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<ul><li>Indian consumers show digital endurance as the festive season drives sales across categories- findings by Criteo.</li><li>As per the report, festive shopping started one month prior to Diwali in 2021, with +27% spike.</li></ul>Criteo today released the findings from the 2021 &amp; 2020 festive seasonality data. According to the 2021 data, home furnishing and food topped the list of the most popular shopping categories with +42% and 18% sales 5 days before Diwali. Criteo’s data further revealed that this year marketers witnessed an early shopping hype during pre-Diwali from late September 2021, compared to mid-October in 2020. The highest peak observed during the period of the Big Billion Days was on October 3rd 2021, representing an overall Y-O-Y daily sales of 200% with the first 7 days of September 2020 as a baseline. Taranjeet Singh, Managing Director of Southeast Asia and India, Criteo, said, “The Indian E-commerce industry had seen a categorial upsurge, enabling marketers to invest more in digital advertising including mobile marketing. We observed that consumers apply the basket and sales strategy during e-commerce sales specifically for the Big Billion Days period, wherein consumers place their items into shopping carts prior to the date of sale and complete their transaction while the platform commerce sale goes live. In Criteo’s 2020 data, it can be seen that people started to look into items approximately 3 days before, recording 120.8% in the indexed basket. Moreover, growing trends of video ads indicate that video is gaining importance this festive season. According to <a href="https://go.criteo.com/2021-holiday-commerce-report/">Criteo’s 2021 Holiday Commerce Report</a>, consumers are receptive to ads when they’re watching videos and will take actions like searching for and purchasing the products they've seen.” Indexed Daily Basket &amp; Sales Events, 2020 (Baseline: first 7 days of October 2020) The 2020 and 2021 data additionally reveal deeper insights on the evolving e-commerce trends expected this year: <ul><li>With September 2020 as a baseline, approximately 86% pre-Diwali daily sales were noticed in October 2020, whereas 2021 detected 200% of daily sales in the end of September, marking the beginning of the Big Billion Days period. </li></ul> Indexed Daily Sales of 2021 &amp; 2020 (Baseline: September 2020) <ul><li>5 days before Diwali 2021 demonstrate an increase in the buyer’s retail shopping interest. Home furnishing and Food led the festival with respectively +42% and +18% sales (with First 7 days of October 2021 as a baseline).</li></ul>Diwali 2021 Indexed Sales (Baseline: First 7 days of October 2021) <ul><li>With the first 7 days of October 2021 as a baseline, festive shopping started one month prior to Diwali in 2021, with +27% spike. </li><li>For the rest of October, the sales remain moderate, however, there are two small increases around October 17th and 23rd, although it didn’t exceed the trend observed at the beginning of the month. Indexed Sales in 2021 (Baseline: First 7 days of October 2021)</li></ul>

Home furnishing and food were the most popular shopping categories with 42% and 18% hike in sales 5 days before Diwali: Report

