By Business India Editorial

Since weather pattern has been affected by ‘climate change’, it has made an impact on the marketing strategies and holiday plans, which in a way makes a dent in the bottom lines. 

Many parts of the country experienced one-of-the-hottest February on record, with a heat wave expected to dominate much of the country in the coming weeks.

Vivek Das, CEO, FoxyMoron (Zoo Media), points out that unexpected weather patterns are becoming a norm, rather than an exception. “While governments and businesses are actively working on inventions, innovations and strategies to address the supply chain, marketing and advertising must adopt agile data and tech-enabled approaches.”

Ayush Wadhwa, Founder, OWLED Media and a digital content creator, says: “With temperatures shifting rapidly from cold to hot and vice versa, it can be challenging to create advertising campaigns that effectively capture the attention of consumers during a particular season. This is because traditional seasonal advertising strategies that rely on specific temperature ranges or weather patterns are no longer as reliable as they used to be.”

For example, if a brand creates a spring-themed campaign but experiences unseasonably warm weather in the spring, the campaign may not resonate with consumers who are experiencing summer-like temperatures.

Vikas Kumar Mangla, Founder, Digital ROI, says that as the traditional spring and autumn seasons in India become less defined, advertisers are adapting their strategies to better suit changing weather patterns and consumer behaviour.

“Advertisers have shifted from promoting seasonal clothing collections to versatile, weather-appropriate collections that can be worn in a variety of conditions. For example, they're promoting lightweight fabrics like cotton and linen that can be worn in both hot and cold weather,” he adds.

For Tanvi Bosmia, Associate Account Director, Brand Experience, SoCheers, it is easier to understand a customer’s behaviour with weather, which in turn helps in showcasing the usefulness of the product and its attributes in order to influence their purchasing decisions further. “Weather has a deep-rooted effect on a consumer’s psychology and buying behaviour overall. Interestingly, brands are always in a constant endeavour to craft marketing strategies according to that,” she says.

Deepak Pareek, Co-founder of Iceberg Creations, says: "Seeing the current weather changes and sudden variations in temperature, there are lots of advertising strategies that go for a toss. For example, a brand must have thought of coming up with cream during the cold weather but what if the cold weather doesn't last for long? The strategies, in that case, will go haywire.”

While climate change mitigation strategies are being considered the world over, media experts are hopeful of adapting strategies and campaigns that fit all weather.