MediaBrief caught up with Harshit Aggarwal, Founder and CEO of Novamax Appliances; Nikhil Gupta, Head of Marketing – Strategy, Government Affairs, and CSR, Signify Greater India; Priyanka Sethi, Head of Marketing, Haier India; and Sunil Narula, Senior Vice President – Sales and Marketing, Panasonic India, to learn about their strategies and preparedness for the festive season.
The leaders share insights into their unique approach to marketing, the use of technology, data, and personalization, their festive season initiatives, programs, and launches, and reveal how they are revitalizing tradition to enhance their festive approach in a digital world.
To kick off the conversation, we ask them about their approach to this festive season, particularly how they are leveraging data and personalization, which have become crucial for brands in reaching their audiences through tailored strategies and targeting. Commenting on this, Priyanka Sethi reveals that at Haier India, “We are leveraging data and personalization to create unique festive experiences that resonate deeply with our consumers. This year, we recognized our customers’ desire to invest in home appliances during the festive period, which prompted us to launch some breakthrough offerings with bundled discounts for the season.”
“By leveraging data analytics,” adds Sethi, “we gain valuable insights into consumer preferences and behaviors, allowing us to offer personalized recommendations and promotions that resonate with their celebrations, ultimately enhancing the customer experience and deepening brand loyalty. Our goal is to enrich the lives of our customers during their special moments, positioning Haier as more than just a product seller but as a meaningful part of their festive journey.”
Sethi further adds, “Our shop floors will feature engaging experiential displays, allowing customers to interact with the products firsthand and make informed purchasing decisions. Through these initiatives, Haier India aims to create memorable moments for our consumers, ensuring that our offerings not only meet their expectations but also elevate their festive celebrations.”
Key trends shaping festive marketing
Signify’s Nikhil Gupta emphasizes that today, customization, sustainability, and premiumization are the top three trends shaping the dynamics of the industry, driven by advancements in technology. He explains, “From a decade ago, when utility lighting was the primary focus, to today, when consumers prefer personalization, premium decorative, and architectural lighting options, the lighting industry has seen a significant shift. On the other hand, sustainability is increasingly prioritized, with consumers and businesses seeking eco-friendly and connected lighting solutions.”
Speaking about Signify India’s creative strategy, he mentions, “Our creative strategy centers around delivering fresh and engaging content that resonates with our audience amidst the festive season. By focusing on storytelling, innovation, and the unique value proposition of our products, we aim to cut through the noise and make meaningful connections,” shares Gupta.
Embrace tech and personalization for festive marketing
Harshit Aggarwal of Novamax Appliances believes that today’s consumers expect personalized and meaningful interactions, especially during the festive season when emotions and traditions run deep. “To deliver this,” he explains, “Novamax Appliances harnesses customer data to gain insights into preferences, purchasing behaviors, and regional nuances.
“This”, Aggarwal says, “allows us to segment our audience based on factors such as location, past purchases, and cultural practices. For instance, through our social media campaigns, we deliver region-specific content in local languages, ensuring that our messaging feels personal and culturally relevant. Our collaboration with regional influencers further enhances this approach by connecting with customers in a way that feels authentic and familiar.”
Panasonic’s Strategy for Targeted Communication
Panasonic India‘s Sunil Narula highlights the role of influencers, who are key to Panasonic’s strategy for targeted communication, saying, “Influencers, like electricians, retailers, and contractors, are key to the success of our business. It’s important for our brand to remain in the consideration set of these influencers. Using personalized and targeted communication to a large base helps in achieving our objective.
“Our loyalty apps and social media tools like WhatsApp help us in sending personalized communication to the target group. We are currently communicating with close to 300K such influencers on a regular basis using unique and personalized content,” Narula adds.
Haier India bets on data analytics
Technology is playing a crucial role in festive season innovations. Elaborating on the technology used to elevate the brand’s impact, Priyanka Sethi underlines Haier India’s breakthrough offerings, including smart refrigerators with Smart Sense AI and AI-enabled washing machines with DBT, QD Mini LEDs, and the Kinouchi Dark Edition air conditioners, paired with bundled discounts to meet consumer demand.
“By leveraging data analytics, we gain insights into customer preferences, allowing us to deliver tailored recommendations and promotions. Our aim is to enrich our customers’ festive experiences, establishing Haier as a meaningful part of their celebrations and fostering deep brand loyalty,” says Sethi.
“At Haier India,” Sethi adds, “we are integrating advanced technologies like AI and machine learning into our product innovation and marketing strategies. A standout initiative is our use of Google Discovery Ads, which leverage historical data to provide personalized content to users, enhancing visibility and engagement. As pioneers in the consumer durables sector, we’ve also embraced innovative formats like web stories, presenting our products in a dynamic way that resonates with today’s audience.
“Our campaigns across platforms such as Google, Facebook, and YouTube utilize tools like Performance Max and real-time analytics to understand user behavior and preferences,” she adds.
