The poll also reveals that 59 per cent of respondents do not set a specific budget for their festival shopping
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Driven by FOMO, consumers seek unique gifts, pushing brands to innovate with precision, says Kukian
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While pooja supplies and groceries remain top choices, other big-ticket items such as smartphones, white goods, and appliances are also expected to feature prominently in urban Indian shopping carts
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Brands typically begin pre-festive campaign planning 3-6 months in advance, with 54 per cent launching campaigns within 30 days of the festivities, adds the report
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Marketers are going beyond the basics, chasing meaningful connections over ROI and reevaluating their communication strategies for the most joyful quarter of the year
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