Published on: October 14, 2026
Festive shoppers arrive ready to spend. We asked five brand marketers and one agency founder how to build festive relevance beyond the discount. Across FMCG, fashion, footwear and skincare, they make the same point: the discount pays for demand that already exists, and relevance comes from helping with what the festival asks of people, whether that is a gift, an outfit or skin that holds up through the late nights.
Asked how FMCG brands build festive relevance beyond discount-led value, Vaibhav Rathi, Head of Marketing, Dabur, starts from the shopper. The intent to spend is already there, so the brand’s job is to earn a place in the ritual:
“In India, festivities aren’t just seasonal spikes—they’re socio-cultural inflection points, characterised by collective joy, optimism and a desire to step up.
Come festivities and consumers are already looking to indulge, experiment and upgrade. For FMCG brands, the opportunity is to ride this fervour by becoming part of the rituals and occasions that matter—through synergistic experiences, premium formats, relevant innovation and authentic storytelling.
Done well, this can turn a moment of festive excitement into a reason to trade up, try something new and build a deeper relationship with the brand. So when consumers are ready to spend, the answer needn’t be a discount.”
Anand Narang, Chief Digital & Marketing Officer, Vedant Fashions (Manyavar Mohey), on occasion-led value. People buy fashion for what it does for them at the occasion, so the brand that owns the occasion wins over the one that is merely cheaper:
“Festive fashion is not a price event; it is participation in people’s most meaningful occasions. The shift is from selling products to owning occasions. Brands need to understand the role fashion plays in consumers’ lives – whether to celebrate, belong, impress or express themselves, and build collections, content, styling and experiences around those moments.
Discounts can accelerate conversion, but they cannot create meaning. The brands that win are those that make themselves relevant to the occasion, not just affordable for it. When a brand owns the occasion in the consumer’s mind, it earns preference, not just a transaction.”
Gautam Dhingra, Head of Marketing, Aditya Birla Fashion and Retail (Premium Ethnic Wear), on lasting festive relevance in ethnic wear. One season of offers will not build it. A distinct taste and a curated collection, held consistently, will:
“The festive season is a critical window to deepen desire and affinity, and physical retail is where this relationship is most vividly championed. Ethnic wear brands that place occasions at the core of their communication and claim cultural moments as their own will build stronger preference than those competing on price.
Sustained over the years, brands that have a distinct taste identity and a curated collection will build category authority and craft credibility. Because festive relevance compounds through consistency, these brands will accumulate authenticity, authority and salience.”
Chirag Jagwani, CMO, Fixderma, on how skincare and personal care brands can build festive relevance beyond discounting. The season puts a specific strain on skin, and the brand that helps with it keeps the customer:
“Discounts buy you a spike. Relevance buys you a customer. Festive season puts skin under pressure: late nights, travel, heavier makeup. The brands that win will be the ones offering skin prep, gifting-ready regimens and clear guidance, not just a bigger percentage off.
At Fixderma, we believe the best festive campaign is the one that helps skin look its best, not the one that shouts the loudest. Sell confidence, not just savings, and the customer is still with you long after the festive offers end.”
Shawn Chandy, CMO, Paragon Footwear, on festive gifting in footwear and accessories. The gift is judged on how it serves the person long after the festival, so the product has to earn a place in everyday life:
“At Paragon Footwear, we believe festive gifting is increasingly about choosing something thoughtful, useful and relevant, rather than simply looking for the deepest discount. Footwear and accessories are an integral part of everyday life, giving brands an opportunity to combine comfort, design, dependable quality and affordability with a festive touch.
As consumers become more considered in their choices, brands must understand their evolving needs and create products that fit naturally into their lives. The true value of a gift lies in its everyday relevance and the lasting value it delivers, well beyond the festive season.”
Akhil Nair, Co-Founder & CEO, BigTrunk Communications, on what separates festive campaigns that build lasting relevance from those that lean on discounting. Every brand turns up to the same moments, and the one that is remembered has found something human in them:
“During the festive season, brands are all trying to be part of the same moments: the shopping, the celebrations, the family gatherings and the gifting. But being present in a moment and being remembered for it are two very different things.
A brand that simply announces a festive offer becomes part of the noise. A brand that understands the little things people look forward to, the last-minute shopping, the excitement of finding the right gift or the joy of hosting, has a chance to become part of the story itself.”
The real opportunity is not to make a campaign look festive, but to find a human truth in the festival that the brand has a genuine reason to talk about.
A better festive brief starts with a different question than which offer to run: what is this season asking of our customer, and does our brand make it easier?
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