How Festive Music Campaigns Are Changing The Game For Brands

As the festive season finally kicks off, it’s not just a time for celebrations—it’s also a golden opportunity for businesses. Brands are seizing this moment to roll out creative campaigns that captivate audiences and boost sales.

Traditionally, brands leverage the festive season by launching eye-catching campaigns on television, often collaborating with high-profile artists to enhance their appeal and reach.

The Power of Music in Festive Campaigns

Festive music campaigns have proven to be highly effective, with music helping brands break through the clutter of seasonal advertising. According to a Nielsen study, commercials featuring music are 20% more likely to be remembered by consumers. This, coupled with higher engagement rates for brands using festive music, underscores why jingles, original songs, and remixes have become integral to festive marketing strategies.

Preeti Nayyar, Senior Vice President & Business Head - New Business & Brand Partnerships, India & South Asia, Universal Music Group (UMG), explains, "Music is always connected to memories or making new memories. The most authentic way for a brand is to give an experience to its audience the way they like it."

Cultural Relevance and Emotional Connection

The most successful festive music campaigns are those that resonate with cultural traditions. Whether it’s Diwali or Christmas, brands need to understand the values and moods associated with each festival to create an emotional connection with their audience.

"For Coke Studio Bharat, which stands for culture, fusion, and folk in music, the track 'Holi Re Rasia' brought artists like Maithili Thakur and Seedhe Maut together, along with multiple food, dance, and lifestyle influencers. The result was a moment of celebration and euphoria," Nayyar highlights, adding how music can amplify the spirit of festive joy.

In 2024, brands have also turned to platforms like Spotify to reach users with personalized, music-driven campaigns. By integrating music into targeted advertising, brands have seen higher engagement and conversion rates.

Nayyar shares an example: "A gaming brand we worked with wanted to bridge its massive Gen Z gamer fanbase with Bollywood and pop culture during Holi. We built a dance track around Holi that incorporated elements from the gaming app and featured Hrithik Roshan in a groovy video. It led to a trending track and video, as well as user-generated content (UGC) from gamers. This strategy not only deepened brand affinity but also attracted new music fans."

Iconic Festive Jingles and Their Impact

A well-crafted festive soundtrack can create a lasting emotional connection with consumers, integrating a brand seamlessly into celebrations. Rohit Sobti, co-founder of Artiste First, says,Cadbury Dairy Milk’s "Kuch Meetha Ho Jaaye" jingle as an example. "The melody is closely tied to Diwali, evoking joy and togetherness. This jingle boosts brand recognition and ensures Cadbury’s relevance year after year during Diwali festivities."

Music that taps into the authenticity of regional festivals can further elevate a campaign's success. Jitendra Hirawat, Director of SoCheers Films, comments, "Indian festivals like Durga Puja, Ganesh Chaturthi, Onam, and Pongal offer a wealth of musical inspiration. The choice of instruments and singers can significantly enhance the authenticity and resonance of a campaign."

Collaborating with Artists: A Winning Strategy

Brands are increasingly partnering with artists to enhance their festive campaigns, leveraging the artist’s following and cultural influence. "Choosing an artist that personifies the brand’s promise and has a dedicated fan base is crucial," Nayyar says. "For example, a fashion brand would look for an artist with a distinct sense of style, capable of inspiring new trends. The artist’s influence on their fan base can drive real-time engagement, far exceeding a traditional TVC."

During the 2024 festive season, several brands collaborated with local and national artists to create original songs, further deepening their connection with audiences. As Sobti says, “Great music combined with the right artist—whose following resonates with the campaign’s message—creates a compelling synergy.”

The Future of Festive Music Campaigns

Festive music campaigns are continuing to evolve, with brands experimenting with new ways to incorporate music into their strategies. In 2024, brands are increasingly using nostalgic jingles, curated playlists, and artist collaborations to amplify their festive marketing efforts. As brands embrace music's power to create lasting memories and deep connections with consumers, the role of festive music campaigns in driving sales and engagement is only set to grow.

From Cadbury’s iconic Diwali jingle to innovative Holi tracks from Coke Studio Bharat and music-driven campaigns on Spotify, festive music campaigns are changing the game, reshaping how brands engage with audiences during India’s most celebrated times of the year.