If you are a creator or brand targeting this keyword, your strategy must pivot on two axes: and Emotional resonance .

The air in Varanasi was thick with the scent of marigolds, camphor, and the sweet, heavy smoke from the ganga aarti fire. For Meera, a 28-year-old software engineer from Bangalore, this was a world away from her life of cappuccinos, code, and commute. She had come home to her grandmother’s house for Dev Deepawali — the "Diwali of the Gods."