Diwali promises to be a time of intensive sales promotion activity in India.
Advertisers will vie for the gifting budgets of both individuals and organisations as the festival of lights provides a prime opportunity to capitalise on heavy trade volumes. Immediate returns are expected from investment in communications and promotion, but the pressure is also on as brands compete to raise their brand equity and have an effect on long-term reputation in a period notorious for cluttered holiday advertising.
We recently examined a number of high profile 2014 Diwali ads to determine the attributes of success for brands investing in promotional activity during this lucrative sales period.
In this downloadable report, we employed three leading Kantar TNS metrics to establish the success of these Diwali ads:
- Short-term index: This index establishes how motivated people feel to act having watched the ads. It is based on all Diwali ads measured in the study and uses Kantar TNS AdEval methodology.
- Long-term index: This index establishes the long-term brand building potential of an ad through an ‘affective memory potential’ (AMP) score covering the three dimensions of ’novelty’, ‘affective impact’ and ’relevance’. This judges whether the campaign will be noticed and brand associations assimilated into long term memory.
- NeedScope: Our proprietary toolkit for understanding emotions in marketing is a psychological framework, revealing the emotional territory that the campaign occupies; and uncovering the drivers of irresistibility in brands.
Our in-depth study has uncovered the three key insights that help define the success in Diwali advertisements when it comes to holiday campaign investment:
- The importance of brand building at the same time as activating immediate sales
- The role of emotions and values - both of the Diwali and the brand itself
- The need for authenticity throughout