Blinkit reposted this
Communications strategy consultant. Connect with me for corporate workshops on personal branding. Ex-Ogilvy, ex-Flipkart, ex-Edelman. No paid posts - my words are not for sale.
The festive season is upon us. But instead of a one-size-fits-all "festive season", it is good to see Blinkit take the effort to customize/localize—to the best extent possible—a festive calendar across multiple editions of The Times of India today. On a quick glance, they all seem the same, but observe carefully! 1. I noticed 'Deepavali' in the Bengaluru (and Chennai) edition and got curious to see a 'North' edition like Delhi! And it is 'Diwali' in most other editions! 2. 20th October is not mentioned only as 'Deepavali' in the Bengaluru edition. There's also 'Naraka Chaturdashi' mentioned along with Deepavali. 3. There's 'Ayudha Pooja' on October 1 in the Bengaluru and Chennai editions. 4. Hyderabad edition has 'Engili Pula Bathukamma' today (September 21), 'Saddula Bathukamma' (30th September), and 'Atla Taddi' (9th October). 5. Kolkata edition has the whole nine yards - Mahalaya (today), Maha Panchami (27), Maha Shashti (28), Maha Saptami (29), Maha Ashtami (30), Maha Navami (1). And Lakshmi Pooja and Kali Pooja marked separately too. 6. Ahmedabad edition has 'Bhai Beej' (as it is called in Gujarat), while other editions call it 'Bhai Dooj'. 7. Delhi and Mumbai edition call it 'Dussehra', while the Hyderabad edition calls it 'Dasara'. 8. 18th October is 'Danteras' in most editions except some that call it 'Dhantrayodashi'. 9. The south editions use 'aarathi' (September 22, 'Get your mandir ready for...'), while the north editions call it 'aarti'. 10. October 2nd in the Chennai edition has 'Vijaya Dashami' with a picture of the slate with Tamil 'A' letter! 11. There's Halloween mentioned too in all editions, but I don't think this is some noble attempt at being secular :) This is just that Blinkit can sell a lot of Halloween related merchandise (masks, costumes, sweets, etc.). A festival is a festival, regardless of the religion/background involved, anyway. 12. The 2 odd ones out that actually mention a specific brand: 30th September (Ashtami) has a Frooti (except the Kolkata edition, of course, where it is Maha Ashtami)! And the Mumbai edition has, for October 19th, Moti soap (for abhyanga snan)! But overall, wonderful effort by Blinkit to list the many, many nuances involved in India's biggest festive season that unites us all in so many ways even though the names and rituals are so vibrantly different! #advertising #marketing #festivals #india
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