Earlier, during the festive season, the consumer journey was relatively simple. Advertising helped consumers discover the sale; they visited the market, compared a few alternatives, and bought. The festive marketplace was always large, but the route to it was largely a one-lane road, and product categories’ sales areas were mostly clustered. That lane has now become a maze, with multiple entry points, influences, and opportunities to lose the consumer when they come shopping.

Festive Marketing Becomes Essential

Festive marketing is no longer optional; it is an essential market requirement. The question is not whether a brand should leverage the festive season, but whether it understands the marketplace the festival has become. Festive advertising is expected to reach Rs 60,000-62,000 crore in 2026, representing 34-35% of India's total advertising expenditure. For some categories, dependence is considerably higher: the festive period from Onam through Dussehra and Diwali typically accounts for 30-40% of annual sales for appliance manufacturers.

The festive opportunity has also expanded across categories. Diwali was once instinctively associated with jewellery, automobiles, apparel, consumer durables, sweets, and FMCG, but today's festive basket spans smartphones, furniture, beauty, travel, hospitality, financial services, insurance,........

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