Decorate your home with <keyword id="465222" type="General" weightage="20" keywordseo="diwali-lights" source="Orion">Diwali lights</keyword> to enhance the look and create a festive vibe. The lights work on low voltage mode to save power and ensure safety. With different flash modes, the lights make a beautiful pattern when turned on. To help you choose the <keyword id="12204524" type="General" weightage="20" keywordseo="best-diwali-lights" source="Orion">best Diwali lights</keyword>, we have curated a list from Amazon. <bulletContentEmbed name="B07J4LMXH9" columns="1"><bulletContentHeading name="B07J4LMXH9_head"> <div type="image" title="Low Voltage" msid="86615863" hostid="261"></div></columnHeadThumb>B07J4LMXH9</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B07J4LMXH9_body"><bulletContentRow name="B07J4LMXH9_0880596129218923"><bulletContentRowHeading><bulletContentRowHead col="1">The Purple Tree Decorative Star Curtain LED Lights</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">With IP44 waterproof, these string lights from The Purple are suitable to be used both indoor and outdoor. Made from high-quality copper wire, it does not get heated even after using it for long durations. The 29V low voltage adapter makes it safe to touch. It features 8 flashing modes to make the lights look beautiful.</bulletContentRowCell></bulletContentRowBody></bulletContentRow><bulletContentRow name="B07J4LMXH9_4173794053246184"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">It is safe to use for both indoors and outdoors.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed> <bulletContentEmbed name="B07BLXLY4T" columns="1"><bulletContentHeading name="B07BLXLY4T_head"> <div type="image" title="Power Saving" msid="86615885" hostid="261"></div></columnHeadThumb>B07BLXLY4T</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B07BLXLY4T_body"><bulletContentRow name="B07BLXLY4T_9410822464041529"><bulletContentRowHeading><bulletContentRowHead col="1">Quace 12 Stars Curtain String Lights, Window Curtain Lights</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Decorate your house with these star-shaped string lights from Quace. With 8 different flashing modes, you can choose the one that you like and can change at any time. Certified from UL, it ensures safety while using. With 6 large size stars and 6 small size stars, they drop at different lengths and hence create a beautiful pattern. It is power-saving and eco-friendly.</bulletContentRowCell></bulletContentRowBody></bulletContentRow><bulletContentRow name="B07BLXLY4T_8852771134812534"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">It is easy to use and ensure direct plugging and unplugging.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed> <bulletContentEmbed name="B08K2MSG1J" columns="1"><bulletContentHeading name="B08K2MSG1J_head"> <div type="image" title="Waterproof Design" msid="86615942" hostid="261"></div></columnHeadThumb>B08K2MSG1J</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B08K2MSG1J_body"><bulletContentRow name="B08K2MSG1J_7771285185244289"><bulletContentRowHeading><bulletContentRowHead col="1">Miradh Led Net Mesh String Lights</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">These string lights from Miradh come in a net mesh design to uplift the look of your home. It features 8 flash modes and comes with a memory chip which reduces the effort of choosing the mode every day. The IP44 waterproof design makes them suitable to be used indoors and outdoors. Covered with plastic, the copper wire is durable and flexible.</bulletContentRowCell></bulletContentRowBody></bulletContentRow><bulletContentRow name="B08K2MSG1J_6423914151829862"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">When switched on, the memory chip automatically selects the previous light mode.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed> <bulletContentEmbed name="B08KQ7DJ2R" columns="1"><bulletContentHeading name="B08KQ7DJ2R_head"> <div type="image" title="Powerful Illumination" msid="86616025" hostid="261"></div></columnHeadThumb>B08KQ7DJ2R</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B08KQ7DJ2R_body"><bulletContentRow name="B08KQ7DJ2R_4300662648579497"><bulletContentRowHeading><bulletContentRowHead col="1">Gesto LED Pixel String Lights</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Decorate your homes with these 72 LED pixel bulbs string light from Gesto. Suitable to be used on different occasions, these lights ensure bright and powerful illumination. With bendable material, the lights can be used to create different designs. The plastic wiring prevents the person from shocks. It is suitable to be used both indoors and outdoors.</bulletContentRowCell></bulletContentRowBody></bulletContentRow><bulletContentRow name="B08KQ7DJ2R_7327994878973556"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Its bendable material allows you to create patterns and designs.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed> <bulletContentEmbed name="B07HQZGCJV" columns="1"><bulletContentHeading name="B07HQZGCJV_head"> <div type="image" title="Bendable Material" msid="86616146" hostid="261"></div></columnHeadThumb>B07HQZGCJV</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B07HQZGCJV_body"><bulletContentRow name="B07HQZGCJV_3065350346942138"><bulletContentRowHeading><bulletContentRowHead col="1">Mufasa LED Waterproof Strip Rope Pipe Light</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">With 120 bulbs per metre, this string rope pipe from Mufasa comes with connectors for easy installation. The bendable and flexible material makes it convenient to bend in any shape to make it look beautiful. Works on 12V, the light is effective for long hours. The IP65 waterproof material makes it suitable to be used both indoors and outdoors.</bulletContentRowCell></bulletContentRowBody></bulletContentRow><bulletContentRow name="B07HQZGCJV_6799331443715175"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">With low voltage, it works effectively for long duration.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed> <bulletContentEmbed name="B08KWP7G2K" columns="1"><bulletContentHeading name="B08KWP7G2K_head"> <div type="image" title="Metal Ball" msid="86616273" hostid="261"></div></columnHeadThumb>B08KWP7G2K</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B08KWP7G2K_body"><bulletContentRow name="B08KWP7G2K_2985392227977399"><bulletContentRowHeading><bulletContentRowHead col="1">Pesca Moroccan 16 LED String Lights Plug-in Metal Ball</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Lighten your homes with these metal ball lights from Pesca. The fibre material used makes the lights durable and last for a longer period. With beautiful design, these lights should enhance the look of your home.</bulletContentRowCell></bulletContentRowBody></bulletContentRow><bulletContentRow name="B08KWP7G2K_2807022646307986"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">The fibre material makes them last for a long period.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed>

