This article explores how festive anthems in India have become a key marketing tool, blending tradition, consumer sentiment, and brand strategy to drive engagement and streams.
.jpg)
Every October, as lights flicker on balconies, pandals fill with rhythm, and shopping ads flood screens, another kind of tradition takes shape,festive anthems. From Diwali bangers backed by Bollywood stars to Navratri garba tracks reimagined by DJs, music has quietly become a powerful lever in the marketing toolkit of labels and brands. What was once the realm of jingles and film soundtracks has now morphed into a “festive anthem economy,” where a well-timed single can spark virality, drive streaming spikes, and create enduring cultural associations.
But behind the sparkle of celebrity features and glossy campaigns lies a sharper question: what exactly are brands chasing with these anthems,cultural impact, streaming dominance, or measurable sales uplift?
Measuring ROI: Between Sentiment and Sales
For marketers, festive anthems walk a delicate line between art and arithmetic. Arneeta Vasudeva, National Head, PR and Influence at Ogilvy India, believes the returns often extend beyond sales. “With festive anthems brands are striving for deeper consumer connect and engagement. They aim to create a strong emotional hook. Its cultural relevance and timing make for impactful and lasting memories,” she says.
In practice, that means ROI may be measured differently depending on campaign objectives. A festive anthem tied to a Diwali brand film may count reach, engagement, and brand lift as key outcomes, while a Navratri single dropped in partnership with a fashion brand might track sales and click-throughs.
Hamza Kazi, Head of Artist Relations & Development at The Hello Group India, makes a distinction: “For brands, if the anthem is part of an awareness campaign, ROI is measured in terms of cultural impact. If it’s conversion-driven, the anthem works tactically,to grab attention and nudge audiences toward a CTA. For labels, festive anthems are less about conversion and more about riding the cultural wave to capture audience interest and push streaming numbers upward.”
What Makes an Anthem Stick?
A handful of festive tracks do manage to outlast their season, becoming part of annual soundtracks. Think of Gujarati garba songs that resurface each Navratri, or devotional-infused remixes that thrive during Ganesh Chaturthi.
So what makes a festive anthem “sticky”? Vasudeva points to a mix of elements,celebrity pull, catchy hooks, and clever brand integrations,but stresses that “tapping into consumer sentiment is the real key.” If a song captures not just the mood but also the rituals of a festival, it earns a replay value that transcends one campaign cycle.
Kazi adds nuance: “Stickiness comes not just from celebrity power, but also from hooks that fit rituals, visuals that reflect traditions, and integrations that feel natural rather than forced.” In other words, a track tied to the act of lighting diyas or dancing dandiya has a better chance of resurfacing each year than one that simply mentions the festival in passing.
Jingles Reimagined for the Social Age
The rise of festive anthems has drawn comparisons to the golden era of jingles,those 30-second sonic logos that defined brands for decades. But today’s campaigns are built for Instagram reels and YouTube virality, not just TV spots.
“A festive anthem can function like a jingle if used for a single season, while a jingle tied closely to cultural moments can itself act like a festive campaign,” says Kazi. “At their core, both serve the same marketing agenda, with timing and cultural context creating the distinction.”
Social media has supercharged the reach of these campaigns. A Diwali track seeded with influencers or a Christmas carol-style single released with an e-commerce brand doesn’t just stay on streaming platforms,it spawns memes, UGC videos, and dance challenges, amplifying the ROI far beyond paid media.
New Singles vs. Evergreen Hits
Every festive season, brands face a strategic choice: do they commission fresh music or license older, proven hits? The decision often comes down to budget and campaign goals.
“Every piece of music needs marketing spend, so investing behind a proven past hit often feels more logical to maximize ROI,” explains Kazi. “However, commissioning new music with artists who command strong fan followings can deliver freshness and relevance, sometimes outperforming catalogue campaigns.”
This tug-of-war means consumers get a blend of both: classics remixed for Gen Z ears, and brand-new anthems tied to influencer campaigns. The outcome is a festival playlist that feels both nostalgic and contemporary.
Toward a Festive Anthem Tradition
Could India’s festive anthems evolve into the kind of enduring seasonal tradition that Christmas songs represent globally? It’s a tantalizing thought. Mariah Carey’s All I Want for Christmas Is You still dominates charts every December, powering retail campaigns worldwide.
Experts are cautiously optimistic. “Unlike Christmas, which carries nostalgia that fuels the return of past songs, Indian festivals tend to inspire a fresh outlook each year,” Kazi notes. “Campaigns typically lean toward new music rather than reviving the same anthem. That said, if a brand invests consistently in one sound or property year after year, it could carve out a sonic space that grows into tradition.”
Rajeev Raja, Founder of Soundsmith and BrandMusiq, echoes this sentiment: “In India, festivals give brands an opportunity to engage deeper with their audiences. Audio assets such as a brand’s MOGO®? can be integrated in culturally immersive content in a seamless manner. This enables ‘moment’ branding with a degree of sincerity and impact.”
The Soundtrack of Celebration
Ultimately, festive anthems may not yet be the billion-dollar juggernaut that Christmas music is in the West, but in India’s booming streaming economy, they are fast becoming a seasonal currency. For brands, they’re not just soundtracks but strategies,hooks to hearts, clicks to carts, and plays to profits. For audiences, they add rhythm to ritual, turning campaigns into memories.
And for the music industry, they signal a new reality: in India, festivals are no longer just about colors, lights, and rituals. They’re also about the soundtrack that plays in the background,one that marketers, musicians, and consumers co-create each season.