Let me start by saying one simple line, ‘Culture is a topic that Connects’

Festivals used to be an experiential event for tourism boards to pull in audiences to their countries, states etc for making the world experience what their culture is. Even today Airbnb sells experiences and now more than ever, BMS & Districts of the world are seeing a high volume in culture first events.

Today India’s festival calendar is no longer just a tourist attraction it’s become a content framework. Why is it a content framework is not because the internet said so but it’s been a multitude of actions, planning and tie ups that the country has done globally to create that recognition. Our country has made sure that we are seen on the world map  with their efforts in politics, Bollywood and philanthropy. Across Instagram, YouTube, Snapchat etc.  Creators from the US, Europe, Southeast Asia, and the Middle East are increasingly shaping their content timelines around Indian cultural festivals from Diwali and Holi to Navratri, Eid, Durga Puja, and Onam. You ask why? Keep reading, the answer is below.

Why This Trend Is Exploding

1. The Visual Magic

Indian festivals have always been a colorful experience either with the colors of holi or with the fabrics adorned during the festival season to the rangolis and artworks that are painted at the foot of our doors and temples.

• Emotional or historical story arcs
• Organic content from audiences which leads to higher creation
• Distinct audio motifs (mantras, folk songs, dhol beats)

These allow the creators and users to break their content narrative and go beyond. It makes them culturally relevant and pulls in audiences who are  drawn to this subject of content and creates higher engagement.

It’s sticky & shareable content wrapped in the novelty of culture — ideal for algorithm-driven platforms.

2. Cultural Immersion

The internet has allowed us to be more culturally aware or exposed to world cultures. We saw a boom in the art ecosystem in India thanks to NMACCs of the world and the ever proud Kala Ghoda Arts Festival that pushed the envelope. India has embraced newer cultures as a reason to celebrate Halloween, Fathers Day, Mothers Day and the recent example, Don Julio leveraging the global culture to own the space of the Day of The Dead to create a large-scale event under the cultural belt. The result? Audience footfall, shareability and share of voice. Yes, the millennials did it first but the Gen – z who are born on the internet made it really take it forward. Gen Z are showing stronger interest in experiential authenticity over postcard travel.

Whoever thought a Cold Play concert would be a Gen Z success? The millennials definitely did not!

It’s similar to Airbnb’s home stay experience rather than a tourist visit. Immerse yourself in the culture and they will always speak of their experience from a place of love vs hey they have cool bars and clubs to party at!

Creators like Eva Zu Beck, Nas Daily, and Tolt Around the World have all documented Indian festivals — not as one-off reels, but as multi-part, narrative-led stories across platforms. Their comment sections are beyond “Looks fun!” — they’re filled with Indians explaining customs

Engagement, in other words, becomes community-fuelled education.

Let’s see the Data

The Indian influencer marketing industry is projected to reach ₹3,375 crore by 2026, growing at a CAGR of 18%+ (EY Report).

• Holi and Diwali globally are as big as Bollywood and cricket. They always score among the top 10 annual search spikes on YouTube in India, with an exponential content creation during these periods.
• In 2023 alone, over 1,200 non-Indian creators published content linked to Indian cultural festivals.
• Tourism departments bank on these festivals and my assumption would be that 10–20% of digital budgets are parked for influencer-led festival campaigns, especially during Durga Puja and Rann Utsav etc

But what are the creators benefitting from this?

Creators today are smarter, they aren’t chasing trends. They are now a part of the larger cultural eco system called the internet. Creating the obvious content is hygiene for them, exactly what talent management is to influencer agencies. But cultural content pushes them a step ahead. Here are 3 pillars that come to mind:

1. Cultural Inclusivity
   They don’t want to be boxed as just another creator. They want to be known for showcasing content that is beyond what’s available in their city/state/country. They are the source of newer cultures and conversations. Associating with real, nuanced, and diverse festivals helps deepen their identity as storytellers.
2. Longevity of content
   Most festivals could be a 1 or 2 day celebration, but the internet allows it to be at least a week long festivity. With innumerable Diwali parties lined up each year, holi parties etc, it is perfect for creators to create content that is episodic, showcase the behind-the-scenes series, or daily vlogs. With Instagram’s new Reels Series feature, this format becomes even more bingeable.
3. Cross-Market Visibility
   India’s domestic digital audience (900M+) is one of the largest globally. For non-Indian creators, tapping into this market often creates higher visibility and novelty to bank deals from the Indian continent or Indian brands that are available in their geography therefore, more reach = more collabs, and stronger monetization potential.

 

India’s festivals are no longer just “moments” — they are culture first story arcs. For global creators, they offer colour, culture, connection, and community. For brands, they offer layered storytelling, emotional hooks, and scalable engagement.

The shift signals something larger than algorithm-chasing: it’s a recognition that Indian culture is not just colourful — it’s globally consumable, deeply engaging, and strategically valuable.