Best Diwali lights in India in 2021

<ul><li>Marked with great fanfare and fervour, Diwali is the season of not just lights, colours, and sweets but also family reunions and bonding sessions. It is the festival of homecoming and togetherness.</li><li>Brands also make the most of this shopping festival to connect with consumers and put together the biggest advertising carnival.</li><li>Here is a list of advertisements that stood out in the clutter.</li></ul>Traveling back home to spend time with our family, trying to make the perfect rangoli, untangling fairy lights to brighten up your home, and dancing after a sugar rush -- these are just a few things that make Diwali special. It is also one of the widely celebrated festivals in India that has turned into the biggest shopping festival. It is also an advertising carnival which brings up an opportunity for brands to reconnect with consumers as the overall market sentiment drastically improves. Brands pour in big monies on television, Out of Home, and digital mediums to reach out to consumers at multiple touchpoints. After a long-dry-spell, brands are making sure that they don’t miss this opportunity to reconnect with consumers and market sentiment has already picked up, as revealed by Axis My India report. Its November net CSI score, calculated by percentage increase minus percentage decrease in sentiment, was recorded at +9, up from +7 last month. It has been rising at a constant pace over the last three months, indicative of a positive shift in consumer consumption metrics. Consumers are also more willing to step out now and shop locally. The report’s mobility net score reflects a constant improvement over the last four months. 88% of families said that they are going out the same or more on getaways/staycations /malls/restaurants, with travel bans being lifted and double vaccination providing easier movement opportunities. The overall mobility score is at -4, which is an improvement over last month at -5. This reflects slow but consistent progress in people’s sentiments for engaging in out-of-home activities. This Diwali, many brands decided to shine a spotlight on heroes who went unnoticed during the most difficult phase of this pandemic. They urged consumers to support different sectors of our society who have been badly impacted by COVID-19 and are struggling to make ends meet. A few of them also reminded consumers to keep aside crackers that harm the environment and celebrate the festival of lights and kindness with their four-legged companions. All brands played a joyful role by uplifting consumer sentiment and encouraging them to enjoy the festive season once again with their heartwarming campaigns. Here are a few campaigns that caught our attention: <keyword id="136808" type="General" weightage="20" keywordseo="cadbury-india" source="Orion">Cadbury India</keyword> <div type="Youtube" id="5WECsbqAQSk" title="Supporting Local Retailers This Diwali | Not Just A Cadbury Ad Campaign Video" thumbUrl="https://i.ytimg.com/vi/5WECsbqAQSk/mqdefault.jpg"></div> HP India <div type="Youtube" id="wxXhvjFvn_A" title="Diye Se Diya Jalao" thumbUrl="https://i.ytimg.com/vi/wxXhvjFvn_A/mqdefault.jpg"></div> Mother Dairy <div type="Youtube" id="CwhFSJDD0ks" title="Naya Riwaaj Dhara ke Saath" thumbUrl="https://i.ytimg.com/vi/CwhFSJDD0ks/mqdefault.jpg"></div> Supertails <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> Tanishq <div type="Youtube" id="KzVQ_nY2M9k" title="Tanishq presents #Utsaah" thumbUrl="https://i.ytimg.com/vi/KzVQ_nY2M9k/mqdefault.jpg"></div> Greenply <div type="Youtube" id="crC5iEXzFXI" title="The Table - #YahanRishteBasteHain" thumbUrl="https://i.ytimg.com/vi/crC5iEXzFXI/mqdefault.jpg"></div> Vivo India <div type="Youtube" id="x7ab0tdj5Vk" title="Celebrate the #JoyOfHomecoming this Diwali" thumbUrl="https://i.ytimg.com/vi/x7ab0tdj5Vk/mqdefault.jpg"></div> Wiggles <div type="Youtube" id="EwjkAqY_3aM" title="Umeed Bhari Diwali | A Wiggles.in Initiative" thumbUrl="https://i.ytimg.com/vi/EwjkAqY_3aM/mqdefault.jpg"></div> ZEE <div type="Youtube" id="hV3Jaxhb4VU" title="Yeh Diwali Kisson Wali - Vocal For Local - Zee Diwali" thumbUrl="https://i.ytimg.com/vi/hV3Jaxhb4VU/mqdefault.jpg"></div> Greenlam <div type="Youtube" id="irGY9KWsAH4" title="Celebrate Diwali at home" thumbUrl="https://i.ytimg.com/vi/irGY9KWsAH4/mqdefault.jpg"></div> Godrej <div type="Youtube" id="7if8VXEy4A8" title="The recipe of #CookingGoodness | Godrej Group" thumbUrl="https://i.ytimg.com/vi/7if8VXEy4A8/mqdefault.jpg"></div> Havells <div type="Youtube" id="IZqiI-lJH0o" title="Havells Hexo Mixer Grinder | Powerful Mixer Grinder | Tamil" thumbUrl="https://i.ytimg.com/vi/IZqiI-lJH0o/mqdefault.jpg"></div> LG Electronics <div type="Youtube" id="Yxzbjl5WZ5E" title="Roll Out The Future With LG OLED #OLEDNSRK" thumbUrl="https://i.ytimg.com/vi/Yxzbjl5WZ5E/mqdefault.jpg"></div> Pickrr <div type="Youtube" id="JuO-Q-gTwSM" title="This Diwali celebrate happiness with your loved ones #KhushionKiTarakki by Pickrr" thumbUrl="https://i.ytimg.com/vi/JuO-Q-gTwSM/mqdefault.jpg"></div> CottonKing <div type="Youtube" id="w9WsnJCQp0c" title="CottonKing | Bhaubeej Film | Tejashree Pradhan | Abhijeet Khandkekar | Mayur More | ADbhoot" thumbUrl="https://i.ytimg.com/vi/w9WsnJCQp0c/mqdefault.jpg"></div> Spice Money <div type="Youtube" id="7w_Hjda5Adg" title="Spice Money wishes everyone &quot;Dil se Diwali&quot;!" thumbUrl="https://i.ytimg.com/vi/7w_Hjda5Adg/mqdefault.jpg"></div>

