Why Brands Must Invest In Audio Beyond Festive Campaigns

I was at a recent marketing awards jury meet, going through a stack of festive campaign  entries…all glittering with celebrity power, cinematic visuals, big sets, and grand  storytelling. But there was one thing that stood out to me across the board. Almost every  campaign was video-first. The audio? An afterthought. 

It’s ironic, isn’t it? During India’s most “musical” time of the year, the festive season, audio  should be the hero. Yet most campaigns see it as an afterthought. 

Brands invest crores in production, but when it comes to sound; the one element that truly  connects emotionally, they often compromise. And it shows. 

Another aspect that I observe is the playback experience, of the already suboptimal  creative. You’ll notice it too the next time you’re at a cinema for example. The visuals are  stunning, but the moment the ad starts, there’s a harsh burst of sound, the dialogue feels  flat, the music doesn’t breathe, and suddenly, the entire experience falls apart. Perhaps the  most underwhelming experience at a cinema are the advertisements.  

We’re Consuming More Audio Than Ever, Yet Hearing Less That’s Memorable 

India’s relationship with sound is changing fast. We’re prioritizing premium experiences - streaming music & podcast, watching content, gaming, and even being driven in cars with  Dolby Atmos.  

Audiences care about sound. They notice when something sounds good, and when it  doesn’t. Yet, most brands still treat audio as something that just “comes with” the video. 

Why This Matters During the Festive Season 

Festive campaigns are built on emotion, energy, and rhythm, all of which live in sound. The Dhaak during Durga Pujo, the celebratory songs during Ganpati, the music during  Navaratri or even the laughter across - that’s what draws people in. Yet, when audio isn’t  given the same attention as visuals, the brand loses half its impact. 

If your festive campaign’s sound isn’t clear, rich, and emotionally tuned, even the most  beautifully shot film will struggle to connect. 

So, when we evaluate creativity during the festive season, we shouldn’t just ask, “Does it  look good?” but also, “Does it sound right?” 

Three Things Every Brand Can Do Right Now

-Prioritize audio during storyboarding :The best campaigns treat sound as part of the storytelling process, not as an afterthought.  Plan your sonic environment the way you plan your camera movement or lighting. Remember sound is half the experience.

-Build an identity that lives beyond a campaign :Your festive film will come and go. But your sonic identity, will live across touchpoints: your  app, retail, even Reels. The goal is to sound like you wherever consumers hear you.

-Make immersive experience your ally:Audio experiences like Dolby Atmos help brands create audio that’s immersive and  emotionally resonant across devices and platforms. Whether it’s an ad, a web film, or a  music-led campaign, rich sound enhances recall and engagement. 

The Question for Every Brand Manager 

As we approach yet another festive season, marketers will once again chase the perfect  visual; the big frame, the perfect light, the celebrity smile. 

But here’s a question worth asking before you go into production: 

“Are we giving audio the same importance as video?” 

Because in a country where celebrations are incomplete without music, ignoring how your  brand sounds is like celebrating without a song. 

When the lights go out and the campaigns fade, it’s not the visuals that stay in memory - it’s the sound that lingers. And for brands that truly listen, that’s where the magic, and the  opportunity…. begins.