As India heads into its festive season, stretching from Onam and Ganesh Chaturthi through to Durga Puja, Diwali and Christmas, the market is abuzz with anticipation. The period has long been the most crucial for brands and media alike, with consumer sentiment peaking, shopping demand accelerating, and advertisers stepping up campaigns to capture the celebratory mood.
Print, with its trust and mass reach, continues to play a vital role during these months- especially in regional markets where festive traditions hold immense sway- making it one of the most significant drivers of festive advertising.
Against this backdrop, Surinder Chawla, President Response at Bennett Coleman & Co. (The Times of India), shared that the group is entering the season with strong optimism. He noted both consumer buoyancy and advertiser confidence, and outlined how TOI Publications are curating special festive publications and high-impact solutions designed to help brands maximise visibility.
In a conversation with Marketing Mind, Chawla highlighted, “This year The Festive Season is looking positive for us. We see consumer buoyancy as well as positive advertiser sentiment going into the festive season. We expect robust growth, and we are planning many festive-focused publications and solutions so that advertiser brands can make the most of every opportunity by leveraging the unmatched credibility, reach and impact that The Times of India group of publications offer.”
“We saw a healthy start to the year in Q1, and the momentum is continuing as brands explore various innovations and other clutter-breaking possibilities that we offer to help brands stand out during the festive season. In fact, we have named this season as The Great Indian Festive Times (The GIFT), to capture the true spirit of the season,” he added.
When asked about the share of annual revenue that typically comes from festive season advertising and whether he expects any change this year, Chawla explained that around 1/3rd of their annual revenue contribution typically comes from festive season advertising. This period is crucial for most categories and brands as consumers look forward to the auspicious days to shop. Various festive offers from different brands also aid the shopping behaviour.
Chawla added, “This year also we expect the share of festive revenue to remain in the same range, with a strong potential upside given the early traction we have already seen, that kicked off with the Independence Day.”
Furthermore, he went on to say, “Festive season is witnessing a strong resurgence in premium inventory -led advertising, particularly in print. Lifestyle brands are at the forefront of this revival and are leveraging print for its high-impact visibility and credibility.”
Key festive categories are investing in larger, more impactful ad formats. Premium formats such as jackets, full-page, and various impactful innovations have become the preferred choices for brands seeking to create standout moments in a cluttered festive landscape.
Chawla highlighted that these formats not only amplify brand presence but also resonate with the celebratory spirit of the season.
“We are introducing special features and supplements across all our publications including Times of India Metro Supplements (TIMS), Maharashtra Times, Navbharat Times apart from the main editions of The Times of India and The Economic Times. We have also re-introduced Mumbai Mirror as a daily publication. Though early days, we are already noticing a lot of reader engagement and have started getting interest from local and national advertisers,” he said.
“Additionally, special festive editions and supplements, such as our Independence Day special – Leaders of Change, Home Decor & Furnishing, Wedding Times, ET Panache, and Times n Style etc., offer advertisers targeted opportunities around key festivals and occasions,” he added.
Chawla also highlighted the advertiser categories expected to drive festive print spends this year, along with noting any significant new entrants. He mentioned that Retail, Education, BFSI, and Government categories have shown strong traction in Q1, and this momentum is carrying forward into the festive season.
“Traditionally, categories such as Electronics and Gadgets, Auto, Consumer Durables, Real Estate, and Jewellery drive festive demand, and we anticipate these segments to outperform once again,” Chawla said.
Many leading brands are embracing 360-degree campaigns with print as an essential component of the mix, while emerging categories like Fintech, EVs, and D2C are leveraging print to build trust and drive brand awareness while amplifying their festive propositions.
He also highlighted how BCCL is leveraging regional editions, readership insights, and cross-platform offerings to boost advertiser ROI during the festive season, stating, “As a leading print platform, we are always looking at avenues to bolster our brand partners’ festive propositions. To bridge the information gap between what our readers (the consumers of our advertisers) want and what the brands offer, we are returning with our festive insights and research property: The Times Wishlist which is now into its 5th Edition.”
“In this annual initiative we ask our readers’ questions about their festive buying habits and shopping plans and convert them into sharp insights to help brands make informed decisions during this crucial period of the year. This year’s insights, which include our most detailed analysis and deeper data cuts, will serve as a valuable tool for our advertisers’ festive planning,” he added.
He went on to say that during this time they also offer full 360 degree opportunities for their advertisers through various bespoke brand solutions.
“We are already one of the largest players in the Experiential events space through Times Experiences. We also provide solutions to our clients through our Regional Publications (NavBharat Times and Maharashtra Times),” Chawla said.
He further illustrated this with an example, saying that for Ganesh Chaturthi, they had several solutions to establish regional connections, like Times Green Ganesha, the Kumkum sachet, and the Aarti booklet insertion activity to bring Lord Ganesha’s blessings home, amongst others. Similarly, for upcoming festivals, like Onam, Durga Puja, Navratri, and Diwali they have a number of activities planned to help brands shine during regional and national celebrations.
“We are also bolstering our offerings in Out of Home, Influencer Marketing, and Branded Content to bring more holistic solutions for clients,” he added.
Wrapping up the discussion, Chawla said, “We remain confident, with healthy early brand interest and strong brand confidence seen so far. With our innovation possibilities, special editions, reader insights and customised solutions for making the most of every festive occasion, we are ready to have another blockbuster festive season.”
