This festive season, Sone Pe Suhaga by Philips India was launched as a month-long initiative combining innovative products, real-time rewards, and localized storytelling to captivate consumers across 70 cities. In a conversation with Pooja Baid, CMO of Versuni India, insights were shared on the campaign’s strategy, the thought process behind it, and the changing landscape of festive marketing in India.

Sone Pe Suhaga Campaign Overview

Philips India’s Festive Atmosphere

Pooja Baid shared that the festive period brings joy, and this year showcased a clear sense of optimism. Following a long duration of adverse weather, conditions have improved across metropolitan areas and the nation. There is a notable increase in consumer interest, evident through enhanced online traffic, in-store inquiries, and social media engagement. The Sone Pe Suhaga campaign has been positively received, and preliminary performance metrics indicate that the brand is outperforming the competition.

Baid highlighted that although festive purchasing peaks around Bhaiya Dooj, the festivities extend periodically until the New Year, allowing marketers ample opportunity to engage thoughtfully with their audiences.

Planning and Execution of the Campaign

The Sone Pe Suhaga campaign spanned 30 days, featuring hourly rewards and diverse interaction points. When asked about the planning timeline, Baid detailed that preparations commence immediately after the conclusion of the previous year’s Diwali festivities. Seasonality is predictable, and Diwali has always been a focal point for these strategies. Each annual strategy includes a festive plan, often leading to early conceptualization of the following year’s campaign.

Baid explained that the operational scope of Sone Pe Suhaga was extensive, encompassing 70 cities, each backed by a tailored media strategy, from outdoor promotion to influencer collaborations. The campaign went live on 22nd September, and the team worked diligently to ensure seamless operation.

Inspiration Behind “Sone Pe Suhaga”

The concept was inspired by Philips’ purpose of transforming houses into homes while enhancing joy in everyday moments. Many festive promotions today are overly formulaic, primarily focusing on discounts. The objective was to create something impactful. The idiom Sone Pe Suhaga, which means something better than gold, was an ideal fit. The campaign combined high-quality appliances, consumer giveaways, and gold—an element that resonates with various cultures and celebrations across India. Baid stated that this was conveyed through visually striking creatives, hourly reward announcements, and city-specific media strategies, making it relatable, credible, and enjoyable.

Technology and Convenience in the Campaign

The integration of digital tools was crucial to the campaign. Baid mentioned that platforms like connected TV, MX Player, and Amazon DSP were utilized to target the correct audience effectively. Winners were announced every hour on radio, social media, and in-store, which helped build excitement and trust simultaneously.

Philips’ Unique Approach to Rewards

Highlighting the company’s unique stance, Baid explained that the key difference lies in the intent behind the campaign. Unlike many campaigns that offer rewards to only a select few, Philips aimed to democratize the rewards by providing hourly prizes across 70 cities. It was designed not as a competition but as an invitation to share in the celebration. This philosophy influenced every decision, from influencer partnerships to media activations, focusing on delivering genuine festive experiences rather than merely driving sales.

Featured Product Categories for Festivities

Baid noted that air fryers and garment steamers are generating notable excitement this festive season. Mixer grinders continue to perform well, especially with innovations such as the MicroGrind for single servings and Eco Fresh, India’s first vacuum blending mixer grinder designed to retain nutrients. Following Diwali, air purifiers are anticipated to see increased demand in light of deteriorating air quality in the NCR region.

Philips India’s Global Strategy

Baid explained that the company follows a principle of flexibility within set parameters. The global teams provide data-driven guidance, yet local teams can tailor their strategies accordingly. India’s festive celebrations are distinctive, with no other market showcasing such a broad spectrum of cultural festivals in one timeframe. Insights from India’s campaigns are often shared with other markets, fostering a collaborative learning environment.

The Role of Influencer Marketing

Influencers were strategically selected as credible voices to drive foot traffic to stores. Instead of opting for national celebrities, the focus was on local personalities. Their messaging was straightforward: encourage people to visit the store and experience Sone Pe Suhaga directly. This approach resulted in significant engagement and actual store visits rather than just online metrics.

Importance of Partnerships

Partnerships were essential throughout the campaign. The collaboration involved over 250 influencers, Amazon DSP, MX Player, and Kalyan Jewelers. While many campaigns often rely on co-created products, this initiative was operationally intricate, requiring seamless coordination among influencers, retail stores, and media outlets.

Memorable Moments from Sone Pe Suhaga

Baid recounted two memorable instances from the campaign. The first was a review of the campaign after one week, revealing zero complaints in the operational WhatsApp groups, showcasing excellent planning. The second memorable moment came when a consumer shared a video celebrating their gold win, reaffirming the belief that reputable brands can create genuinely unforgettable experiences.

Marketing Landscape in India Today

Baid observed that the Indian market is dynamic and receptive to experimentation. Marketers are continually balancing traditional and digital media while adapting to varied regional consumer behaviours. Following COVID-19, budgets have gradually stabilised, leading to increased creativity within the community. Changes in consumer media habits, attention spans, and expectations have prompted marketers to innovate ceaselessly. New D2C brands are rising to challenge established players with compelling storytelling, creating a vibrant environment for engaging audiences. Baid concluded that it is an exhilarating period to learn, experiment, and shape the festive marketing landscape.