Quick commerce is definitely flavour of the season during festival period: Himanshu Arora

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.

In an engaging conversation with Adgully, Himanshu Arora, Co-Founder, Social Panga, provides insights into the evolving consumer and market landscape this festive season. Observing a rising trend in quick commerce, Arora notes an upbeat consumer sentiment, with brands gearing up to seize the festive momentum. He highlights the shift towards experiential spending, as more consumers allocate their budgets to activities like dining out and concerts, balancing product purchases with memorable experiences. Social Panga’s festive marketing approach is strongly rooted in cultural resonance, with tailored campaigns for festivals like Dussehra and Durga Puja. Arora emphasizes the role of video content and local influencers, leveraging these formats to create impactful and culturally relevant campaigns across diverse regions.

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

Quick commerce is definitely the flavour of the season, with various brands already making their moves in this space. From a consumer standpoint, the sentiment is quite upbeat, and consumer brands are poised to maximize their opportunities during the festive season.

One trend I am particularly watching is the increasing spending on “experiences”, such as dining out and attending concerts. Our generation is investing more in these memorable moments, so I expect the festive season to reflect this as well.Overall, the atmosphere seems to be a mix of optimism and cautious spending, as consumers navigate their desires for both products and experiences.

What forms the core of your festive marketing strategy this year?

We have been running a variety of impactful campaigns for multiple brands, tailoring our approach to regional celebrations. For some regional brands, we have emphasized Dussehra, which is significant in the southern part of India, while for brands with a strong presence or those looking to grow in West Bengal, we have concentrated on rolling out campaigns for Durga Puja. This localized strategy ensures that we resonate with the cultural significance of these festivals while effectively engaging the intended audience.

Our campaigns are designed based on the brand’s target audience and the specific geographies they wish to focus on.

Could you tell us about your campaign strategy for the festive season?

In today’s digital landscape, where video content reigns supreme, we recognize its pivotal role in driving consumer engagement. That’s why we are making significant investments in video ads on platforms like YouTube and Instagram. These platforms allow us to tell our brand story in dynamic and captivating ways that resonate with our audience.

As we craft campaigns, we also pay close attention to regional nuances. For instance, when targeting specific areas, we strategically allocate budgets to local handles or media channels and platforms that connect with those communities. This approach ensures that our messaging is culturally relevant and strikes a chord with the audience.

Partnering with influencers who align with our brand values enables us to tap into their engaged audiences effectively. By dedicating a portion of our budget to these influencer partnerships, create more meaningful engagement.

Ultimately, our strategy revolves around a cohesive approach across all platforms.

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

The marketing budgets appear to be plateauing compared to last year across various industries. However, there are exceptions, particularly in the quick commerce sector, which continues to see growth and increased investment.

This trend suggests a shifting focus within the market, where some sectors are prioritizing innovative strategies while others are taking a more conservative approach.