Markets buzzing, UPI chimes ringing, delivery partners racing to grab the “fastest delivery” badge—India’s festive season isn’t just a shopping period, it’s a national spectacle. From Raksha Bandhan to New Year’s Eve, this window fuels 20–30% of annual sales across electronics, fashion, FMCG, and appliances, making festive advertising one of the most critical strategies for brands looking to win attention and share of wallet.
Shopping has evolved, from crowded bazaars to curated flash sales, hyperlocal delivery services, and digital ad campaigns that move as fast as the carts they fill. For brands, this isn’t just a retail moment—it’s the biggest opportunity to activate a high-intent audience through smart, data-driven digital advertising strategies.
The Evolved Festive Consumer Habits:
India’s festive season is peak omnichannel behavior. Consumers—especially Gen Z—are toggling between screens, ordering festive food, booking cleaning services, streaming CTV specials, and sending e-gifts at the last minute. Simultaneously, they’re out impulse-shopping at malls, attending pop-ups, and sharing every moment via Reels.
This behavior shift demands more than just display ads—it calls for AI-driven, programmatic ad buying that adapts in real time. That’s where modern festive advertising takes center stage—agile, data-led, and deeply contextual.
Today’s festive shoppers are faster, fuss-free, and experience-led. While big-ticket buys still matter, real-time ads via digital media solutions like CTV advertising and DOOH dominate impulse-led decisions. Tier II and III cities are accelerating growth, while first-party data and contextual targeting are critical to cut through the noise.
Why Full‑Funnel Advertising Is the Only Way to Win:
Festivals aren’t just about products anymore—they’re about curating meaningful experiences. And as Indians willingly splurge on what feels celebration-worthy, premium categories see a festive boom.
But here’s the challenge: Festive audiences are fragmented across walled gardens, multiple devices, and shifting media habits.
Awareness:
High-impact DOOH ads and advertising screens at malls, airports, and markets spark visibility where footfall peaks. Programmatic DOOH platform enables efficient supply path optimization, placing your brand exactly where attention lives.
Consideration:
Personalised CTV ads and mobile creatives crafted using real-time data, attention metrics, and identity graphs keep your brand relevant during binge sessions or browsing breaks.
Conversion:
Mobile retargeting and hyperlocal advertising seal the deal with QR‑led CTAs, bid shading, and geo-fenced nudges. Think of it as dynamic storytelling—powered by DSP programmatic advertising—where every touchpoint leads to a potential conversion.
This isn’t just multichannel—it’s an integrated funnel where each touchpoint fuels the next, guiding consumers from “I’ve seen it” to “I’m buying it.”
Festive ad spends are projected to grow 15–20% YoY in 2025. But success won’t come to the biggest spenders—it’ll come to brands that spend smart.
With Lemma’s programmatic DOOH platform seamlessly integrated with CTV and mobile, marketers can create full‑funnel campaigns that build awareness at scale, drive relevance with precision, and convert shoppers when intent is highest.
