The Power of Branding Strategy: How Brands Can Find Success in High-Emotion Territory

Branding is a critical aspect of any successful marketing strategy, but in India, where cultural and religious sensitivities are high, it becomes even more crucial. This was evident at the recent Jagannath Yatra 2025, where brands had to navigate the fine line between commercial ambition and cultural caution.

The Jagannath Yatra, also known as the Rath Yatra, is an annual festival that takes place in Puri, Odisha, and is dedicated to Lord Jagannath. It is a highly revered and emotional event for devotees, making it a challenging space for brands to market themselves.

However, some brands managed to strike the right balance and create a successful branding strategy that resonated with the audience. Let’s take a closer look at how they did it.

Devotion as the Medium

The key takeaway from the Jagannath Yatra 2025 was that brands should not just sell their message, but also use devotion as a medium. Instead of focusing solely on promoting their products or services, brands should also use the festival to connect with the audience on a deeper level.

Brands like Patanjali and Coca-Cola successfully incorporated devotion into their marketing strategies, creating a strong emotional connect with the audience.

Balance is Key

While it is essential for brands to tap into the emotional aspect of the festival, it is equally crucial to maintain a balance and not overdo it. Brands need to be cautious about not offending the religious sentiments of the audience, as it can have severe consequences for their brand image.

As reported by Forbes, some brands faced backlash for using religious symbols in their promotions, highlighting the importance of being culturally sensitive and respectful in branding.

Creatore’s Take

As a leading branding agency in India, Creatore understands the challenges that brands face when it comes to marketing in high-emotion territory. Our team of experts specializes in creating culturally sensitive and impactful branding strategies that help brands connect with their audience on a deeper level.

Whether it’s through our top social media marketing services, Google Ads management, or Facebook advertising strategy, we can help your brand navigate the complexities of the Indian market and find success in high-emotion territory.

Don’t just sell your message, use devotion as a medium to connect with your audience. Contact Creatore, the experts in real estate branding and digital marketing, to take your brand to new heights.