Brands bring an Indian twist to Halloween, global to local   

While every October, the global pop culture celebrates with a playful grin and a painted face, India appears to add a Desi Twist each year. Revised with the local humor, appealing aesthetics, and a good dose of digital drama creating a perfect opening for brands, influencers etc. entertaining the consumers specifically the Gen Z. 

Halloween, which was once a western culture rooted in remembering the dead, particularly on the eve of All Saint’s Day, has slipped into India and is celebrated as a global fun festival. U.S style trick-or-treat and carved pumpkins drifted into a desi style of festival just like Diwali, Ganesh Chaturthi but with a glimpse of fun and aesthetics providing opportunity for marketers and capturing the youth attention. From Cafes, pubs and exhibitions serving spooky experience, to brands involving creative products, the shift of Halloween is now the buzz over Indian Mainstream promoting the business. 

Brands and Marketing 

Brands are promoting the Indian style of Halloween rather than simply imitating the Western Culture. Food Delivery like Zomato and Swiggy serves special offers with Halloween themes rewarding users with discount codes and engaging the audience. Influencers get a prime opportunity on social media collaborating with beauty brands and creating eerie tutorials providing entertainment and fascinating the customers. With DJ-led costume nights and creepy décor, India is making its own pop culture. The snack brand Bingo Mad Angles have launched a national campaign titled “Desi Bhoot Bachao”, playful protest about imported horror icons and a claim for desi ghosts instead.

Instagram and YouTube buzz with makeup tutorials, while OTT platforms feed the mood. Shows like Wednesday and Chilling Adventures of Sabrina make Gothic aesthetics aspirational. The Corporate life of deadlines turns into a Halloween maze of cocktails like “CTRL + ALT + BOO” at Cafes and online apps making room for a fun environment. Marketers are investing in innovative services by spotting the biggest consumer segment of Halloween- the Gen Z and young millennials   

Advertisements display Indian wit with a dash of humor simply acknowledging Halloween by promoting their own brands. The gardening-appliances brand Karcher India launched a Halloween campaign on tech innovation and used Halloween to dramatize outdated machines as zombies, positioning its modern tech as the hero that conquers chaos. Meanwhile, dating apps like Tinder are spinning their own spooky stories called “Dating Scaries” presenting humor on ghosting, gaslighting and relationships engaging the youth.  

Local Taste with a Global Frame 

Although it is rooted with western culture, Indian Halloween has become a creative platter than just a ritual as youth and marketers are embracing it. Local Cafes and Restaurants in Hyderabad have been filled with Halloween themed decorations serving spooky meals with fascinating offers. Costume nights have become a new trend amongst the young millennials and Gen Z offering an escape to fun and spine-chilling experiences. India has rebranded Halloween with its own color palette re mixing the lobal culture with a Desi pinch instead of replacing it.

Halloween demands minimal cost and delivers high visibility with a seasonal concept easy to brand and marketing. From fashion houses to food delivery apps, more people are interested in participating with fun activities and creative trends. The commercial approach and visible consumer participation is now resonating through the digital India promoting a creative and enterprising future for the youngsters.