How F&B brands can drive sales and engagement festive periods

Authored by Sanket S, Co-founder, Scandalous Foods

As India's festive season kicks off with Ganesh Chaturthi and stretches through Diwali and Christmas, the landscape of food and beverage consumption undergoes a vibrant transformation. This year, however, there’s a notable shift in the air—one that's seeing a rise in mindful eating habits even during traditionally indulgent times. As consumers become more health-conscious, sweets and namkeen manufacturers are stepping up to the plate by exploring innovative, healthier options and fusion varieties. This trend is contributing to a significant spike in demand for both sweets and namkeens, with industry experts anticipating a 20% hike this festive season.
According to manufacturers, the demand for traditional sweets and namkeens is not only surging but also evolving, as retailers across the country report an increased appetite for products made with ingredients like dates, hazelnuts, and even quinoa.
With the festive spirit driving purchasing decisions, the competition among F&B brands is intense. Limited-time festive menus, creative packaging, and targeted digital campaigns are just a few of the innovative tactics being employed to capture consumers' attention and drive sales. In this playbook, we explore how F&B brands can maximise sales and engagement during this festive period by leveraging emerging consumer trends and marketing strategies.

Festive fervour hits with unique flavours
During festive periods, limited-time menus become a powerful tool for food and beverage brands to drive both engagement and sales. Introducing special seasonal dishes or desserts that align with cultural traditions taps into the celebratory mood of consumers. These offerings, rooted in nostalgia and festivity, provide a unique experience that customers can’t find any other time of year. For example, festive twists on traditional sweets, whether it's healthier fusion varieties like almond and date ladoos or indulgent options like ghee-soaked halwas, cater to evolving tastes while staying true to cultural significance.
Alongside this, offering festive bundles and discounts significantly boosts sales volume by encouraging larger group orders and gift-giving. Bundling namkeens with sweets, or creating holiday-themed gift hampers, taps into the consumer’s desire for convenient, shareable options. Discounts sweeten the deal, prompting customers to stock up for gatherings or celebrations, knowing they’re getting more value. It's all about striking a balance between tradition and innovation—providing something familiar yet refreshing that resonates deeply with consumers during the festive season.
How targeted campaigns and festive packaging create a winning combo
One of the biggest game-changers of the festive season is targeted social media campaigns and festive packaging. Sometimes all it needs is some scrolling through our Instagram feed during Diwali, and suddenly, we’re able to see this beautifully shot video of a limited-edition festive snack box, wrapped in glittering, gold-themed packaging. Now, then, we’re all tempted to click "Buy Now"! This is the magic brands can create with social media and festive packaging.
Platforms like Instagram and Facebook have become the new-age marketplace, and during the festive season, they’re buzzing with energy. Brands that are smart about this know that it’s not just about putting up pretty pictures. It’s about engaging with your audience. Think about it—when customers start sharing their own festive moments, showcasing your products as part of their celebrations, it’s a win-win. They create user-generated content, and suddenly, your product is all over social media, making it feel like the thing to have this Diwali or Christmas.
And then, there’s festive packaging. It’s not just a box or a bag—it’s an experience. Festive packaging plays on emotions. When you give someone a box of sweets or snacks that looks like it was made for a royal celebration, it’s not just about what’s inside. The packaging itself feels like a gift. It’s the kind of thing people proudly display on their dining tables during family get-togethers. The synergy between targeted social media campaigns and festive packaging is unmatched. The campaigns draw attention, get the conversation started, and the packaging seals the deal, turning that attention into a purchase.
How the festive marketing book turns its pages to a better result

As we wrap up the festive marketing playbook, let’s talk about the final ingredients to success: partnerships, targeted ads, and excellent customer service. Partnering with complementary brands can be a game-changer. A collaboration with a beverage brand to create a festive snack-and-drink combo or teaming up with a delivery service to offer special holiday deals can spruce up things. These partnerships not only extend your reach but also create unique offerings that stand out in a crowded market.
Running targeted ads during the festive season is a must. With the power of data and social media algorithms, you can ensure your festive bundles and limited-time offers are seen by the right people at the right time. This is where the precision of digital advertising comes into play. It’s not about casting a wide net but about being smart with your budget to reach the people who are most likely to convert into loyal customers.
On a larger scale, new-age one-stop solutions are also reshaping the industry. By offering a blend of tradition and technology, brands are addressing challenges like shelf life while enhancing convenience for customers. These innovations, rooted in the precision of science and the artistry of age-old practices, are redefining how sweets and snacks are served during the festive season. With some vendors offering six-month shelf life products in single-serve formats, the industry is revolutionising how we enjoy our favourite mithais without compromising on quality or taste.