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Ujjwal Kabra

Hey I am on Medial • 1m

The Psychology of Festive Branding in India Every festive season, brands spend crores on ads and discounts. But the ones that win aren’t the loudest — they’re the most personal and the most cultural. - Personalisation → makes it yours. Starbucks writing your name. Diwali hampers with custom tags. Sweet shops offering personalised modak boxes. That’s the Endowment Effect — we value what feels personal. - Cultural integration → makes it ours. Amul’s festive ads, Lahori Jeera’s Punjab da swad, Havells’ Ganesh idol made of wires, Coca-Cola’s pandal barricades, Campa Cola at Lalbaug. These aren’t ads, they’re cultural anchors. In short: Customisation = “This brand gets me.” Culture = “This brand gets us.” Festivals amplify both. Discounts fade. But brands that feel like part of the celebration stay in memory long after. Festivals return every year. Only a few brands return with them.

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