While a global pandemic created a whole new way of living, terms like ‘new normal’ have become a new reality for us. People learned to adapt to it, by keeping their lifestyle intact and substituting their outdoor activities with indoor equivalents - work from home, indoor workout sessions, virtual birthday parties, and the most recent – online festive celebrations. The constraints of the lockdown only drew consumers closer to celebrating quality time with people they cherish, and led to the rise of online aartis, darshans, iftaar parties and other celebrations like family poojas on Zoom, e-gifts and e-rakhis, Ganpati visarjan close to devotees’ homes and even Navratri dance sessions at home!
This naturally led to a rise in social media conversations around festivals. According to The Distillery, Star India’s intelligence centre for data-driven business decisions powered by technology, we witnessed a 46% rise around festival celebrations and wishes, with a 49% rise in discussions around festive shopping plans!