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<ul><li>Number of Advertisers &amp; Brands in August’21 higher than the previous two years.</li><li>BFSI, E-Commerce &amp; Corporate Brand Image register exponential growth.</li></ul>Indian marketers and brands continue to place their trust in television once again as India kickstarted its <keyword id="36208" type="General" weightage="20" keywordseo="festive-season" source="Orion">festive season</keyword> for 2021. As per BARC India’s THINK report - August ’21 Ad Volume Analysis, August 2021 recorded the highest <keyword id="9064221" type="General" weightage="100" keywordseo="ad-volumes" source="Orion">Ad Volumes</keyword> on TV since the second lockdown in April 2021 with 158 mn seconds. August 2021 saw 17% growth as compared to May 2021, 25% vs June 2021 and 9% vs July 2021. With 2803 active advertisers and 4415 active brands in the same month, there is a 23% growth over August 2019 and 19% growth over August 2020. “As we kickstarted India’s festive season with Onam, we have seen growth in Ad Volumes in <keyword id="2368104" type="General" weightage="20" keywordseo="malayalam-channels" source="Orion">Malayalam channels</keyword> for August 2021 compared to previous weeks and also compared to previous years. The number of advertisers and brands turning to television continued to increase with August 2021 recording the highest number of active brands and advertisers for the year. We continue to see a strong upward trend in the e-commerce category and a new category, Corporate and Brand Image, joining the Top 10 sectors. Bhojpuri language channels are recording strong growth with Ad Volumes being almost at par with Punjabi and Marathi language channels” said Aaditya Pathak, Head of Client Partnership &amp; Revenue, BARC India. Ad Volumes of the Top 10 advertisers grew by 29% while the next 40 saw 19% growth and the remainder, 22% growth in August 2021, versus the same period for 2019. FMCG continued to dominate with the highest share with 92.9 mn seconds of Ad Volumes and has grown by 22% over August 2019. With 4.4. mn seconds of Ad Volumes for Corporate and Brand Image, the sector witnessed a staggering growth of 570% over August 2019 where it had recorded 0.7 mn seconds. E-commerce and BFSI sectors grew by 109% and 110% in August 2021 versus August 2019. FMCG, E-commerce, Building, Industrial &amp; Land Materials/Equipments, Corporate and Brand Image and Auto, are the top 5 sectors to dominate by share. Ad volumes for Bhojpuri language channels grew by 113% in August 2021, recording the highest growth across languages over August 2019 followed by Punjabi with 47%, Marathi with 32% and Hindi and Tamil at 28% each. Hindi language channels however continue to dominate share with 49 mn seconds followed by Tamil and Telugu with 17 mn seconds and 13 mn seconds. Onam Week 2021 recorded 2.23 mn seconds of Ad Volumes, 13% higher than 2019. Ad Volumes during Onam Week 2021 for Malayalam Channels also increased by 22% compared to the previous 4 weeks, reaffirming a strong start to the festive season.

August 2021 witnessed the highest number of active advertisers and brands for 2021: BARC

