This year, it’s about showing the real scale of what Diwali can be: Rohan Kumar, VML

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 conversation with Adgully, Rohan Kumar, Group Creative Director, VML India, shares the campaign strategies he is adopting for clients this festive season and the trends he is observing in the advertising industry. He also highlights how brands are engaging with consumers on digital platforms during this festive period and shares examples of standout campaigns he has created or has in the pipeline for clients.

What campaign strategies are you adopting for your clients this festive season to ensure maximum impact and engagement?

This season, we’re breaking away from the predictable. We’re telling stories that go beyond the usual scenes of family reunions. These are untold stories – bigger, more ambitious, and grounded in the shifts happening around us. From using AI to revive something long lost to celebrating in ways that matter for the future, we’re tapping into something deeper. These campaigns aren’t just ads; they’re a bold reflection of how Diwali is evolving. This year, it’s about showing the real scale of what Diwali can be.

What trends are you observing in the advertising industry this festive season?

Emotions have always been the backbone of Diwali campaigns. But now they’ve got teeth. It’s not just about happiness or nostalgia anymore. It’s about connection – real connection. Today’s emotions go beyond just feeling good. It’s not enough to smile; you’ve got to feel something deep and personal. And that’s the difference – today’s Diwali ads aren’t just selling joy. They’re selling a piece of your own experience.

How are brands engaging with consumers on digital platforms during the festive season? What tactics are working best for driving engagement and conversions?

The secret sauce is ‘Personalization at scale’. Consumers want stories that speak directly to them. This year, brands are leveraging AI-driven content to create hyper-personalized ads and experiences that adapt to each viewer’s preferences. And with shoppable features embedded in social posts, brands are turning engagement into seamless conversions in real time.

How do you see the role of influencers evolving in festive marketing campaigns this year? Are clients placing more emphasis on influencer collaborations?

Influencer marketing is evolving beyond just brand endorsements. Today, influencers are being brought in to co-create content that feels organic and personal to their audience. We’re seeing a shift towards micro and nano-influencers, who have niche audiences with higher trust and engagement. These influencers are sharing personal, relatable Diwali stories, which align with the broader trend of authentic, emotion-driven narratives. The emphasis is on long-term partnerships rather than one-off posts, allowing the influencer to become a trusted voice for the brand over time.

Could you share examples of standout campaigns you’ve created or have in the pipeline for clients this festive season? What sets them apart from the competition?

For our festive campaign for Dell this year, we aimed to revive something that time has taken away. In India, countless cherished recipes have faded into obscurity, lost across generations. This year’s campaign is all about a powerful story of reclamation with the help of technology.

It’s about a grandson on a heartfelt quest to find a kheer his grandmother loved, but hadn’t tasted in decades. The recipe disappeared with the shop owner; a culinary legacy lost. But with a little help from Dell’s groundbreaking AI, we breathed life back into that forgotten tradition.

This campaign was special because it’s not just about pushing tech; it’s about uniting the past and the future in a monumental way that truly matters. Together, we’re not just preserving heritage; we’re revitalizing it for generations to come.