Mumbai, Sept. 6 -- For years, India's biggest consumer companies have spent the festive season running Diwali and Dussehra specials, along with local campaigns around regional festivals across the country.

But as regional festivals gain national interest and recognition, companies are getting more serious about how they relate to the motifs and cultural codes of these events.

This year, ITC Foods ran its most intensive marketing campaign yet at Puri's Jagannath Yatra in Odisha. Shuvadip Banerjee, chief marketing officer of ITC Foods, speaks to Mint about the changing nature of festive pride and how consumer companies are leaning into regional festivals with greater authenticity.

For example, in previous years, we only showcased the ran...