Betraying any signs of nervousness, trepidation or fear, the economy joined every
Indian home in celebrating this year’s festival of lights. While families gathered to pray to the Goddess of wealth, manufacturers and retailers alike breathed a sigh of relief, after the tumultuous last few months. Kishore Biyani’s claims of a “bumper season” with electronics and consumer durables flying off the shelves, further added to the buoyancy of the economic environment. Consumer durables companies like Samsung and Godrej Appliances spoke of 40 per cent and 30 per cent expected growth over the same period last year. Some business dailies reported that retailers were witnessing a 45 per cent increase in footfalls and 30 per cent increase in sales! And finally, as results from the second quarter rolled in, one after the other, there was ringing in of hope and optimism that the festivities will end the dry spell retailers have been facing since the end of last year.
There were several indications of the confidence that everyone was restoring in our economy. Automobile manufacturers led the way with the release of two new cars, Chevrolet Cruze and Tata Indigo Manza. In fact, riding on the Diwali crest, Maruti Suzuki posted its highest ever sales in a month! Luxury brands such as Jimmy Choo unveiled expansion plans in India, while Mont Blanc released a television campaign, a first for the prestigious writing instrument legend in India. New spenders such as furniture and interiors emerged. Other such as DTH saw resurgence.
Advertising toed the line celebrating the renewed spirit of giving. In evidence was marketers’ generosity with a plethora of offers, contests and discounts. Vodaphone’s consumer competition to win painting their houses by Dulux became a charming, much-talked about piece of communication. Cadbury’s campaign, Iss Diwali Kyun ka kuch Mithas ho jaye spoke, in altruist tones, of spreading the mithaas and festive joy beyond your intimate circle touched several chords. The campaign rightly questioned, Iss Diwali Aap Kise Khush Karenge? Kurkure’s Muh kurkure kare was a clever take on a new gifting suggestion. Titan timed its launch of a ladies collection of watches, Titan Raga Floras, with a bang in the run-up to Diwali. Reliance Big TV revealed a 360 degree campaign on the ‘Joy of ownership’ with customer testimonials as the communication medium. Clearly engines have revved up for the next few months, where media companies are pegging the industry will continue to see an upward spend and an upward trend.
(The author, better known as Pops, is National Creative Director, Leo Burnett)