Signify’s digital-first marketing approach
Nikhil Gupta underscores that “At Signify, we believe in bringing the best of innovations to our customers across India, in line with our #BrighterLivesBetterWorld vision. Our marketing strategy focuses on a digital-first marketing approach to tap our audience, complemented by strategic traditional interventions. This strategic focus on digital is driven by the ability to reach specific customer segments with personalized content, which is important, especially during the upcoming festive season. In line with the projected growth of digital ad spending in India, we are strategically focusing on key platforms where our target audience is most active.”
Gupta adds, “Our marketing initiatives consistently adapt to reflect current market trends. This transition is fueled by the enhanced efficiency and precision of digital media targeting, which aligns with our objective of reaching the right audience with the right message. Our B2B marketing strategy relies 100% on digital media. In the consumer space, we have a mix of traditional and consumer media based on the target audience.”
Novamax offers immersive shopping experiences
Touching upon the role of technology this festive season at Novamax Appliances, Harshit Aggarwal reveals, “Technology is at the heart of our festive season innovations. It enables us to enhance our products, services, and customer experiences in ways that were previously unimaginable. From personalized campaigns to immersive shopping experiences, we are using cutting-edge technology to make the festive shopping journey more engaging, efficient, and tailored to our customers’ needs.”
Aggarwal adds that on the marketing front, “we are utilizing advanced data analytics to gain insights into customer preferences and behaviors. This enables us to create highly personalized campaigns that speak directly to individual customer segments, ensuring our festive offers and messaging are relevant to their cultural and regional context. By incorporating technology into our products, services, and campaigns, we anticipate stronger engagement, higher sales conversions, and a more personalized and delightful shopping experience for our customers this festive season.”
Panasonic is “Branding with the Festive Season”
Sunil Narula says that Panasonic, as a company, is committed to naturally enhancing the quality of life for people. “We are focusing on branding with the festive season. Last Diwali, we introduced an innovative initiative by lighting up the city using our new cloud service, Yoi-en, in a limited area event that gained attention.”
“Moving forward,” he adds, “we aim to continue growing our business alongside India’s culture and important festivals.”
Blending tradition with digital innovation
Nikhil Gupta shares how Signify Greater India leverages modern technology to enhance the customer experience while ensuring that their products and services align with traditional values and practices. “During Diwali, a festival of lights,” Gupta says, “we offer a range of energy-efficient and sustainable lighting solutions that not only illuminate homes but also contribute to environmental conservation,” adding that “innovation is at the forefront of everything we do at Signify.
“We are focused on pushing the boundaries to bring the best of innovation to India, and this installation is yet another testament to our commitment to celebrating India’s vibrant spirit. Recently, we illuminated Maharashtra’s iconic Ganpati festival by unveiling the largest illuminated Modak installation across the nation, which was recognized by both the Asia and India Book of Records. Powered by Philips lights, this installation towered 16 feet with a glowing 4-foot base and graced the intersection of the Chintamani Ganpati Mandal and Lal Bagh Cha Raja in Mumbai.
“Over 10 days, a dedicated team of more than 70 individuals worked tirelessly to create this awe-inspiring spectacle. Their collective effort and passion resulted in a stunning display that showcases Signify’s innovative prowess to blend modern technology with traditions to create something extraordinary. We are thrilled to have set a benchmark with the largest illuminated Modak installation; it is a proud moment for us as we continue to lead the way in lighting innovation and sustainability, making a lasting impact on society.”
“For the upcoming festive season, we have planned several initiatives that will focus on promoting our range of innovative lighting solutions that enhance the festive spirit and offer our customers exclusive benefits and offers,” Gupta adds.
Creating unique experiences through a digital lens
Harshit Aggarwal emphasizes that at Novamax Appliances, “We understand the importance of honoring tradition, especially during the festive season. Therefore, our strategy is centered on blending the time-honored values of festivals with the power of digital innovation to create a meaningful and engaging experience.”
“One key way we do this,” he reveals, “is by using social media. We have launched a comprehensive social media advertising campaign, ensuring that our festive messaging resonates with the modern consumer while reflecting the essence of tradition. Additionally, we’ve partnered with 200 social media influencers, each selected for their ability to reach regional audiences in their local languages.
“This approach allows us to engage deeply with customers across different regions, bringing the festival’s spirit closer to their hearts. By combining the digital reach of social media with the personalized touch of regional influencers, we are reinforcing Novamax’s commitment to respecting tradition while evolving with the times,” Aggarwal adds.
Commenting on the integration of tradition and digital innovation, Sunil Narula mentions, “In alignment with the company-wide strategy, we consistently monitor our reputation and positioning on social media. We communicate through graphic designs that resonate with people’s emotions during the festive season.”
Unique initiatives and collaborations for festive success
Priyanka Sethi sheds light on Haier India’s special launches and programs to benefit their consumers for the festive season. “This festive season, Haier India is unveiling a range of initiatives aimed at enhancing our customers’ experience while fostering brand loyalty. As part of our commitment to accessibility, we are partnering with the popular reality entertainment franchise, Big Boss, for their Tamil, Telugu, Marathi, and Kannada editions. This collaboration will showcase Haier India’s innovative appliances, like our silent-performance washing machines, through engaging tasks for the contestants, deepening our reach in these regions.”
