By Nikita Veerabhadraiah
Bangalore, September 20 2017:The festival of lights, the festival of happiness, the festival of joy is around the corner. What does this mean for the advertising industry? For starters, let’s just say the ad folks are gearing up to swirl with a huge storm.
Diwali 2017 is specifically going to see an increased bustle to make up for the downfall post the demonetization and GST mix-ups. Besides, the bountiful monsoons have led to great harvests this season. This could indeed turn out to be fortunate for brands and one can expect a significant chunk of sales coming from Rural India. Thus, brands are now all pumped to make the most of the coming festive season to cover up for the incurred losses if any or to just add on to their profit curves. The consumers can expect to ride on treats and receive mind blowing surprises from brands. Behold, the nation is expected to set out on a shopping spree.
“Brands in general are keen to capitalize on the upcoming festive season with a huge uptick on consumer durables, phone launches & automobiles. We thus expect a trickle-down effect on advertising. Brands though instead of "spray and pray" will "select and harvest" using the merit of the medium to disseminate their marketing message”, says Ankit Rawal – VP, Revenue at GreedyGame – an in-game advertising company.
Here’s a glimpse at what the grounds of the biggest industries that advertise around Diwali looks like:
The smartphone industry
The smartphone market has already begun their fireworks. While Apple and Samsung inaugurated the premium segment battle by releasing their respective iPhone 8 and Galaxy Note 8 on the same day (12th September), the new economical entrant JioPhone sets the battle field on fire by receiving over a million pre-orders. Other vendors including Xiomi, Vivo, Oppo, karbonn et al. have been ramping up production and planning their shipment to India to stand out in their segment.
|The ecommerce industry
In the e-commerce segment, industry giants Amazon and Flipkart will be taking the limelight by providing tough competition to each other. Flipkart managed to win by selling 0.5 million units more during their previous year sale. This year Flipkart has been the first to announce its ‘Big Billion Days’ sales dates. The sale will be on from the 20th to 24th of September 2017. While Amazon hasn’t yet disclosed the dates, the giant beast is prepping up to launch its flagship sale around the same time to overtake its rival, Flipkart. "Two Amazons will cater to customers this festive season compared to last year," the global company's India head Amit Agarwal told in an interview with Economic Times, This means Amazon is looking at doubling its logistics and offerings this festive season. Would Amazon be successful in beating one of the most funded start-ups this year? (after raising 3 Billion USD this year) Now, this would be a fun thing to anticipate.
The Automobile Industry
The automobile sectors have witnessed tremendous growth during the previous festive seasons and are believed to keep the momentum going this Diwali. Also, a recent article on ET Auto states that the market has finally begun to settle down after a few apprehensions that resulted from the implementation of GST. Car manufacturers like Ford, Maruti Suzuki, Renault including Audi and Skoda India have offered new cars and are ramping up the production to meet the demands of the festive season. Read this article to be the first to know about these latest entrants.
Well, we’ve all been through so much in 2017 coping with demonetisation and GST. Diwali seems to be setting in a lighter mood by bringing out the best for both, brands and consumers.
Nikita, a marketing enthusiast and Senior Executive, Marketing & Communication at GreedyGame, is a writer by day and reader by night. A graduate of Symbiosis International University with a degree in advertising, she is working towards supporting GreedyGame in saving the world from intrusive ads.