jolly in each otherâ€™s presence, while revelling in the inclusive vibe of Holi.Â
Future Groupâ€™s retail fashion discount chain Brand Factoryâ€™s campaign #BuraNaManoDiscountHai aims at breaking a stereotypical habit of wearing old clothes while playing Holi and encourages one to wear new clothes and look their best for Holi by offering heavy discounts on top-notch retail brands.
The brand has announced discounts to up to 70% this Holi. The campaign conceptualised by Publicis India encourages people to buy and wear new clothes on Holi by making use of the massive discounts on offer.
Blued, a popular gay social networking app, launched #RangDeBluedSe campaign on YouTube and the Blued app. The aim is to showcase the wave of joy of gay community with diverse colours.
The video represents the essence of the love spread by the festival of colours. Beautifully decorated and filled with colours, Blued is organising a Holi party wherein men are celebrating Holi in the pool area with their loved ones. A guy, who is looking for his love, ends up using Blued app as it allows him to find his match in nearby location, His mobile pops up with a new match and he is excited to find him. The video ends showing two men finding a perfect match between each other. The video highlights the unity of love. With the judgment passed by the SC in September 2018, it showcases love that every community tends to enjoy. With various colours showing diversity, the video also emphasises on the same line.
The video campaign has been produced by Dancing Shiva Productions and directed by Amit Khanna (Photography).