“To make our products even more appealing, we are offering exciting discounts of up to 22.5%, encouraging customers to upgrade their home essentials during this special time. Additionally, our easy EMI options starting as low as ₹994 enable customers to invest in quality without financial strain, with flexible payment plans of up to 36 months that cater to various budgets,” Sethi adds.
Sethi says that Haier has also extended warranties on select appliances, providing peace of mind and reinforcing trust in Haier products. “This added reassurance contributes to increased satisfaction and loyalty, as consumers feel more confident in their purchases. Ultimately, these initiatives strengthen our relationship with customers, positioning Haier as a brand that genuinely cares about making premium innovative appliances accessible. We are excited to celebrate this festive season together, creating joyful moments that resonate within our community.”
Signify Greater India announced cricket legend Rahul Dravid as their brand ambassador for the next two years. Elaborating on this Nikhil Gupta says, “His enduring appeal and unwavering dedication perfectly mirror Signify’s foundational principles, resulting in a collaboration that exemplifies perseverance, quality, and innovation. This association will usher in a new era for the lighting industry, as it fortifies the brand’s commitment to inspire and celebrate with consumers in India.
“Our collaboration with Rahul initiates a new chapter in Signify’s journey, where tradition meets innovation. His association with us will amplify our engagement with the Indian consumer, and we are geared up to launch some exciting campaigns with him soon. Rahul Dravid will be representing Signify brands in India, providing an opportunity to connect with a diverse audience,” says Gupta.
Collaborative efforts to enhance customer experiences
According to Harshit Aggarwal, “The festive season is not just about business—it’s about celebrating with our extended family, which includes our employees, customers, dealers, and distributors. We believe in spreading joy and strengthening relationships during this special time. This year, we are introducing a special scheme for our customers, offering attractive discounts and festive offers on our products. To make the experience even more delightful, we will send surprise gifts to our dealers and distributors as a token of appreciation for their continued support, recognizing them as an integral part of the Novamax family.”
Aggarwal adds, “We are also introducing a special tour plan for our valued dealers as part of our festive collaboration, allowing them to relax and celebrate their success with Novamax. These initiatives reflect our commitment to making the festive season brighter for everyone connected to the Novamax family while also fostering loyalty and building stronger, long-lasting relationships.”
Sunil Narula reveals, “We are focusing on our Loyalty Program to strengthen collaboration with our customers and elevate the electrical materials industry in India. This year, we plan to hold events to express our gratitude to our loyal customers and continue initiatives that bring value to them. We are also in the process of creating new content that connects well with the TG (electricians and retailers). Fresh content like this will help improve engagement.”
Navigating the festive landscape
To wrap up the conversations, we ask the leaders about their overall preparedness for Festive ’24. Priyanka Sethi reveals that for the upcoming festive season, Haier India is committed to maximizing sales and achieving strong market conversions by “making our premium, innovative offerings more accessible and affordable.”
Sethi says, “We focus on delivering exceptional value and unparalleled customer experiences through strategic promotions, engaging campaigns, and extended warranties for added peace of mind. Additionally, by aligning our marketing efforts with the festive spirit, we aim to connect more meaningfully with our audience, ensuring that Haier products remain top-of-mind for those looking to enhance their homes this season. This year, we have been able to drive a majority of product visibility efforts through PR activities.”
“We anticipate remarkable year-over-year growth of 35%, with the festive season contributing significantly. Additionally, with a robust supply chain and enhanced customer service, we are fully prepared to meet the increased consumer demand. As we focus on engaging with our consumer through digital and traditional channels and interactive experiences, we look forward to redefining the home appliance experience and making this festive season a resounding success for Haier India,” Sethi adds.
Harshit Aggarwal comments, “We are fully prepared to make the upcoming festive season a success, with a well-rounded strategy that covers marketing, distributor collaborations, and consumer engagement. A significant portion of our budget is allocated toward digital marketing, where we are focusing heavily on social media.
“We have partnered with 200 social media influencers to reach regional audiences in their local languages, ensuring our festive campaigns resonate on a personal and cultural level. In addition to our marketing efforts, we have strengthened our collaboration with distributors, offering special discounts and exclusive deals to help them maximize their sales during the festive period. We are also expanding our network by onboarding new distributors into the Novamax family, providing them with the tools and support to thrive in this busy season.”
“This festive season,” Aggarwal adds, “we are particularly excited about the impact of our regional influencer strategy and the opportunity to grow our distributor base. By combining data-driven insights with personalized, culturally relevant campaigns, we aim to deepen our connection with consumers while empowering our business partners. We look forward to celebrating shared success with our customers, dealers, and distributors, making this season a memorable one for the entire Novamax family.”
Sunil Narula concludes, “The festive season tends to see an increase in demand for our products, making it a key period for strengthening our marketing efforts. Specifically, we enhance on-ground marketing activities to boost visibility while engaging with influencers to capture the festive demand. We plan to design activities that create synergy between on-ground and digital efforts.”
