Emerging Trends In Hyper-personalised Gifting: Redefining The Festive Season In India

In India, the festive season isn’t just about celebration—it’s a prime opportunity for brands to build deep, personal connections. This year, ‘hyper-personalisation’ is the game-changer, as brands craft bespoke gifting experiences that cater to individual desires. Driven by FOMO, consumers seek unique gifts, pushing brands to innovate with precision. With advanced technology and data insights, businesses are transforming the festive landscape. Music, an essential part of every celebration, adds a layer of joy and connection, making each festive moment feel complete and unforgettable. 

The Rise Of Data-driven Gifting 

A pivotal force driving hyper-personalisation is data. Centralised customer data platforms enable brands to analyse consumer behaviour in real-time, leading to customised gift recommendations. With 45 per cent of consumers expecting brands to anticipate their needs and proactively offer relevant options, the push for hyper-personalisation intensifies. A significant trend is leveraging advanced data analytics to refine consumer personas. As 48 per cent of consumers are willing to share their data, businesses gain invaluable insights into individual tastes, needs, and cultural preferences. This allows brands to craft gifts that resonate deeply with recipients, making each gifting experience uniquely memorable, especially during the high-demand festive season. 

Elevating The Gift-giving Experience Through Value 

Hyper-personalised gifting now goes beyond the product itself to enhance the overall experience. About 42 per cent of consumers seek value-added services such as loyalty rewards, warranties, or post-sales support. Brands are adapting by presenting a comprehensive value proposition that includes more than just a beautifully wrapped gift. Music plays a key role in this, as every festival has a song that adds emotional depth. Songs connect people when they’re physically apart, evoke long-forgotten memories, and teleport listeners back to cherished moments, enhancing the overall value of any celebration. 

The Power Of Immersive & Interactive Gifting 

Today’s consumers crave more than just the product—they seek an engaging journey. Hyper-personalised gifting now includes interactive and immersive experiences. For example, 43 per cent of global retailers plan to offer virtual expert consultations for personalised recommendations. In India, in-store activations are gaining popularity, with brands using digital tools and physical engagement to create memorable moments. Music, in particular, serves as a powerful form of interaction, communicating feelings without words. These immersive experiences not only enhance the buying journey but also deepen connections, boosting brand visibility and loyalty through personal endorsements. 

Localisation: Gifting With A Local Flavour 

Personalisation in gifting now embraces localisation, with 27 per cent of consumers showing a preference for geo-targeted ads. Brands are tapping into local preferences, cultural nuances, and even regional music to make their offerings more relevant. By incorporating colloquial tunes or traditional music styles into their gifting experience, businesses create a stronger emotional connection with consumers. Whether celebrating Diwali with region-specific gifts or tailoring Christmas presents to local traditions, this blend of cultural cues, including music, helps brands stand out. These efforts not only resonate more deeply with consumers but also significantly increase the chances of repeat sales by aligning with their cultural values. 

Looking Ahead: Crafting The Perfect Festive Gift 

As the festive season drives sales in India, AI and tech are essential for growth, with companies seeing an 8-20 per cent boost in like-for-like sales. Beyond gifts, music completes every celebration. Whether it’s acoustic performances at intimate gatherings or carol singing at Christmas, music adds richness and atmosphere. Cultural musical traditions, from folk tunes to festive anthems, are becoming integral, enhancing experiences. This reflects hyper-personalisation, where every event is elevated by a tailored soundtrack. Music, alongside tech, ensures the festive spirit resonates deeply across platforms, creating unforgettable moments. Remember – in the world of gifting, it’s the thought that counts! 

Ashit Kukian

Guest Author The author is the CEO of Radio City.