<ul><li><keyword id="6354576" type="UNKNOWN" weightage="20" keywordseo="facebook">Facebook</keyword> has launched a short film to celebrate the festive spirit of Onam.</li><li>The film is based on a true story that centres around the popular folk art of <keyword id="1201233" type="PERSON" weightage="20" keywordseo="pulikkali">Pulikkali</keyword>, in which performers - painted like tigers - dance in the streets of Kerala to entertain people as part of Onam celebrations.</li></ul>Emphasizing the power of connections with a brand belief that people can do ‘More Together’ than alone, Facebook has launched a short film to celebrate the festive spirit of Onam. The film is an extension of its More Together campaign highlighting how culture has gone virtual and communities are coming together on Facebook in unique ways during not-so-normal times. The film is based on a true story that centres around the popular folk art of Pulikkali, in which performers - painted like tigers - dance in the streets of Kerala to entertain people as part of Onam celebrations. The film features members of <a href="https://www.facebook.com/ayyantholepulikkali/about/?ref=page_internal">Ayyanthole Desam Pulikkali Samghataka Samithi</a> who found a way to reach their avid fans through a live performance on Facebook last year amidst Covid-19 restrictions; bringing people from across the world closer to the traditions of Onam and enabling them to participate in the festivities virtually. <div type="Youtube" id="zoO8QB77ki0" title="Facebook I More Together - Onam" thumbUrl="https://i.ytimg.com/vi/zoO8QB77ki0/mqdefault.jpg"></div> Commenting on the launch of the film, Avinash Pant, Director - Marketing, <keyword id="736869" type="COMPANY" weightage="20" keywordseo="Facebook-India">Facebook India</keyword>, said, “Facebook’s core belief is that ‘People can do more together, than alone’ and this film captures the spirit and resilience of people and the numerous ways in which they come together on the platform in less than normal times. This was an extraordinary story and we believed it deserved a wider canvas to showcase the power of online communities in a physically distant world.” Facebook collaborated with <keyword id="11890115" type="UNKNOWN" weightage="20" keywordseo="dentsu-mcgarrybowen">Dentsu Mcgarrybowen</keyword> and Director <keyword id="7035446" type="UNKNOWN" weightage="20" keywordseo="ATUL-KATTUKARAN">Atul Kattukaran</keyword> to bring this story alive. Talking about the film, Sidharth Rao, CEO, Dentsu Mcgarrybowen, said, “Great things happen when people come together. We were lucky enough to witness this sentiment. This was one of those rare opportunities to share the true story of the Ayyanthole Desam Pulikkali Sanghataka Samithi for an incredibly consequential global brand. While the scale at which we celebrate the 10-day festival of Onam cannot be replicated virtually, what actually transpired on-ground during 2020 and how we’ve tried to honestly capture that in film, is testament to Facebook’s philosophy of being a place where people can do More Together.” Atul Kattukaran, Director, "When one door closes, God opens another! I've always been a firm believer that everything happens for a reason. Our plans aren't always the best and most times circumstances lead us to far greater opportunities. That's the theme I explored through this tale of 25 relentless Pulikali dancers who roared together even when the going got tough! This film is particularly close to my heart, because it gives you a glimpse into the lives of this community and how even an ancient art form like Pulikali is ready to adapt and innovate according to changing times.” As part of Onam celebrations, Facebook will also be rolling out an AR filter that’ll take Pulikkali to users in yet another way. With the filter, users can don the mask of a roaring tiger themselves and virtually place themselves in Swaraj Round, Thrissur where Pulikkali happens every year. To use the AR filter, users can go to the newsfeed, go to the camera, and search for the “Roaring Onam'' filter which will go live on August 19.

