There will be a decent amount of jump in the second half this year. Ideally, this year’s festive season is bound to be better than last year’s festive season because of the cricket world cup.
The IMF and RBI have revised the GDP growth, which is upwards of 6 pc going up to 6.5 pc. This is a clear indicator of a strong second half. Brands across categories like food, apparel, home decor and travel are gearing up to unleash their creative campaigns during this festive season. With almost 30 to 35 pc of sales happening during this period, the key categories that will increase their spends include auto, consumer durables and electronics, mobile phones, real estate, jewellery, apparel, FMCG, chocolates and biscuits, beverages, e-commerce (Big Billion Days and Great Indian Festivals) and paints.
Digital and TV will garner the maximum share of the budgets. With mobility returning to pre-pandemic levels, OOH will see significant growth during this period. The festive calendar will also see marquee sporting events like Asia Cup, India-Australia series, ICC ODI World Cup, and Asian Games. Brands will surely seize this opportunity to reach out to and engage with the audience, leading to an increase in ad spends.
However, we believe that cricket will form the majority share. Usually, cricket is the most popular advertising subject, but there are also other things that interest people. Memories of the past, family bonds, local festivals, and inspiring stories all make people feel connected. Including these aspects in ads, will help brands to connect with people’s feelings, and also build stronger relationships with them.
Most memorable and impactful digital campaign – Cadbury, because they have been consistent in their messaging while evolving their creative direction.
(Reporting by Riya Sethi.)
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