Brands need to be more proactive than reactive towards festivities in future: Rashi Ray

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 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 behavior 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.

Response India is one of the pioneering communication agencies in Kolkata, founded in 1984 by Managing Director and Chairman Ram Ray. It has been disrupting the branding and graphic design industry with designs that are target focussed, driven by behaviour, scalable with unsurpassed turnover time defining the brand.

In conversation with Adgully, Rashi Ray, Director, Response India, shares her observations on the overall market and consumer sentiment during the festive season this year, how advertisers are allocating festive ad budgets across different platforms given the increasing fragmentation of media consumption, print media’s performance during the festive season this year and more.

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

Festivals are nostalgic, energetic and full-of-life. Spends in many categories, like apparel, jewellery, food, hospitality, auto, tourism and so on, peak before and during our major festivals. We did notice a surge in a few categories, but overall we’re hoping the year ends better. Brands need to be more proactive than reactive towards festivities in future.

Given the increasing fragmentation of media consumption, how do you see advertisers allocating festive ad budgets across different platforms?

Advertisers today are keen to adopt a more omnichannel approach during the festive season. Television remains a dominant medium due to its mass appeal, especially in regional and Tier 2 cities, where Durga Puja and Diwali campaigns often evoke strong emotional connect. At the same time, digital ad spends are surging, with platforms like YouTube, Instagram, and OTT platforms playing an integral role in targeting younger audiences. We are media-agnostic when it comes to planning for our clients. We try to find the most appropriate media for their target consumers, given the time, resources and goals campaigns have.

How do you look at Print media’s performance during the festive season this year? What kind of festive ad spend do you see Print garnering?

Print media still remains crucial in festive advertising, particularly for categories like apparel, jewellery, food, hospitality, travel, retail, auto, and consumer durables. Despite the rapid rise of digital, print continues to grab consumer attention during Durga Puja, Diwali, Dhanteras, as families plan their purchases, and engage with festive advertising that showcase products and offers. Many organizations still rely on print for reaching a broader but targeted audience, especially for high-investment decisions like real estate or jewellery. Print is still expected to garner a healthy share of festive ad spends, particularly in Tier 2 and Tier 3 cities, where the medium retains its readership and credibility.

What kind of increase is expected in the overall festive adex? Which categories are seen as big spenders, and which mediums are they preferring more?

Categories like FMCG, electronics, e-commerce, real estate, auto, to name a few, are big spenders, with a focus on omnichannel campaigns. Electronics, food, furniture, fashion, personal care and e-commerce brands, in particular, are making aggressive use of digital platforms, investing in mobile-first content, influencer collaborations, and even AR/VR to enhance user experience. On the other hand, auto, real estate, and jewellery are seen to be maintaining a balanced mix between print, TV, and digital to reach both traditional and high aspiration audiences.

What are the trends and innovative strategies that advertisers are adopting in their media planning for the festive season this year?

The key trend this festive season is to keep sentiments rooted. Storytelling that blends tradition with modern sensibilities, especially during Durga Puja and Diwali, is a winning strategy. Consumers should feel the urge more than any other time of the year, to buy brands that touch the right chords in their minds and hearts.

People today are largely influenced by their peers, not just celebrities or influencers. So, finding ways to enter these circles would work well for brands.