MAM
PR power: How tier 2 and tier 3 businesses soar in the festive frenzy
Mumbai: India is a country of festivals, where every occasion is celebrated with joy and enthusiasm. The festive season, which spans from September to January, is a time when consumers splurge on shopping, gifting, and indulging in various activities. According to a report by RedSeer Consulting, the festive season sales in 2022 reached a record high of $10.5 billion, registering a 30% growth over the previous year.
While the festive season is a lucrative opportunity for businesses across the country, it is especially beneficial for those operating in tier 2 and tier 3 cities, which are witnessing a rapid growth in internet penetration, disposable income, and consumer aspirations. According to a report by MoEngage, tier 2 and tier 3 cities accounted for 65% of the online festive sales in 2022. These cities also offer a cost advantage, a large talent pool, and a diverse consumer base for businesses to tap into.
However, to succeed in these markets, businesses need to overcome some challenges, such as low brand awareness, high competition, and changing consumer preferences. This is where public relations (PR) can play a vital role in driving business growth and creating a positive brand image. PR can help businesses communicate their value proposition, differentiate themselves from competitors, and engage with their target audience effectively.
Amplifying Tier 2 and 3 Businesses in the Festive Rush
In the fervor of the festive season, public relations (PR) emerges as a potent tool for catapulting tier 2 and 3 businesses to new heights. These businesses, often overlooked in the grand scheme of commerce, can benefit immensely from the strategic deployment of PR practices. One of the foremost ways in which PR can work its magic is through harnessing the expansive reach of digital media. In an era dominated by smartphones and social media, consumers residing in these emerging markets are progressively relying on online platforms to gather information about products and services. Here, PR takes center stage, assisting businesses in crafting compelling and relevant content that showcases their offerings, spotlights their unique selling propositions, and deftly addresses consumer pain points. This process also involves securing coveted coverage in influential online media platforms that cater specifically to these burgeoning markets, effectively enhancing a business’s visibility and credibility.
Beyond digital media, PR functions as a pivotal ally in fostering trust and loyalty among a business’s existing customer base. With increasing environmental and social consciousness, consumers in tier 2 and 3 cities are placing a premium on brands that exhibit commitment to ethical and sustainable practices. Public relations plays a key role in bringing these initiatives to the forefront, highlighting a business’s environmental, social, and governance (ESG) policies and actions that underscore their dedication to making a positive societal and environmental impact. Customer testimonials and success stories, and awards serve as powerful tools, and PR facilitates the showcasing of these accolades, validating a brand’s quality and performance.
Crafting Tailored Strategies to Meet Tier 2 and 3 Consumer Demands
Another area where PR makes its impact felt during the festive season is in orchestrating the excitement surrounding promotional offers. This is executed with finesse by leveraging the considerable influence wielded by celebrities and influencers. In tier 2 and 3 cities, consumers often derive their purchasing decisions from the recommendations of personalities they admire and relate to. PR steps in to identify and collaborate with these relevant influencers and celebrities, facilitating their endorsement of products and services, thereby generating word-of-mouth and driving increased traffic and conversions. Businesses can also benefit from PR in orchestrating online events, contests, and campaigns that feature these influencers and celebrities, setting the stage for a jubilant festive atmosphere and stimulating heightened consumer interest.
As consumer behavior undergoes dynamic changes during the festive season, PR becomes an invaluable instrument for businesses seeking to adapt and cater to evolving preferences. Consumers in tier 2 and 3 cities now demand more variety, enhanced quality, elevated convenience, and personalization in their purchases. In response, PR steps up by conducting comprehensive market research and analysis, meticulously observing and dissecting these shifting consumer dynamics. Surveys, focus groups, interviews, and social listening are among the tools wielded by PR to gain deeper insights into consumer sentiments and expectations. By harnessing these invaluable resources, businesses can further analyze trends, decipher crucial insights, and take advantage of consumer feedback to craft products, services, pricing strategies, packaging, delivery methods, and communication approaches that are acutely tailored to the unique demands of the festive season.
The festive season is a golden opportunity for businesses in tier 2 and tier 3 cities to grow their sales, market share, and brand equity. To achieve this goal, they need to adopt a strategic approach that leverages the power of PR to connect with their customers effectively. By doing so, they can create a lasting impression on their customers’ minds and hearts that goes beyond the festive frenzy. It is important to note, however, that the narrative doesn’t end with the festive season. A well-executed PR strategy becomes the cornerstone for sustained growth. By building brand equity and fostering positive relationships with stakeholders, tier 2 and 3 businesses position themselves not just for a seasonal surge but for long-term success in the ever-evolving business landscape.
The author of this article is Value360 Communication founder Gaurav Patra.
MAM
Bharat Vedica launches ‘From Beehives to Bottle’ campaign
Honey brand uses honeycomb-inspired hexagon bottle and reels to celebrate nature’s craft.
MUMBAI: Bharat Vedica just bottled nature’s buzz because when bees build the perfect shape, the smartest thing a brand can do is copy the homework. Bharat Vedica, the wellness-focused organic brand under A Patel Venture, has rolled out a digital-first campaign titled ‘From Beehives to Bottle’ that traces honey’s journey from blossom to breakfast table. The storytelling series of Instagram reels follows bees collecting nectar, the transformation inside the hive, and the final bottling turning a quiet natural process into engaging short-form content.
At the centre of the narrative is the brand’s new hexagon-shaped honey bottle, directly inspired by the honeycomb’s geometry widely regarded as one of nature’s most efficient designs. The shape serves as both packaging innovation and visual metaphor for precision, balance and harmony in every drop.
Nutritionist Kiran Kukreja (Nutty Over Nutrition) appears in the campaign content, explaining raw honey’s everyday benefits and its role in modern wellness routines.
The reels have driven strong performance on Instagram, with the brand recording a high double-digit month-on-month increase in follower acquisition and impressions reaching multiples of the existing base significantly boosting top-of-funnel visibility and discovery among premium consumers.
Bharat Vedica MD Arvind Patel said, “Bees build honeycombs with remarkable precision, creating a structure that represents efficiency, balance, and harmony. The hexagon bottle draws inspiration from that natural design, translating the beauty of the hive into something people can experience in their everyday kitchens.”
The refreshed raw honey range includes Ajwain Flower Honey, Rose Petal Honey, Forest Honey and Saffron (Kesar) Honey, available in 250 g and 500 g sizes. It is currently sold on the brand’s website and Amazon, with wider retail availability planned soon.
In a wellness world full of loud promises, Bharat Vedica quietly lets the bees do the talking proving that sometimes the sweetest story isn’t invented in a boardroom, it’s already humming away in a hive.
