Gurugram: VDO.AI, a global advertising technology innovator, has released its Festive Marketing Playbook 2025, highlighting how evolving shopper behaviour and media consumption patterns are reshaping festive brand storytelling in India. The report underscores that the festive quarter has moved beyond being just the peak consumption season—it has become a testbed for new campaign formats, platforms, and consumer engagement strategies that will define the marketing roadmap for the year ahead.
One of the most notable insights from the survey of over 1,400 Indian shoppers is that 81% of festive consumers say short video ads capture their attention the most. This finding reiterates that the battle for consumer mindshare will be won on formats that are visual, snackable, immersive, and measurable. Complementing this, Connected TV (CTV) is emerging as a powerful channel for premium audience reach, with interactive and shoppable ad formats blending entertainment with commerce.
- The Playbook also outlines consumer spending dynamics with direct implications for marketing strategies:
- 41% of consumers plan to spend more than last year, necessitating high-impact video and CTV campaigns.
- ₹15,000–₹30,000 is the sweet spot for 32% of shoppers, balancing aspiration with pragmatism.
- 70% are open to premium buys, highlighting the need for aspirational messaging and premium CTV inventory.
- 28% of Tier-1 shoppers will spend above ₹30,000, while 13% will cross ₹50,000—making metros the epicentre of premiumisation.
- Two-thirds of Tier-2 and Tier-3 shoppers plan to spend ₹15,000 or less, reinforcing the importance of value-led, data-driven messaging.
- Over 60% of shoppers will buy again within six months if their festive experience is positive, indicating the role of campaigns in building loyalty beyond sales.
Commenting on the findings, Amitt Sharma, Co-founder and CEO of VDO.AI, said, “Festive marketing today is no longer about uniform, mass campaigns. What we are witnessing is a marketplace split between aspiration and thrift, metros leading premiumisation, while smaller towns focus on value. For brands, this festive season represents more than a sales uplift; it is a defining opportunity to reimagine consumer engagement and set the tone for long-term growth.”
Mehak Chawla, Director – Marketing and Growth, VDO.AI, added, “Our Festive Marketing Playbook 2025 makes it clear that consumer attention is shifting towards formats that inspire action, short video, and CTV being at the forefront. For brands, this presents an opportunity to move beyond awareness and drive measurable business impact. At VDO.AI, we are working with marketers to turn these insights into campaigns that not only capture festive demand but also build a pipeline for growth into the next quarter.”
Serving as a strategic blueprint, VDO.AI’s Festive Marketing Playbook 2025 positions attention as the new currency, CTV as the living-room billboard, and data-driven AdTech as the bridge between aspiration and action, helping brands capture festive demand while setting the foundation for long-term loyalty.