Facebook spotlights Pulikkali artists in a new short film to celebrate Onam

<ul><li>Marketing has always been about understanding how a consumer reacts to certain triggers and how brands can use that to influence them.</li><li>After the year 2020 turned the marketing world upside down, brands and businesses of all sizes had to reimagine their communication strategies and evolve with the rapidly changing times.</li><li>Brands started offering a helping hand to consumers by leveraging their social media presence to either amplify citizens’ SoS for ICU beds or to spread awareness around vaccination registration.</li><li>In 2021, the focus shifted primarily to digital channels owing to the pandemic.</li><li>As we enter a new year with a lot of hope and optimism for the future, we speak to a few brands to discuss how the pandemic impacted their marketing activities and what the future holds for marketing.</li></ul>After months of multiple nationwide lockdowns in 2020 and living and working in isolation, the Indian <keyword id="11095746" type="General" weightage="20" keywordseo="marketing-ecosystem" source="Orion">marketing ecosystem</keyword> started preparing for a new future. Brands decided to pause, reflect, rework their strategies and most importantly, prioritise consumer interest. They focused on creating more enhanced consumer experiences online as we all waited to physically get back to our ‘normal’ lives. A few brands decided to reach out to people who were crying for help and many brands swallowed their pride, kept aside fierce rivalry and started uplifting their competitors in social media posts instead -- even burger and cola wars stopped. Consumers started yearning for stories that uplift and inspire them to keep going in the otherwise gloomy times. There was a new-found appreciation for empathetic advertising and nostalgia marketing in the brandverse, which continued in 2021. Brands delivered some hope and delight with every post and advertisement. They also started speaking one-on-one with their consumers across social media channels more than ever and delivered on what is asked of them because GenZ and Millennials are quick to call out unconnected brand purposes. Brands also moved along with the great digital migration of consumers and expanded their digital presence. They also factored in the massive economic upheavals due to the pandemic and offered value-based deals. They engaged with consumers on smart devices and interfaces across the home, expanded their media mix to include virtual reality, video conferencing platforms and video gaming platforms. This year’s Ipsos and Tetra Pak report found that the personal, economic and environmental fragility experienced during the global pandemic has created a shift from more passive concern to active caretaking -- driven by the desire to protect ourselves, our communities and the security of the planet. People are being more proactive in making the right purchases – for their own wellbeing and for the environment around them. This includes dietary choices and recycling more and reducing waste. As a result, we have seen more eco-friendly product and packaging launches this year. The concern for the environment will only grow stronger and brands will be expected to align themselves with a larger purpose. With a new-found appreciation for life and altered perspectives towards marketing, we reached out to Indian brands from different sectors to find out what are some of the trends that they expect to see in 2022. Here is what they said: Pankaj Sharma, Director – Consumer Products Division, L’Oréal India: Indian beauty consumers have become more discerning as they move between online + offline buying and experiencing paradigms. And in this journey, eCommerce will continue to play a big role in driving beauty in India. It has created more opportunities for consumer experience and demand fulfillment. The initiatives like live streaming, e-BAs, Video-Content on DIY have enabled new touchpoints. This has allowed more specific media and activation plans for each region, depending on the festive peaks. For example, at L’Oréal India, we used Insta-Festive as one of our umbrella themes and could do insta-diwali, insta-pujo, insta-karwa, insta-onam as activation points to engage with consumers on e-commerce and digital with the power of data. Apart from targeting festive occasions, we are moving towards occasion-led purchases, celebrating personal milestones of life. Hence beauty brands are sending out relevant brand communications throughout the year, with the same rigor, as one would have done during the festive season before. The festive season, however, still sees an uptick in purchases