Festive campaigns are a mirror of what captures India’s imagination. Marketing Mind’s ‘The Festive Decode 2025’ reveals that this year, Fashion and Lifestyle brands topped visibility at 32.6%, followed by Electronics and Appliances at 27.6% and E-commerce at 23.1%. Meanwhile, FMCG & Food at 11.3% and Automobile at 5.3% categories trailed, showing that visibility doesn’t always equal emotional resonance during the festive frenzy.
When it comes to communication drivers, 48.6% of respondents said discounts and offers are what draw them in most, while 23.5% prioritise quality, and 21.3% value emotional connection. Only 6.6% responded to sustainability messaging, showing that while green intent is growing, it’s not yet mainstream.
In the festive sale wars, Flipkart’s Big Billion Days led with 47.3% preference, while Amazon’s Great Indian Festival followed at 28%. Offline festive fairs at 9.5%, Myntra and D2C brand sale at 8.5%, and others at 6.6% filled the rest.
Flipkart’s dominance points to how its mass accessibility and regional marketing mix continue to resonate deeply with festive India, while Amazon retains a more premium, metro appeal.
As Marketing Mind’s ‘Festive Decode 2025’ puts it, deals may win the cart, but stories win the heart.
Conducted over August–October 2025, Marketing Mind’s first-ever insight report establishes the platform as a credible voice in consumer data storytelling. With 10,000+ participants, The Festive Decode 2025 captures which brands, categories, and campaigns truly ruled India’s festive economy.
[Download The Festive Decode: India’s Consumer Takeaways From 2025]