Hope shines the brightest in Diwali advertising campaigns this year

Mumbai, The <keyword id="2887" type="PERSON" weightage="20" keywordseo="Deol-family">Deol family</keyword> announced their new film, <keyword id="9277" type="ENTERTAINMENT" weightage="20" keywordseo="Apne">Apne</keyword> 2, on the occasion of Guru Nanak Jayanti on Monday. The film brings together the three generations of the family, <keyword id="9281" type="PERSON" weightage="20" keywordseo="Dharmendra">Dharmendra</keyword>, his sons Sunny and Bobby Deol, and grandson Karan Deol. Announcing the same, Sunny Deol tweeted from his verified account: "Babaji ke aashirwaad aur aapke pyaar ki wajah se aaj hum vapas ek sath nazar aayenge. Feeling blessed to get a chance to work with my father, brother again this time with my son. #Apne2, in cinemas Diwali 2021." Directed by Anil Sharma and produced by Deepak Mukut, the film is expected to go on floors in March and release around Diwali next year. Sharing a photo with the director and producer, Bobby Deol tweeted: "Back with @Anilsharma_dir to be produced by @DeepakMukut ... #Apne2 in cinemas Diwali 2021." Director Anil Sharma shared: "I'm fortunate and thrilled to be working with 3 generations of <keyword id="27152" type="COMPANY" weightage="20" keywordseo="deols">Deols</keyword>! @aapkadharam @iamsunnydeol @thedeol #karandeol in #APNE2 Looking forward to start shoot in March, and celebrate Diwali 2021 Aapno ke sath in cinemas. Intizar karen..@DeepakMukut @SohamRockstrEnt." The family drama Apne, starring Dharmendra with Sunny and Bobby Deol, was a hit upon release in 2007. The film also starred Katrina Kaif and Shilpa Shetty. Dharmendra and his sons Sunny and Bobby were last seen together in <keyword id="260463" type="ENTERTAINMENT" weightage="20" keywordseo="Yamla-Pagla-Deewana">Yamla Pagla Deewana</keyword>: Phir Se, which released in 2018, while Sunny launched his son Karan Deol last year in Pal Pal Dil Ke Paas. SEE ALSO- <a href="https://www.businessinsider.in/india/news/pm-modi-to-hold-talks-gennova-biopharma-biological-e-dr-reddys-teams-involved-in-developing-the-covid-19-vaccine/articleshow/79484713.cms" data-type="tilCustomLink">https://www.businessinsider.in/india/news/pm-modi-to-hold-talks-gennova-biopharma-biological-e-dr-reddys-teams-involved-in-developing-the-covid-19-vaccine/articleshow/79484713.cms</a> <a href="https://www.businessinsider.in/business/startups/news/paytm-money-levels-up-against-zerodha-launches-a-new-feature-that-allows-retail-investors-to-apply-for-ipos/articleshow/79486079.cms" data-type="tilCustomLink">https://www.businessinsider.in/business/startups/news/paytm-money-levels-up-against-zerodha-launches-a-new-feature-that-allows-retail-investors-to-apply-for-ipos/articleshow/79486079.cms</a>

Deol family announces new film Apne 2 on Guru Nanak Jayanti

<ul><li>Urban Indians’ festive spending intent has improved since last year.</li><li>YouGov’s Diwali Spending Index shows a higher buying propensity than last year.</li></ul>The festive season has commenced in India and now everyone is eagerly awaiting the festival of lights. Although brands are betting big on Diwali to light up sales, are consumers ready to shop again? YouGov’s Diwali Spending Index, an indicator of the spending intent among Indian consumers, reveals a spending propensity of 90.71 among urban Indians this festive season. Even though it is below average (of 100), the intent to spend is higher than last time (80.96), indicating a recovering appetite to spend among urban Indians. <div type="image" title="image005" msid="85999954" hostid="261"></div> The Index is calculated as a weighted impact of 10 factors (like increase in gross household income, increase/decrease in household expenses, intent to invest or splurge and general optimism towards economy) on their intent to spend more/less this Diwali season versus last. Among the 10 factors, the number one driver for people to spend more this year is their anticipation for the festival. Nearly a third (31%) agreed with the statement “I am looking forward to Diwali this year since the rest of the year has been quite dull because of Covid-19”. With nearly two years having passed and shoppers having no opportunity to spend, this is likely to be the factor that has improved the overall sentiment to spend more this Diwali as compared to last. Even though there is improvement, the biggest barrier to spending continues to be the same as last year. Close to 50% respondents last year said they are more careful with their finances today than they used to be in the past. And now a similar proportion (43.6%) said the same thing, indicating the fear of the uncertain is still strong among the public. Given 2021 witnessed a devastating wave of covid, despite excitement among the public for Diwali this year, the consumer sentiment is yet to match the pre-pandemic times. <div type="image" title="image006" msid="85999964" hostid="261"></div> Data shows that only 17% of the respondents said they were likely to spend more than last year during Diwali in 2020. In 2021, this number has increased and now 29% said they will spend more this year. While the spending intent is yet to go back to normal (pre-pandemic times), we see a marked improvement since last year and this is good news for brands trying to woo consumers this festive season. In YouGov’s Diwali series, we will see the impact of the pandemic on consumers’ buying sentiment across different sectors to see if the upcoming festive season can be a game-changer for businesses and brands.Methodology: This survey has been conducted on a sample of 2000 respondents on the YouGov India’s online panel in August 2021. The sample primarily constitutes consumers from NCCS A and B; and matches the population numbers of urban India in terms of basic demographics like age, gender, regions and city tiers. The Index is calculated as a weighted impact of 10 factors (like increase in gross household income, increase/decrease in household expenses, intent to invest or splurge and general optimism towards economy) on their intent to spend more/less this Diwali season versus last. The Index has been derived using Ordinal Logistic Regression and Johnson’s Relative Weight modelling to understand the relationship between each of the factors and overall intention to spend more this Diwali amongst consumers. For the calculation of the final Index, two sets of weighted averages were calculated basis respondent data – 1) assuming an equal weightage for all factors (which has been used as the base); 2) with actual weightages for each of the factor derived from the regression and JRW analysis. The final Index = Actual weighted spending intent / Hypothetical spending intent assuming equal weightage to all 10 predictors

