The dhak is beating somewhere in the distance, shiuli flowers are carpeting the streets, and my WhatsApp is flooded with “outfit ready?” messages. Durga Puja is here, and honestly? The marketing madness that comes with it never gets old.
But here’s the thing about festive marketing in India — it’s tricky territory. Get it right, and you’re woven into family conversations for years. Get it wrong, and you’re just another brand shouting into the festive noise.
This year, three brands really got it right: Parle-G, Tanishq, and Pantaloons. Not because they spent the most money or had the flashiest ads, but because they understood something fundamental about Indian festivals — they’re not about products, they’re about people.
Look, I don’t think there’s an Indian household that doesn’t have a secret stash of Parle-G somewhere. It’s the biscuit that’s witnessed everything — late-night study sessions, impromptu tea parties with aunties, those long train journeys where it somehow tastes better than any fancy snack.
During Onam, Parle-G’s “Ghar Jaisa Swaad” campaign didn’t try to reinvent the brand. They didn’t suddenly become premium or artisanal. Instead, they just… showed up. At family tables, in those quiet moments between the chaos.
What I loved about their campaign was how small it felt. In a good way. The biscuit wasn’t the star of the show — the people were. Parle-G was just there, like it always has been, like it always will be. Sometimes the most ordinary things hold the most extraordinary memories, right?
Ref- https://www.youtube.com/watch?v=zv1jxFFsxTs
Jewelry ads can be… a lot. Shiny everything, dramatic music, someone talking about “investment” and “purity.” You know the drill.
Tanishq’s “Rishtey Ki Roshni” took a completely different path this festive season. Their films felt like peeking into real Indian homes during festival prep. A mother adjusting her daughter’s necklace (and probably fixing her posture while she’s at it). A grandmother passing down that one piece that’s been in the family forever.
The jewelry was beautiful, sure, but it wasn’t trying to blind you with its sparkle. It was just there, becoming part of moments that matter. That’s smart storytelling — when the product becomes the background music, not the main song.
Ref – https://www.youtube.com/watch?v=4CNHsUhjgEk
Growing up in Kolkata, “Maa Asche” is basically our countdown to the best time of the year. Everyone’s preparing for Her arrival, cleaning, decorating, shopping.
But Pantaloons flipped this whole narrative with their “Hok Tomar Agomon” campaign. Instead of focusing on Maa’s arrival, they asked: what about your entrance?
I’ll be honest, this hit different. It wasn’t about the usual Pujo imagery we see everywhere. No overcrowded pandal shots (though we love those too). Instead, they picked up on those quieter symbols of the season — the kaash phool swaying by the riverside, the sound of bamboo being unloaded from boats.
The campaign felt personal. It wasn’t just “buy these clothes for Pujo.” It was more like “show up as yourself this Pujo.” And honestly? That’s a message I can get behind.
Ref- https://www.youtube.com/watch?v=b7jSlDap1SQ
After watching these campaigns, I realized they all did something that seems obvious but is surprisingly rare — they remembered that festivals are about feelings, not sales targets.
Parle-G tapped into that warm, fuzzy nostalgia we all carry. Tanishq made jewelry about relationships, not transactions. Pantaloons made Pujo personal instead of just traditional.
None of them were trying too hard. None of them were screaming “BUY NOW!” every five seconds. They just… existed naturally in the festive space, like they belonged there.
And maybe that’s the secret. The best festive marketing doesn’t feel like marketing at all. It feels like a friend who gets why this season matters to you.
Want to create campaigns that actually connect?
At Digitally Desi, we believe in building campaigns that don’t just get lost in the festive clutter. We dig into the local insights, understand what makes your audience tick, and create messaging that moves brands from being just another ad to being part of the conversation.
Ready to make your brand part of the story this festive season? Drop us a line: contact@digitallydesi.com