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
| Festival | Primary States | Dates (approx.) | Key Shopper Behaviour |
|---|---|---|---|
| Navratri (Garba) | Gujarat, Rajasthan | Oct 2–11 (varies by year) | Traditional wear, garba accessories, gifts |
| Durga Puja | West Bengal, Assam | Oct 1–5 main puja (varies) | Clothing, electronics, sweets, gifts |
| Both | Maharashtra, Delhi NCR | Both fall here | Generally lighter engagement than Gujarat/Bengal |
Setting Up the Gujarat Navratri Campaign
Region
In Lokally → Regions, create a Gujarat region with Gujarat's pincode prefixes as wildcards (36* to 39*). Add Rajasthan's prefixes (30* to 34*) too if you want to include it.
Pricing rule
In Lokally → Pricing rules → Create pricing rule:
- Region: Gujarat
- Applies to: your traditional wear or festive collection
- Discount: 10% to 15% off
- Start date: October 2 (or 2 days before)
- End date: October 12
The discount starts and ends on those dates automatically.
Banner
Add a Lokally hero banner block to your home page in the theme editor. Then in Lokally → Storefront content, set the banner's Navratri creative (traditional chaniya choli imagery, Garba dancers, warm oranges and reds) for the Gujarat region.
Banner content isn't scheduled, so put it live when the campaign starts and switch it back when it ends.
Announcement bar (optional)
For more direct messaging, add a Lokally announcement bar block and set its text for the Gujarat region, for example: "Navratri Special: 15% off festive collection in Gujarat. Ends Oct 11." You can turn on its countdown timer to count down to the end of the offer.
Setting Up the West Bengal Durga Puja Campaign
Region
Create a West Bengal region with the pincode prefixes 70* to 74*.
Pricing rule
In Lokally → Pricing rules → Create pricing rule:
- Region: West Bengal
- Applies to: your clothing, electronics or gifting collection
- Discount: 10% off
- Start date: September 28 (gifting starts before main puja days)
- End date: October 5 (or October 7 to capture post-puja shopping)
Banner
In Storefront content, set the same hero banner's Durga Puja creative (Maa Durga imagery, traditional reds, gold) for the West Bengal region.
Running Both Simultaneously
Both campaigns run at the same time without conflict because they target different regions. A shopper who enters a Gujarat pincode sees the Navratri campaign; a West Bengal shopper sees the Durga Puja campaign. Shoppers elsewhere see your normal prices and content. At checkout, the price follows the delivery pincode.
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). For a national Diwali sale you have two options:
- For everyone: use a normal Shopify automatic discount (Shopify Admin → Discounts). Lokally's regional discounts are set to combine with other discounts, so a regional price and your Diwali discount can both apply, as long as the Diwali discount also allows combining.
- For specific states only (for example Maharashtra, UP, Delhi NCR, Rajasthan, Punjab): create a region for them in Lokally and add a pricing rule with dates October 18 – November 3.
A delivery pincode belongs to one Lokally region at checkout, so plan regions so they don't overlap.
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
Use what you learn to set next year's discount depth and dates.
Summary
Navratri and Durga Puja can run as simultaneous, fully separate campaigns from one Shopify store using Lokally. Each targets its own state with its own creative and pricing. Prices start and stop on the dates you set, and no coupon codes are needed; update the banners when each campaign starts and ends.