Muted yet a positive festive season in the offing for Indian marketers

The 2020 festive season in India provides an opportunity for marketers to make up for some of the losses incurred in the six months of lockdown as consumers look for ways to celebrate.

It has been a draining six months for India. Draining, in every sense of the word as the economy suffers and as the morale of the populace dips. Since lockdown was announced towards the end of March, and its subsequent extension through to the gradual relaxation alongside the see-sawing of the COVID-19 numbers, the period has been an exhausting one for many.

The consumer has been at home for the most part of the year, India is the second-worst affected country in terms of infections, there have been job losses, salary cuts galore and the economy isn’t in the best...

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