Each year around the Deepavali season, the streets of Little India will be filled with locals and tourists present to soak in the festive atmosphere. From the enchanting street light ups to bazaars and exciting cultural performances, it’s no wonder the Little India Shopkeepers and Heritage Association expected a footfall of a whopping five million during the Deepavali season last year! (Source: The Straits Times)
About Deepavali
This year, Deepavali falls on the 31 October. Here in Singapore, the Hindu Festival of Lights adopts its Southern Indian name, Deepavali. This is because the majority of the Indian population in Singapore came from Tamil Nadu. Although there are different stories surrounding the origins and significance of Deepavali, they all celebrate the theme of good defeating evil or light overcoming darkness. Leading up to Deepavali, families clean their houses, purchase new clothes and jewellery, prepare festive goodies and decorate their doorways with diya (oil lamps) and kolam (flour drawing made with coloured rice). (Source: Singapore National Library Board)
Past Deepavali Events Around the Little India Neighbourhood
Check out the array of exciting events that took place in the Little India neighborhood during the Deepavali season last year (2023)!
Deepavali Light up
Every year, the streets of Little India are adorned with mesmerizing colorful lights and last year was no exception! The dazzling lights with elaborate designs illuminated Little India marking the start of the Deepavali season, also known as the Hindu Festival of Lights.
Deepavali Festive Village
Last year, stalls selling traditional clothing, goodies, intricate handicrafts and decorations came together along Campbell Lane as a celebration of the festive occasion, bringing together people of all races and backgrounds there to be immersed in the joyous atmosphere of Deepavali.
Deepavali Food Bazaar
If you are a foodie then you would not have missed the Deepavali Food Bazaar which offered a variety of delicious Indian delicacies as you immerse yourself in the enchanting celebrations of the Deepavali season.
Deepavali Street Show
Last year, Vasantham brought to the audience at Little India charming song and dance performances that embodied the cultural enchantment of the Deepavali season. The vibrant performances brought the streets to life, amplifying the joyous festive ambiance in the heart of Little India.
For more information regarding past Deepavali related events, check out Singapore Tourism Board and the official Deepavali website.
Advertise in Little India this Deepavali
With such a fun and interesting line up activities, it was no wonder Little India was expected to reach millions in terms of footfall last year. Indeed, the Deepavali Season transforms the streets of Little India into a spectacle of lights and vibrant energy, creating the perfect backdrop for Out of Home Advertising with amplified exposure and increased traffic. If you did not manage to leverage on the Deepavali Season for Outdoor Advertising in Little India last year, don’t miss your chance this year!
The Perfect Media’s Little India Singapore Billboard Ads Network
Mustafa Centre
The Perfect Media offers two prominent eye-catching advertising locations on the Glass Facade at Mustafa Centre. These large size graphic stickers have the potential to capture the attention of onlookers even from afar, easily delivering an impactful message that sticks with your target audience. As a popular shopping destination amongst tourists and locals, this location sees a high volume of both foot and vehicular traffic especially on weekends!
Last year, during the Deepavali season, Serangoon Road and a portion of Race Course Road, located just down the road from Mustafa Centre, was adorned with intricate light decorations for the Deepavali Light Up 2023. The mesmerizing Light Up attracted many to the streets, directly increasing traffic flow outside Mustafa Centre, making it the perfect location for effective Outdoor Advertising in Little India.
Past partners: SIMBA, SingTel, TPG and Pepsodent.
Jalan Besar Plaza
Surrounded by engineering workshops, hardware stores, lighting shops and bathroom appliances stores, this unique location is an excellent advertising spot for a diverse range of brands and products. Furthermore, its prime location at the busy cross junction with traffic heading towards Bencoolen Street, Orchard Road and Bugis boosts maximum visibility guaranteeing best exposure to your target audience. With three striking static banners, brands can tell their brand story and achieve an omni-present effect that is sure to enhance brand awareness and recall.
