How Indian festive marketing is evolving from tradition to commerce led celebrations

Ana Avasthi

Media Monks’ Ana Avasthi looks at how to capitalise on “festive periods” by strategically allocating budgets and crafting emotionally resonant communication to ensure conversions and long-term consumer connections.

This article is part of a Spotlight series on India's festive marketing. Read more

The West led the genesis of big sale events around festive periods that became festivals of their own standing, with the largest and most popular being Black Friday. In fact, Black Friday did not confine itself to the US but extended across the world. It is now “observed” in 20 countries, including Canada, the UK, Mexico, Australia and New Zealand.

Many other shopping holidays, such as Boxing Day, Cyber Monday, Small Business Saturday, El Buen Fin (in Mexico) and Single’s Day (in China), followed as...

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