Despite excitement among the public for Diwali this year, the consumer sentiment is yet to match the pre-pandemic times: YouGov Report

<ul><li>Mondelez has launched the second leg of ‘<keyword id="12381951" type="General" weightage="20" keywordseo="not-just-a-cadbury-ad" source="Orion">Not Just a Cadbury ad</keyword>’ that went on to win two lions this year at Cannes.</li><li>This Diwali, Cadbury and <keyword id="531122" type="General" weightage="20" keywordseo="ogilvy-india" source="Orion">Ogilvy India</keyword> take their campaign ‘Not Just a Cadbury ad’ a notch higher.</li><li>They have used machine learning to recreate <keyword id="1671" type="General" weightage="20" keywordseo="shah-rukh-khan" source="Orion">Shah Rukh Khan</keyword>’s face and voice to promote all possible local stores in India.</li></ul>Mondelez India and Ogilvy India’s Not Just a Cadbury ad from 2020 was one of the most talked-about campaigns during Diwali last year. It took the internet by storm, garnered a lot of love from brand experts and went on to win two <keyword id="177378" type="General" weightage="20" keywordseo="cannes-lions" source="Orion">Cannes Lions</keyword> later in 2021. Now, the brand and Ogilvy India have launched the second edition of the ad and it has only gotten grander. This time, <keyword id="136808" type="General" weightage="20" keywordseo="cadbury-india" source="Orion">Cadbury India</keyword> is giving an opportunity to local businesses to hire India’s biggest brand ambassador, <keyword id="6357753" type="General" weightage="100" keywordseo="shahrukh-khan" source="Orion">Shahrukh Khan</keyword>. <div type="Youtube" id="5WECsbqAQSk" title="Supporting Local Retailers This Diwali | Not Just A Cadbury Ad Campaign Video" thumbUrl="https://i.ytimg.com/vi/5WECsbqAQSk/mqdefault.jpg"></div> According to IBEF.org, India has about 6.3 crore MSMEs and the number of retail grocery retailers across India in 2020 amounted to about 12.8 million. This included traditional and modern retailers within the segment, and excluded SMBs and a gazillion different kinds of local stores. It is impossible to cover all these stores in a campaign. So, how did Cadbury India make it possible for all of these small enterprises to onboard Shahrukh Khan as their brand ambassador? The brand turned to Artificial Intelligence. Enabled by Rephrase's tech, the team used Machine Learning to recreate Shahrukh Khan’s voice and face to take the local store’s names in the ad. It was followed by a hyperlocal targeting campaign. The different versions of the same ad with local store names were targeted as per the pincode of the viewer, showing them only the nearby stores. From garment owners to local sweet shops, all SMBs can visit Cadbury India’s website and create their own version and share it on their social media platforms. The ad ends with happy faces and local store owners expressing how amused they are. "I still can't believe that Shah Rukh Khan made an ad for my store," says a local garment owner. “The small stores around us deserve to have a Happy Diwali," says Shahrukh Khan, who has indeed become India's biggest brand ambassador as he represents SMBs of all kinds this year. Not much to our surprise, the ad has gone viral and no one could stop talking about it over the weekend. <div type="twitter" handle="nairsameer" handlename="Sameer Nair" image="http://pbs.twimg.com/profile_images/579511576014651392/wjmKrPiv_normal.jpg" favoritecount="4367" retweetcount="1155" status="Not just a Cadbury Ad!Way to go @DairyMilkIn #SRK #HappyDiwali https://t.co/JTxDECYRFl" createdat="1634986210000" id="1451863513102647299"></div> <div type="twitter" handle="anujachauhan" handlename="anuja chauhan" image="http://pbs.twimg.com/profile_images/1388088514542149633/lDmI2vn-_normal.jpg" favoritecount="292" retweetcount="71" status="#ShahRukhKhan is the best metaphor we have for the Idea of India. And #Cadbury has proved that they are not just k… https://t.co/lvENV6psbs" createdat="1634997450000" id="1451910658719584262"></div> <div type="twitter" handle="RahulDevRising" handlename="Rahul Dev" image="http://pbs.twimg.com/profile_images/1256300956217536512/qCwAYjkt_normal.jpg" favoritecount="2654" retweetcount="688" status="Superb! Only ⁦he⁩ could have pulled this off! Weldon ⁦⁦@iamsrk⁩ #SRK ⁦@DairyMilkIn⁩ #HappyDiwali ⁦YouTube https://t.co/BnCw4srxY5" createdat="1635027324000" id="1452035957138419713"></div> Commenting on the launch of the second edition of the campaign, Anil Viswanathan, Senior Director – Marketing, Mondelez India, said, “2020 was whirlwind of a year, followed by an unhurried 2021. The lockdowns proved to be an ambush, especially for small businesses. The launch of the 'Iss Diwali Aap #KiseKhushKarenge' campaign was our way of lending support to those local ventures, helping them build resilience. It is the success of our first edition that inspired us to further take our purpose of generosity at the heart of these businesses and make their 2021 Diwali even more joyful, and we are thrilled to onboard the nation’s most beloved and talented actor, Shah Rukh Khan as the face of the current campaign. We have also partnered with Rephrase.ai who helped us leverage the might of AI,and help local business owners to light up their brands with a special personalized ad. Not only bringing their audiences closer but igniting interest amongst newer ones. Over the years, our products have become an intrinsic part of India’s celebrations. With this effort, we hope for our consumers to not just take home our products, but also live our purpose of small acts of generosity as they welcome the festive fervor with friends and family.” Sukesh Nayak, Chief Creative Officer, Ogilvy India, said, "The happiness that we generated in 2020 with our first edition of Not just Cadbury ad inspired us to come back with another edition of the idea. We used the power of AI Tech to help numerous small store owners create their very own personalized ads. We hope that this initiative helps boost the sales of small store owners and makes their Diwali sweeter." Shekhar Banerjee, Chief Client Officer, and West Head, Wavemaker India, said, “The massive success of this effort in 2020 prompted us to take it to the next level in 2021, considering Diwali celebrations still haven't returned to pre-covid levels. Consumer and local store outlook is still subdued, and we felt it was relevant this year to continue to extend our support to local retailers. True to our philosophy of leveraging data and tech in crafting all consumer experiences, we have pushed ourselves to greater heights and more inclusivity. We've expanded the scope from 250 pin codes in 2020 to 500 pin codes this year, reaching 2000+ local retailers. This year we're also adding a way for local stores as well as consumers to create their personalized ads and promote themselves or to support their local retailers.

