Hamsini Shivakumar and Kanika Yadav of Leapfrog Strategy Consulting, write that solidarity, support and gratitude were the main themes that the brands banked on in their content this festive season

With strained budgets and rising content consumption amid the Covid-19 pandemic, BuzzInContent.com finds how brands across categories are putting greater focus on content marketing initiatives with a much more focused approach and spends this festive season

The campaign is conceptualised and executed by Spring Marketing Capital

Though brands may not be able to exceed 2019 (pre-pandemic) investments in content, they are gearing up for the festive session in an aggressive manner. With a performance mindset towards content, they expect interactive and influencer-driven content to see excellent engagement this time

Hamsini Shivakumar, Founder, Leapfrog Strategy Consulting writes that hybrid format tends to mix up characteristics from ads and content, as per the perceived requirement and it makes more sense to the marketer who feels concerned about the ROI on a pure branded content film and sees this as a way to continue the product sell while making it less interruptive

Panasonic has collaborated with over 50 micro chef influencers and few mini-celebrity chefs across India who will share easy home-made recipes from every corner of India on their social media handles for consumers to enjoy this festive season like any other

Hungama will create original music with renowned artists for the festive season through No.1 Yaari Jam Originals. It will also enable budding musicians through No.1 Yaari Jam Pads to create their own music

Through this initiative, the company aims to promote the spirit of connected living that is an enabler in people's lives this festive season

The brand collaborated with 67 influencers across genres in the age group of 20-30 to garner over 80 million views

Conceptualised by Simple Creative, the film showcases an uplifting story of resilience and opportunities presented by supporting each other and assisting affected traditional businesses during the current global crisis

As part of the campaign, Zee's social content hub has launched two films and a UGC contest

Through this association, the brand aims to communicate the benefits of using the correct knife while cooking

Lately, Simba Craft Beer has collaborated with multiple home-grown music artists, the most recent one being with Indi rapper Prabhdeep for his album – ‘The five elements' of Tabia

The influencer campaign features Yogesh Tripathi, Nirmal Soni and Karamjit Anmol

Contestants can share recipes on their Instagram and Facebook pages with the #MaiBhiBonnChef hashtag between October 11 and 20

During Durgotsav, the platform will stream pujo special shows and movies every Friday this October along with TV shows like Mithai, Amader Ei Poth Jodi na Sesh Hoy, Aparajita Apu, Dadagiri (Season 9) and Uma

The music video spreads a positive message by depicting the small joys in life and how, sometimes, all one needs is a simple journey to discover themselves

The series showcases the homes of celebrities of Bengal, namely, Jisshu Sengupta, Mimi Chakraborty, Parambrata Chatterjee, Srabanti Chatterjee and Priyanka Sarkar