ManoramaOnline has unveiled its Christmas campaign, the conceptualisation strategy and execution of which has been done by The Local Network.
The theme of the campaign is the optimism which the people are feeling in the post-pandemic phase. Kerala especially has seen a lot of devastation and hard times since 2018 itself owing to cyclones, floods and the pandemic at last.
However, the market seems to be on the path to recovery and stakeholders feel normalcy is right around the corner with Christmas approaching.
As per insights from the playbook “Decoding Consumer behaviour for Winning the 2021 Festive season”, co-authored by MMA, GroupM and Amazon Advertising, 50% of the consumers are likely to increase their spends this festive season, and a good 80% of those will be influenced by digital. It also predicts that 76% of brands will allocate more spends for digital this year as compared to the last.
Meanwhile, as per the IRS 2019-Q4, Kerala has the highest internet penetration in the country at 56.25%. The state also has a high range of online shoppers as compared to the rest of the country, 11.67% as compared to 5.72% for overall India.
Manorama Online also caters to a wide range and variety of Malayali audience, across geographies, age and gender gaps.
So, with normalcy returning to the markets and optimism rising in the post-pandemic phase, everyone is hoping that the Christmas season will bring in a sense of warmth and joy.
“This Christmas season is a part of the positivity. Not the whole news itself. Malls, theatres, restaurants, and schools have reopened, optimism is now becoming real. In reality, after 2020 April we have never felt this new. And we feel this is a unique opportunity to say just that. Christmas undoubtedly will add more lights and joy to the festival of renewal that has already begun,” a statement from the publication read.