Navigating the festive frenzy: Leveraging the preparatory phase for brand engagement

Many consumers in India navigate the festive season by preparing in advance and Shaziya Khan says the preparatory phase is a key opportunity for brands to connect with consumers and stand out from their competitors.

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

The festive season is precious, anticipated with joy and important. Yet, it is increasingly becoming a crowded marketing space and hard for some brands to be heard and be distinctive. Furthermore, consumers expect festive deals but deals nowadays abound at different times of the year across new channels.

So how can brands leverage the festive opportunity?

For festive season marketing, there does appear to be fresh opportunity across products, services, alliances, platforms and collaborations. This opportunity is in the preparation for the festive season...

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