After losing two festival seasons to Covid-led restrictions, 2022 is seeing an uninhibited celebration of festivals. This is pushing up discretionary spend, which is attracting advertisers and brands, who are ready to capitalise on the momentum.
The festival season has begun with Onam and Ganesh Chathurthi held earlier this month in Kerala and Maharashtra, respectively.
Navratri, celebrated in the west and north, will begin on Monday. On the other hand, Durga Puja, Dussehra and Diwali will be celebrated next month across the country.
Top advertising and media agency executives estimate ad growth this festival season at around 15 per cent compared to last year. Spends are likely to surpass 2019 levels for the second time in a row.
Esta historia es de la edición September 26, 2022 de Business Standard.
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