Kite Festival = Connect Brand with Consumers

Brief of Makar Sankranti (Kite festival):-

Makara Sankranti is a major harvest festival celebrated in various parts of India. The movement of the Sun from one zodiac sign into another is called Sankranti and as the Sun moves into the Capricorn zodiac known as Makara in Sanskrit, this occasion is named as Makara Sankranti in the Indian context. Scientifically, this day marks the beginning of warmer and longer days compared to the nights. In other words, Sankranti marks the termination of winter season and beginning of a new harvest or spring season. (Source: Wikipedia). However, it is also known by different name in few states of India.

Key Highlights of Kite Festival:-

(1) Kite making is pegged as a INR 1200 crore industry in India, according to Assocham 

(2)  It employees over 70,000 artisans and seasonal workers
(3) Kite Manufacturing Hub: - Bareilly, Jaipur, Kolkata, Jodhpur, Ahmedabad and Lucknow are among the major kite-making hubs. 

(4) Kite Flying Hub: Gujarat, Uttar Pradesh, Madhya Pradesh, Punjab and Rajasthan are considered to be the major states for extensive kite flying. Though, Gujarat is amongst the most exciting & dominating hub for kite festival across the country.

(5) Celebration Time: - 14^th & 15^th Jan. every year.

Key String Market Players: - Sankal / Mahasankal 8 (Chain 8), AK 56, Agni, Panda, Griffan, Challenge, Agni. Chinese string has already been forayed in Indian market. Govt. has banned on Chinese string despite of it is available at many places & consumers are buying Chinese string because of lowest price.

String Brands

Identify the Right Strategic Time:-

Kite festival is one of the most stimulating & significant festival, and Gujarat is one of the leading state in kite festival where people are extensively celebrating two days (14^th & 15^th Jan.) Moreover, every year International Kite Festival is also being organized in Ahmedabad (Gujarat) in which 150+ participants are coming from various countries.  If you are planning to foray into Gujarat cities like Ahmedabad, Baroda (Vadodara), Surat, Rajkot, Bhavnagar, Kite festival is right time for branding/rebranding new product launch/re-launch, campaigning etc.

There is an immense opportunity to launch new product in Gujarat which is related to kite festival & can develop seasonal market segment. I would like to share latest paradigm in which how Chinese market has been forayed strategically in Indian market with array of kites, lanterns (also called as Tukkal) apart from string. Personally I have visited in Ahmedabad kite market where people are keenly expressing their interest much on buying of lanterns along with kites, as well as also observed that the ratio of buying lanterns is higher than kites. The significant reason is “price”. There is being hiked in price of kites consistently every year due to certain reasons hence consumers are deflect into Chinese kites which is offering lowest price with better design as well as exciting to buy lanterns. Moreover, consumers have also been decided to spend at least 25-35% on Chinese lanterns out of total kite budget.

In kite festival, there is also massive demand of various sorts of sweet stuff, adhesive tape (First Aid), gum roll, sunglasses, kites with different celebrity images and varieties of special hat which are having numerous local brands available in exceedingly competitive price.

2^nd week of January is crucial time in Gujarat as well as especially in Ahmedabad because:-

(1)  Every year there is also being organized “Vibrant Gujarat- Global Summit” at Gandhinagar-Ahmedabad (Summit for Global Investor) - http://www.vibrantgujarat.com/

(2) International Kite Festival 10^th to 13^th Jan. every year

(3) Carnival & flower show in Ahmedabad

(4) 14^th & 15^th celebrating Kite festival not only in Ahmedabad but also in entire Gujarat.

Create an effective or influensive campaign by prominence the strong content (Punchline) which enables to connect directly in consumers mind. Campaign launching & executing strategy should be on OOH and On- Ground Promotional Activity in order to get an effective result.

Create Campaign + Create Brand = Connect Consumers on Right Time…