Holi, also known as the ‘Festival of Colours,’ is celebrated by millions worldwide. It is said to have originated in India around the 4th century but is currently celebrated by people from various ethnic and religious backgrounds. It will take place on the 13th and 14th of March this year, celebrating the triumph of good over evil, love over hate, and the start of a new season.
(Depiction of Holi Celebration with Krishna and Radha, Source: Google Arts & Culture)
Famous traditions include throwing colourful powder called Gulal, lighting bonfires on the eve of the festival and playfulness with friends and family. People may also take this time to revamp their home and do some spring-cleaning.
Despite its widespread popularity, many brands are still missing out on a deeper-level understanding of the festival, especially in Australia. The vivid nature of the festival presents the chance to create extremely fun and unique campaigns that think outside the box – let’s see how!
1. Join in-Person Celebrations:
Australia holds many large-scale Holi celebrations, with vibrant events taking place in cities like Canberra, Perth, Adelaide, Sydney, Brisbane, and Melbourne, often drawing over a thousand attendees. These festivities provide an excellent opportunity to connect directly with local communities, whether as a sponsor or by setting up a stall.
Consider launching interactive contests or activities such as lucky draws, photo booths or offering customisable memorabilia that add to the festival’s high-energy atmosphere. This not only boosts brand visibility but also provides an opportunity to engage with your audience and gather valuable contact information.
Remember – 42% of multicultural newcomers in Australia prefer brands from their home country. When these brands are not readily available, they are likely to instead choose what family and friends recommend or the brands that engage directly with them. This is an opportunity for Australian brands to connect directly with consumers and grow their market!
(University of Sydney Celebrations, Source: SBS Hindi[KH1] )
2. Create Products Inspired by Holi’s Vibrance:
Holi’s vibrant colors are at the heart of what makes it such a unique and iconic celebration, yet few brands have yet to tap into the potential of Holi-inspired designs that truly capture this vivid energy.
Think about items that blend festivity with practicality for your audience. Think of limited-edition, Holi-themed merchandise like stationery, tote bags, self-care items or home goods. Feature bold, multi-colored or themed patterns that bring excitement and a sense of renewal for the upcoming season.
This is also the ideal moment to partner with local artists, influencers, or other brands to co-create exclusive products. Collaborating in this way helps expand your reach and connects your brand with a broader audience.
(Holi-themed Skincare Set, Source: Rituals)
3. Show You Care Through Social Media:
While Holi is a time for many to gather with family and friends, for others, social media serves as their primary way to connect with loved ones, both abroad and within local diaspora communities.
Consider running a Holi-themed challenge or contest where users can share their own celebrations, encouraging tagging and the use of branded hashtags. This kind of user-generated content not only helps spread awareness of your brand but also fosters a sense of community. The participation of smaller influencers is also crucial as they help your brand’s authenticity.
Another idea is to create a series of interactive stories or polls related to Holi traditions. Showing celebrations taking place within your company can also help to connect with audiences. In fact, there has been a growing success for content that features brands’ employees. Your brand’s involvement could also be as simple as including a banner on your website – just let your audience know that you are thinking about them!
(Google 2019 Holi Search Engine Banner, Source: Google)
(MultiConnexions’ new email banner!)
While the festival is often associated with its colorful displays, it’s important to move beyond surface-level engagement. Take the time to truly understand the deeper significance of the celebrations, listen to your audience, and engage with their traditions in a way that resonates authentically.
For more information on how to connect with your audience, contact us through https://multiconnexions.com.au/contact-us/.