New Delhi: Affle 3i Ltd, a consumer technology company, has released its India festive season report, “India’s Festive Pulse 2025: Decoding Trends for the Shopping Season”, produced in collaboration with audience intelligence platform VTION. Based on a first-party survey across Metros and Townclass, the report sheds light on evolving shopper journeys and offers brands insights to maximize impact during the high-stakes festive period.
The study highlights the growing importance of mobile, connected TV (CTV), and vernacular advertising. With 79% of festive shoppers engaging more with multilingual ads and 59% noting repeated ad exposure across mobile and CTV drives purchase decisions, marketers are recalibrating campaigns for urban and Tier 2+ markets.
Commenting on the findings, Vipul Kedia, COO – India & Emerging Markets, Affle, said, “With this year’s report, we set out to highlight how India’s festive shopper is navigating a truly connected journey, one that spans mobile apps, CTV, and offline touchpoints in seamless but complex ways. What’s clear is that discovery and purchase are no longer linear or tied to a single screen. Instead, consumers move fluidly across platforms, with ads on mobile and CTV playing a pivotal role not just in triggering action but in building lasting recall. The rise of vernacular and culturally contextual creative further underscores the need for marketers to think beyond reach and embrace resonance. As festive campaigns become more multi-screen and intent-driven, the opportunity lies in integrating these touchpoints into one connected, measurable experience.”
Shailesh Varudkar, COO at VTION, added, “The festive season in India has always been the heartbeat of commerce, and this report, in collaboration with Affle, shows just how much the pulse has changed. Shoppers are now mobile-first, discovery-driven, and effortlessly omnichannel; switching between social feeds, CTV, and shopping apps before making a purchase. For marketers, the lesson is clear: campaigns must be recalibrated for this new consumer journey, where timing, personalization, and context define festive success..”
Key Takeaways from the Report:
- Discovery is Mobile-First but Cross-Channel: 68% of consumers discover festive deals via in-app ads, with social media and CTV also driving discovery.
- Intent Builds Early, Conversions Peak Later: 49% of shoppers start planning 15 days in advance; 50% make purchases within 3–7 days of seeing an ad.
- Regional Relevance is a Game-Changer: 79% engage better with ads in local languages; 70% of marketers are investing in state-specific campaigns.
- Cross-Screen Journeys Define Shopping: 58% purchase on the same device where they first discovered a product; 32% switch devices and 38% complete offline, highlighting the omnichannel nature of festive shopping.