Located in the Little India neighborhood, this location is another great out of home advertising spot during the Deepavali season, catching tourists and locals as they make their way to see the Deepavali Light Up or Deepavali Festive Village.
Past partners: Sika, Rinnai, Macau Tourism, Kyocera, Motoworld, Asia Travel
Hotel Boss
Just a short walk away from Bugis Junction and the Arab Street eateries and cafes, this location sees a large number of tourists exploring the area and young locals out for some fun. Positioned at a cross junction, the static billboard ad enjoys long-viewing time as cars and pedestrians wait for the traffic light.
Within walkable distance from the hustle and bustle of Deepavali activities, Hotel Boss would be a great location to catch locals and tourists wanting to stay in close proximity to the activities.
Past partners: Tanish q, Traveloka, Founders BKT, ERA, Paddy King
Centrium Square
With a commanding presence, this static billboard ad displayed on the front facade wall of Centrium square is located along Serangoon Road within the Little India enclave. The prominent billboard is situated in close proximity to the Deepavali Light Up. (billboard on the right)
Located along Kitchener Road, opposite the Park Royal Hotel and near Mustafa Centre, this advertising spot is expected to receive optimal visibility during the Deepavali season. (billboard on the left)
Past partners: M1, Starhub
Syed Alwi Road
This light box is positioned in between Mustafa Centre and Centrium Square. An eye-catching advertising spot that sees high numbers of human traffic, this location is the spot for small businesses and shops around the area wanting to inspire immediate action and draw traffic to their stores.
With the Deepavali Light Up just down the street, businesses should seize the opportunity to catch the attention of the crowd making their way down during the Deepavali season.
Past partners: Rosh Sweets, Work Safety, Health Promotion Board, NEA
Lavender Junction
At a busy road junction with traffic leading towards CTE and PIE, this location sees wide reach and exposure to a diverse range of audience. (billboard on the left) The billboard ad catches the attention of pedestrians and cars as they cross the road or wait for the traffic light.
This light-box enjoys high head-on vehicular traffic from Bendemeer Road towards Jalan Besar and downtown area Bugis, Suntec City and Marina Bay. (billboard on the right) At this notable advertising spot, advertisers can convey their brand message and leave a lasting impression.
Lavender Junction is just a short drive away from the Deepavali Light Up. Leverage on this golden opportunity to advertise at this unmissable location this Deepavali season as locals and tourists head down to admire the captivating annual light spectacle.
Past Partners: Daikin, Mitsubishi
Check out our website for more past campaign photographs here!
Which Brands Should Advertise During Deepavali?
According to the Third Festive pulse survey conducted by The Trade Desk in 2023, almost 70% of Indians were ready to spend more during Deepavali last year. The urge to spend more was driven by their desire to celebrate more and by the belief that they are doing better financially. 84% of respondents were keen on purchasing luxury goods and apparel while 80% of respondents wanted to purchase gold.
This presents a golden opportunity for apparel and jewellery brands to push out relevant advertising campaigns to maximize sales. (Source: The Trade Desk)
The Trade Desks advises brands to do so by building trust and connecting with consumers consistently. And an excellent way to do non stop advertising is through Outdoor Advertising in Little India this Deepavali season!
How Early to Start Your Deepavali Out-of-Home Advertising Campaigns?
A study conducted by YouGov discovered that approximately 67% of Singaporeans consumers shop for specific celebrations, including Deepavali. The survey also concluded that Singaporeans who do holiday shopping, shop prior to the celebrations. (Source: YouGov)
28% of consumers are found to start shopping 3 to 4 weeks before, while 17% 1 to 2 weeks before and only 7% during the week of the celebration. (Source: YouGov) Hence, brands should start advertising at least 1 month before Deepavali to obtain maximum results!
Start your Deepavali Outdoor Advertising Campaigns early this year! Contact The Perfect Media on how to embark on your journey for Out Of Home Advertising Little India Singapore.
