From UGC to influencer marketing and personalised content, content marketers share trends that should be your brands' go-to strategy this festive season

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

D2C brands along with beauty and lifestyle brands have been investing heavily in influencer marketing this year

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 #StartOfMyPassion campaign featuring the actor presents her as today's new age content creator

As per the brand, the campaign was a success, recording over 112.8 million views

In the sketch video that went live on The Blunt's YouTube channel, DrinkPrime has been portrayed as a smart and affordable service that is a necessity in any home

It is interesting to see that a few brands have tried to amplify the content initiative by not just media spending but real on-ground purpose-driven actions

The brand has associated with Chef Vikas Khanna to create Diwali special sweets as part of the campaign

The premium lifestyle brand had launched a digital campaign #CelebrateWithArttdinox

The platform enables a better life at home by sharing home furnishing ideas and inspirations and promoting the accessibility of shopping at Ikea for the many people

Through this campaign, the e-commerce platform focused on building awareness in Tier-II and beyond regions through their value proposition of affordability and high-quality selection of branded, premium, national and D2C portfolios