From Fanta to Surf Excel, brands walk the emotional plank on Holi

Facebook looks at the power of social media in amplifying celebratory messages, Fanta (Coca-Cola India) invokes the joyous spirit, Fbb asks women to protest against harassment in the name of Holi

Being played under the shadow of Covid-19 and amidst countrywide protests and riots, the festival of colours has been extended its most cautious welcome in recent years by advertisers. Instead of raucous humour or topical banter, most have opted for tried and tested narratives of filial love and friendships. 

Most brands have used digital media to launch their campaigns and are mindful that under the widespread panic over the coronavirus, celebrations are likely to be muted. 

Sandip Chhetri, COO of online B2B marketplace TradeIndia.com says that the Coronavirus shutdown in China is likely to hit the Holi business, water sprinklers