festive
Jayati Somani, Head of Industry – eCommerce, Travel & Casual Gaming, Snap Inc., says brands are facing the challenge of capturing and retaining attention in an increasingly cluttered media environment
While sugar prices have surged 30%, rising cost of edible oil, wheat, cocoa adds to margin pressure; packaged food advertisers left to choose between cutting spends or protecting festive visibility
Kanchan Srivastava Sep 2, 2026 9:24 AM
Guest Column: Ganapathy Viswanathan, Independent Communication Consultant & Author, on why the festive season is not just about celebration, but a crucial season for business
Ganapathy Viswanathan Sep 2, 2026 8:21 AM
Partnership scales to Tamil, Telugu, Kannada, Malayalam, and Bangla editions on the JioStar network and JioHotstar
e4m Staff Aug 31, 2026 11:08 AM
FMCG players reassess product claims and review media mixes amid regulatory scrutiny; industry expects an impact on ad spends in the near term
Kanchan Srivastava Aug 31, 2026 8:40 AM
Brands are raising festive creator spends, but with influencer discovery getting crowded, focus is shifting from reach to relevance, regional influence & trusted voices that drive purchase decisions
Shalinee Mishra Aug 29, 2026 8:52 AM
From LinkedIn BROs to rigged roulette wheels, brands turned this Raksha Bandhan into their most inventive sibling showdown yet
Aryendra Khan Aug 28, 2026 9:06 AM
Industry experts say there is typically a 15–20% uplift in seasonal budgets for Kerala during Onam
Sandhi Sarun Aug 26, 2026 9:11 AM
ASCI said almost 97% of advertisements reported during the post-PROGA period were found on the Meta Ad Library, Instagram and websites
Imran Fazal Aug 25, 2026 9:18 AM
Brands aren't abandoning TV and top channels are selling out, but without fresh GRPs, broadcasters are negotiating harder on rates, inventory and integrations as the festive quarter gets underway
Tasmayee Laha Roy Aug 25, 2026 8:38 AM
Brands are gearing up for the festive rush with sharper offers, hyper-local campaigns and regional activations, as mass media and digital spends are expected to rise
Kanchan Srivastava Aug 24, 2026 9:38 AM
With a shorter festive window this year, digital platforms are looking to make the most of premium inventory, sharper audience targeting and measurable outcomes, say industry watchers
Sandhi Sarun Aug 24, 2026 9:32 AM
Kargo is bringing together its full suite of capabilities to help brands drive impact across the entire consumer journey, from awareness to consideration and ultimately to store visits and purchase
e4m Staff Aug 21, 2026 12:16 PM
Following Thursday's high-level govt meeting on the prolonged ratings impasse, the industry is yet to receive any fresh direction from the ministry
Imran Fazal Aug 21, 2026 9:10 AM
The meeting, attended by I&B Secretary and senior government officials, discussed at length the outstanding issues surrounding BARC's compliance with the TRP 2026 policy
Imran Fazal Aug 20, 2026 3:28 PM
At Culture Intelligence Summit 2026, hosted by ShareChat and Moj, industry leaders discussed how brands could participate in cultural nuances of a moment, while staying true to what it stands for
e4m Staff Aug 20, 2026 8:07 AM
Unlocking festive growth in Uttam Bharat requires understanding the preferences of the consumers, the right media, and the right strategy
NATIVE CONTENT Aug 17, 2026 8:58 AM
Advertisers are seeking stronger audience proof, customised integrations and performance-linked deals, making broadcasters work harder to sell spot inventory
Imran Fazal Aug 14, 2026 8:54 AM
Guest Column: M Gautham Machaiah writes how regulatory reform collides with commercial reality in television’s most lucrative quarter
M. Gautham Machaiah Aug 12, 2026 1:50 PM
The pitch has attracted participation from advertising agency networks, including WPP, Omnicom Advertising India and Cheil SWA
Imran Fazal Aug 7, 2026 9:08 AM
As quick commerce platforms squeeze festive shopping into minutes, agencies are redrawing creative, media and production plans for instant buyers
Aryendra Khan Aug 6, 2026 9:34 AM
For brands, Onam is much more than another festival on the calendar. It is one of Kerala’s biggest retail opportunities, where tradition, family celebrations and consumer spending come together
Broadcasters, publishers and radio networks report healthy advertiser sentiment despite inflationary and geopolitical headwinds
