Festivals as Brand Stories: ITC’s Playbook

Foods is intensifying its focus on regional festivals, recognizing their growing national appeal. Beyond Diwali and Dussehra, the company is leveraging events like Puri’s Jagannath Rath Yatra and Durga Puja to build deeper cultural connections with consumers. Authenticity in Storytelling: Shuvadip Banerjee, ITC’s Chief Digital Marketing Officer, highlights a shift from product‑centric campaigns to narratives rooted in local traditions. For example, the “Gunatmaka Paramparaa” campaign celebrated the craftsmanship of the Vishwakarma Maharana community, aligning ITC’s brand ethos with cultural pride and heritage. Food Integration with Culture: ITC has innovatively blended its products into traditional festival cuisines. At Rath Yatra, Yippee noodles were incorporated into 13 Odia dishes under the theme “Bara Masare Tera Parba” (12 months, 13 festivals). This approach transformed product sampling into culturally resonant experiences, enhancing brand recall. Expanding Campaigns Across Festivals: Plans for Durga Puja include pan‑Asian noodle stalls inspired by Kolkata’s Chinese heritage, and Bingo Tedhe Medhe campaigns tied to Sukumar Ray’s Abol Tabol rhymes. These initiatives reflect ITC’s strategy of embedding brands into diverse cultural codes across states. Changing Festival Dynamics: Migration and cosmopolitan lifestyles have diffused regional identities across India’s cities. As a result, festivals like Rath Yatra, Chhath Puja, Bihu, and Onam now attract national attention, creating opportunities for brands to engage audiences beyond their traditional geographies. Strategic Outlook: By aligning products with cultural motifs and storytelling, ITC aims to move beyond transactional advertising. The focus is on creating memorable experiences that resonate emotionally, ensuring stronger consumer engagement and loyalty during India’s most competitive advertising season.