This article is part of a Spotlight series on India's festive marketing. Read more
Festivals are an integral part of Indian culture and with increasing globalisation, this makes them an opportunity that no brand wants to lose. But with discounts and deals galore, how can a brand find a place in a consumer’s heart and mind versus a transactional discount-led relationship?
Today, the perfect recipe for the success of a festive campaign is considered in unmatched value (deals and discounts), frenzy (flash offers) and scale (largest selection, crores buying). But with mushrooming e-commerce players offering a new sale, deal...