: Expert Opinion: Creative framework for brands to crack festive storytelling #IndiaNEWS #Festive Marketing Week Be it the Big Bazaar’s Paper Patakha or Vodafone’s #YourWordsNotForwards or Spotify’s

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Expert Opinion: Creative framework for brands to crack festive storytelling #IndiaNEWS #Festive Marketing Week
Be it the Big Bazaar’s Paper Patakha or Vodafone’s #YourWordsNotForwards or Spotify’s festive ads, there is a fleet of emotions that get released during the festive season. Our creative experts decode the constructs of festive storytelling and what it takes to be a clutter breaker.



We get to witness many good stories in the form of campaigns during the festive season, however, a few leave a mark so strong that the campaign sticks with us for years. To deconstruct what goes behind good storytelling that works for both brand and consumers during the festive season, Azazul Haque, CCO, MullenLoweLintas Group, Vikram Pandey (Spiky) National Creative Director, Leo Burnett India, Rahul Mathew, CCO, DDB Mudra Group India get in a conversation to spill the beans.



Festive Campaigns The Journey



From a campaign’s brief to its conceptualization to its execution, brands and agencies work in tandem to get the best out of it. Mathew laughs saying that he is now adapted to celebrating Diwali in one season so many times with various brands. For him, it’s very difficult to pick one but the brand that DDB Mudra has worked on the most is Big Bazaar.



He says, “It is very important for the brand to be a part of the cultural fabric. These campaigns have an impact on your business in some form and for Big Bazaar it’s a direct consumption occasion. Its always tricky when we create work for the festive season because  ‘sab phatakhe eksath fodte hain na� So the visibiity matters. �



As soon as the calendar hits June-July, agencies start to get festive briefs. “Some campaigns remain on top of your mind,� Pandey shares.  



Music plays an important role during festivities but Leo Burnet did a quirky and fun take on it. He adds, “But an absolutely tedha campaign which we did was for a brand called Gagan Oil. In 2017, when firecrackers were banned and within three days we executed a very low-cost reactive campaign where we sold food as phatakas. �



Haque and his team at Mullen Lintas worked for YES Bank last year and the interesting thing about the campaign, according to Haque, was wherein all other brands spoke about spending, YES Bank talked about funding.



“It was an emotional film shot in a span of 4 days. The campaign ‘Zimmedari Se Taiyari’ was just not about you, but festivals and about many people. It was also my first Diwali campaign which I attended on the zoom of which the experience wasn’t that great. Because during this period we want to be on set with all that noise and fervor,� he notes.



Also Read: Expert Opinion: Building Brand Legacy through Festive Marketing



Creating Clutter Breaking Festive Campaigns



During the festive season, a lot of common themes in terms of campaign narratives emerge.

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