and offers a variety of formats to give consumers what they’re seeking. Raunika Malhotra, President - Marketing &amp; Corporate Communications, Lodha: In the coming year, I see stakeholder marketing becoming increasingly relevant. It essentially means working towards creating value for all stakeholders that include customers, employees, vendors, communities, natural capital, cities, etc. The other trend that we will witness is the increased use of analytics and data scientists in marketing communication and performance. Lastly, the pandemic has made people more conscious of the community and the environment at large. They are looking to engage with brands with shared values of doing good for the society and the planet. Abhishek Shahabadi, Vice President &amp; Portfolio Head, Scotch and Premium Whites Diageo India: There’s been good momentum on Diageo India brands in 2021, despite operational challenges due to pandemic led restrictions. This is attributed to the growing trend of ‘at-home drinking’. The off-trade salience increased to 88% compared to 73% in the pre-pandemic phase, as individuals were constrained to more intimate drinking occasions at home. We see at-home drinking as a strong trend coupled with the growth of outdoor experiences in 2022 as the market opens. Keeping this in mind, Diageo India continues to strengthen its in-home play through off-trade and digital along with influencer engagement to embrace ways to make at-home drinking experiences more enjoyable. Arnab Roy, Vice President, Marketing, Coca-Cola India &amp; Southwest Asia: While this year has tested the thinking and resilience of brands worldwide, going forward, we hope that the pandemic continues to regress and we get the real magic back into our lives. As people step out of their homes more often, they will be looking out for more real activities like watching blockbusters at multiplexes, visiting their favourite food “gullies” and travelling more frequently with their loved ones. Post COVID we are also seeing a trend where people are more experimentative and open to new genres of music, food, sports and entertainment. It is thus imperative for brands to deliver integrated experiences at a global scale with the agility, speed and data-driven insights that are required to win locally. Ramesh Kalyanaraman, Executive Director – Kalyan Jewellers: Gold has always been a preferred consumption item for Indians and in the post COVID-19 era, it has also emerged as one of the safer and more lucrative long-term assets. The dynamic market scenario and uncertainty caused by the COVID-19 pandemic led to renewed interest from younger consumers who bought into the idea of gold jewellery, for the first time. Today’s young consumers or millennials consider jewellery as a fashion statement and a style symbol that will go with their sensibilities and help them showcase their true self. Because of this, it has become increasingly critical for jewellery companies to keep up with newer trends and address the changing sensibilities and consumer preferences in this ever-evolving business environment. To address the ongoing digital transformation in India’s jewellery industry, we are focusing on creating a holistic ecosystem, strengthening our omnichannel strategy and making the ‘phygital’ model more seamless. Over the past few years, we have been making consistent investments in developing and leveraging technology to offer convenient solutions to customers for purchasing jewellery or investing in gold. As a result of this, we were well-positioned to adapt to this digital transformation and ventured into newer product categories such as Digital Gold as well as explored newer avenues to reach our customers by introducing services such as Gold Ownership Certificate and LIVE Video Shopping facility, which allowed customers to browse through and purchase jewellery at the comfort of their homes. One of the biggest trends that have emerged out of the nationwide lockdown is an enormous increase in the screen time spent by Indians across digital platforms. In line with this, brands have aligned their marketing budgets towards digital, social media &amp; OTT, especially for including new content. Following this, we have introduced temporary changes to our media mix with a more digital-centric approach, which is a key to making the most during this quarter. With 2022 around the corner, we aim to continue moving forward on this growth trajectory and register consistent growth while widening our consumer base. Kartik Johari, Vice President - Marketing &amp; Commerce, Nobel Hygiene: 2022 will be the golden year for great marketeers, as content will reign supreme. We are drowning in a