Navratri and Durga Puja Shopify Campaigns: State-Specific Marketing Guide

Navratri and Durga Puja overlap on the calendar (both fall in September–October) but celebrate very differently by region. Gujarat's Navratri is a nine-night celebration centred on Garba; West Bengal's Durga Puja is the state's biggest festival, with major gifting behaviour. Running a single national campaign fails both markets.

This guide shows you how to run them simultaneously from one Shopify store.

Campaign Overview

Setting Up the Gujarat Navratri Campaign

Pricing rule

In Lokally → Regional Pricing → New Rule:

• Location type: State → Gujarat (and optionally Rajasthan)
• Discount: −10% to −15% on traditional wear or festive category collection
• Start: October 2 (or 2 days before)
• End: October 12

Content rule (banner)

In Lokally → Location Content → New Rule → Banner:

• Upload Navratri creative (traditional chaniya choli imagery, Garba dancers, warm oranges and reds)
• State: Gujarat (and Rajasthan if applicable)
• Same dates as pricing rule
• Place the Location Content block in the hero section via Theme Editor

Announcement bar (optional)

For more aggressive messaging:

• Lokally → Location Content → New Rule → Announcement Bar
• Text: "Navratri Special: 15% off festive collection in Gujarat. Ends Oct 11."
• State: Gujarat
• Same dates

Setting Up the West Bengal Durga Puja Campaign

Pricing rule

In Lokally → Regional Pricing → New Rule:

• Location type: State → West Bengal
• Discount: −10% on clothing, electronics, or gifting collection
• Start: September 28 (gifting starts before main puja days)
• End: October 5 (or October 7 to capture post-puja shopping)

Content rule (banner)

• Durga Puja creative (Maa Durga imagery, traditional reds, gold)
• State: West Bengal
• Same dates as pricing rule

Running Both Simultaneously

Both campaigns run at the same time without conflict because they target different states. A Gujarat shopper entering a Gujarat pincode sees the Navratri campaign. A West Bengal shopper sees the Durga Puja campaign. Shoppers in other states see default pricing and content.

Adding a National Diwali Layer

After Navratri and Durga Puja end (usually by October 12–15), Diwali begins (around October 20–November 3 in 2025). You can run a national Diwali campaign on top:

In Lokally → Regional Pricing → New Rule:

• Location: All India (no location filter means all shoppers)
• Or specific states where Diwali is celebrated most intensely: Maharashtra, UP, Delhi NCR, Rajasthan, Punjab
• Discount: −10% sitewide or on selected collections
• Dates: October 18 – November 3

This stacks on top of the state-specific campaigns if any are still active.

Campaign Creative Guidance

Gujarat Navratri: Use Garba/Dandiya imagery. Traditional colours: orange, red, yellow. Include "Garba Mahotsav" or "Navratri Special" in the headline. Avoid generic "Festive Sale" copy — it reads as non-regional.

West Bengal Durga Puja: Use Maa Durga imagery respectfully. Include "Puja Special" or "Subho Bijoya" (for post-puja). Red and gold palette. Gifting messaging ("The perfect Puja gift") often outperforms discount messaging in Bengal.

Post-Campaign Analysis

After the campaigns end:

• Compare Gujarat conversion during Navratri week vs the same period last year (or prior 4 weeks)
• Compare West Bengal conversion during Durga Puja week vs baseline
• Track average order value and category penetration

Most brands see 30–60% uplift in the target state during festival weeks compared to non-festival periods.

Summary

Navratri and Durga Puja can run as simultaneous, fully separate campaigns from one Shopify store using Lokally. Each targets its own state with appropriate creative and pricing, activates automatically on the configured dates, and deactivates automatically. No coupon codes, no manual management, no national-campaign dilution.