As the festive season kicks in, brands across sectors are recalibrating their marketing strategies to capture consumer attention at a time when spending sentiment is at its peak. While television and digital platforms continue to grab large slices of festive ad spends, radio has steadily reinforced its relevance as a medium that blends reach, recall, and regional resonance.
Known for its hyperlocal connect and the ability to engage audiences through both storytelling and activations, radio is positioning itself as more than just a traditional broadcast channel – it’s becoming a powerful, integrated medium for festive campaigns.
It is against this backdrop that Nisha Narayanan, COO and Director, Red FM and Magic FM, shared her perspective on how radio is gearing up for the 2025 festive season and the shifts she sees in advertiser sentiment.
When asked about the expected impact of the festive season on radio Adex this year compared to last year, Narayanan highlighted that this festive season is expected to see a 12-15% uptick in Adex compared to last year. The GST revision across multiple sectors has unlocked optimism for businesses, and brands are eager to double down on consumer connect.
“We’re already witnessing strong advertiser sentiment, which signals that radio will playa pivotal role in amplifying festive cheer and driving purchase intent this year,” she added.
She went on to say that the festive season typically contributes around 20–25% of their annual revenue.
“After a relatively muted first half, we expect the second half to see stronger advertiser interest and higher budgets compared to last year. With market sentiment turning positive and brands leaning towards high-impact mediums, we foresee this share not just holding steady but likely growing. The demand for premium festive campaigns on radio is stronger than ever, and we are fully geared to deliver scale, innovation, and measurable impact,” she added.
Narayanan also highlighted the innovations and new formats being introduced this festive season to attract advertisers and maximise engagement.
“We’re reimagining festive advertising through integrated, multi-touchpoint solutions. This means combining the strength of radio storytelling with offline experiences, on-ground activations, our signature IPs, and massive digital footprint,” she said.
She added, “These blended formats allow advertisers to go beyond plain visibility and create meaningful, immersive engagement with audiences, ensuring festive campaigns leave a lasting impact.”
Furthermore, Narayanan highlighted that she is seeing robust traction from categories like real estate, auto, education, health, FMCG and retail during festive period.
“These sectors are betting big on festive demand and view radio as a powerful amplifier that can drive recall and influence purchase decisions. Their renewed focus underscores radio’s ability to deliver both reach and relevance in this critical consumption period,” she added.
