The Hindu: Published on 20th Oct 2025.
Why in News?
As the Diwali festive season approaches, Indian and global brands are transforming their packaging strategies to stand out from the clutter. They are going beyond traditional red and gold colours to embrace creative storytelling, artwork, and sustainable design, turning packaging itself into a memorable experience.
Background:
Traditionally, festive packaging in India was about bright colours, gold foils, and glitter, reflecting festivity and wealth. However, changing consumer preferences, the influence of global aesthetics, and the rise of new-age luxury and sustainable brands have led to a design evolution where packaging now tells a brand story and enhances the “unboxing experience.”
Key Highlights:
Creative Storytelling:
Brands like Manam Chocolate and Jack Daniel’s are using packaging to narrate their origin and design stories.
Manam’s Diwali 2025 box illustrates cacao farms and Indian celebrations through art by Namrata Kumar.
Jack Daniel’s Diwali box links the festival to games of luck and revelry, matching its brand personality.
Premium Craftsmanship:
Use of embossing, foil stamping, mixed typography (Indian + Latin fonts) and sustainable materials to balance luxury with local authenticity.
Sustainability:
Focus on plastic-free, reusable, and recyclable packaging.
Example: Manam’s QR-coded boxes trace the chocolate’s farm origin for transparency and eco-conscious storytelling.
Emotional and Social Appeal:
Two Brothers Organic Farms create festive packs with Diwali-themed product names and artwork like “Rangoli Barfi” and “Kaju Diyas,” designed to be Instagram-worthy and shareable.
Brand Identity:
As per design experts, packaging today must move beyond the logo — using memorable visual cues and distinct character identity to stand out from seasonal clutter.
Key Issues / Trends Identified:
Cluttered festive markets push brands to innovate.
Consumer demand for sustainability and premium quality is reshaping design.
Emphasis on storytelling shows how marketing now merges art, culture, and brand identity.
Unboxing experience has become a powerful emotional marketing tool.
Impact / Significance:
Economic: Boosts festive sales, which form a large portion of annual brand revenue.
Cultural: Connects modern branding to Indian traditions and emotional celebrations.
Environmental: Promotes awareness of sustainable and reusable packaging.
Branding: Enhances recall, loyalty, and differentiation in a crowded market.
Expert Opinions:
Sanjay Sarma (Branding Consultant): New-age brands are moving from loud designs to modern minimalism, focusing on subtle blends of tradition and modernity.
Chaitanya Muppala (Manam Chocolate): Packaging is storytelling, designed for reuse and sustainability.
Asparsh Sinha (OPEN Strategy): Brand identity must extend beyond logos to emotional memory creation.
Conclusion:
Festive packaging is no longer just about wrapping products — it has evolved into a creative medium of expression, emotion, and environmental responsibility. Brands that successfully merge aesthetic appeal, sustainability, and storytelling are setting new standards for festive marketing in India.
