Rimpie Panjwani
Rimpie is Mintel's Senior Beauty Analyst based in Mumbai. She specialises in analysing and providing insights on India’s beauty and personal care market and consumer trends.

Holi, known widely as the festival of colours, signifies the triumph of good versus evil as well as welcoming the spring season in India. The festival is celebrated over two days where people smear each other with colours and drench others with coloured water.

It presents one of the most significant opportunities for brands to revel in the euphoria of festivities and this year was no different with some delightful Holi 2019 advertising campaigns. Mintel research shows that almost one-third of Indian consumers have liked/followed a brand after seeing an ad on a social media site. In that sense, digital platforms can help brands reach their target audience in order to establish strong connections, which is especially true during festive seasons.

Here, we look at how brands are leveraging the playfulness, splashes of colour and emotional aspect associated with the festival, to capture the spirit of the celebration perfectly.

Brand Factory’s #BuraNaManoDiscountHai campaign

Source: brandfactoryonline.com

Brand Factory, the fashion retail chain by Future Group, has announced huge discounts of up to 70% this Holi with their #BuraNaManoDiscountHai campaign. The hashtag comes from a popularly used phrase ‘Bura Na Mano Holi Hai’ which translates into ‘Don’t mind because it is Holi’ so that none feels terrible or angry about smearing colour while playing Holi.

The campaign aims at breaking the stereotypical habit of using old clothes to celebrate Holi which can be discarded later. It encourages people to buy and wear new clothes on Holi by making use of the massive discounts on offer.

Parle Products’ ‘Holi Ke Mazelo’

Source: parleproducts.com

Food company Parle Products’ new digital film highlights the importance of water conservation during the festival and features its popular fruit-flavoured candy Mazelo. The film showcases the fact that the festival of colours can be celebrated with equal fun and gusto, while being environmentally conscious at the same time. The film closes with the tagline ‘Iss Holi Paani Nahi, Khushiyon Ke Mazelo’ which translates into ‘This Holi, celebrate with happiness and not water’.

Nykaa’s #Thecolorsoflife campaign

Source: Nykaa.com

Nykaa, an online retailer of beauty products in India, has launched an online campaign with the hashtag #Thecolorsoflife. With this campaign, the brand is offering a discount of up to 40% on their website and has rebranded its homepage with colourful imagery and offers to reflect the festive spirit of Holi.

With this campaign, Nykaa is promoting pre and post skin and hair care products to protect the skin from side effects of colour. It also promotes water-resistant make-up products that will not wash off while playing Holi.

Dove’s online campaign #HoliHairDontCare

Source: dove.com

Dove, a personal care brand by Unilever known for its range of shampoos in India, has launched the #HoliHairDontCare campaign. With this initiative, the brand encourages people to stop worrying about hair damage and enjoy the festival of colours. Moreover, to drive engagement the brand is asking its patrons to share their Holi pictures with the hashtag #HoliHairDontCare on Facebook, Instagram or Twitter to win a Dove hamper.