How brands greeted Ganesh Utsav 2024 with experiential marketing

Delhi: In India, festivals are not merely a celebration of tradition and devotion but are also crucial touchpoints for brands to connect with consumers. One such vibrant occasion is Ganesh Utsav, a ten-day celebration filled with devotion, joy, and communal spirit. 

Over the years, this festival has grown into a significant cultural moment, with both traditional practices and modern consumer culture coexisting harmoniously. In 2024, brands took their engagement strategies to new heights through experiential campaigns, blending creativity, consumer interaction, and devotion in pandals nationwide.

Evolution of brand integration at Ganesh Utsav

Traditionally, Ganesh Utsav was solely focused on devotion to Lord Ganesha, with grand idols and rituals marking the festival's essence. However, in recent years, brands have identified an opportunity to integrate themselves into the celebration, tapping into the consumer culture that thrives during the festival. While the primary focus remains on Ganpati Bappa, brands have successfully engaged devotees in creative, subtle ways that enhance the festive spirit.

In 2024, experiential marketing during Ganesh Utsav was not just about promoting products but about enriching the experience for devotees. Brands positioned themselves as a part of the celebration, building memorable interactions that went beyond simple advertising. By aligning themselves with the values of devotion, unity, and festivity, brands found a way to create meaningful touchpoints with their audience.

Engaging devotees: the heart of experiential campaigns

The true magic of Ganesh Utsav lies in the pandal, where thousands of devotees gather to seek blessings. Brands recognised that the pandal was not just a religious space but a cultural hub where people came together. In 2024, brands integrated their messaging directly into this space, engaging devotees in creative ways that felt natural and seamless.

For example, several brands introduced eco-friendly initiatives, mirroring the growing environmental consciousness among urban consumers. By sponsoring sustainable Ganpati idols and immersive workshops on eco-friendly practices, brands positioned themselves as champions of both tradition and modernity. These campaigns resonated deeply with consumers who value sustainability but also respect cultural rituals.

One standout campaign by a tech company called Oculus initiated a VR Ganpati Darshan experience. Devotees who couldn't visit certain pandals due to distance or crowd restrictions were offered an immersive virtual reality experience, allowing them to 'visit' and pay their respects to their beloved deity. Not only did this enhance the festival experience for many, but it also created a positive association with the brand that provided the technology, blending technology, convenience, and devotion effortlessly.

Tapping into consumer culture through interactive activities

Brands also leveraged interactive elements to tap into consumer culture while ensuring they remained in line with the festival's spirit. One of the key ways brands did this was through contests and social media engagements. Whether it was asking devotees to share pictures of their home Ganpati setups or participate in creative storytelling contests about Lord Ganesha’s values, brands fostered a sense of community while building their own digital presence.

Retail and FMCG brands, in particular, curated special festival-themed product lines, with promotions specifically tailored to Ganesh Utsav. This was seen in everything from sweets and snacks to decorative items like lights and eco-friendly decorations. The marketing strategies here were subtle yet effective—while buying products associated with the festival, consumers were constantly engaging with the brand.

Moreover, for brands in sectors like automobiles and real estate, Ganesh Utsav was a prime occasion to run offers and promotions centered around blessings for new beginnings. It’s common for families to make major purchases during the festival to seek divine blessings, and brands align their messaging with this sentiment, offering special discounts or features as part of the celebration.

Creativity meets tradition: idol craftsmanship and brand storytelling

While the creativity in idol craftsmanship has always been a hallmark of Ganesh Utsav, brands found a way to weave themselves into this tradition through custom-designed idols and art installations. In 2024, some brands partnered with local artisans and sculptors to create themed Ganesh idols that reflected their brand values while staying true to the essence of the festival.

For example, Apple created an idol with subtle references to its new product line—an innovative yet respectful homage to the god of wisdom and innovation. Meanwhile, a leading beverage brand, Coca-Cola installed a massive Ganesh-themed art display crafted entirely from recycled bottles, seamlessly blending the themes of sustainability and devotion. These creative expressions weren’t just promotional tactics—they were deeply integrated into the artistic spirit of the festival, offering devotees a visually engaging experience.

Blurred line between celebration and brand presence

In 2024, experiential campaigns during Ganesh Utsav walked a fine line between enhancing the festival’s devotional aspect and integrating brand presence without seeming intrusive. For many consumers, it wasn’t just about creativity in the way brands promoted their products but also about how they enriched the festival experience itself.

Brands were mindful of the fact that Ganesh Utsav is rooted in deep cultural and spiritual significance, so their presence in pandals and on social media needed to reflect this balance. Rather than simply promoting a product, campaigns emphasised the shared values of devotion, joy, and togetherness. This approach allowed brands to connect more emotionally, ensuring that consumers felt respected and valued.

For instance, Tanishq focused its campaign on family values and blessings—two pillars of Ganesh Utsav. They hosted family-oriented puja workshops, where mothers and daughters could bond while learning traditional rituals. Not only did this reinforce the idea of family togetherness, but it also aligned perfectly with the brand's messaging around heritage and precious moments.

Vi-John unveiled an 8-foot Ganapati statue at Grand Street Mall in Pune, crafted entirely from shaving cream and foam. This unique creation was officially recognized by the Asia Book of Records as the Largest Ganapati made out of Shaving Cream and Foam.

This year, Godrej Aer expanded its presence to four iconic pandals, including ‘Mumbai Cha Raja’ (Lalbaug), ‘Girgaon Cha Raja’ (Girgaon), ‘Khetwadi Cha Ganraj’ (Girgaon), and ‘Fort Cha Icchapurti Ganesh’ (Fort), introducing its signature fragrance zones to devotees at each location.

Beyond the pandal: a festival for all

One of the most impactful trends in 2024’s Ganesh Utsav campaigns was the effort to make the festival inclusive and accessible. As brands aimed to engage the masses, they realized the need to cater to devotees who couldn’t physically participate in the grand festivities. Virtual darshans, social media engagements, and online cultural performances allowed brands to extend the festival beyond physical boundaries, ensuring that no one felt left out.

For example, a well-known streaming service, Amazon Prime Video partnered with cultural institutions to broadcast live music and dance performances themed around Lord Ganesha. This offered a unique digital engagement platform, where devotees could participate in cultural programs from the comfort of their homes. It also allowed the brand to position itself as more than just entertainment, emphasizing its role in fostering community and preserving cultural heritage.

Ganesh Utsav as a brand playground

Ganesh Utsav 2024 showcased how brands have adeptly navigated the cultural landscape of India, blending devotion and marketing in innovative ways. Whether through eco-friendly initiatives, interactive digital experiences, or creative installations, brands managed to strike a chord with consumers without diluting the spiritual essence of the festival.

By tapping into consumer culture and understanding the importance of shared values, brands created campaigns that were as much about brand integration as they were about devotion. The line between celebration and commerce has blurred. Still, in the hands of creative marketers, this fusion resulted in a festival that celebrated not just Lord Ganesha, but also the evolving relationship between consumers and brands in modern India.