Sneha Jasrasaria Quick answer
Bihu is Assam’s biggest celebration, with Rongali (Bohag) Bihu in April, Kongali (Kati) Bihu in October and Bhogali (Magh) Bihu in January. Brands connect through festive offers, gifting, local food and culture content, Bihu-themed reels, community events and contests, done with respect for traditions and local creators.
Key takeaways
- There are three Bihus, each with its own mood
- Rongali Bihu is the biggest season for shopping and events
- Respect for culture matters more than flashy campaigns
- Local creators and music make content feel genuine
The three Bihus
| Bihu | When | Mood |
|---|---|---|
| Rongali (Bohag) Bihu | April | New year, spring, dance, shopping |
| Kongali (Kati) Bihu | October | Quiet, lamps, prayers |
| Bhogali (Magh) Bihu | January | Harvest, feasts, bonfires |
Content ideas
- Traditional outfits styling reels (mekhela chador, gamosa).
- Pitha and laru recipes.
- “Bihu then vs now” nostalgia reels.
- Customer and staff Bihu wishes.
- Local music and dance with creators.
Offer ideas
- Bihu gift boxes and hampers.
- Festive collections for boutiques.
- Exchange offers for electronics.
- Bihu specials at cafes.
On-ground ideas
- Stalls at Bihu functions.
- College contests.
- In-store photo booths with traditional props.
Examples from Assam
Ginoria’s in Jorhat saw festive offer enquiries rise 3x during Diwali and Bihu with product showcase reels.
Tips
- Use Assamese captions and local creators. See Assamese content marketing.
- Get cultural details right.
- Plan stock and staff for the rush.
Rongali Bihu campaign timeline
| When | What to do |
|---|---|
| Six weeks before | Plan offers, stock, shoots and creators |
| Four weeks before | Teaser content and early offers |
| Two weeks before | Main campaign, ads and WhatsApp broadcasts |
| Bihu week | Greetings, events, last-minute offers |
| After | Thank-you content and customer photos |
Respect the culture
Bihu is deeply meaningful to people in Assam. Good campaigns:
- Use correct names, attire and customs.
- Involve local creators, dancers and musicians.
- Celebrate community over pure selling.
- Avoid stereotypes or mixing up traditions.
Ideas for different businesses
- Cafes and restaurants: Bihu thali specials, pitha platters, live music.
- Fashion: mekhela chador and gamosa collections, styling reels.
- Electronics: festive exchange offers and family gift ideas.
- Services: Bihu greetings with useful tips, community contests.
Plan the whole year
See our festive marketing calendar.