Festive Mood: How brands are staying relevant & breaking through the clutter

Festive Mood: How brands are staying relevant & breaking through the clutter
Festive Mood: How brands are staying relevant & breaking through the clutter

Tanvi Bosmia, Associate Account Director, SoCheers, speaks to Adgully about the festive temper, post-pandemic state of affairs, advertising campaigns, new methods, and so forth. Bosmia notes that with the results of the pandemic waning, brands are step by step amping up their advertising efforts once more. This has opened up alternatives for the company to service a number of new shoppers. Excerpts from the interview:
How has SoCheers been dealing with the COVID pandemic and its aftermath?
Even although the whole Cheer Squad tailored to working from house quite effectively, we did miss working collectively in the similar bodily area. Now, we’ve been again in the workplace for greater than six months, and the inter-team synergies are displaying themselves in the impactful execution of the latest campaigns. We additionally took this time to develop our groups and transfer into a much bigger area!
Moreover, with the results of the pandemic waning, brands are step by step amping up their advertising efforts once more. This has opened up alternatives for us to service a number of new shoppers. We have not too long ago onboarded fairly a number of huge names, throughout a number of market sectors, and are constantly working in direction of amplifying their progress.
What are the present campaigns that you simply want to spotlight?
The August-September interval marks the begin of the festive season throughout the nation, nevertheless it additionally brings alongside the Autumn-Winter (AW) trend season in the attire business. So, one in every of our latest campaigns, ‘Out is In’, focuses on launching the new assortment for Ed-a-mamma, the sustainable youngsters clothes model. The marketing campaign, shot in the serene outside of North India, highlights why and the way “out” is enjoyable and that this pattern is “in” for the coming season.
https://www.instagram.com/reel/ChKPPYqFl9j/?igshid=YmMyMTA2M2Y=
Similarly, we additionally amplified the launch of Wacoal’s AW assortment. The premium lingerie model showcased its numerous assortment with a star-studded, inclusive runway present, to carry out its central theme of ‘Comfortable Inside, Comfortable Outside’. The digital marketing campaign round it helped take it from bodily to “phygital”, increasing the attain to an internet viewers.
https://www.instagram.com/reel/Cg3p-JXjHAH/?igshid=YmMyMTA2M2Y=
Likewise, to mark final 12 months’s festive season, Godrej Interio introduced its festive sale: the Great Furniture Fest. To amplify its attain amongst the customers, we conceptualised and executed the ‘Right Time To Buy Furniture’ marketing campaign. The marketing campaign efficiently leveraged YouTube’s 20-second unskippable advert format to successfully talk the message, by weaving a relatable story.
https://youtu.be/t_jmQuQUhDQ 
What are the new methods that you simply’re incorporating or need to work on in the close to future?
Our overarching technique for the festive season is to mix a data-backed method with relatable and interesting storytelling. Data permits us to expertly determine our audience, nevertheless it additionally offers invaluable insights into the relevance and significance of that individual pageant for them. With such knowledge factors, we will craft the proper communication technique, which takes the customers’ feelings related to the event into consideration. It additionally helps us make the viewers really feel part of the model neighborhood.
Expanding additional on the data-backed method, our advertising methods additionally embrace crafting personalised content material for our present and upcoming campaigns to finest attain out to the customers, conserving in thoughts their altering on-line behaviour.
What are your plans for this festive season?
Video consumption and personalisation on all platforms noticed an excessive rise throughout the pandemic and, regardless that we’re previous the spike, the progress has sustained.
As ‘video’ is a robust software for speaking efficient model messaging and rising shopper engagement, we plan to focus appreciable energies on the video advertising efforts for our shoppers. Similarly, the shopper behaviour clearly factors in direction of the significance of personalised content material for the viewers, subsequently addressing these wants in inventive executions make them that rather more impactful.
Moreover, we plan to make use of efficient contextual promoting throughout the festive season to assist the brands affect the customers’ buy choices. To assist us finest perform these plans, amassing and understanding the knowledge will probably be essential. It will assist us in deriving which social media platforms are most well-liked by the brands’ audience and which kind of content material they are consuming, amongst a number of different decisive knowledge factors.


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