glut of content, be it 10 sec Reels, to full-blown documentaries. Consumers on the other hand are oscillating between anxiety, fright and boredom. The challenge is up to us, to create content that can engage, reassure, add value and be honest. It is so important to keep a track of how many people the content reaches, who engages, and what they say. We have never had so much data on our interactions and it is time we start using data better! It should be an interesting year for strong brand teams. Ketan Kulkarni, Chief Commercial Officer, Blue Dart: The world has acclimatized to the ‘new normal’ and what seemed to be the most challenging obstacle of 2020, has now enabled us to prepare for any unprecedented events that could cause business disruptions in the future. A major factor in actualizing this is agility driven by technology and automation. The role of logistics has been highlighted over the last two years given our industry’s essential service status and this has only been possible because of the technology-based solutions adopted by resilient players. 2022 will definitely see an enhancement in the ‘Technology-led transformation’ that we are witnessing today. Digitalization across the supply chain from first mile to last mile is the future of the industry; technology enabling near-autonomous facilities, robotics, drone-delivery systems, and 3D/additive manufacturing are going to be adopted very quickly. The reason is, in the event of another unprecedented crisis, organizations would want to ensure ‘business-as-usual’ to cause minimal business disruptions. The underlying theme of 2022 would revolve around creating business models that will survive in a ‘less-contact’ society. Amrinder Singh, Director, Bonn Group of Industries: It's been a fantastic year of change and recovery for both consumers and businesses. Consumers prioritised their safety while dealing with illness, job loss, lack of available products and services. Anticipating change and adapting for future challenges accordingly can help enterprises see around corners and plan effectively for the post-pandemic consumer. Businesses are riding on the pandemic-accelerated digital transformation wave and the trend is likely to continue. Around 80% of companies are allocating resources to improving their e-commerce and shopping platforms. This includes a full 60% investment in their digital direct-to-customer (DTC) channels. The digital shift also includes transforming internal capabilities and creating efficiencies with the help of technology. The future of retail will be omnichannel shopping or phygital retail. New technologies will continue to transform the retail sector with rapid change and innovation. Retail consumers will expect frictionless and tech-enabled experiences. As retailers and manufacturers embrace a direct-to-consumer model through e-commerce, traditional marketing channels will continue to blur. Satish NS, Senior Vice President, Sales and Marketing, Haier Appliances India: Today, hyper-personalization is inevitable for brands to get closer to their consumers. More than ever before, brands need to work on identifying and nurturing relevant cohorts for the business and reach out to them with tailored content that strikes an instant connection between the brand and its consumers. Since digital gives us the liberty to phenomenally reduce the distance between a brand and its customers, it’s important to create critical touchpoints along the consumer journey that will enable a more immersive brand experience with a 360-degree approach. Moreover, leveraging creative strategies on digital to deliver business impact will continue to become even more important in the coming years. Next year, we will also see an uptick in brands that will be experimenting big with performance marketing tools to help drive better ROI for the business. Manish Bandlish, Managing Director, Mother Dairy Fruit &amp; Vegetable Pvt. Ltd: The year 2021 was yet again a dynamic year however, the revival has been remarkable for us at Mother Dairy. Preparedness coupled with collaboration, resilience and agility played a vital role in the pandemic stressed quarter of this year, to ensure wellbeing of each and every employee as well as business continuity in order to serve our consumers. The year saw new products, markets and experiences, both for the business as well as the consumers. Despite the happenings, this year saw consistent supplies as varied channels such as e-commerce continued big-time. In addition, the consumption trend of consumers which began witnessing a change last year are persistent this year as well with in-home consumption and preference for packaged foods going strong.

