Firms step up branding for festivals

With Ganesh Chaturthi, Maharashtra's biggest festival, set to begin in mid-September, many companies are providing value-added services to cash in on the occasion and for brand promotion.

While mobile phone services company Airtel is providing online priests and pre-recorded Ganesh hymns to its subscribers, Reliance Anil Dhirubhai Group's radio station BIG 92.7 FM is offering 'Arati' services to its listeners. 

If Airtel's subscribers can receive a list of articles required to conduct a Ganesh puja at home by sending an SMS, BIG is organising a contest offering to take care of all the basic necessities of winners, including housing, entertainment, grocery and clothing. 

The recently concluded Krishna Janmashtami celebrations had attracted a large number of companies in Mumbai. While the festivities attracted about 20 companies last year, nearly 30 companies took part in the celebrations this year to promote their brands, said a organiser at a Mumbai event.

The two-wheeler giant Hero Honda, consumer durables firm Videocon and several media companies, along with the Maharashtra Tourism Development Corporation, were among others that sought to promote their brands during the festival. 

Abhay Yawalkar, director of tourism, government of Maharashtra, said, "Branding initiatives have been encouraged during festivals. We are in talks with hotel chains to arrange tours for foreign tourists during the Ganesh festival."

The tourism board is also coordinating with consulates and international tour operators to promote the festival, he said.

Below-the-line promotions during the festival, which reached Rs 150 crore (Rs 1.5 billion) last year, are expected to rise to Rs 200 crore (Rs 2 billion) this year.

Jyoti Shekhar, vice president-marketing, Videocon Industries, said, "In an era of the 360-degree approach, festivals have become important drivers for branding and promotions. Apart from the conventional media, on-ground initiatives at high traffic zones such as shopping complexes and coffee shops are becoming popular during festivals."

Harish Bijoor, CEO, Harish Bijoor Consults added, "Festivals have become a buffer against the recessional trends in the market, particularly this year, since the purchasing power of consumers has come down due to the interest rate hikes. The season is estimated to see about 7 per cent increase in promotional spends."

The festival season also gives companies access to their target audience at half the cost.

For instance, BIG 92.7 FM, which has allocated a budget of Rs 8 crore (Rs 80 million) for festival promotions, is expecting returns that are several times higher compared with the same amount spent on mass media. The promotions have high visibility and are low-cost compared with the mass media, say media experts.

Anand Chakrovarthy, national marketing head, BIG 92.7 FM, said, "We are in talks with auto companies, music system manufacturers and even petroleum companies who plan to launch new products during Dussehra."