Ever thought Shahrukh Khan could endorse your neighbourhood store? Here’s how Cadbury India is making it possible

<ul><li><keyword id="12297640" type="General" weightage="20" keywordseo="shopify-india" source="Orion">Shopify India</keyword> launches Festive Shopping Outlook Report 2021. </li><li>The Indian Retail Sector can expect to cater to smarter, savvier shoppers this Diwali.</li></ul>Shopify India has released an exclusive industry trend report based on their 2021 Consumer Insights Survey. The Festive Shopping Outlook Report 2021 has been put together against the background of the pandemic, even as the Indian retail sector continues to witness radical changes when it comes to consumer behavior and buying patterns. The survey, conducted between September 15, 2021 to October 20, 2021 amongst 800 metro and non-metro Indian shoppers, reveals changing consumer shopping preferences heading into the <keyword id="36208" type="General" weightage="20" keywordseo="festive-season" source="Orion">festive season</keyword>. These trends will ultimately determine the course that the Indian retail sector will follow, by elevating consumer strategies and aligning themselves to the new order. The survey by Shopify India has been released to decode changing consumer trends and sentiments in the run-up to Diwali – one of India’s most important annual festivals, that also results in the largest shopping period in the country. At its core, the report is aimed at studying the impact that multiple lockdowns, shifting retail landscapes and a struggling economy have had on consumer pockets and mindsets. The Festive Shopping Outlook Report 2021 published nine major trends that emerged from the Consumer Insights Survey. Heightened confidence in e-tailers waters down traditional advance festive shopping The pull of last-minute discount deals along with short-lead/express delivery advantages offered by e-retailers have been instrumental in gaining consumer confidence. According to the report by Shopify India, 2 in 3 Indian shoppers had not started shopping for the festive season at the time of taking this survey. This is in sharp contrast to pre-pandemic traditional behaviors where festive shopping in India would kick off in full swing nearly a month in advance. Smaller Indian cities emerge as key e-shopping growth hubs Multiple factors such as India’s nationwide mobile penetration, brands opting to shift to a D2C model, enhanced last-mile delivery and customer-friendly return policies have been instrumental in bringing the millennial, non-metro shopper to opt for the digital medium. While online shopping – in the last decade – has largely been prevalent amongst consumers in tier-I Indian metropolitan cities, the pandemic has accelerated and driven this growth up the charts in tier-II cities and non-metros as well. According to Shopify’s Festive Shopping Outlook Report, 53.5% millennial shoppers from non-metros have displayed a strong preference to shop online. Health &amp; safety concerns push customers to adopt tech-enabled, family shopping experiences Even with increased vaccinations, consumers are wary of offline/physical shopping and in-person interactions. Convenience, value for money and personalization offered by online players has enhanced e-purchasing’s appeal. However, one thing remains the same – Indian shopping still continues to be a family affair! Half the respondents of the survey indicated that they will prefer involving their families even when shopping online during the festive season. Local businesses to win big as consumers wake up to the advantages of shopping locally Close to 58% respondents stated that they would prefer to support and shop from small online businesses during this year’s festive season. This is in sharp contrast to the usual skew towards high-end brands when it comes to gifting and festive shopping. Smaller retailers have managed to capture consumer attention and loyalty by offering a range of value for money options, along with individual attention and personalized experiences. These benefits, combined with the emotional pull that consumers feel towards extending support and encouragement to businesses that are fighting to survive, have been instrumental in driving e-sales at these small, local establishments. Festive gifting gets utility-focused Consumers are now leaning towards gifts with high functionality and utility value, as opposed to standard festive sweets or dry fruit tokens. Home confinements have led to consumers realizing the need to constantly upgrade or enhance their abodes. It comes as no surprise that home décor and furnishings topped this year’s festive shopping lists with over 50% respondents displaying preference to spend on gifts under this category. Big budgets parked for electronics, dimming the spotlight on jewellery Despite being considered auspicious as well as status symbols, gold and precious metal jewellery which have been traditional festive gifting favorites seem to have fallen out of favor with Indian shoppers this year. The pandemic has inspired consumers to put their money where major dependencies lie; in tech gadgets. This festive season, electronic gadgets are all set to command maximum consumer gifting budgets with close to 42% respondents to Shopify’s survey showcasing increased propensity towards it. High-speed internet connections and a heightened need to stay connected have increased consumer reliance on gadgets. This has translated onwards onto a large proportion of downsized festive budgets being allocated to electronic products this year. Consumer sentiment confirms that the online shopping boom is here to stay According to Shopify India’s Festive Shopping Report 2021, 76.9% Indian consumers show deep inclination towards online shopping this festive season because of the convenience it offers. While traditionally festive shopping has been an offline retail activity, pandemic-induced restrictions put in place to contain the virus forced most retail activity to move online. A practice that many consumers have got familiar with and also appreciate for the bouquet of benefits it has to offer. However, this year, even with the lifting of most restrictions, high vaccinations rates and a lower covid caseload in India, Shopify India has witnessed a continued preference for virtual retail. Contactless spending set to dominate the future of payments in India and in ‘Bharat’ With the pandemic necessitating contactless payments and boosting cashless transactions, cash is no longer king in an economy which was previously heavily reliant on cash. Armed with the second-largest mobile-user base globally, India has transitioned into the e-payments era on the back of easy, convenient and accessible UPI payment options. Nearly 50% respondents surveyed by Shopify stated that they preferred to process payments via UPI as opposed to any other form of transaction. Interestingly, the preference remains consistent across both, online and offline shopping experiences. Conclusion Diwali 2021 is set to witness the rise of a smarter, savvier Indian consumer generation which is highly dependent on technology and mobile connectivity. They now seek convenience and value over all else and have broken away from traditional token gifting. It can safely be said that this year, Indian consumers are planning their Diwali shopping with an eye on the future. A future which they are already scripting; one Rupee at a time.

