Advertising In-Depth
Rutu Mody-Kamdar
Sep 22, 2025

Devotion and display: The paradox at the heart of Indian festivity

In Two Minds: Navratri campaigns in India demand nuance, as brands must decide whether they’re merely borrowing the spotlight or authentically tapping into the nation’s rhythms of devotion.

Most brands still treat Navratri like a giant billboard, carpet-bombing user feeds with discounts, shouty hashtags, and images of dandiya sticks paired with product codes.

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