Yesterday, I was invited by a Nepalese/Gorkha family in India to visit their village near Dehradun, Uttarakhand, for Dashain—a festival that holds deep cultural and spiritual meaning. I was overwhelmed when I arrived and saw entire families, from grandparents to the youngest cousins, coming together for a grand reunion.
It struck me how rare such gatherings have become in modern life.
Beyond weddings or funerals, we seldom have occasions that bring extended families under one roof. Dashain is one such cause—a celebration that isn’t just ritualistic but profoundly human in its ability to bond generations and revive traditions.
I realized that despite the greatness of this festival, I rarely see brands/companies creating any cultural connection with it. It feels as though we often overlook niche or community-based celebrations, even though they hold deep meaning for the people who celebrate them.
What if brands are known for festivals? for occasions that are larger than life, occasions that celebrate life, togetherness, family, and associations.
Dashain may often be sidelined because the spotlight goes to larger celebrations like Navratri, Garba, or Durga Puja—festivals with national reach and media attention. But that doesn’t mean smaller occasions are less important.
For Nepalese families, Dashain is the biggest festival of the year—greater than Diwali—just as Chhath holds unparalleled importance in Bihar. For brands, there’s a powerful lesson here.
Don’t advertise, Brands win when they don’t just advertise during festivals, but weave themselves into the cultural fabric.
Dashain offers a narrative of victory, togetherness, and heritage—universal themes that resonate far beyond Nepalese communities. Whether through enabling connections, facilitating gifting, or honoring cultural roots, brands can shape stories that feel authentic and lasting, rather than seasonal campaigns that fade once the festivities are over.
In an increasingly globalized world, managing such cultural moments requires sensitivity and vision. Brands that succeed are those that not only localize their presence but also elevate cultural experiences into global conversations, turning festivals into bridges of identity and belonging. Because at the end of the day,
festivals like Dashain remind us of something deeper, we don’t just celebrate traditions, we celebrate each other.
And if brands can help preserve that feeling of reunion, of love, and of homecoming, then they aren’t just selling; they’re becoming part of the stories families tell for generations.
This article is from the desk of Strategy & Marketing at Creative Buffs.
