Diwali a Prime Opportunity to Shake Hands with Vancouver’s South Asian Market

The weather has already cooled in Vancouver. When the rain and wind set in, persuading people to get out and shop before Christmas can be a problem. However, thousands of South Asians celebrating Diwali in Vancouver will be out and about, attending events, socialising, shopping, and purchasing food and gifts for family celebrations.

Diwali, also known as the festival of light, is celebrated every year in the autumn. As one of the most popular Hindu festivals, Diwali is a lunar holiday, celebrated on the night of the new moon. To mark the victory of light over darkness, revellers light oil lamps and diyas, feast, set off fireworks, and exchange gifts.

For local businesses eager for opportunities to connect with Vancouver’s South Asian market, this is a great opportunity to introduce yourself to the segment. As a new market, there are plenty of South Asian Canadians who probably don’t know about you and your business. This is one of the best times to extend a hand and show them what you offer.

While staying top-of-mind will require an ongoing campaign, the festival season is a great opportunity to get a foot in the door. Vancouver’s South Asian market is now the largest population of visible Canadians in the country.

The nice thing about marketing to South Asians is that most of them understand English. However, they hold on to their roots through in-language media which includes TV, radio, and print. mediaincanada.com has said that “Chinese and South Asian Canadians are an increasingly important audience in the market, with populations expected to grow by 80% and 130%, respectively, over the next 15 years.”

The magazine went on to refer to a multicultural survey conducted by IPG Media that “Chinese and South Asian Canadians have a different relationship with brands than the general Canadian population, believing more strongly that ads help them stay up-to-date with new products. Both groups were also more likely to buy based on quality rather than price and also considered themselves to be very brand loyal in higher numbers than the general Canadian population.”

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If you want to learn more about the South Asian community, why not download our white paper “Why South Asians are the new Mainstream” to learn how you can communicate with this vibrant community.