Festive Playbook: Trends, Tech, and Creativity

In an increasingly cluttered digital landscape, standing out requires a keen understanding of evolving trends and emerging technologies. In this interview, Yash Chandiramani, Founder & Chief Strategist of Admatazz, a creative-led, tech-backed independent digital agency. He shares his expert insights on the key trends, the role of AI, and how brands can leverage meme marketing to make an impact this festive season. His perspective highlights the power of integrated approaches and thoughtful campaigns in driving brand success during this crucial period.

 

What are the key trends to watch out for festive season?

There will be a significant focus on adopting an integrated approach. Even digital-first brands are now recognizing the value of combining innovative OOH, direct POS communication, and broader reach platforms like YouTube.

Additionally, the initial hype around CGI is fading, giving way to thoughtful campaigns with strong brand connections. While performance marketing will remain crucial, non-seasonal brands are likely to invest more in creating awareness-focused content.

We also anticipate greater use of AI in performance ads, particularly in video formats. With substantial practice under their belts, brands and agencies are now poised to scale these efforts during festive seasons.

Finally, we’re seeing creative applications of digital ads in residential and commercial complexes. It’s exciting to see digital expanding to such spaces, where festive messaging can truly stand out amidst the clutter.

 

How can brands use meme marketing to amplify their festive campaigns?

We see meme marketing increasingly being used with very ordinary videos and campaigns that are often amplified unnecessarily. Meme marketing is one of the most powerful forms of reach today, and it is highly memorable.

This, however, depends on the campaign being amplified as a meme. If a campaign is truly meme-worthy, an initial push can be enough to get the ball rolling and generate earned media. It’s better to create a campaign that is genuinely funny, emotional, or meme-worthy—something your own team would enthusiastically share with friends. Once created, give it the right kind of meme push and watch it amplify.

 

What is the role of new-age technology this festive season?

AI is already playing a very important part in scaling campaigns. We are seeing great use cases in AI-generated videos for performance. I believe it will help create more content and ads with ease, which is exactly what’s needed during the festive season. Apart from creativity, new tech is also making significant waves in programmatic and other digital targeting. We are able to use certain software to target an exact audience and serve them precise advertising. This reduces wastage and, of course, improves efficiency.

 

How can brands get creative to hit the right cord this festive season

Brands need to first identify the right chord to give it the right hit. Advertising is created to build memory structures and improve the probability of being recalled at the time of purchase.

If you aim to make ads memorable and easily identifiable, your job is done. To create memorable ads, we should know what actually works, and for that, ground-level insight development is extremely important. The campaign line comes much later, followed by the amplification of it.

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About Neha Mehta

Neha started her journey as a financial professional but soon realized her passion for writing and is now living her dreams as a content writer. Her goal is to enlighten the audience on various topics through her writing and in-depth research. She is geeky and friendly. When not busy writing, she is spending time with her little one or travelling.

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