Diwali, the Festival of Lights, is one of the most important celebrations for Indian communities all around the world, representing the victory of light over darkness and good over evil. It’s a time of joy, spending time with family, and gift-giving. This time of year presents a prime opportunity to connect with the Indian community through carefully curated, culturally nuanced multicultural marketing strategies.
Understanding Diwali’s Cultural Significance
Diwali is widely celebrated by Hindus, Sikhs, Jains, and some Buddhists even in the diaspora. It’s a festival that revolves around family, prosperity, and the triumph of good. To celebrate traditionally people light diyas (oil lamps), perform Lakshmi Puja to honour the goddess of wealth, and exchange gifts and sweets. It is a time of heightened consumer activity, making it an ideal moment for businesses to engage with the Indian community by aligning their image with the spirit of the festival.
Marketing Strategies for Diwali
1. Cultural Sensitivity and Authenticity
Brands must approach Diwali marketing with a genuine understanding of the festival’s significance. Avoid using cultural symbols superficially. Instead, authentically align your messaging with the messaging of Diwali to create a connection with the audience. Authenticity within the message is always integral when building trust with and relating to your audience. It is also important to always keep your multicultural messaging simple, especially when translated.
2. Create Emotional Campaigns
Diwali is a time of year when the Indian community focus heavily on family, community and spending quality time together. Emotional storytelling in campaigns that highlight family, culture, or the joy of giving will resonate strongly with your audience, specifically this time of year.
3. Advertising Placement
There are several high-quality CALD media options to effectively reach the vast communities in Australia that celebrate Diwali. Some options such as Indian radio stations, newspapers, and online platforms, offer direct access to the heart of the Indian community. The Indian community in Australia is incredibly diverse as are the media options spanning across several languages and communities. Advertising in these trusted spaces ensures that your message reaches only your desired audience, especially when communicated in language.
Diwali provides a unique opportunity to connect with the Indian community in a meaningful way. By understanding the cultural significance of the festival, crafting authentic campaigns, and engaging through the correct Indian media options, you can build lasting relationships with this vibrant, expanding and influential community. If you would like to learn how to effectively reach the Indian community look no further than LEBA.