Beyond Listicles: Is PR Evolving for the Festive Season?

Arushi Gulati, lead for PR and external communications for FS Life (previously FableStreet),  shares that D2C brands are both strategic and aggressive when it comes to maximizing PR efforts to reach a much wider audience, exploring more avenues for sales. 

These include:

• "User Generated Content (UGC) is one of the major tools brands are using to establish authenticity for themselves and eventually see higher conversion rates

• Another major channel is Influencer marketing which is common these days but still works well for the brands. These collaborations are both barter and paid. With new tools for analyzing ad and video performance, brands can use these channels in a more cost-efficient manner."

The numbers

Gulati shares that with newer brands mushrooming every second day and consumers becoming more particular about their choices, there is very stiff competition for brands to stand out as relevant for customers. This is where communication and PR do what they do:

 Says Gulati, "Typically 1-2 press releases go out for festive collections (based on the number of collections being launched). However, the journalists get flooded with 1-2 releases from hundreds of brands hence, the chances of getting a stand-alone collection launch are miniscule.

Having said that, there is a fair chance of getting featured in listicles that most publications do for all the seasons. About 5-6 listicle features are good enough for any brand and with barter collabs with the journalists, most brands get featured in cat A publications."

Sharif Inayat Patel, Adfactors PR, explains confidently that influencers, social media engagement, on-the-ground regional PR activation and the usual media ties are all very much at play for young PR professionals while promoting brands during festivals.

Regional on-the-ground PR 

Recently, Patel worked on outreach for a campaign for a leading pipe manufacturer to create free refreshment stalls using pipes for festival travellers in Maharashtra. The initiative also tied in with the brand's values of community service.

Commenting on the communication trends for this year's festival, Patel added that a significant trend is hyper-personalization, where brands customize campaigns for specific regions, cultures, or even niche demographics.

Hyper personalisation 

"This may include localized influencer collaborations or geo-targeted content that directly addresses smaller communities, fostering a more personal and relatable experience for consumers. By combining sustainability with hyper-personalized outreach, brands are ensuring they stay relevant and connect with audiences on various levels during the festival season." says Patel.

Owned Media 

Brands are also investing in owned media such as blogs, newsletters, and websites, which serve as central hubs for in-depth content. Video content, particularly reels and short-form videos is especially effective in capturing attention, making it one of the most impactful communication methods during this festive rush.

The numbers 

Patel points out that all this means it's more than just product promotion, "PR crafts narratives that reflect values of celebration, unity, and social responsibility. During the festive season, brands usually issue 3 to 5 press releases that highlight various elements such as product launches, special promotions, partnerships, or initiatives focused on social impact. 

The number of stories that gain traction can differ, but for campaigns that are well-executed and have compelling news angles, it’s common to see between 15-20 stories featured across both digital and traditional media. The true benefit lies in merging PR with storytelling that resonates with cultural significance and consumer feelings."

Yasin Hamidani, director, of Media Care Brand Solutions agrees with the trend of hyper-personalisation pointing out that, "WhatsApp broadcasts and personalized email marketing play a role in reaching niche consumer groups. Traditional PR methods, such as TV commercials, radio ads, and print media, are also used to maintain brand visibility among a broader audience. Additionally, brands collaborate with e-commerce platforms to amplify visibility during high-shopping periods like Diwali and Onam."

Hamidani elaborated, "Brands are also engaging influencers with strong cultural ties or festive resonance which has also become a key PR trend. Influencers amplify brand messages while creating user-generated content (UGC) that feels organic. For example, fashion brands during Diwali partner with influencers for styling tips, while food brands work with chefs to share traditional recipes."

The numbers

"Typically, a large number of press releases are sent out during the festival season ranging from 5 to 10 per brand, depending on the scale of campaigns. These cover product launches, offers, collaborations, and CSR initiatives.

However, due to the high volume of pitches, not all get media coverage. On average, around 2-3 stories per brand get carried by leading publications or media outlets, focusing on key highlights and unique aspects that appeal to the festive sentiment of the audience."