“Brands have allocated over and above 2x their existing budget this festive season”

This time of the year marks one of the most crucial periods for businesses. Consumer sentiment is at its highest, and spending patterns reflect the festive spirit. From offers and discounts to large-scale campaigns and personalized engagement, brands explore every avenue to stand out in a highly competitive marketplace. The rise of digital marketing and the increasing role of e-commerce has also intensified the focus on omnichannel strategies, ensuring that consumers are met with consistent messaging across both online and offline platforms.

Adgully’s special annual column, FESTIVE MOOD, delves deep into the intricacies of these marketing activities, offering a holistic perspective on the trends that define this season. From ad spend projections to consumer behaviour analyses, the column covers all aspects of the festive landscape. It highlights how brands are planning to position themselves, what marketing strategies are being adopted, and how consumer sentiment is shaping the promotional and communication tactics being deployed.

Team Pumpkin is a prominent creative advertising agency and integrated marketing organization. It was established in Mumbai in the year 2012 when two visionary leaders stepped onto the journey of unraveling the vast potential that digital marketing has to offer as well as content marketing services. The mission of Team Pumpkin is to make every business a digital brand. It is currently present in four cities – Gurugram, Mumbai, Kolkata, and Bengaluru, and in recent times, it has expanded to Canada. It has over 200 clients, evolving from its simple beginnings to making a considerable impact worldwide.

In conversation with Adgully, Shubham Shrivastava, AVP- D2c Pro, powered by Team Pumpkin, shares his observations on the overall consumer and market sentiment during the festive season this year and festive ad spends. He also speaks about what forms the core of Team Pumpkin’s festive marketing strategy this year.

What are your observations on the overall consumer and market sentiment during the festive season this year and the overall festive spending?

This year, Team Pumpkin has observed a noticeable shift toward value-driven purchases, with consumers being cautious, but willing to spend on quality. We are seeing a trend of more online and hybrid shoppers, and it’s interesting to note how brands are tailoring their offerings for this evolved buyer experience. Festive spending has increased in the e-commerce space, with brands recognizing that consumers are looking for convenience alongside traditional in-store purchases.

A key strategy that Team Pumpkin is witnessing is brands using bundling cart value discounts to encourage higher spending, combined with exchange offers and partnerships with banks for additional discounts. The online ecosystem is heavily dominated by e-commerce, and brands are leveraging every tool to create a seamless shopping experience.

What forms the core of your festive marketing strategy this year? Could you tell us about your campaign strategy for the festive season?

Team Pumpkin’s festive marketing strategy this year is built around a strong campaign idea that not only resonates with the audience, but also has the potential to leave a lasting impact. We focus on showing up in culture with a fresh, distinct approach that makes us stand out in the festive clutter. The key is to make this difference meaningful, connecting with audiences emotionally while offering something they can act on. Whether it’s through influencer collaborations, UGC-driven content, or immersive storytelling, we ensure that every touchpoint feels personal and memorable, while also driving sales.

For example, with one of Team Pumpkin’s fashion brands, we evolved the messaging around the Pujo collection to reflect not only traditional ethnic wear, but also contemporary Western styles that align with modern consumer preferences. This shift mirrors a broader trend – people are celebrating tradition, but are also embracing new, contemporary fashion choices. The result is a campaign that feels culturally relevant, creates buzz, and leaves consumers wanting more.

What is the marketing advertising budget for the festive season in 2024 for brands? What percentage increase (or decrease) is it compared to the previous year?

In 2024, Team Pumpkin has noticed a healthy uptick in advertising budgets, particularly in the D2C and e-commerce sectors. On average, brands have allocated over and above 2x their existing budget this festive season with a clear focus on digital platforms. Overall, Team Pumpkin is seeing more thoughtful, ROI-driven investments, with brands being mindful of balancing their short-term festive gains with long-term customer loyalty.

Given the increasing fragmentation of media consumption, how are brands allocating festive ad budgets across different platforms?

Media consumption has indeed become highly fragmented, but that has also opened up exciting avenues for brands to engage more evocatively. Digital platforms continue to command a larger chunk of the pie, especially with the rise of short-form content on platforms like Instagram Reels, YouTube Shorts, and even newer entrants like Threads. Quick commerce platforms with integrated landing pages are gaining traction, allowing brands to drive direct conversions during the festive season. Audio platforms like podcasts and music apps are also seeing significant ad spends. In general, brands are moving toward an omnichannel approach, choosing channels where their audience is most engaged while ensuring a seamless, unified brand message across all touchpoints.

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