HOW INDIA CELEBRATES THE FESTIVE SEASON
- Research by Diageo explores festive rituals in India as four-fifths (81%) raise a toast of celebration
- Findings reveal that two-thirds (66%) believe that marking a moment through a specific act or phrase is a crucial part of Indian cultural heritage
- While globally celebrating at home is more important than going out, Indians were one of the few nationalities to buck that trend – 85% of people see being out somewhere special as an important part of their festive celebrations.
Diageo plc, the global leader in alcohol beverages, today released a global research that examines the shape of modern festive celebrations in India and the importance of the centuries-old tradition of raising a toast to mark a celebration. The report findings highlight the reasons that people continue to perform toasting traditions across the world.
The global study spoke to over 6,000 adults around the world, including hundreds of adults in India, and showed outgoing Indians are bucking the trend for ‘hygge’ celebrations. Hygge, a Danish tradition which is often used to describe cosiness, means creating a warm atmosphere at home and enjoying the good things in life with good people. Globally, celebrating at home is more popular than going out with over half (57%) of people choosing to mark the moment by hosting others at home. However, outgoing Indians were one of the few nationalities to buck that trend with the over four-fifths (85%) of people see being out somewhere special as an important part of their festive celebrations.
From clinking glasses to toasting speeches, the research explores the cultural significance of celebration rituals. The study revealed:
- Two-thirds (66%) agree that marking a moment through a specific act or phrase is a crucial part of Indian cultural heritage, while almost two-thirds (65%) do so in order to bring good luck.
- Over three quarters (76%) of people in India see a toast as a way to catch the eye of a romantic interest. Those aged 25-34 are most likely to raise a toast in this way, with over four-fifths (81%) of them choosing to use a toast to impress a loved one, compared to only two-thirds (68%) of 21-24 year olds.
- The younger generation in India is more likely to be superstitious, with over half (51%) of 25-34 year olds believing that failing to toast will lead to misfortune, compared to just over a third (38%) of 35-44 year olds.
- It’s not only the amorous who raise a toast: over half (58%) of animal loving people in India even raise a toast in honour of their beloved pet.
- The optimum length for a toasting speech in India is just over two minutes (two minutes, two seconds), and two-fifths (40%) of people in India believe taking too long during a toasting speech is a festive no-no.
- When considering how to make a good or bad impression, drinking in excess is the ultimate festive faux pas, with almost half (49%) of Indian respondents seeing this as a way festive celebrations can be spoiled.
The most important factors to mark the moment and enjoy festive celebrations according to Indian consumers:
- Having the right company
- Having the right food accompaniments
- Hosting others at your home
- Being out somewhere special
- Special rituals (e.g. clinking glasses)
Data on what people are searching for online also shows people are increasingly seeking out ways to raise the perfect toast. In the last four years, searches for topics such as ‘cheers’ and ‘the perfect toast’ across India, the US and the UK have increased by nearly two-thirds (60%).
Search data also shows people are ever more international in their toasting, searches for phrases like ‘cheers in…’ other languages have increased by 163%, with Italian (“Saluti!”) proving to be the most popular language for searches.
Carolyn Panzer, Alcohol in Society Director, Diageo said: “Toasting as a way to mark the moment during a celebration is nothing new, but our research shows just how far the tradition has come since its beginnings in the Neolithic period. Our research suggests four in five Indian people will be raising a toast of celebration this festive season and we know that where people celebrate, and who they do it with, is just as important as the drinks they choose to toast with. The global language of celebration is about people enjoying rituals and traditions that help mark the moment at this special time of the year.”
Blending new consumer insight with Diageo’s leading expertise on how to celebrate life every day and everywhere, the campaign showcases the global rituals that shape times of celebration and reflect the ‘global language of celebration this festive season.’
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Note To Editors:
- The consumer research was conducted for Diageo by Kantar TNS UK during 07-23 November 2016.
- Sample size of 6758 drinking age adults in Spain, UK, USA, Australia, Denmark, Germany and India. 692 from India