Retailers and agencies adapt media strategies for festive seasons

Marketers are increasingly prioritizing flexibility in media planning to account for unpredictable consumer behavior during festive and holiday seasons. Gautam Dhingra, Head of Marketing for Premium Ethnic Wear at Aditya Birla Fashion and Retail Ltd, emphasizes a “certain but flexible” approach. He noted that macroeconomic shifts can necessitate pivoting campaigns; for instance, redirecting focus from travel-themed content toward categories seeing higher interest, such as food, entertainment, and experiential fashion.

In the agency sector, the focus is shifting toward connecting creative, media, and commerce to capture rapid shopping cycles. As discovery and purchase stages merge, platforms like TikTok play a significant role in early intent. Data indicates that 60% of users discover new brands on the platform, and a majority use it to confirm purchase decisions or search for products online, requiring agencies to build programs that bridge the gap between initial inspiration and final checkout.