In conversation with Abhinav Agarwal, Marketing and Brand Manager, Prabhuji Sweets
Holi has traditionally been a high-engagement period for sweets brands, with consumers actively seeking traditional and innovative offerings. From your vantage point, how does the Holi season of 2025 compare to previous years in terms of market sentiment, consumer demand, and competitive activity?
The Holi season of 2025 presents a dynamic and promising landscape for the sweets industry. In comparison to previous years, consumer sentiment is more upbeat this year. With an increase in demand for premium and diverse sweet offerings, there’s a marked shift toward healthier alternatives, with consumers looking for options that are not only delicious but also cater to dietary needs such as sugar-free sweets.
Competition has intensified, as many brands are innovating to stand out in the market. The rise of local and regional players also adds a new dimension of competition, with smaller brands tapping into niche markets. However, for well-established names like Prabhuji Sweets, there’s also an opportunity to leverage brand loyalty and trust, along with our strong supply chain network, to cater to this demand.
With evolving consumer preferences and the increasing role of digital-first experiences, how do you see Holi-specific advertising strategies changing in 2025?
The shift to digital-first strategies is undeniably a dominant trend this year. In 2025, we’re observing that brands are not only increasing their digital ad spend but are also focusing on hyper-targeted campaigns. Platforms like Instagram, Facebook, TikTok, and YouTube Shorts are key for engaging consumers through short, visually appealing content. Interactive ads, influencer partnerships, and live streaming are also gaining traction, especially with younger, tech-savvy audiences.
Storytelling is also shifting to emphasize emotions and traditions of Holi, while also embracing themes like inclusivity and sustainability. We focus on narratives that highlight how our sweets bring people together, along with our eco-friendly packaging and sustainable ingredients.
Are brands adopting a regionalised marketing approach to cater to diverse consumer preferences? If so, how does this reflect in their media spends and creative strategies?
Absolutely, regionalization is a cornerstone of marketing strategy for Holi 2025. India’s diversity in cultural practices and regional preferences plays a key role in crafting campaigns for all brands. In North India, where Holi is a grand celebration, Prabhuji Sweets focus on colorful and festive imagery. Conversely, in South India, where celebrations tend to be more subdued, our campaigns are more reflective of family bonding and intimate get-togethers.
This influences both our creative approach and media spend — more outdoor and TV ads in North India, meanwhile increased digital ads with localized content in South India to engage with a tech-savvy audience.
Where does Holi stand in your scheme of things when it comes to allocating advertising budget?
Holi is a key event for Prabhuji Sweets, and we allocate a significant portion of our annual advertising budget to it. We recognize that this festival represents a time when consumers are more emotionally connected to food and family. Therefore, creating memorable experiences is a priority. Experiential marketing also plays a crucial role in our strategy, especially through in-store activations and pop-up events, where people can try our range of sweets firsthand .These experiences not only create buzz but also foster deeper engagement of the consumers with our brand.
What are some of the biggest challenges sweets brands are navigating this Holi season, and how are they adapting to them?
This Holi season, some of the biggest challenges sweet brands are facing revolve around pricing pressures and evolving consumer behavior. The rising costs of raw materials, especially premium ingredients, are something that needs to be managed carefully while maintaining the quality of the products. Additionally, the shift toward health-conscious choices is navigating to innovate more in terms of product offerings, which requires investment in R&D and sourcing.
To address these challenges, the brands need to focus more on delivering value without compromising on quality. We are also ramping up our online presence, making it easier for customers to order directly from us, which helps us maintain competitive pricing. Lastly, heightened competition from both established players and regional brands means we need to constantly differentiate ourselves through exceptional customer service and unique product offerings.
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