Local businesses to win big as consumers wake up to the advantages of shopping locally: Shopify report

The Confederation of All India <keyword id="6371444" type="General" weightage="20" keywordseo="traders" source="Orion">Traders</keyword> (<keyword id="853920" type="General" weightage="80" keywordseo="cait" source="Orion">CAIT</keyword>) has asked traders to increase their stocks as people are going to buy more in the upcoming <keyword id="188" type="General" weightage="80" keywordseo="diwali" source="Orion">Diwali</keyword> festival season. Citing a <keyword id="15508" type="General" weightage="50" keywordseo="yougov" source="Orion">YouGov</keyword> report, CAIT has said that nearly 36 per cent of people living in the urban areas are likely to spend more during the Diwali season. "The expected growth in business among cities will not be restricted to cities alone but traders in small towns and rural areas will also witness growth," it said. CAIT National President B.C.Bhartia and Secretary General Praveen Khandelwal said the report of YouGov was based on Diwali spending index, which shows that this year the spending intent stands for 94-45 in comparison to 90.71 in 2021 and 80.96 in 2020 which is also a parameter for recovery of the economy. In the last two years due to Covid pandemic, the consumers faced a financial crisis." The prominent sector, the CAIT, sees growth include home appliances, Travel, Health and Fitness, Home Decor and gold. The CAIT expects that besides these sectors consumer electronics, mobiles, readymade garments, gift articles, FMCG sector, consumer durables, electrical fixtures and fittings, etc., will also see good business. CAIT said the festival season was all set to begin from August 31 to September 9, which will be prominently celebrated in Maharashtra, Gujarat, Madhya Pradesh, Tamil Nadu, Karnataka, Andhra Pradesh, Goa, etc. whereas the festival of Navratri, Ramlila and <keyword id="6357908" type="General" weightage="50" keywordseo="durga-puja" source="Orion">Durga Puja</keyword> will begin from September 26 to October 5, and Diwali on October 24. SEE ALSO : <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/news/indian-fintechs-raised-29-bn-this-year-thats-14-of-the-total-global-funding-share-report/articleshow/93721531.cms">Indian fintechs raised $29 bn this year, that's 14% of the total global funding share: report</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/india/news/only-1-of-indians-plan-to-buy-e-scooters-in-6-months-over-safety-performance-concerns-report/articleshow/93721613.cms">Only 1% of Indians plan to buy e-scooters in 6 months over safety, performance concerns: report</a>

