“Aa Navratri ma su plan che?”
It’s that time of the year again when the city lights up, dhol beats echo through every galli and Amdavadis bring out their best kediyus and chaniya cholis. But while everyone’s getting ready to hit the Garba ground And for businesses, this festive frenzy opens up a world of marketing opportunities the kind that can put your brand in front of thousands, even lakhs, of potential customers. But with so many options on the table, there’s always that classic dilemma: “Should we go all-in on hoardings and ground events or take the digital route with influencer collabs, festive ads and reels?”
As a digital marketing agency based right here in Ahmedabad, we hear this every year. And the truth is, the answer isn’t as black-and-white as choosing between a chaniya choli and a one-piece for the afterparty.
So let’s break it down and explore what really works when it comes to brand promotion during Gujarat’s most-loved festival
Table of contents
- The Navratri craze in Ahmedabad
- Offline branding – the traditional charm
- Digital Marketing – the modern garba partner
- Comparing the impact – modern vs digital
- Budget allocation tips for navratri campaign
- Final thoughts
The Navratri Craze in Ahmedabad
Navratri in Ahmedabad isn’t just a festival; it’s an emotion. From the first beat of the dhol to the final aarti, the city lives and breathes Garba. Streets glow with lights, shops buzz with last-minute outfit hunts and music echoes from every corner.
Whether it’s late-night garbas at GMDC or dance-offs in housing societies, the festive energy is everywhere, from the old city to SG Highway. And for brands, this is a golden window to grab attention.
But where are people actually looking?
At that hoarding near Judges Bungalow? That influencer’s Garba reel on Instagram? Or maybe a “Shop Now” ad while watching a YouTube makeup tutorial?
Amdavadis are everywhere, offline and online. So, if your brand wants to stand out this Navratri, it’s not just about showing up. It’s about showing up in the right place, at the right time, in the right way.
Offline Branding – The Traditional Charm
Let’s start with the classic route. Hoardings near party plots, stalls at garba venues and flashy sponsorship banners have been Navratri staples for years. There’s a unique thrill in seeing your logo glowing above a sea of dancers, it feels grand, real and rooted in tradition.
For local and traditional brands, this approach still delivers. A good branding agency in Ahmedabad knows how to position your visuals for maximum footfall impact; think bold Gujarati copy, vibrant colours and strategic placements near high-traffic zones.
But offline branding is all about one thing: location. If your hoarding is hidden behind a bhutta stall or lost near the parking exit, the visibility game is over. Plus, unlike digital, you can’t really track performance; it’s big on presence, light on data.
Still, when done right, offline branding creates a powerful local buzz. It’s old-school charm meets loud, festive energy and that still counts for a lot during Navratri.
Examples of Offline Branding
Flipkart Minutes
Launched a highly creative Out-of-Home (OOH) billboard for Navratri, mimicking Garba dance movements with the tagline “Go in circles only for Navratri. Not for Navratri essentials.” The hoarding showcased festive essentials and grabbed attention with dynamic visuals and clever copy, creating buzz online and offline.
OLX Cash My Car
Sponsored a large-format hoarding at the Birla Mandir Kalibari Durga Puja pandal in New Delhi, positioned for maximum visibility to the huge festive crowd. Other BFSI brands like LIC and Central Bank of India also used hoardings and standees at pandals across India to connect with festival-goers.
Voltas – #VoltasKaFestiveMela
Organised a nine-day festive “Mela” at their Experience Zone in Mumbai during Navratri, with stalls showcasing smart home products and influencer-led walk-throughs, blending festive spirit with product experience.
FMCG and Local Brands at Garba Venues
Brands regularly set up food sampling stalls, demo kiosks, and mini-pavilions near high-traffic Garba venues, engaging with revellers directly through games, tastings, and special offers. Examples include snack and beverage brands in Gujarat and Mumbai.
Experience-Driven Stalls in Himmatnagar
The Rankar Garba event in Himmatnagar typically features branded stalls designed to stand out with unique offerings and hands-on activities, giving brands a chance to build local visibility and gather feedback from festival attendees.
