In India, festivals are not just holidays; they focus on family, memories, and mixing tradition with modern celebrations. While TV used to lead festive advertising, today’s audiences watch on many screens and have shorter attention spans. Connected TV (CTV) fits this change. It provides the shared experience of TV with the accuracy of digital. For brands, it offers a strong festive platform to share stories.
The new CTV India
Here’s a reality check that might surprise many advertisers: the most engaged CTV audiences aren’t always in Mumbai’s Bandra or Delhi’s Khan Market. Per some industry reports, there is a sharp rise in CTV among Indian households, with strong growth in Tier 2/non-metro cities alongside metros. Thanks to affordable smart TVs in the market, the improving broadband penetration and also the growing appetite for on-demand content, this CTV adoption is growing further. The CTV is a shared living room experience with family and friends, just like festival celebrations.
Impact and no transactions
Let’s address the elephant in the room, CTV ads are not your usual performance marketing channels. CTV ads are meant for impact advertising. The ads you see on the homepage while scrolling are meant for brand recall and impact. Not to say that they cannot be interactive! There are several formats that can be tested. However, remember that this is a device which enables a laid-back experience for the viewer. The magic lies in the first impression and the immediate messaging that the brand builds. Think of CTV ads as the brand architects and not the sales agents. They help build brand recognition and recall connections.
Incremental CTV viewership
According to a report by Deloitte, “CTV shows video completion rates that typically exceed 90%, with viewability consistently above 95%, thanks to its full-screen, non-skippable format.
Also, there is data to understand that whereas Tier 1 audiences prefer on-demand OTT streaming, Tier 2/3 cities demonstrate strong stickiness for timed content streams, particularly in sports, news, and religious/spiritual content. Co-viewing on CTV in non-metros results in longer session times and greater ad recall.
Although this is not festive specific data, it’s a glimpse into how we can take advantage of this audience for brands during the festival season. Think about how Diwali changes the living room landscape. Multiple generations sit together, sharing stories and creating memories. Your CTV ad becomes part of this setting. It’s the time for genuine storytelling that can be felt by every age group. Smart brands are leveraging this laid-back viewing experience.
Valuable inventory
The CTV home screen is today’s top advertising space. It’s like having the best storefront during the busy shopping season but located right in the consumer’s living room. What makes it even more effective is the viewer’s mindset. They have chosen to be here, in their most comfortable space, ready to watch, not scroll. They’re focused, attentive, and emotionally open, giving brands a unique opportunity to connect deeply. In fact, in the industry we call it First Impact ad space and have positioned it in a way that makes watching ads a more browsing experience rather than an intrusive experience.
Redefining Affluence in New India
The way we view audiences is changing. It’s not just about people from metro cities anymore. Today, a business owner in Nashik can have the same spending power as an executive in Gurgaon. With growing disposable incomes and more startups emerging from Tier 2 and 3 cities, real growth is happening outside the major hubs. These audiences are not only financially strong; they are also deeply connected to their culture, families, and festivals. For brands, this presents a significant opportunity. They can tell stories that feel authentic, grounded in local traditions, languages, and celebrations, rather than just from a metropolitan perspective.
Festive brand building
The numbers are clear. CTV advertising during festivals is about reaching the right audience for the long term. A report by Deloitte states, “CTV ad spends will reach $180 million in 2024 and grow at 40% each year.” This indicates a major change in how premium brands connect with India’s changing consumer base. The festival season provides a special opportunity where brand storytelling can go beyond traditional advertising; it can become entertainment, inspiration, and an emotional experience. In the comfort of Indian homes, with families gathered and minds open, CTV ads can become memorable stories that people cherish, share, and link to their happiest moments.
From storytelling to story-living
The real power of CTV lies in its ability to transform storytelling into what can be called “story-living.” Today, audiences do not just watch ads, they want to be a part of them, more so during the festive season. Brands prepare their campaigns well in advance, for these months, and Connected TV is not just another medium to consider in that run. It is the canvas where stories and ads come alive together, creating a new chapter in the way India celebrates.
