Over the years, festive marketing has become a critical component of the automotive sales strategy in India, and OEMs are now capitalising on the cultural significance of festivals. By displaying their vehicles in popular spots, automakers can increase brand visibility and connect emotionally with audiences, many of whom see this time of year as auspicious for making new purchases. The festive season, particularly in the months leading up to Diwali, is one of the busiest periods for vehicle sales in India, with a surge in demand for both two-wheelers and four-wheelers.
Tapping into festive sentiments
OEMs have identified key spots to showcase their vehicles in Delhi NCR, which boasts some of the largest and most extravagant Durga Puja celebrations outside of West Bengal. The crowded puja venues provide an excellent platform to introduce new models or drive excitement for upcoming launches.
Tamojit Chakraborty, General Secretary, Bangiya Parishad of Nivedita Enclave, Paschim Vihar, Delhi, said, “This year, Honda is putting up a display at the pandal, adding to the festive atmosphere and offering visitors an exciting experience.”
Kunal Behl, Vice President, Marketing & Sales, Honda Cars India Ltd. said, “We kickstarted our annual festive campaign of The Great Honda Fest during September with new promotional offers and a new Apex Edition of the Elevate which have received good response from the market in terms of enquiries and showroom footfalls. With the onset of Navratra and upcoming Dussehra & Diwali festivities, we expect a stronger consumer sentiment which will help us to maximise sales during this auspicious period.
For customers, seeing a vehicle in person during such celebrations adds an emotional appeal that traditional advertising cannot replicate. Many people who might not visit a showroom end up getting interested after seeing the cars at the pandals or different celebration venues. It’s a way to turn the festive enthusiasm into real customer interest.
Engaging families
Ashish Gupta, Brand Director, Volkswagen Passenger Cars India stated, “Volksfest, is our annual celebratory extravaganza through which we rejoice the festive season with our customers. Each year at Volkswagen India, our aim is to make Volksfest bigger and special for our customers with exclusive offers, benefits, and engagement opportunities. The auspicious festive season typically involves purchases of new products & services. Therefore, this year, we’re bringing our Brand even closer to customers, at the heart of cities, at premium malls across the country. Our customers, can spend quality time experiencing their preferred Volkswagen model that’s safe, sturdy and fun-to-drive.”
This strategy also allows OEMs to engage with families, who are key decision-makers in the vehicle-buying process, ensuring that the whole family can explore the vehicles together. As the festive season progresses, automakers are optimistic that these displays, combined with attractive festive offers, will further boost sales during one of the most important times of the year for the automotive industry.
Tarun Garg, Whole-time Director & Chief Operating Officer, Hyundai Motor India Limited, recently announced, "This festive season, we are thrilled to launch the Hyundai Super Delight Days campaign, a perfect way to engage with our customers during this festive season. The campaign reflects the deep-rooted emotional connections our customers share with their vehicles, especially during festivals when purchasing a new car is considered auspicious. To make the celebrations even more delightful, we have introduced new models and variants and are offering exclusive festive benefits across our range of cars, helping customers drive home their favorite Hyundai."
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