Indian brands shift to consumer-led festive marketing strategies

Brands in India are evolving their strategies for the festive season, moving from simple calendar-based planning to focusing on consumer decision-making journeys. During a marketing session in Mumbai, experts from Taboola highlighted that consumer intent often precedes major festive dates, meaning much of the decision-making occurs before peak sale periods.

For Janmashtami 2026, several companies have launched specific campaigns. HDFC Mutual Fund is using the festival to promote financial empowerment through its ‘Barni Se Azadi’ initiative. Indus Towers is connecting the festival’s themes of joy and togetherness with the importance of uninterrupted connectivity, while Asian Paints and SKICORP Group are focusing on themes of home, innovation, and togetherness.