Festive rush: eComm ad spends set to rise 30% 

India’s e-commerce giants are no longer just marketplaces during the festive season - they are emerging as some of the biggest advertisers in their own right. Amazon, Flipkart, Myntra, and quick-commerce players like Blinkit, Swiggy Instamart, and Zepto have all lined up high-decibel campaigns, signalling a 20–30% spike in platform-level advertising spends compared to last year, as per industry insiders. 

Experts noted that e-commerce platforms are expected to outpace brands in visibility, aiming to cement loyalty and drive traffic ahead of the blockbuster sale windows. Flipkart’s Big Billion Days and Amazon’s Great Indian Festival, both slated to kick off around the last week of September, are already saturating digital and television screens with teaser campaigns, star-studded endorsements, and influencer collaborations.

“E-commerce continues to be one of the most dominant advertiser categories in India throughout the year, and the festive season only amplifies this trend. Industry trends suggest that shopping and e-commerce already contribute close to 30% of ad impressions in digital advertising, making it a leading vertical year-round,” said Nikhil Kumar, Chief Growth Officer, mediasmart. He added that this dominance reflects both the scale of mega-sale events and the intense competition between platforms to capture consumer attention and wallet share.

TAM AdEx data reveals that platform-level advertising remained largely flat in 2024, with overall e-commerce shopping ad insertions indexed at 101 against 100 in 2023, signalling just a marginal year-on-year uptick.

According to the data, Amazon continued to dominate but saw its share dip from 21% in 2023 to 17% in 2024, while Flipkart stayed steady at 3%. At the same time, quick-commerce surged, with Blink Commerce (Blinkit) entering the top advertiser list at 4% in 2024, displacing categories like gaming and interiors that had featured in 2023. The entry of digital-first players such as Scaler and Iraedu Tech also points to diversification in the advertiser base. Against this backdrop of muted growth last year, 2025 is shaping up to be far more aggressive, with platforms expected to hike festive spends by 20–30% as Amazon, Flipkart, Myntra and quick-commerce players roll out high-decibel campaigns powered by AI, creators and hyperlocal targeting.

A senior marketing leader noted that e-commerce platforms are signalling a 25–30% spike in their own advertising spends this festive season compared to last year. “The big players are going beyond performance-driven promotions to build long-term brand equity. With competition intensifying, new users coming from smaller towns, and quick-commerce rewriting consumer expectations on speed, platforms are investing heavily in mass media, CTV and influencer collaborations to stay top-of-mind during the festive rush,” the marketer said.

This was further reiterated by Mridula Bhatt, Content Marketing Manager at Trackier who noted that e-commerce advertisers are by far the biggest spenders in the festive period. Based on Trackier’s campaign mix, roughly one-third of all ad budgets this season will come from pure e-commerce players. 

“In Q4, the e-commerce vertical routinely accounts for about 30% of our platform’s campaigns. Given the scale of holiday commerce, we expect a similar share of spend – roughly 30–35% of festive ad dollars – to originate from e-commerce sites and retailers,” Bhatt said. 

According to Trackier, ad spends from e-commerce brands grew by around 10-12% last festive season, with budgets leaning heavily towards programmatic and social, while offline played only a supporting role. This performance-driven, digital-heavy approach reflects how sellers and retailers typically advertise on marketplaces. In contrast, platforms themselves are taking a more expansive route this year, with Amazon, Flipkart, Myntra and quick-commerce players investing aggressively in mass media, CTV and influencer-led campaigns to build brand salience and drive festive traffic.

Meanwhile, Senthil Kumar Hariram, Founder & Managing Director, FTA Global, pointed out that traditionally, festive spends have accounted for almost half the annual media budget for many of these players; this trend will continue. With total festive ad spends expected to be at around Rs 55,000 to 60,000 crore, e-commerce will continue to dominate media volume and creative activity, taking advantage of this time to attract key consumer demand.

