The beauty of advertising is that a large audience can be targeted just through a few words or an interactive creative. Nowadays, advertisers follow a minimalist approach to address consumers. The message is direct and is made sure to be loud and clear for the audience to understand and empathize, more often than not. In the same fashion, the festivity of Holika Dahan or Holi painted the country not just in colors but through the idea of tactful advertising campaigns by various brands.
Most Holi campaigns 2020 were themed around the essence of the festival – togetherness and more tap different shades and hues of the occasion.
Facebook rolled out its consumer marketing campaign ‘More Together’ in India to showcase the abilities of the platform. The campaign was conceptualized and executed by Taproot Dentsu.
After their 2019 campaign #RangLaayeSang which was perceived as controversial by some and spiffing by others, Surf Excel continued to mix the festival with hues of togetherness with #RangAchheHain.
Medimix Ayurveda rolled out a series of videos as a part of their campaign #SkinFit Holi. The DIY videos showed how consumers can make natural Holi colors at their home. Such as how you can make Gulaal with beetroot, rose petals and corn starch. In the wake of Coronavirus, a lot of people were skeptical about the use of colors, and several have always been distrustful of colors causing skin-related issues.
Fevicol indulged in banter with Tide through their creative post highlighting ‘Fevicol Ka Jod’ while taking a dig at Tide’s infamous tagline.
Nykaa Man shows the skin tones during Holi, Manforce urges us to take care of our pichkaaris, Red Chillies Entertainment uses the occasion to promote their latest release ‘Kaamyaab’; more brands take a dip in the pool of colors.
We have also collated some of the best campaigns around Holi that garner awareness around the issue of wasting water, unsafe measures and to stay healthy despite the festivity taking place. Some of them are listed below:
A child’s curiosity picks the conscience of the audience in this pure advertisement by Livpure. Their campaign targets celebrating the festival without the use of colors and water which is strongly brought out by the #BinaPaaniHoliManani. In this video, the children are seen telling the address not to play with water balloons as an adequate amount of water gets wasted for no rhyme or reason.
#BuraNaKhelo featuring Mithila Palker, by fbb created in association with DDB Mudra, was aligned with two occasions – Women’s Day and Holi. fbb was also handing out #BuraNaKhelo stickers to customers at their physical stores, for consumers to show support for safe Holi for women. Prachi Mohapatra, CMO, fbb says “Bura Na Khelo is a campaign that speaks for millions of women out there who have been treated in the wrong way someday or the other”. The occasion observed a mix of video campaigns, short-format videos, and creative posts.
The popular beverage company Fanta sees actress Sara Ali Khan urges teenagers to rid themselves of their mind blocks and enjoy growing up without any inhibitions. The #NoBahanaHoli encourages young adults to reduce their excuses and ‘do’ things if they wish to. Check out this fun advertising campaign below
Indian Oil: #RangEkPehchaanAnek
Indian Oil shows how every color is associated with the different traditions and rituals of the Indian culture. Their campaign is called #RangEkPehchaanAnek
India’s favorite cosmetic brand Nykaa urges young girls to grow up without any insecurity for their skin tones. It is okay to have skin of any color and girls should showcase their skin tones with pride. In this fun music video featuring Dee MC, the brand features this unapologetic #ColorMeFree campaign.
These were some of the campaigns that we thought were great with a worthy message. Let us know your favourite campaigns among these or if any other that we have missed upon!