Brands have been expected to spend over Rs 700 crore on influencer marketing during the ongoing festive season, according to the Qoruz Festive Season Report 2025. Engagement has peaked in the weeks leading up to Diwali, with campaigns having recorded a 2x to 3x spike compared to the average month.
The report has shown that regional content has delivered 30% higher engagement than English content, underscoring the growing importance of relatability and authenticity in brand storytelling. Influencer-driven discovery has increasingly shaped purchase decisions, particularly in culturally rooted festive moments.
Consumer Durables have emerged as the top-spending sector, followed by Fashion and Beauty, FMCG, and E-commerce. Tier 2 and Tier 3 markets have fueled much of this growth, with creators from these regions having become central to festive campaign strategies.
The festive season has also brought new entrants into influencer marketing, with 15% of active brands having invested in creators for the first time. Many of these have been emerging D2C brands and mid-market players looking to scale visibility through creator partnerships.
Qoruz has highlighted that last year’s festive campaigns had recorded over 337,500 brand mentions, activated 121,800 unique creators, and generated 1.7 billion engagements. This year, both engagement and direct-to-product actions have already surpassed those benchmarks.
“Most influencer-driven purchases now start before the consumer even searches. That is the shift we are seeing this festive season. When a creator shows up in your language, during your rituals, with products that fit your reality, that is not advertising, that is belonging,” said Aditya Gurwara, Co-Founder and Head of Brand Alliance, Qoruz.
“Last festive season, campaigns that rotated fresh creator content every 72 hours saw 1.6 times more engagement than those that went live all at once. That insight has shaped how brands are planning this year,” added Priya Vivek, Co-Founder of Qoruz.
