As the festive season sweeps across India, spanning from Onam to Diwali, consumers are gearing up for a shopping spree like no other. This period is deeply embedded in cultural traditions, and spending habits reflect this festive spirit. Consumer brands are keen to tap into the sentiment and behaviors driving purchases, particularly given that household spending can increase by 20-30% during these months. With the rise of social media and the expansion of digital platforms, consumers are now more informed, and their shopping choices have evolved dramatically.
According to Amit Srivastava, AVP – Marketing, Appliances, USHA International, brands have learned to stay relevant by engaging customers where they are most active. He points out that the traditional surge in spending during this season is often influenced by consumers seeking out advanced features and energy-efficient products. “At Usha, we like to be where the customer wants us, which is what keeps us relevant and makes us amongst the most trusted consumer brands in the country. Our strategy is to be present across platforms where our potential customers are likely to engage with us,” shares Srivastava. The approach is a mix of online and offline marketing, with a focus on customized outreach, two-way communication, and creative content.
Sukhesh Madaan, CEO, Blaupunkt Audio India, echoes the sentiment that social media has revolutionized the way brands connect with their audience. “We are all pumped for the upcoming festive season,” he states, highlighting that social media trends are playing a key role in influencing purchasing decisions.
Platforms such as Instagram, Facebook, and Twitter are no longer just spaces for social interaction, but for soliciting product advice and following trends. Madaan believes that this shift has pushed brands toward content-driven marketing strategies. Through social media, Blaupunkt Audio India can present its latest products while maintaining a direct line of communication with consumers. “Social media has truly become a window into consumer behavior,” he notes, emphasizing the role these platforms play in personalizing engagement.
This direct interaction is further amplified by the growing impact of influencer and celebrity marketing. Archit Agarwal, co-founder, Crossbeats, emphasizes how social media has not only increased the visibility of consumer tech brands but has also played a significant role in boosting sales of products like cameras, microphones, and headphones—particularly as more people engage with content creation. “With more and more people engaging in creating content for social media, demands for consumer tech products have witnessed a sharp uptick in sales,” says Agarwal. He explains that brands are capitalizing on festive spending by offering bundle deals and discounts, with social media acting as the perfect platform to showcase these offers.
The consensus is clear—this festive season is a golden opportunity for brands to engage with their customers in creative and personalized ways. Social media trends have not only increased consumer choices but have also provided brands with an insight into evolving customer needs, from tech-savvy grandparents to digital-first millennials. Brands, whether in appliances, audio, or consumer tech, are responding with tailored marketing strategies that capture the essence of festive shopping in the modern, digital age.
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