Diwali + Happiness = Sales?

Brands are advocating the spread of happiness through gifting to its consumers this Diwali, but can that translate into increased sales?

Cadbury
:
Iss Diwali aap kisko khush karange

Coke: Khushiyan baatne se hi badhti hain

Big Bazaar: Diwali Aaa Rahi hai, aur Dher saari khushiyan bhi -- a husband pleases his wife, and a daughter surprises her father with gifts.

For some brands, Diwali this year is all about spreading happiness, a message being conveyed through their ads.

So, what are these brands up to?

K V Sridhar (Pops), national creative director, Leo Burnett, links this creative thought to the negativity prevalent all around. "Inflation, coupled with ever-rising fuel prices and interest rates, has shaken up the buyer's confidence," he says. Sridhar's views are backed by an ASSOCHAM survey which indicates that the steep rise in inflation has led several middle and lower income families across the country to cut around 35-40 per cent of their expenditure on festive seasons like Diwali and Dhanteras, in order to accommodate their monthly budgets.

The strategy is not just about instilling a positive spirit amongst consumers, though. It's a route to differentiate and add value to your communication when most brands are talking about bargains and offers.

"Discounts and prizes can be matched by the competition, so it's no longer a value addition for the consumer," says Anand Ramadurai, head, marketing, MIRC Electronics.

Prasoon Joshi, executive chairperson and regional executive creative director, McCann Erickson India and South Asia, voices a similar opinion. The man behind the Coke campaign, says, "The strategy to involve your consumer through offering sales and discounts during Diwali is a more rational approach. Coke's strategy is to go through the heart."

The idea is not new. A few years ago, Titan, too, had spread the same message -- the 'joy of giving' during special occasions and festivals. Arun Iyer, national creative director, Lowe Lintas, points out that Cadbury has been using the concept of 'the joy of giving' for some time now, and is still going strong with the same communication.

It's a fact that when one brand conveys a message, it is interesting, but when several brands harp on the same line of communication, the idea gets over-stretched.

"Even though several brands are talking about happiness, it is important to know how linear or differentiated their approach is," says Iyer.

So, does the idea work universally across brands?

"I feel the idea works great for Cadbury. A Cadbury makes a nice gift. The concept applies to Big Bazaar, as well, as the retailer has a plethora of offerings under its umbrella. But, I don't really think that the idea will work for a Coca Cola. Nobody gives away a bottle of soft drink," says Amit Kekre, head, planning, Mudra West.

Says Iyer of Lowe , "With soft-drinks, it is more about brand building. It is the same reason why Pepsi will do a 'change the game' campaign for the World Cup."

Whatever may the creative strategy be, what all brands want to say is 'more consumption'. As Nabankur Gupta, founder, Nobby Brand Architects and Strategic Consultants, says, "It is a ploy to convert the customer."

Manosh Sengupta, brand-parent, nurturer and mentor, brand@itude, wonders whether the 'spreading happiness' activity really converts into purchases.

"It is just a feel-good strategy; I have my own reservations whether it will eventually lead to sales."

There seem to be mixed opinions. Prathap Suthan thinks that it is unfair to connect the two thoughts of building happiness during Diwali and driving sales. "You cannot tempt a consumer to buy your product by merely spreading the 'joy of giving' message."

However, Josy Paul, chairman BBDO India, sees a direct co-relation between gifting and sales. "It is linear and logical buying. All this effort should certainly convert to sales. It's a big market out there," he adds.