Marketers have been napping against millions of dollars of lost sales this Diwali
MultiConnexions Group founder and CEO Sheba Nandkeolyar argues that marketing in multicultural Australia is full of lost opportunities.
Are Australian marketers culturally aware? Last week the whirlwind of Diwali – the five-day festival widely celebrated by Indians and South Asians – was on, and I have been left feeling like we as marketers are lacking. How many of us have even heard of Diwali? Or Holi?
Diwali is like Christmas for Australia’s South Asian-born population (which includes those from India, Nepal, Sri Lanka, and Bangladesh), and sees the lighting of candles, firecrackers and clay lamps known as diyas as well as increased consumer spending and celebrations. It is a huge celebration, revered by billions of Indians in India and around the world.
But while it was wonderful for me to observe many participating in Diwali festivities this year despite COVID – including Prime Minister Scott Morrison’s heart-warming Diwali message – I cannot help but reflect that Australian retailers and brands, including jewellers and supermarkets, have largely missed out on the immense marketing opportunity of targeting Australia’s South Asian population during this festival.
