Brands
Guest Article: How brands are amping up this festive season to grab attention?
Mumbai: In India, festivals are more than just occasions for celebration; they are opportunities for brands to connect with consumers in meaningful ways. As the much-anticipated festive season beckons, brands from every corner of the country are gearing up to captivate and etch their presence into the hearts of their coveted audience. With festivals such as Navratri, Diwali, and an array of others on the horizon, it’s time for marketing maestros to take the stage, strategically planning ways to win over the hearts and minds of consumers.
Embracing Tradition and Culture:
One of the most potent ways for brands to engage with consumers during this festive period is by embracing local traditions and culture. Many brands unveil special editions or limited-time offerings inspired by these celebrations, including traditional clothing, delectable treats, and exquisite home decor. By intertwining their brand with the cultural fabric of these festivals, brands not only evoke nostalgia but also convey a profound appreciation for indigenous customs.
The Influencer Impact:
In the world of marketing, influencer collaboration has emerged as a dynamic force, and it shines even brighter during the festive seasons. Brands strategically align themselves with influential personalities from the realm of social media who boast substantial, dedicated followings. These esteemed influencers possess a unique talent for creating authentic content that seamlessly highlights the brand’s exceptional offerings, resonating deeply with their target audience. This endeavor not only fosters trust but also extends the brand’s outreach.
Personalization- The Winning Formula:
Personalization has proven to be the secret ingredient for winning hearts during the festive season. In today’s dynamic business landscape, brands harness cutting-edge data analytics and customer insights to redefine their marketing strategies. By delving into the vast sea of data, forward-thinking brands craft highly personalized and meticulously targeted marketing campaigns that resonate on a profound level with their audience. This data-driven approach empowers brands to deliver the right message, at the right time, to the right person, resulting in unparalleled customer engagement and ultimately, soaring business success.
Digital Dominance:
In the contemporary digital age, brands must intensify their online efforts. A substantial investment in digital marketing, encompassing social media advertising, email marketing, and search engine optimization, is a must. Engaging content in various formats, including videos, GIFs, and interactive posts, is the key to captivating the online audience.
Weaving Narratives:
Festivals provide the perfect canvas for brands to craft captivating narratives. To forge authentic connections with your audience, harness the art of storytelling. Share heartfelt stories of family reunions or shed light on the skilled artisans who breathe life into your festive products. Weaving these narratives into your brand story will establish emotional connections that deeply resonate with your customers, evoking nostalgia, emotions, and a sense of belonging.
Sustainability and Responsibility:
Modern consumers are increasingly conscious of ethical and environmentally responsible business practices. Brands are now aligning their holiday marketing efforts with eco-friendly initiatives, from advocating sustainable packaging to supporting local artisans and contributing to social causes. This not only strikes a chord with environmentally-conscious consumers but also reaffirms the brand’s commitment to social responsibility.
Tech-Powered Engagement:
Even amidst festive celebrations, technology remains at the forefront of modern marketing. Augmented Reality (AR) and virtual experiences are taking the center stage, providing brands with innovative ways to captivate their target audience. Immersive experiences, including virtual store tours, virtual product try-ons, and interactive AR filters and games tailored to the festivities, are being preferred to leave a lasting impact.
As the Indian festive season draws nearer, marketers are leaving no stone unturned to command attention and forge lasting connections. Brands are strategically weaving themselves into the cultural tapestry of these celebrations, personalizing their approaches, embracing the digital realm, and narrating captivating stories. Furthermore, their dedication to ethical and socially responsible business practices resonates deeply with environmentally and socially conscious consumers. As preparations for the festivities gain momentum, marketing professionals stand ready to make the most of this exhilarating time by elevating brand visibility and nurturing authentic connections with their cherished audience.
The article has been authored by EVM India chief strategist Raj Dulange.
Brands
Jubilant Foodworks to end Dunkin’ franchise in India
Pizza chain operator will not renew agreement when it expires at end of 2026.
MUMBAI: When the doughnuts stop turning and the coffee goes cold, even a global giant like Dunkin’ can find the Indian market a tough brew to crack. Jubilant Foodworks has decided not to renew its franchise agreement with Dunkin’ when the pact expires on 31 December 2026, according to a Reuters report. The operator, best known for running Domino’s outlets in India, said it would evaluate options for its existing Dunkin’ stores, including a potential sale or transfer of franchise rights, in consultation with the US-based brand.
The decision follows years of underperformance in a market where local tastes and intense competition have made it difficult for international coffee-and-doughnut formats to gain traction. Jubilant, which has increasingly focused on its core pizza business and newer bets like Popeyes, indicated that the exit would not materially affect its financial or operational position.
Dunkin’ accounted for just 0.61 per cent of Jubilant’s revenue in the fiscal year ending 2025 and recorded a loss of approximately Rs 191 million, according to a regulatory filing. The company operated 27 outlets as of December 2025, having shuttered seven stores over the preceding year.
The retreat comes even as Jubilant’s broader business shows signs of momentum. The company reported a 65 per cent rise in quarterly profit for the October to December period, reaching Rs 70.9 crore, up from Rs 42.91 crore a year earlier.
For Jubilant, the exit reflects a sharpening strategic focus. For Dunkin’, it marks another setback in a market that has proven resistant to imported café concepts without significant localisation.
In the cut-throat world of Indian quick-service restaurants, sometimes the sweetest deals are the ones you quietly walk away from leaving more room for the brands that truly rise to the occasion.