He added, “The overall increase could even be greater for some platforms that are actively chasing GMV growth or some of the newer categories, especially in quick commerce, which are scaling quickly. The general momentum we are seeing, given platform readiness, increasing consumer intent, and further activity from Tier 2 and smaller cities which points to the upward end of the projection.”

Ad spend indicators

Ahead of the festive season, Meesho has created around 12 lakh seasonal job opportunities across its seller and logistics network, a 40% rise over last year, with over 70% coming from tier 3 and 4 regions. Sellers alone have hired 5.5 lakh workers, offering short training in sorting, manufacturing and packaging, while also expanding into new categories, curating festive collections and boosting inventories.

Flipkart too has strengthened its pan-India supply chain for The Big Billion Days, adding fulfillment and last-mile hubs in cities like Varanasi, Patna, Manesar, Ghaziabad, Agra, Agartala and Guwahati, taking its network past 100 centres. It is also scaling quick commerce with nearly 400 new micro-fulfilment centres across 19 cities under Flipkart Minutes, which has doubled orders every 45 days. To meet festive demand, Flipkart has created over 2.2 lakh seasonal jobs across warehousing, logistics and delivery, with a focus on inclusive hiring and tech-led skilling.

Hemant Badri, Senior Vice President and Head of Supply Chain, Customer Experience & Re-Commerce, Flipkart Group, said, “This festive season, our expanded infrastructure spanning 35 lakh sq. ft. across Varanasi, Patna, Manesar, Ranchi, Ghaziabad, Agra and Agartala not only strengthens delivery speed and reliability for millions of customers but also generates inclusive job opportunities at scale. 2.2 lakh+ seasonal job opportunities have been created with a strong focus on women, PwD and first-time workforce hiring. From metros to Tier-2 and Tier-3 cities, our focus remains on delivering convenience, strengthening regional economies, and building a future-ready supply chain powered by technology and inclusivity.”

On the marketing front, Flipkart has unveiled its Big Billion Days 2025 campaign with an 11-celebrity line-up, from Amitabh Bachchan to Yashraj Mukhate, under the theme Kuch Bhi Ho Sakta Hai, crafted by Leo Burnett. Moving beyond discount-driven ads, the films blend entertainment with commerce, backed by a three-pronged strategy across TV, Connected TV (where spends have doubled YoY), and influencer-led content. The scale signals not just a festive push but a long-term bet on shaping the future of Indian advertising.

The countdown to Amazon’s Great Indian Festival 2025 has also begun, with teaser deals already live. While dates are yet to be announced, Amazon has confirmed a 10% instant discount on select bank cards and early access for Prime members, building momentum ahead of the sale.

What’s driving the growth?

Chandramouli Nilakantan, CEO of TRA Research, added that festive sales are projected to rise over 25% this year, crossing ₹1.2 lakh crore, with more than 80% of consumers researching online and over 60% purchasing digitally. He said the rapid growth of quick-commerce in categories like beauty, personal care and small electronics, coupled with AI-led personalization and ROI-focused media strategies, is compelling platforms to invest heavily in advertising across both digital and traditional channels.

Meanwhile, according to Hariram, the key growth drivers include renewed consumer momentum with higher purchase intent and disposable income, accelerated expansion in Tier II/III cities, and intense platform competition through exclusive launches, flash sales, and partner promotions. Creator-led and social commerce formats, such as short-form video, livestreaming, and influencer integrations will blend brand and performance spend, while better conversion tools like BNPL, flexible payments, and improved logistics will enhance ROAS and support higher acquisition spend. Additionally, AI-driven targeting and personalized offers will boost efficiency and scale campaigns.

The 2025 festive season represents a paradigm shift in festive advertising dynamics. Platforms are no longer relying solely on brands to fund visibility. Instead, they’re leading the narrative themselves, with AI-driven personalisation, creator-powered campaigns, and hyperlocal quick-commerce innovations.

In effect, India’s biggest shopping festivals are being advertised as much by the platforms as by the brands they host—turning Amazon, Flipkart, Myntra, and Blinkit into full-fledged media advertisers shaping consumer sentiment.