BE Lights with Panasonic's Sunil Narula


Now, it is more important that the content being put out, especially during these changing times matches with the current sentiment of the target audience, says Narula...

December 15, 2021, 12:00 IST

Tis the season to be merry, meet friends and family (albeit following covid safety norms), eating sweetmeats, and of course, to launch a marketing blitzkrieg. In our series BE Lights , peeks into the minds of marketers and agency heads to understand their take on festive season marketing . In this installment, we present Sunil Narula , senior vice president- sales and marketing, Panasonic Life Solutions India.

1. How has marketing during the festive times evolved over time? In India, the festival times offer a great opportunity to reconnect with the audience through a different lens and highlight our work. Earlier, festive marketing was always about marquee product launches, offers, deals, and innovative ad campaigns. But there has been a drastic change in the marketing strategy during festivals now, mainly because of the massive marketing and ad clutter that is put out by various brands trying to grab the spotlight.

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Register Now Now, it is more important that the content being put out, especially during these changing times matches with the current sentiment of the target audience. The approach should be to stand out from the clutter, by avoiding using similar tactics and typography. The marketing efforts should be focused on the connecting message we want to deliver during festive marketing rather than the product ad formats. In fact, over 90% of our marketing budget is spent on digital mediums now to increase retail visibility, drive consumer connect which is in sync with content consumption trends.

2. The most memorable festive marketing campaign you have done. Why?

While there have been many memorable campaigns I have been a part of, the one which is very close to my heart is my first 360- degree campaign for Philips steam irons . This was back in 2005 and it was the first Indian TV commercial done by Philips for the HEC ( Home Environment Care ) category. We had done extensive research to get insights on consumer behavior with respect to usage habits and buying triggers. The TV commercial was shot at Filmcity in Mumbai and was directed by Abhinav Deo.

3. Do you feel festival marketing is losing its sheen in the era of online mega sales. If yes, then why? If no, then why not? 18 Feb 2022 01:30 PM

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Register Now The e-commerce brands dominate the advertising space during the festive period, however the advertising is brand agnostic wherein the platforms, in most cases, focus on celebration, gifting and lure consumers by passing on big discounts. In this dominance of e-commerce platforms and of air space, the brands have a far bigger role to play in terms of maintaining their connect with consumers without diluting their long-term positioning. Keeping the long terms objectives in mind, the brands remain focused on building consumer connect during the festive period and have maintained their sheen even though the dynamics of business went through changes.

So, be it Cadbury, Titan, Mercedes Benz, they all still conform to regular marketing. This is because the audience continues to look for a connection with the brands and their products. For example: Use of Dermi Cool in the summer or having a Cadbury during Diwali. There is an expectancy from the audience for a marketing campaign, and which is why it is important for brands to continue to market and deliver during festivities to be a part of this joyous occasion. Also, innovative products with exciting festive offers are here to stay.

Catch what marketers and agency heads have to say about festive season marketing in's special festive series BE Lights

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