Marketing trends to watch out for in 2022

<ul><li>The <keyword id="36208" type="General" weightage="20" keywordseo="festive-season" source="Orion">festive season</keyword> has always been important to brands, especially to e-commerce players who line up big bumper discounts, look for more retail brands to partner and ramp up their product offerings.</li><li>This festive season, e-commerce platforms are focusing on bringing more personalisation and curation to customers shopping online through greater tech and marketing integration.</li><li>More and more e-commerce platforms are also exploring social commerce, turning their apps into super apps by bringing content, products and trends under one roof for consumers to watch and shop at once.</li><li>With increasing internet penetration, e-commerce players are expecting new growth from Tier II, III and beyond this festive, which will cumulatively contribute to $150 billion of e-commerce as per RedSeer Consulting’s report.</li><li>We speak to India’s leading e-commerce players to find out more about their festive plans and revival expectations.</li></ul>The year 2020 accelerated e-commerce industry, perhaps by a decade, revolutionising the way brands operate, run, and grow their businesses, as well as how consumers choose to shop and pay. In the initial months of the lockdown, businesses witnessed a clear shift in consumer behaviour. Historically offline shoppers also came online due to convenience and safety. Consumers are still hesitant to return to in-store shopping completely and audiences from Tier II and Tier III are also preferring to shop online. The pandemic has evidently caused an inflection point for e-commerce in the country. With the second-largest internet user base, India has emerged as one of the most prominent markets globally. Around 480 million people in India have access to the internet out of which 90 million are online shoppers, according to estimates from management consultancy RedSeer. Shoppers from India’s small towns and cities will cumulatively contribute to $150 billion of e-commerce GMV in the coming decade, until 2030, revealed RedSeer. <div type="image" title="redseer - ecomm report" msid="85901903" hostid="261"></div> After spending a glum year and a half, consumers are excited to celebrate the festive season with upcoming shopping sales for Diwali, Dussehra and Christmas. IPL and ICC T-20 World Cup will further improve consumer sentiment this year. According to a survey conducted by The Trade Desk and YouGov, 82% of consumers shopped online at least once a month in the past six months, and nearly one in four made online purchases several times a week or more often. Titled ‘<a href="https://pages.thetradedesk.com/rs/527-INM-364/images/TheFestiveSeasonPulse2021.pdf">The Festive Season Pulse 2021</a>,’ it further said that 91% of Indian consumers are planning a purchase during the upcoming festive season and six in 10 are interested in learning about new brands during festive season sales. To leverage this uptick in consumer sentiment, the e-commerce category is all set to begin its festive marketing blitz and is preparing to line up big discounts for the season in a few weeks. For this 30-day period leading up to the festive season, leading fashion e-commerce platform <keyword id="319719" type="General" weightage="20" keywordseo="myntra" source="Orion">Myntra</keyword> has planned ‘Big Fashion Festival,’ which will be followed up with Myntra Diwali Sale, with a focus on ethnic wear. It will also be focusing on emerging categories like Beauty and Personal care, kidswear and categories such as innerwear and essentials which have experienced tailwinds post-Covid. Myntra’s Chief Business Officer, Ayyappan Rajagopal said, “We are expecting this festive season to be bigger than last year with more customers using online channels to make their purchases. Demand usually peaks in the 30 days leading to Diwali and we expect this year to be no different. In fact, the demand in the 2 months leading to the festive season is expected to be far more than last time (because people have learnt with time to adapt to a pandemic world). We expect high demand from across geographies and markets - metros, Tier 1, Tier 2, T3 cities and beyond. To cater to that, we have built the right ethnic wear, beauty, and home selection, and have partnered with brands on best deals. Hence, to leverage this demand and provide best value to our customers, we are organizing Big Fashion Festival and Myntra Diwali Sale to make this season a resounding success.” Right on the heels of the festive season, Myntra ramped up its marketing game by onboarding Hrithik Roshan, Vijay Deverakonda and Dulquer Salmaan as its newest brand ambassadors, alongside the existing celebrity ambassadors Kiara Advani, and Samantha Akkineni. Now, it is hoping to double its customer base and cater to Gen-Z shoppers with its high-decibel marketing. “With the optimism coming from recovery from Covid and revival in shopping sentiments along with the habitualisation of digital foray across all customer segments, we see a lot of new customers shopping during this festive season. We have also seen trends in Metro/T1 markets where Myntra has been traditionally strong, pointing towards such a revival. With a positive overall sentiment, we will be looking at doubling our customer base during this period. There will also be an added focus towards expanding our footprint in southern markets, deeper penetration into Tier 2 / 3 towns and exploring customer addition through emerging categories like Kids wear, Inner wear, fashion accessories, Beauty and persona care, etc. The greatest focus will be on Gen-Z cohort of shoppers,” shared Rajagopal. E-commerce platforms are also focusing on bringing more personalisation and curation to customers shopping online through greater tech and marketing integration. More and more e-retailers are exploring social commerce, turning their apps into super apps by bringing content, products and trends under one roof for consumers to watch and shop at once. D2C fashion platform Bewakoof.com that recently raised Rs 60 crore in an investment round led by InvestCorp, IvyCap and Spring Marketing Capital, is expecting to Rs 120 crore in brand sales this quarter. It recently rolled out celebrity-led digital campaigns with Rajkummar Rao, Sanya Malhotra and Farhan Akhtar. It plans to