Telum Talks To: Jeninder Kaur Gill from Sambal Lab

Festivals like Diwali are more than a moment for greetings. They’re a chance for brands to connect authentically with audiences across Southeast Asia’s diverse markets. For Jeninder Kaur Gill, PR Head at Sambal Lab, true festive engagement goes beyond messaging; it’s about understanding how people connect and celebrate at present.

Understanding authenticity in festive storytelling
As the saying goes, every opportunity comes with its risks - festive campaigns are no exception. These are delicate moments where brands feel the pressure to stand out, but in the rush to do so, it's easy to overstep. Jeninder has seen it time and again: brands trying so hard to assert their relevance that they lose sight of what's truly authentic. 

“Brands want to connect and stay top-of-mind. You want to show up because your absence means someone else's or your competitor's gain. But sometimes, you might end up trying a little too hard and it becomes forced. And that's when you lose that authenticity."

Some campaigns might opt to delve deep into cultural rituals or symbolism, assuming that's the key to authenticity. Jeninder notes, however, that in doing so, "brands need to be mindful to not overlook the diversity within an ethnic group. If it doesn't resonate with the wider audience, all that effort risks missing the mark." Her takeaway is simple: authenticity isn't about ticking every cultural box; it's about understanding people and their tradition within the context of current trends. Go too far, and a meaningful message can end up contrived. 

Focusing on connection over commercialism
According to Jeninder, the primary challenge during festive periods is resisting what she calls 'the transactional impulse', the temptation to 'monetise the moment' rather than cultivating the spirit of the celebration. "Anchoring campaigns with universal emotional truths like connection, gratitude, and togetherness, while remaining culturally sensitive, is what truly resonates," she explains. "Successful brands understand this." 

Beyond seasonal greetings and sales, Jeninder highlights that the most meaningful festive engagement happens when brands create those moments where people can genuinely connect. "When people feel connected, not just to the celebration but to each other, that’s a powerful form of brand utility, and it ensures the influence is lasting," she says.

Thus, she continues, festive storytelling becomes a powerful conduit for building reputational equity, even for brands outside the direct consumer space.

"When a consumer-facing event isn't feasible, the brand can communicate its commitment to core societal pillars - trust, progress, and nation-building. When people see that your brand contributes to their lives, even indirectly, that’s when credibility grows." 

Finding fresh meaning in traditions 
One challenge Jeninder sees every year is how to keep recurring campaigns fresh. Festive messaging tends to be cyclical and risk feeling stale. To keep recurring campaigns fresh, she says that it comes down to understanding your audience - what matters to them at this point of their lives, what brings them joy, and even what challenges they're facing. “When brands connect timeless values with timely insights, that’s when campaigns continue to feel relevant and authentic,” she says. 

For brands with multi-market operations, balancing global consistency with local relevancy can be tricky. “When you give local teams the freedom to express the brand truth in their own way, it doesn’t dilute the message, it deepens it,” Jeninder notes.

She also points to the power of authentic community engagement. When brands show genuine care for local communities, they demonstrate that they're involved in something bigger than festive moments. “That kind of presence and empathy builds trust and connection far more effectively than any promotional push ever could."

For Jeninder, the heart of festive storytelling is simple: rather than marketing the season, create moments that genuinely bring people together. When brands put people at the centre by honouring culture, diversity, and shared experiences, they don’t just celebrate a festival, they leave lasting impressions.