India’s festive seasons are more than simply cultural events; they offer businesses a fantastic chance to engage with customers more deeply and emotionally. Brands are carefully amending their strategies to appeal to consumers’ emotions, local relevance, and purpose-driven messaging, changing how they interact with their favorite festivals. As one of the world’s largest consumer marketplaces, the Indian festive season greatly increases consumer spending and advertising investment.
Festive marketing has changed significantly over the last several decades due to changes in customer behavior, business strategy, and digital innovation. The dynamic festival culture, paired with the boom in digital use, makes this an ideal moment for marketers to increase their brand presence.
The festive season in India is often associated with vivid celebrations and profitable marketing opportunities. Brands are frequently confronted with a complex environment of cultural sensitivity and crisis management, in which they must mix cultural critique with sensitivity to current events. The festive season provides an opportunity for brands to not only connect closely with consumers, but also develop intelligent, real communication that is consistent with both the brand’s values and the present socio-cultural context.
India’s festive marketing scene is changing as companies try to capitalize on shifting customer habits and technological advancements. With growing digital penetration, mobile-first tactics, and a growing need for tailored experiences, the present momentum in ad spends is set to influence brand strategy and consumer engagement like never before.
India celebrates festivals with more than just a single day of festivities. It is a country rich in diversity and offers a year-end full of options. Each festival during this time has its own set of traditions, emotions, and expectations. Brands that recognize this and incorporate new consumer insights into their festive campaigns are gradually closer to developing long-term relationships with people who want to connect with them. A successful holiday marketing plan will rely largely on how firms convey their offerings to consumers, ensuring each touchpoint feels purposeful and interesting.
According to the Indian Festive Report 2024 published by VDO.AI and MoEngage, over 65.5% of consumers plan to spend more during the festive season this year. Ad expenditures typically experience a dramatic increase during this period as companies compete for consumers’ attention in a crowded market. The growth of social media, OTT platforms, and e-commerce in recent years has further fueled this tendency. Because they provide potential for real-time engagement, influencer relationships, and hyper-targeted ads, digital platforms are quickly becoming the mainstay of many brands’ strategies. In order to connect with a wide range of people, marketers are putting a lot of attention on producing genuine and tailored content.
We spoke with industry experts to understand how the current momentum in ad spends is shaping brand strategies and consumer engagement this festive season:
Sujay Ray- Head Digital & Media – L’Oréal Professional Products Division
“Given the VUCA world and the sluggish macroeconomic environment, brands will be cautious in the short- to mid-term. We might not see disproportionate spending on mega campaigns, which have historically been a hallmark of the festive season. Big brands will rely less on carpet bombing via 360-degree media. Instead, we will see advertisers focus more on sharper storytelling and media targeting to reach consumers.”
Shilpi Kapoor- Chief Marketing Officer, Airtel Payments Bank
“Brands are boosting their ad spending to engage with consumers this festive season. Our ‘Dil Khol Kar’ campaign at Airtel Payments Bank leverages the power of influencers and compelling storytelling, along with prominent retail branding, to reach users across multiple channels. By understanding consumer needs and offering personalized experiences, brands can create meaningful interactions that build loyalty and drive sales.”
Anirban Roy- Vice President – Category, Revenue and Growth, Swiggy Instamart
“The recent festive campaigns suggest that brands are increasingly prioritizing an omnichannel strategy, ensuring a seamless experience across both online and offline touchpoints. With the rise of digital platforms and data-driven marketing, there has been a greater emphasis on targeted advertising, as brands engage consumers through personalized offers and relevant content.Â
Moreover, as consumers become more discerning, brands will need to focus on authenticity and social responsibility in their messaging. Engaging consumers with values-driven campaigns that align with their beliefs will be crucial for building trust and fostering long-term relationships.”
Mohit Taneja- Head of Marketing, Jindal Stainless
“India’s festive ad spend is projected to grow by 12-14% in 2024, with consumer-facing brands typically allocating over 50% of their budgets for this season. Brands are increasingly using omnichannel campaigns that capitalize on both physical retail and digital growth.Â
E-commerce and Q-commerce ad spends are showing strong growth momentum for consumer brands. Additionally, as Tier 2 and Tier 3 markets contribute significantly, brands are leveraging rising consumption in these areas to expand reach and loyalty. B2B brands are also banking on the festive season, embracing mass media by using television, print, and digital to establish broad visibility and position themselves as top-of-mind, trusted partners across industries, going beyond niche channels to connect with decision-makers at scale.”‘
Nabajit Nath- Sales Director, Kargo India
“Ad spends, particularly in digital, have experienced a significant uptick in CY 2024, driven by major events like the IPL, World Cup, and elections in the first half of the year and the festive period in H2. Now, with the start of the festive season, this momentum is poised to accelerate further. Digital ad expenditure is forecasted to surpass 50% of the total Adex this year, hence brands are strategically focusing on personalization and using omnichannel advertising to enhance consumer engagement through digital media.
Leveraging data-driven insights, brands are not only tailoring their campaigns to reflect regional preferences and cultural nuances but also creating emotionally resonant narratives that connect with consumers during this special time. This approach fosters a deeper bond between brands and their audiences, driving festive consumption and ensuring that marketing efforts align closely with the values and traditions that define the season.
As we enter the festive period, we can expect brands to innovate even more, utilizing a blend of creative storytelling and targeted outreach to make their mark in an increasingly competitive landscape.”
Shan Jain- Independent Director, Brand Strategist and Marketing Transformation Advisor
“As consumers go digital, brands are moving ad budgets to social media, OTT, and e-commerce, seamlessly blending offline and online experiences. It’s a “new festive handshake” between tradition and tech, powered by QR codes, influencers, and AR activations.
“The future is hybrid, and so is your festive shopping cart.”
Brands are also leaning into hyper-localized messaging and personalized offers, making engagement feel more like a “conversation” than a sales pitch. Emotional triggers like togetherness, hope, and resilience will continue to play a key role, tapping into post-pandemic sentiments.
“Festive campaigns are no longer about just lights and discounts—they’re about lighting up emotional connections.”
Inclusivity, sustainability, and empowerment will be front and center in purpose-driven campaigns, proving that today’s consumer wants more than just products—they want brands that stand for something bigger and aren’t just about short-term wins but lasting connections.
“It’s not just about buying better; it’s about buying into something that matters.”Â
Karan Walia- Founder & CEO, Mirato Media Solutions
“The current momentum in ad spending will lead brands to focus on personalized campaigns that deeply connect with consumers. With increased competition, brands will aim to build strong connections through storytelling experiences. This festive season, we can expect to see greater engagement on digital platforms, with brands using social media and influencers to grab attention and build community, ultimately boosting brand loyalty and sales.”
Himanshu Arora- Co-Founder at Social Panga
“The festive season in India has always been a crucial period for brands across sectors like e-commerce, FMCG, automotive, and consumer electronics. Despite recent challenges in offline retail, as reflected in quarterly results, there is a strong reliance on the festive season to drive annual growth. With digital expected to dominate ad spends, brands are focusing heavily on online channels to engage consumers.
We are seeing a rise in collaborations with influencers, particularly to tap into niche audiences and create more personalized brand connections. Digital-first strategies are increasingly becoming the norm, especially as they allow for better targeting and higher ROI.
The festive season has always been a time when positive consumer sentiment, driven by culture, with each region across India celebrating unique festivals, plays a key role in boosting spending. Brands will continue to see this period as an opportunity to maximize their outreach and engagement.”
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