BRANDING WITH DUSSEHRA AND DIWALI - STRATEGIES TO HIGHLIGHT YOUR BRAND There was a time when Diwali meant buying new clothes, eating at fancy restaurants, go for a vacation or purchase some gold or household items. The scenario had changed entirely when our salaries became fatter than ever expected, where CTC killed the fixed bonus, and we started embracing first-class life. Now, the festive season sale is a perennial treat, tempting us never to stop buying. Middle-class family celebrations which included buying gold or a household item on Diwali and Dhanteras now are added up with never-ending shopping bags lined up at their doorstep. Be it offline or online; decisions are mostly made considering the emotions. And these emotions turn optimistic when it comes to festivals like Diwali. In this emerging festive scenario, crafting a brand strategy spiced up with some sensitivity will pay off significantly. Brilliant advertisers are very much aware that customers are well on...
