How Brands Are Preparing to Crack the Festive Clutter in 2024

Authored by Gaurav Bhagat, Founder & Managing Director, Consortium Gifts

As September ushers in India's festive season, brands are gearing up for the most competitive time of the year. With celebrations like Onam, Dussehra, Durga Puja, and Diwali on the horizon, the marketplace is set to become a battleground as companies vie for consumer attention. For many brands, this period is a golden opportunity to boost visibility and drive sales, but cracking through the noise requires careful planning, creativity, and data-backed strategies.

Early Campaign Launches: Capturing Attention Before the Festive Rush

One of the most noticeable trends this year is the early launch of festive campaigns. E-commerce giants and retail brands are rolling out promotions as early as August, aiming to lock in consumer interest well before the shopping frenzy begins. According to recent data, brands allocate at least 30-35% of their annual ad budget to festive promotions, particularly on e-commerce platforms, to capitalize on the season’s peak demand. By getting a head start, they are positioning themselves in the minds of consumers who are not only shopping but also curating their holiday purchases early.

The Power of Social Media and Digital Ads

With over 800 million internet users in India, brands are increasingly turning to digital channels to reach a diverse and expansive audience. Social media advertising on platforms like Facebook, Instagram, and Google Ads has proven highly effective for festive campaigns. By leveraging targeted ads, brands can deliver tailored products and exclusive discounts to specific consumer segments, driving higher engagement.

An emerging trend in 2024 is the return of print media as a key advertising platform, thanks to bundled print-digital ad packages. Interestingly, leading print organizations saw a 25% increase in ad revenues in the fiscal year 2023-24, underscoring the continued relevance of traditional media. Combining digital and print strategies allows brands to amplify their reach and engage consumers across multiple touchpoints.

Data-Driven Promotions: Aligning with Consumer Desires

To stand out amid festive clutter, brands are fine-tuning their promotions based on what consumers genuinely seek during this season. Studies show that discounts, limited-time offers, and exclusive products are among the top factors influencing festive purchases. By conducting in-depth keyword research and using data analytics, brands can create ad campaigns that not only resonate with consumers but also evoke emotional connections, leading to stronger engagement.

For example, exclusive festive collections, like limited-edition products or culturally relevant designs, are increasingly popular among youth, especially in tier 1, 2, and 3 cities. Retailers are also investing in personalised experiences, ensuring their offerings feel unique and tailored to individual preferences.

Building Loyalty Through Exceptional Experiences

While discounts and promotions drive initial sales, customer experience plays a pivotal role in fostering long-term loyalty. This festive season, brands are emphasising gratitude-driven initiatives, such as personalised thank-you notes and surprise gifts with purchases. These small gestures help brands leave a lasting impression and encourage repeat business.

Additionally, the trend of "webrooming"—where consumers research products online before making in-store purchases—continues to grow, especially among jewellery and clothing brands. This hybrid shopping experience allows consumers to enjoy the convenience of online research while retaining the tactile experience of in-store shopping.

Remarketing and Email Marketing: Staying Top of Mind

Remarketing and email marketing are two powerful tools that brands are using to boost engagement this festive season. Research shows that email marketing has an impressive ROI of 42:1, making it a cost-effective way to stay top of mind. Brands are creating themed, promotional emails, and personalised recommendations to remind consumers of their offerings throughout the festive period. For instance, Consortium Gifts successfully stands out by providing unique corporate gifts that match festive themes and customer tastes, without heavy advertising.

Here are some tips for Better Engagement This Festive Season:

1. Start Early: Launch campaigns ahead of the competition to capture early shoppers.
2. Use Data: Rely on consumer behaviour insights and keyword research to create targeted ads that resonate emotionally.
3. Diversify Your Channels: Combine digital and print media to amplify your brand's reach.
4. Offer Value: Focus on exclusive offers, discounts, and limited-edition products that appeal to festive shoppers.
5. Enhance Customer Experience: Personal touches like thank-you notes and seamless online-to-offline shopping journeys can help build lasting relationships.
6. Leverage Remarketing: Use email marketing and remarketing ads to keep your brand top of mind throughout the season.

A Multi-Dimensional Strategy for Success

Brands are adopting a mix of traditional and innovative digital strategies to engage consumers and create memorable festive experiences. By staying authentic and aligning their offerings with consumer expectations, they not only boost sales but also build lasting relationships that extend beyond the festive season. In 2024, standing out in the cluttered marketplace requires creativity, data-driven decision-making, and a genuine connection with consumers—elements that ensure long-term success.

DISCLAIMER: The views expressed are solely of the author and Adgully.com does not necessarily subscribe to it.