Diwali + Regional Festival Campaigns on Shopify: A Step-by-Step Guide

October and November are India's highest-traffic shopping months — not just because of Diwali, but because of the cluster of festivals that surround it. Diwali is national. Chhath Puja is specific to Bihar, Jharkhand, and parts of UP and Delhi. Laxmi Puja resonates especially in West Bengal. Running only a national Diwali campaign misses the regional layer.

This guide shows how to run all three simultaneously from one Shopify store.

The October–November Festival Calendar

(Exact dates shift each year. Verify against the current year's Hindu calendar before scheduling Lokally rules.)

Campaign 1: National Diwali Campaign

Pricing rule

Lokally → Regional Pricing → New Rule:

• Location: All India (no location filter, or select all major states)
• Discount: −10 to −15% on your Diwali collection or sitewide
• Dates: October 26 – November 3

Content rule

Lokally → Location Content → Banner:

• Upload your Diwali creative (diyas, warm golds and oranges, fireworks)
• Location: All India (or leave unscoped for default appearance)
• Same dates

Campaign 2: Chhath Puja Campaign for Bihar/UP/Delhi NCR

Pricing rule

Lokally → Regional Pricing → New Rule:

• Location: State → Bihar, Jharkhand, Uttar Pradesh
• For Delhi NCR: add Delhi, and optionally target by pincode for NCR pincodes
• Discount: −10% on ethnic wear or puja supplies collection
• Dates: November 4 – November 10

Content rule

Lokally → Location Content → Banner:

• Upload Chhath creative (sunrise/sunset ghaat imagery, saffron and red, "Chhath Puja Special")
• State: Bihar, Jharkhand, UP (+ Delhi pincodes for NCR)
• Same dates

Priority note: The Chhath campaign runs after Diwali in these states. The date ranges don't overlap, so both campaigns can coexist without conflict.

Campaign 3: Laxmi Puja Campaign for West Bengal

Pricing rule

Lokally → Regional Pricing → New Rule:

• Location: State → West Bengal
• Discount: −10% on religious items, new clothing, or gifting collection
• Dates: October 30 – November 2

Content rule

Lokally → Location Content → Banner:

• Upload Laxmi Puja creative (Goddess Lakshmi imagery, lotus, gold and white)
• State: West Bengal
• Same dates

How All Three Coexist

• Shoppers in Bihar see the Chhath Puja campaign (November 4–10) and the national Diwali campaign during October 26 – November 3
• Shoppers in West Bengal see the Laxmi Puja campaign (October 30 – November 2) alongside the national Diwali campaign
• Shoppers in Maharashtra, Gujarat, and other states see the national Diwali campaign only

Rules stack where date ranges overlap. If both a state-specific and a national rule are active for a shopper, the discounts are additive (Lokally applies both price adjustments).

Creative and Messaging Notes

Diwali national: Use universal Diwali imagery. Avoid being too North India-centric — South India celebrates Diwali as well but with different emphasis.

Chhath Puja: Ghaat and river imagery (Ganga for Bihar, Yamuna for Delhi). Sunrise is the most sacred moment of Chhath — dawn imagery resonates. Avoid overly commercial "sale" language; the festival is deeply religious.

Laxmi Puja / Bengali Diwali: West Bengal's Laxmi Puja has a different character from Diwali — it's quieter, family-oriented, focused on Goddess Lakshmi. Respectful, traditional imagery with emphasis on new beginnings.

Setting Up the Full Festival Calendar in One Session

You can configure all three campaigns in a single 1–2 hour session in Lokally. Create all six rules (3 pricing + 3 content), set their dates, and publish. They activate and deactivate automatically. No manual management required during the festival period.

Summary

Running Diwali + Chhath Puja + Laxmi Puja as simultaneous regional campaigns from one Shopify store requires Lokally. Configure state-specific pricing and content rules with appropriate date ranges, and all three campaigns activate for the right shoppers automatically.