As India dives into the sea of the festive season, Navratri and Dussehra bring vibrant energy and deep cultural significance. During the nine days of Navratri, devotees honour their faith through colourful celebrations and bliss of rituals. The tenth day- Dussehra, symbolises the victory of good over evil, commemorating Lord Rama’s triumph over Ravana. This day is marked by festivities and cultural events.
From nine-day-long campaigns to sparks of creativity inspired by traditions, brands have launched awe-inspiring visuals and engaging content. Brands also tapped into culturally relevant themes relevant to the season. With eye-catching social media posts, brands took part in the festive cheer and brought their A-game to the celebrations.
Brands like Amul, Swiggy Instamart, Badshah Masala, Vinod Cookware, and Dabur India celebrated Navratri and Durga Puja with vibrant colours, visuals and thoughtful campaigns. On the other hand, the festival of Dussehra was also lit up with social media posts from brands like- Dabur Gulabari, HealthOK Gummies, Happydent, Domino’s India and more.
To mark the festive spirit and continue the season of creativity, Marketing Mind has compiled a list of brands who celebrated Navratri and Dussehra with enthusiasm, innovation, and traditional hues.
Here’s a sneak peak into the campaigns and social media initiatives from brands celebrating Navratri and Durga Puja-
Swiggy Instamart
Swiggy Instamart, a quick commerce platform, has teamed up with Falguni Pathak, to bring her Garba energy directly to users.
The campaign featured a playful film that humorously depicts how Pathak is only visible during Navratri- until Swiggy Instamart makes her “reappear”, showcasing the platform’s ability to deliver all festive essentials in just 10-15 minutes. It also included Pathak’s latest Garba hook step tutorial, which will be available on Swiggy Instamart, enabling users to learn and share it via WhatsApp and social media.
The film starts by illustrating Pathak’s invisible presence- children practise Dandiya to the sound of her voice, and in an elevator and a car, attendants nod toward empty spaces, responding to Falguni’s voice. In the following scene, a delivery executive rings Falguni Pathak’s doorbell.
Footsteps are heard, but when the door opens, Falguni is nowhere to be seen. Guided by her gentle voice saying “Idhar”, the executive hands over the package. “Log kehte hain Falguni Pathak Navratri ke alawa kabhi dikhaayi nahi deti. Sahi kehte hain! Par iss saal Navratri pe sabse pehle dikhungi, Swiggy Instamart pe”.
At the end of the film, she showcased her Garba hookstep, perfect for beginners or those new to the dance alongside the special ‘Falguni Collection’ of Navratri essentials.
The ‘Falguni Collection’ section on Swiggy Instamart featured a variety of Navratri products from Garba essentials like dandiya sticks, kurta, make-up, lehengas, cholis and jewellery, to fasting supplies, mithais, dry fruits, puja essentials, and more- all available on the platform and delivered in 10 to 15 minutes.
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Badshah Masala
Badshah Masala has launched a nine-day campaign titled ‘#BadshahSangNavrang’. The campaign celebrates the essence of Navratri by infusing the vibrant hues of the festival into the universal joy of food. Moreover, it also pairs the vibrant colours of the festival with a culinary journey of unique recipes.
Conceptualised and executed by Tonic Worldwide, it has brought a fresh perspective to festive cooking with special recipes crafted to match each day’s colour theme, demonstrating the versatility and flavours of Badshah Masala.
Each day a featured recipe showcased on Instagram, inspired by the colour theme of the day, unveiling the versatility and flavourful potential of Badshah Masala. The videos are created in collaboration with influencer Girish Chhabria.
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Simply Fresh
Simply Fresh, the flagship brand of BN Group, an edible oil manufacturer, has launched a heartwarming brand film to celebrate the spirit of Durga Pooja. #HarLadkiDurga, the campaign pays tribute to Goddess Durga, who symbolises strength, courage, and female empowerment.
The video campaign reflects the message that every woman embodies the essence of Goddess Durga. It inspires viewers to recognise and respect women’s inner strength as they navigate life’s challenges with resilience and determination.
The campaign has been rolled out across multiple platforms, including Instagram, Facebook, LinkedIn, YouTube, and X.
Finolex Pipes And Fittings
Finolex Pipes and Fittings has launched a Navratri campaign, extending its ‘Peedhiyan Badlengi, Parampara Nahi’ (Generations Change, Traditions Don’t) initiative. This new series showcases the vibrant tapestry of Navratri celebrations across India, bringing cultural stories to life through innovative visual storytelling.
The campaign features three captivating videos exploring regional Navratri traditions, with AI-generated visuals bringing cultural stories to life. It encourages viewers to share their personal Navratri experiences on Finolex’s social media platforms, fostering a community celebration of this cherished festival.
By leveraging AI technology, Finolex aims to inspire audiences to appreciate the depth of Navratri traditions and reflect on how these customs evolve while maintaining their core significance.
Nikon India
Nikon India has launched the ‘Amaar Pujo with Nikon’ campaign, which ran from October 1 to October 13, 2024. This campaign was designed to capture the essence of Durga Puja, which is celebrated with great fervour and devotion, especially in Bengal and other eastern parts of the country.
Bingo! Tedhe Medhe
Bingo! Tedhe Medhe has launched the ‘Rockanjali’ song, composed and performed by Bengali rock musicians- Siddhartha Sankar Roy (Siddhu) and Avijit Burman (Pota) from Cactus, Gaurab Chatterjee (Gabu) from Lakkhichara, and Anindya Chatterjee from Chandrabindoo.
The brand, this Durga Puja, paid a tribute to 50 glorious years of Bengali rock music. This tribute not only celebrates the cultural significance of Bengali rock but also highlights the power of friendships and bonding, themes that resonate with the spirit of Durga Puja, the brand stated.
The ‘Rockanjali’ song encapsulates the essence of Bengali rock, while simultaneously inspiring a new generation of music lovers. It stands as a tribute to the genre’s profound impact on Bengali art and culture, offering a powerful reflection of the past 50 years.
Unibic Swaadesi
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Ambuja Cement
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Amul
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Dabur India
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Unibic Foods India
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BudLeaf Tea
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Vinod Cookware
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Club Mahindra
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APL Apollo
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Happydent
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Bharat Connect
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Here are some creatives of how brands celebrated Dussehra this year-
Cadbury Dairy Milk
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Uber India
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Amul
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Domino’s India
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Blinkit
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Oliva Skin & Hair Clinic
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Fevikwik
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APL Apollo
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Dabur Gulabari
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Reliance Digital
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HealthOK Gummies
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Happydent
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Vinod Cookware
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Panasonic Lumix India
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Eicher Trucks And Buses
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Dabur Vatika Hair Care
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Mother Dairy Ice Creams
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AcneStar
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Dabur Amla Hair Oil
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Siyaram’s
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Jago Janani
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OT India
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Dabur India
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