What will India’s festive celebrations entail amidst the pandemic?

October 26, 2020
3 min read

India’s festive season, which commenced with Navaratri and will be continued till Diwali next month is traditionally celebrated with a lot of fanfare. But this year, the festivities would entail celebrations are expected to be low key to be in line with the pandemic protocols.

Mintel’s Global COVID-19 tracker highlights that close to a third of Indian consumers are planning to spend more on clothes and accessories followed by leisure/entertainment, presenting an opportunity for brands. With this, brands and retailers will be required to look into how they can create a cohesive brand experience across all channels. It will become commonplace for brands to make use of innovative technologies to delight their customers in real life albeit at the comfort of their home.

Socialising is high on consumer agenda

One of the most important things people are looking forward to once the restrictions of the pandemic are lifted is meeting friends and family. In fact, Mintel’s Global COVID-19 Tracker reveals increased interest among Indian consumers today to meet family and friends in person, compared to previous months. This desire has certainly accelerated due to the onset of the festive season.

Even pre-COVID, Mintel research indicated that for three in five consumers, spending quality time with family/friends was one of their top goals. While the ongoing festive season will result in consumers yearning to be with family and friends— they will look up to brands for support, guidance and confidence to help them celebrate by assuring safety and hygiene.

Brands like Tanishq, Philips and OPPO have been very agile in their communications by talking about the changing face of the festivities and how it is an opportunity for people to celebrate at home with their loved ones and still spread joy.

Tanishq ‘EkotaiShundor, EkotaiShokti’ campaign

Launched in Kolkata India, in this campaign Tanishq urges Bengali women to make its latest collection – ‘Aparajita,’ a part of their Pujo celebration and appreciate the efforts of Bengal’s karigars (jewellery designers) for their contribution.

Philips ##KhushiyonKiLadi campaign

The campaign highlights how even a single purchase for your home, you light up many other families with joy and prosperity.

OPPO F17 Pro #BeTheLIght campaign


The #BeTheLight To Spread The Light campaign by Oppo was to launch its Diwali edition F17 Pro mobile. The campaign aims at imparting greater meaning to celebrations, by encouraging people to illuminate the world of others this Diwali with acts of kindness and spread joy.

What we think

Mintel Trend Driver ‘Identity’ highlights how consumers look to understand and express oneself and place in society. Mintel predicts that consumers will emerge from social distancing having been forced to look at themselves and their priorities in a new way to determine what’s worth returning to once things get back to normal. Consumers will be even more empowered to stand up for the brands and causes that most align with their values. Brands that help consumers to make the festive occasion memorable and cater to expectations will be recognised and favoured.

Nidhi Sinha
Nidhi Sinha

Nidhi leads India’s research team and specialises in analysing and providing insights to better understand the Indian marketplace and consumer behaviour.

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