Festive Mood: Avi Kumar on FNP’s multi-platform strategy for widespread visibility

The festive season in India is reaching a crescendo with Dussehra/ Durga festivities underway and Diwali just a couple of weeks away. This period sees brands and marketers maximize their spending and efforts to woo customers. ‘FESTIVE MOOD’ is Adgully’s annual outlook on this important marketing period.

This year, certain geo-political, as well as domestic and climatic upheavals, are casting their shadows on the festive season – the escalating war involving Israel, Palestine, Lebanon, and Iran; the horrific RG Kar Hospital incident and several other assaults on women; floods and landslides taking a huge toll on lives and livelihoods in many parts of India.

However, the mood is now shifting to upbeat celebrations, much to marketers’ relief, who sound bullish as they share their festive game plans with Adgully.

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Ferns N Petals (FNP) was started by Vikaas Gutugutia in 1994 as a floral solutions brand, which brought in the concept of an organized flower market in India. From just one flower shop in Delhi in 1994, Ferns N Petals (FNP) is now the largest florist chain in India, with more than 320 stores across all the major cities and towns of the country.

Today, Ferns N Petals Group encompasses of FNP Retail & Franchising, FNP E-commerce - India, UAE, Singapore & Qatar, FNP Weddings & Events, Floral Touch- India & UAE, FNP Gardens, Handicrafts, The Flagship Store by FNP, WDH (Wedding Design Hub), FNP Cakes 'N' More and FNP Media. The brand has transitioned into a one-stop shop for all gifting needs, be it buying flowers, cakes, plants, personalized gifts, decoration services, or experiences, not only in India but across the globe.

In conversation with Adgully, Avi Kumar, Chief Marketing Officer, FNP, shares his observations on the overall consumer and market sentiment during the festive season this year, what forms the core of FNP’s festive marketing strategy and campaign strategy, and more.

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

Both consumers and corporations are displaying a bullish outlook. Consumers are eager to celebrate in person, prioritizing thoughtful gestures through gifting. The demand for premium and unique products is rising, especially in categories like flowers, luxury cakes, and curated hampers. At the same time, businesses are responding with increased spending on festive gifting, looking to strengthen relationships with clients and employees. The digital-first approach continues to drive convenience, but both consumers and businesses are also seeking high-quality, memorable experiences that elevate their celebrations and make lasting impressions.

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

Our strategy this year is primarily digital, with a strong emphasis on creating relatable content that resonates with a wide audience. While we can't reveal all the details just yet, the focus is on delivering campaigns that evoke the joy of gifting and celebrating together. We are leveraging multiple platforms to ensure widespread visibility, and our content is designed to connect emotionally. Stay tuned for exciting and heartwarming initiatives!

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

We are making strategic investments to ensure that our campaigns reach the right audiences and drive impactful engagement.

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

Our festive marketing will primarily focus on digital channels, with social media playing a crucial role in our strategy. We are keen on reaching the right audience at the right time, and platforms like Instagram, Facebook, and YouTube will be central to this effort.

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