Sandhi Sarun Aug 5, 2026 8:39 AM
Rather than translating one national advertisement into multiple languages, marketers are creating local narratives that reflect how festivals are celebrated across different parts of the country
Shalinee Mishra Aug 4, 2026 8:26 AM
Guest Column: Ganapathy Viswanathan, Communication Consultant & Author, explains how Kerala becomes India’s first big festive marketplace with the arrival of Onam
Ganapathy Viswanathan Aug 3, 2026 9:20 AM
Brands are allocating 40-70% of festive budgets to digital, while OOH and creator partnerships gain prominence this Onam
Sandhi Sarun Aug 3, 2026 9:10 AM
As Indian households shrink and platforms chase clicks over culture, ad folks are asking if the festive campaign playbook needs a proper creative reset
Aryendra Khan Jul 28, 2026 8:38 AM
As Kerala's festive economy accelerates, retail sales are expected to rise 30-40% on the back of premium inventory and tighter discounting, says Chandy, VP, Marketing & Ad Sales, Malayala Manorama
Sandhi Sarun Jul 27, 2026 9:28 AM
Industry experts say suspension of weekly television ratings disrupts commissioning, scheduling and content decisions, forcing broadcasters to depend on experience rather than data
Imran Fazal Jul 21, 2026 9:33 AM
The campaign is based on two concepts: the first version is based on ‘Legends of Onam’ and the second version is based on ‘Unspoken Onam Ritual’
With TRPs suspended at the start of the crucial festive planning cycle, advertisers may divert budgets to digital platforms where campaign performance can be measured in real time
Imran Fazal Jul 3, 2026 8:59 AM
A weak monsoon could squeeze rural incomes, raise food inflation and slow consumption in price-sensitive markets. But marketers say the impact may not be uniform
Kanchan Srivastava Jul 3, 2026 8:45 AM
Brands may have to make sharper choices on media allocation, campaign timing and budget phasing if India’s biggest sporting property collides with its biggest consumption season
Kanchan Srivastava Jun 1, 2026 9:12 AM
Brands have rolled out campaigns, focusing on festive buying and new beginnings
Vaishnavi Deshpande Apr 18, 2026 12:25 PM
The focus has shifted from just festive promotions to solving consumer anxieties around fluctuating gold prices
Shalinee Mishra Apr 15, 2026 11:58 AM
Traditionally, festive and occasion-led periods such as Holi, Eid and Mother’s Day saw brands lean heavily on TV, print and outdoor to drive mass reach
Sunidhi Vijay Mar 23, 2026 9:31 AM
The digital film ‘Dil Aise Eid Manaye’ has been conceptualised by Leo India
e4m Staff Mar 5, 2026 12:10 PM
Dr Indu Ballani, Consultant Dermatologist, explains that while Holi is a festival of joy, skin can suffer from abrasion and harsh chemicals if proper care is not taken
e4m Staff Mar 3, 2026 11:05 AM
Pongal has evolved into a short, high-intent consumption window with brands moving away from momentary festive advertising towards experience-led, cultural storytelling, note industry observers
Pooja Yadav Jan 16, 2026 9:32 AM
This year, Sankranti posts draw on tradition, everyday cultural cues, and simple greetings as brands connect with audiences during the harvest festival
Vaishnavi Deshpande Jan 14, 2026 4:16 PM
The quick commerce segment is growing at 8–9% annually, the report says
Industry voices are divided on whether GST cuts have translated into higher TV ad revenues or merely acted as a confidence catalyst for brands that were already gearing up for the festive quarter
Aditi Gupta Nov 26, 2025 9:01 AM
TV and digital media saw no ad lift in Sept–Oct despite the festive season, reveals TAM data, with experts blaming the slump on the RMG ban
Kanchan Srivastava Nov 17, 2025 9:00 AM
e4m caught up with marketers and industry heads to understand how they identify meaningful metrics versus festive noise, and what they actually learn from the ad frenzy once the lights dim
Pooja Yadav Nov 14, 2025 9:36 AM
Industry estimates suggest that e-commerce and quick-commerce platforms together grew 25% year-on-year this festive season
Pooja Yadav Nov 10, 2025 8:51 AM
As festive ad spends touch ₹51,000 crore, creative agencies reveal that this year’s real surge was driven by sharper ideas, data-led storytelling and a new balance between emotion and efficiency
Anuja Jain and Aryendra Khan Nov 5, 2025 9:34 AM