further build its market presence by signing more A-list celebrities to its roster and launch a 360-degree campaign by October. On the technology side, the company intends to launch a gamification-led loyalty program as it upgrades its Bewakoof Tribe with new and exclusive launches for the club members. Sharing the platform’s festive plans further, Prabhkiran Singh, Founder CEO, Bewakoof.com said, “Post pandemic, we saw a strong recovery and growth in certain categories like casual wear and leisurewear because of customers staying at home and with the pandemic slowing down, we expect a strong recovery in categories like ethnic wear, bags, accessories, etc in the festive season ahead. We’re also looking to capitalise on winter wear more this year than usual with winter around the corner and have put in investments accordingly. We expect our brand sales to be Rs 120 crore for the festive quarter.” For Bewakoof, the northern and western markets see the highest demand, followed by West Bengal and Assam because of Durga Puja. Currently, over 6 million customers visit Bewakoof.com every month. Singh told us that the festive season serves as a crucial window in the year for new customer acquisition and bringing back customers that haven’t shopped again for a while. The platform is also planning on increasing its marketing spends this festive. “For this year, 15% of our total marketing budget will be spent for the upcoming festive season.” We’re in the process of rebranding Bewakoof in the next 1-2 months and we’ll have a new look, logo, tagline along with a new set of celebrities that will endorse Bewakoof so we’re excited to roll this out and create buzz around it along with backing it up with top-funnel marketing investments. We plan to go heavy on top-funnel marketing investments starting October,” said Singh. E-retail platform OLX has upped its UI to woo its customers, digitising the entire process of online retailing, including verification of all its premium items. OLX Autos launched a verified inventory of cars with a new interface, which provides a detailed history of the car right from the ownership period all the way up to the service history of the car, and access to a host of financing options and after-sales products like insurance and warranty. As a result, OLX has witnessed a surge in demand for pre-owned cars. Sapna Arora, CMO, OLX India said, “Green shoots are already visible in the used car retail segment. The demand for pre-owned cars has been 25% higher than the pre-Covid levels while there has been an 82% plus growth in demand for pre-owned smartphones. Our goods category has also witnessed a strong rebound, as demand and supply have gone up by an average of 68% and 25%, respectively, compared to pre-Covid levels. The upcoming festival season is important for us as we expect the gap to be narrowing down between pre and post-Covid levels. There has been a strong uptake of e-commerce across regions, especially in Tier 2 and Tier 3 cities, with consumers there making the greatest shift to online shopping. We will continue to focus on the pre-owned auto segment and are expecting to surpass the demand this festive season.” At an industry level, Arora told us that e-commerce players are leveraging on hyper-personalisation to create individualised experiences on the platform and AI-powered chatbots are being implemented by the online retailers to bring customers close to an offline retail experience with a high engagement rate. Sharing OLX’s plan, Arora added, “This festive season we plan to use innovative solutions via relevant messaging at different levels of the retail journey. Our consumer base is growing organically. During this year’s lockdown, a lot of people moved online and we saw growth, about 30% more daily active users (DAUs) from our previous pre-Covid peak. In the festive season, our huge inventories across segments will contribute to increasing the DAU’s on the platform.” As per Nielsen India’s E-commerce Consumer Panel (E-Analytics Solution), there was a double-digit increase in average spend of online shoppers for electronics and accessories (39%), mobile and accessories (12%), and fashion, including apparel, footwear, and accessories (10%) after the pandemic. Appliances (e.g.TV, WM, refrigerators, etc.) also saw notable shopper spending increase at 9%. E-commerce giant Amazon is also ramping up its product range for the festive season. “Together with thousands of small &amp; medium business and brand partners, we continue to offer our customers the widest selection, convenience, and fast delivery. We are humbled by how millions of Indian customers have made us a part of their daily lives. Also, customers continue to believe that online shopping is the safest way to shop which has been reflecting in all the recent events of Amazon like Prime Day 2021, Great Freedom Festival, Rakhi Store, Onam store and so on. This festive season is not a normal one for reasons we all know and our success metric would be focused on how we can make our sellers successful. Customers can look forward to shopping from a wide selection of products across categories like Home &amp; Kitchen, Fashion &amp; Beauty, Appliances and Smartphones, Grocery essentials and more from the comfort and safety of their homes," said an Amazon India spokesperson. This growth trajectory of e-commerce platforms in India testifies how customers are increasingly recognising the importance of comfort shopping within closed doors, and after seeing their businesses take a plunge in the first three months of the lockdown, more and more sellers are also coming online.

This festive season, e-commerce platforms are betting big on Tier II and III markets, which are likely to contribute $150 million to e-commerce growth this year

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August 2021 witnessed the highest number of active advertisers and brands for 2021: BARC

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Facebook spotlights Pulikkali artists in a new short film to celebrate Onam

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Marketing trends to watch out for in 2022

Karuna Sharma

This festive season, e-commerce platforms are betting big on Tier II and III markets, which are likely to contribute $150 million to e-commerce growth this year

Karuna Sharma

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