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From August to December, India’s calendar is dotted with celebrations such as Onam, Ganesh Chaturthi, Diwali and Christmas. Each festival has evolved into a distinct marketing moment, prompting brands to reimagine consumer engagement through predictive targeting, vernacular storytelling, offer-led campaigns and immersive formats. Thanks to growing trends, brands are expected to increase their spends by up to 15 per cent this festive season.
The festive mood is no longer seen as a single advertising wave but as a series of micro-moments that move the consumer from discovery and evaluation to purchase. Formats range from static and video creatives to motion ads, offline touchpoints, discounts, sales-driven pushes and carousel formats.
Underlying this is a visible shift in consumer sentiment. A study by Glance indicates that more than threequarters of shoppers increased their festive budgets in 2024 compared to the previous year.
Attractive offers, emotionally-driven purchases and the desire to make celebrations memorable for family and friends were key triggers. Over 85 per cent of consumers engaged with shopping apps during the festive period, underlining the dominance of digital discovery in purchase journeys.
This year, marketers are preparing earlier than before, partly because the festival window is shorter and partly because smaller towns are emerging as high-potential markets.
Budgets go bold, strategies bolder
The optimism in 2025 is translating directly into marketing budgets. “The 2025 festive season marks a confident return to growth mode for many advertisers. With inflation stabilizing and consumer confidence improving, brands are treating the festive quarter not merely as an opportunity but as a strategic inflection point for revenue acceleration,” says Rohit Ohri, Founder of Ohriginal.
Digital-first D2C brands are particularly aggressive, front-loading as much as 40 per cent of their annual marketing outlay into this window. Consumer durables and electronics players are leading the charge with upgrade-driven campaigns, while personal care brands are leveraging seasonal demand spikes. E-commerce platforms are doubling down on conversion campaigns, and fintechs as well as auto players, particularly in the EV and SUV segments, are making high-visibility plays through large-format media and festive offers.
FMCG giant Parle is also looking to increase their spends by 10–15 per cent this festive season, as per industry reports. “The primary focus will be on premium products, as the propensity to purchase high-end items is higher during festive occasions,” says Mayank Shah, Vice President at Parle Products.
Shah further adds that the company has observed a growing demand for healthier options over heavily fried or high-sugar products. Its biscuit range, for instance, allows consumers to indulge without excessive fat or sugar intake.
Parle is also betting on festive packaging to drive growth, fuelled by sustained rural consumption and a recent revival in urban demand. “For the festive period starting from Raksha Bandhan through Diwali, we are introducing special gifting packs and focusing more on our premium assortment,” adds Shah.
“Small town markets have high predisposition to spend, but may lack offline access to experiences. This is a big opportunity for brands to connect digitally through vernacular and mobile first campaigns,” observes brand consultant Nisha Sampath. She notes that beyond language adaptation, local cultural cues are becoming critical for festive creative effectiveness.
An equally notable change is the geographic focus. “Brands are no longer crafting monolithic national campaigns. Instead, they are tailoring messaging and media strategy to regional festivals, local languages and micro-market behaviours. The battle is no longer just about share of voice. It is about sharing the celebration,” says Ohri.
For Dabur, the festive quarter remains a high-stakes period for both emotional connection and commercial conversion. “Our strategy this year is built around cultural relevance, real-time consumer engagement and a phygital approach that merges mass media with targeted digital outreach,” says Rajiv Dubey, VP and Head Media, Dabur India Ltd. The brand will use TV and print for reach, but also focus on digital platforms, influencer collaborations and trade visibility. “Agility is key for us this season as we use data-driven insights to guide our presence, messaging and conversion of festive sentiment into brand love and action,” Dubey adds.
Dabur’s priorities include health and wellness, festive packaging and gifting, and rural activation. “With unwavering consumer interest in natural and trusted products, we are reinforcing our core message of care, purity and family well-being. Our specially curated festive packs are designed for gifting and self-consumption, and we are expanding our rural outreach through hyperlocal campaigns, vernacular storytelling and on-ground initiatives to foster last-mile engagement,” says Dubey.
From emotional resonance to measurable impact
This year’s festive playbook is built around immersion, integration and influence. Ohri notes that Instagram and YouTube remain dominant, but platforms like Snapchat and Moj are gaining ground among younger Tier 2 and Tier 3 audiences. Connected TV viewership is up by more than 30 per cent over last year, making it a premium choice for affluent urban consumers. Retail media, meanwhile, is becoming a storytelling space in itself, with Amazon, Flipkart, BigBasket and Blinkit enabling brands to merge content and commerce seamlessly.
Formats are diversifying. Short-form creator content continues to dominate awareness and conversions, but longer 3–6 minute brand films are returning as a way to marry emotion with purpose, particularly on YouTube and Meta. AI-driven hyper personalisation, from tailored festive greetings to algorithmic bundle offers, is on the rise. Gamification is also back, with brands using AR filters, festive-themed branded games and creator-led challenges to make consumers active participants in their campaigns.
Consumer behaviour is shaping these shifts. “Thoughtful gifting is a big trend. Consumers might want to gift new age sweets or chocolates instead of traditional Indian sweets and dry fruits. It is also important for brands to have a story which drives meaningful consumption,” says Sampath.
Ohri points out that shoppers are seeking tangible value, exclusivity and participatory experiences through contests, co-creation and limited-edition collaborations.
Dubey emphasises authenticity and regional nuance. “Festive sentiment varies by region, and our communication and media plans are being localized to reflect cultures, rituals and languages. We recognise that the festive shopping journey often begins online, so we are creating influencer-led content, contextual ads and real-time social engagement to remain top-of-mind,” he noted.
Offline retail is also regaining importance. “After years of digital dominance, consumers are rediscovering the joy of in-store exploration and community celebrations,” says Ohri. He adds that brands are using physical spaces not just for sales but for immersive storytelling. Sustainability is another undercurrent, with younger audiences responding positively to eco-friendly packaging, local sourcing and inclusive narratives.
In 2025, festive advertising is no longer a race for attention. The winners will be those who combine cultural insight with commercial creativity, emotional storytelling with digital precision, and regional authenticity with national ambition. The real competition is not just about who spends the most, but who connects best.
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