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. In West Bengal, Diwali night is Kali Puja. 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 calendar before setting your rule dates.)

Before You Start: Create the Regions

In Lokally → Regions, create one region per campaign area using pincode prefixes as wildcards:

• Chhath: Bihar and Jharkhand (80* to 85*), Uttar Pradesh (20* to 28*), and Delhi (11*) plus any NCR pincodes you want
• West Bengal: 70* to 74*

At checkout a delivery pincode belongs to one Lokally region, so keep campaign regions from overlapping.

Campaign 1: National Diwali Campaign

Pricing

For a discount for everyone, use a normal Shopify automatic discount (Shopify Admin → Discounts):

• 10 to 15% off your Diwali collection or sitewide
• Dates: October 26 – November 3
• Allow it to combine with other product discounts

Lokally's regional discounts are set to combine with other discounts, so shoppers in your campaign regions can get both, as long as your Diwali discount also allows combining.

Banner

Add a Lokally hero banner block in your theme editor. In Lokally → Storefront content, set your Diwali creative (diyas, warm golds and oranges, fireworks) for each region where you want it. For shoppers who haven't chosen a region, use your theme's own banner.

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

Pricing rule

Lokally → Pricing rules → Create pricing rule:

• Region: Chhath
• Applies to: your ethnic wear or puja supplies collection
• Discount: 10% off
• Start and end dates: November 4 – November 10

Banner

In Storefront content, set the hero banner's Chhath creative (sunrise/sunset ghaat imagery, saffron and red, "Chhath Puja Special") for the Chhath region when the campaign starts.

Timing note: The Chhath campaign runs after Diwali in these states, so the Diwali and Chhath offers don't overlap.

Campaign 3: Kali Puja and Diwali in West Bengal

In West Bengal, Diwali night is celebrated as Kali Puja. (Kojagari Lakshmi Puja comes earlier, a few days after Durga Puja.)

Pricing rule

Lokally → Pricing rules → Create pricing rule:

• Region: West Bengal
• Applies to: your religious items, new clothing, or gifting collection
• Discount: 10% off
• Start and end dates: October 30 – November 2

Banner

In Storefront content, set the hero banner's Kali Puja creative for the West Bengal region.

How All Three Coexist

• Shoppers in Bihar get the national Diwali discount during October 26 – November 3, then the Chhath Puja offer during November 4–10
• Shoppers in West Bengal get the Kali Puja offer (October 30 – November 2) and the national Diwali discount, if your Diwali discount allows combining
• Shoppers in Maharashtra, Gujarat, and other states get the national Diwali discount only

On the storefront, shoppers see the region for the pincode they enter; at checkout, prices follow the delivery pincode.

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.

Kali Puja: Use respectful, traditional imagery. Diwali lights and diyas are part of the celebration in Bengal too.

Setting Up the Full Festival Calendar in One Session

You can set up all the pricing in one session: the Shopify Diwali discount and the two Lokally pricing rules, each with its dates. Prices start and stop on those dates automatically. Banner content isn't scheduled, so update each region's banner when its campaign starts and ends.

Summary

Running Diwali, Chhath Puja and Kali Puja campaigns side by side from one Shopify store works like this: a Shopify discount for the national offer, Lokally regions and pricing rules with dates for the regional offers, and Lokally banners set per region.