Crafting Culturally Resonant Marketing Campaigns Around Onam 2024

Today Onam is not just a time for celebration, it has become a significant event in the marketing calendar. Over the years this traditional festival has evolved into a massive marketing opportunity for businesses. This transformation of Onam into a commercial phenomenon has not only impacted the local markets. In fact, it has influenced global marketing strategies, especially in regions with a significant Malayali population.

This blog explores how Onam has transformed marketing campaigns and the various strategies businesses can adopt to leverage this festive season.

The Evolution of Onam Marketing Campaigns

Onam is more than just a festival. It is deeply rooted in the culture and traditions of Kerala. Marking the homecoming of Mahabali, Onam is a time for family gatherings, feasting, and purchasing new clothes and household items. This cultural significance has made Onam a prime time for businesses to target consumers, leading to a surge in marketing activities.

In the past, Onam marketing was primarily focused on traditional media like newspapers, radio, and television. Retailers and brands would announce discounts, offers, and special products catering to the festive needs of the people. However, with the advent of digital platforms, the marketing campaigns have changed. In fact, they have undergone a complete transformation.

Today, businesses leverage their digital platforms for Onam campaigns. Social media, Google Ads, and email marketing have become cornerstones of these marketing activities. Moreover, this shift towards digital marketing has allowed brands to target specific demographics, track the success of the campaigns, and directly engage with customers. 

Another thing to be noted is the global reach of these campaigns. With a significant number of Malalayalis residing abroad, particularly in the Middle East, North America, and Europe, Onam has become an international marketing opportunity. Brands are now running Onam-specific campaigns in countries with large Malayali communities. They offer discounts and deals to attract these consumers. 

Businesses are also relying on targeted advertising strategies to maximize the impact of Onam campaigns. Implementing a precise pay-per-click campaign that aligns with Onam festivities ensures that these ads reach the right audience. To achieve this, businesses often collaborate with a proficient PPC agency in India. This will ensure that the campaigns are both impactful and culturally resonant.

It is also worth noting that e-commerce platforms have played a significant role in the globalization of Onam. You may have already come across an e-commerce development company in India that enables businesses to reach customers across the globe. These platforms offer a wide range of Onam-related products like traditional Kerala sarees and Onam Sadhya kits. This has effectively expanded the market for Onam-related products. Consequently, brands have taken this opportunity to increase brand awareness and customer loyalty among the global Malayali diaspora. 

It’s Raining Discounts and Deals

Onam is synonymous with a drop in prices, especially for household appliances, electronics, and other consumer durables. In fact, many consumers look forward to this price drop to make big-ticket purchases. Anticipating this, retailers offer significant discounts and deals to entice customers during Onam. This trend stems from the consumer behavior of Malayalis who consider Onam as an auspicious time to buy new items for their homes. 

According to market research, consumer spending during Onam has steadily increased over the years. This includes spending on clothing, electronics, automobiles, and gold. More importantly, online shopping contributes to a significant portion of the overall sales. This is because it has slowly become the preferred mode of shopping for many consumers. As brands try to take advantage of this trend, ad spending is also expected to increase. It is predicted that the total ad spend for Onam is expected to grow by 15-20%. 

How to Leverage Onam for Business Growth

Businesses need to adopt tailored marketing strategies to successfully leverage Onam. Your strategies should aim to resonate with the cultural sentiments of the festival. Keep reading for some pointers:

• Localized Content

Create marketing content that reflects the cultural nuances of Onam. This will make your campaign more relatable and appealing. For instance, you could use traditional Onam themes and symbols like the ‘pookalam’, ‘onam sadhya’, and ‘Maveli’. You can also consider hiring an online marketing agency in Kerala for the best results.

• Festive Discounts

Offer special discounts and deals during the Onam season. This will help attract new customers. You can also try promoting limited-time offers. This can create a sense of urgency and urge customers to make purchases before the offers end.

• Social Media Campaigns

Utilize your social media accounts to target specific demographics. For example, you can target the Malayali Community in a specific country. Your social media campaigns can also be tailored to showcase products that are popular during Onam. For example, if you are a boutique owner, you could run social media campaigns showcasing traditional clothing. The same logic applies to food items, decor, or home appliances. You can market food items, decor, and home appliances that are popular during Onam. 

• Influencer Collaborations

Partner with influencers who have a strong following among Malayalis. This can enhance the reach of your Onam campaigns. Influencers can create authentic content that showcases how they celebrate Onam, and subtly promote your products in the process. 

• Ad Campaigns Targeting Festive Keywords

Set your Google Ad campaigns to target keywords related to Onam (‘Onam offers’, ‘Onam discounts’, Onam special products’). This will help your ads appear at the top of search results. In addition to keyword targeting, you can also run display ads on websites that are popular among Malayalis. This could include news portals, entertainment sites, and social media platforms where Malayalis are likely to spend time during the festive season. Partnering with an experienced advertising agency can help optimize these campaigns, ensuring they reach the right audience with the right message.

Some Challenges You Might Encounter

Onam might seem like a lucrative opportunity for businesses. However, there are also challenges to consider:

• Market Saturation

The influx of Onam-related marketing campaigns can lead to market saturation and fierce competition. This will make it difficult for individual brands to stand out. 

One way to overcome this challenge is to differentiate yourself by offering unique products or exclusive deals.

• Cultural Sensitivity 

It is essential for brands to be culturally sensitive in their campaigns. Any misrepresentation of Onam traditions or insensitivity towards the cultural significance of the festival can lead to backlash from consumers.

Make sure to review your campaigns to avoid any sort of cultural insensitivity. 

Conclusion

Onam continues to grow in importance, not just culturally but also commercially. This provides businesses with a unique opportunity to tap into this festive season to drive growth and brand loyalty. Understand the evolving nature of Onam celebrations and craft marketing campaigns that resonate with the cultural significance of the festival. Through these campaigns, brands can engage with both local and global Mallayali communities. However, it’s crucial to approach this with a blend of creativity, cultural sensitivity, and strategic planning to stand out in a competitive market. By doing so, businesses can not only boost their sales during Onam but also create lasting connections with their audience.