Digital Marketing – The Modern Garba Partner
Now let’s talk digital. From Instagram stories and festive AR filters to Google ads with searches like “chaniya choli near me”, this is where younger, urban Ahmedabad is vibing. Influencers are doing Garba tutorials, outfit transitions and product shoutouts, all in one reel. And guess what? Your brand could be right there with them.
You must have seen festive engagement rates shoot up like fireworks during Navratri. Everyone’s online, before, during and even while dancing.
Digital gives you reach beyond physical borders, real-time interaction and most importantly, data. You know exactly what’s working, who’s watching and how it’s performing. It’s a perfect match for eCommerce, D2C and lifestyle brands looking to ride the festive wave.
And let’s be honest, people are checking their phones between rounds of taali and tran-taali. If your ad pops up then, to kya baat!
Examples of Digital Marketing
Kalyan Jewellers – Divine Feminine Digital Film
- Approach: Launched a visually rich ad film for the updated Sankalp collection, themed around celebrating feminine energy during Durga Puja.
- Execution: The digital campaign featured the brand’s ambassador showcasing traditional jewellery, delivering a message of honouring the goddess within every woman. Content was widely shared on social media for emotional appeal.
Asian Paints – Sharad Shamman Musical Film
- Approach: Released a nostalgia-driven digital film connecting generations through retro music styles paired with Asian Paints branding.
- Execution: The campaign used evolving musical themes and visuals of paint cans from different decades, reinforcing tradition while promoting products. Social platforms amplified reach and emotional connection.
Instashield – #KhudKiPehchan Social Messaging
Approach: Film campaign encouraging respect for women’s identity, featuring intergenerational storylines.
Execution: Leveraged digital platforms to spread social awareness during Navratri, inviting viewers to “see the goddess in every woman”.
Croma – Bringing Navratri Home
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- wApproach: Ran quirky reels and emoji-laden posts tailored to the festive mood.
- Execution: Framed home electronics as Navratri essentials, making the celebration accessible for audiences unable to attend Garba in person.
Comparing the Impact: Offline vs Digital
When it comes to Navratri marketing, both offline and digital have their strengths, but they play very different games. Offline marketing gives you hyperlocal visibility, especially in high-footfall areas, but it comes with higher production costs and limited flexibility. Once that hoarding goes up, it’s there, good or bad.
On the other hand, digital marketing offers a much wider reach, from your next-door Garba-goer to a shopper across cities. It’s interactive, cost-effective and fully measurable. You can tweak creatives mid-campaign, target specific age groups or locations and track every click, share and like. Basically, if your Day 1 ad flops, you can flip the strategy by Day 4, try doing that with a flex banner!
Budget Allocation Tips for Navratri Campaigns
For midsize businesses and startups in Ahmedabad, a smart Navratri marketing mix goes a long way. It’s wise to strike a balance between digital and offline efforts during the festive season. Focus on the platform where your audience is actively spending time, like social media, reels, influencers, and SEO, to stay visible during high search periods. At the same time, maintain on-ground presence through activities like event sponsorship, pop-up stalls or venue branding to connect with local audiences. Leave room for creative experimentation too, whether it’s a WhatsApp promo, an Instagram contest, or something fun and unexpected that aligns with the festive vibe.
Let your branding agency handle the on-ground buzz, while your digital team drives the clicks, leads and festive engagement.
Final Thoughts
In the end, whether you’re selling lehengas or lollipops, the real win is being seen where your audience is actually looking. And during Navratri in Ahmedabad, that’s everywhere, from the Garba ground to the Instagram feed. So instead of blindly picking between offline and online, plan your festive marketing mix wisely and execute with purpose.
With the right Digital Marketing agency in Ahmedabad paired with thoughtful Branding in Ahmedabad, your campaign can go beyond just visibility; it can create real festive buzz that sticks in people’s minds long after the dandiya ends.
Kem? Game che?
Vasim Samadji is a partner at Flora Fountain, where he leads the Business and Marketing Strategy divisions. In a world where everyone is used to sugarcoating, his directness is often considered rude. But that shouldn't be a problem if you like the no-nonsense approach. Because he is a seasoned professional...