Connected TV: The key to captivating India's growing affluent consumer segment this festive season

The appeal of connected TV or CTV during the festive season is its ability to deliver personalised ads to affluent viewers, presenting marketers in India with an opportunity to engage this growing segment, says Wavemaker’s Mansi Datta.

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

The festive season in India that stretches from September to November is an annual extravaganza. It’s more than just a string of holidays, it’s a cultural phenomenon that sends ripples through the entire Indian economy. The Confederation of Indian Industry (CII) reports that this season can account for a staggering 40% of annual sales for many businesses, when e-commerce platforms buzz with deals and brick-and-mortar stores are adorned in festive finery. 

This upward trajectory presents a lucrative opportunity for marketers seeking to engage with...

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