Stock up for upcoming festive season, retail body tells traders

<ul><li>The first half of 2020 was so unusual and unprecedented that the ad industry took a nosedive to as low as -60%.</li><li>Businesses of all kinds and sizes suffered and put their advertising activities on hold to give their consumers space to process the unprecedented times.</li><li>So, after a year and a half of lull, brands and advertisers went all out with their marketing activities during the festive season this year. Consumers were extra excited to step out, shop zealously and as most research studies reflected, Diwali exceeded expectations and broke previous records.</li><li>So, we speak to media experts and digital agencies to find out if the advertising industry has managed to bounce back this year, discuss the industry’s spending so far and their expectations from the last festival of the season, Christmas.</li></ul>After a year and a half of celebrating festivals virtually, Indian consumers were excited to have some sense of normalcy back this year during the festive season. Advertisers and brands also went all out to leverage on this uptick in consumer sentiment, starting from Raksha Bandhan to Diwali. Experts were also hopeful that the festive season will bring in cheer and serve as a respite from the pandemic-associated slumber. According to Redseer Consulting, 2021 saw India witness its biggest ever Festive Sales with brands clocking a Gross Merchandise Value (GMV) of $9.2 billion through online channels over this period. Online Festive Sales in India continued to grow at a blistering pace and saw a 23% YoY growth in GMV. On the other hand, the categories that witnessed subdued growth this year included the likes of home furnishings, home decor, furnishings and other electronics. Looking back at 2020, Eeshita Ghosh, General Manager and Office Head, Motivator Bangalore said, “The festival of 2021 is definitely better than 2020 and as high if not more than 2019. The ad volume started picking up from Q3 of 2021 and with more than 20% growth over 2019 Q3. The festival months saw multiple new advertisers getting active, approximately 2000+ new advertisers are active in media. The inventory was full, and the market sentiments were very positive. With festival and IPL, media was very active with multiple new categories.” A lot of hopes were banking on the festive season for the industry's overall revival, however, unlike Ghosh, Neena Dasgupta, CEO &amp; Director, Zirca Digital Solutions was a little disappointed; not with the numbers but with overall creativity. Explaining why, Dasgupta said, “Honestly, the performance fell short of expectations. Not only in terms of volume but also the kind of activities. I felt our methods possibly regressed a bit to remain cautious and conservative. Innovative ideas were few and yet each of them benefited. The consumer is now more aware and it’s time we took their psychometric into consideration. And at times where media dollars need to be more efficient and effective, we have to embrace tech that allows us to capture the consumer mindset and then deploy media buys across mediums.” Sharing how the festive season has panned out so far for the advertising industry, Dasgupta added, “It’s been an interesting festive season. There was exuberance in the consumer spirit and it reflected in some categories. And yet the exuberance didn’t necessarily translate into communication to the same scale. This was possibly a combination of inflation, economic imbalance at consumer levels and some category constraints that impacted sales. What was interesting g though was the growth in rural activities at the consumer end and advertising end too. Every medium had its share. And fintech growth made some aspirations real for this segment. We now have a fascinating growth story for Bharat.” With a steady monsoon and plump harvest so far, it was a cheerful year for rural India as well. They spent their harvest festivals with more enthusiasm and happiness to share with their loved ones. Brands also left no stone unturned to expand their marketing activities beyond metro and Tier I cities this year. In fact, this year, Tier II and III had the lion’s share in e-commerce spends. Will we return to 2019’s ad spends? After June, the advertising industry’s performance picked up by leaps and bounds. Raksha Bandhan, Ganesh Chaturthi and ace festival Diwali, improved consumer sentiment and helped the advertising industry to bounce back. But have we returned to 2019’s levels? “The ADEX numbers for October and November are yet to come, but as we observed from our billing, we are positive that it has bounced back to 2019 levels,” said Ghosh. Dasgupta told Advertising and Media Insider that regional and rural markets exceeded 2019’s performance but some markets are yet to reach there. Decoding media dispersion this festive season While there was buoyancy across the board, television got the most attention from advertisers yet again, followed by digital. Talking about medium dispersion, Monaz Todywalla, CEO at PHD Media India said, “In terms of mediums, television and digital continue to drive impact and lead from the front, with digital playing a vital role in ensuring last-mile connectivity and driving sales across multiple touchpoints. Raman Mittal, CMO and Co-Founder, TO THE NEW was delighted to see digital getting a bigger piece of pie than 2020. He said, "COVID revolutionized the way people shop. We saw businesses go all out on digital channels this Diwali season to communicate with potential clients. Companies have adjusted their attention on digital marketing to stay up with new shopping channels and get the biggest piece of the pie as a result of continual digital transformation." "Interaction and Influencers were the two themes that peaked this festive season," Raman continued. "Giveaways, contests, and online polls were used to promote interactive content. In addition, the top celebrities were enlisted to help brands stand out amid the crowd. These tendencies, we believe, will last well into Christmas and New Year." Within digital, video got the most attention and while traditional advertisers continued to spend heavily, they were matched and at times exceeded by online services/startups. Mihir Karkare, Cofounder and EVP of Mirum India said, "The videos ruled the roost this festive season. Online video platforms were in great demand – YouTube and OTT were the preferred choices for brands. Apart from Diwali, all the cricketing action also contributed heavily towards increased advertising spends. From a 'growth of share' standpoint, Influencer marketing as come of age." Hopes rest on Christmas Christmas is the last festival of the year. Will it give an additional impetus and help the advertising industry exceed 2019’s performance? “Christmas is a bit low, but we have seen many advertisers continuing with the momentum built during the Q3 period. I expect Q4 to be like Q2 and will be higher than Q4 of 2020 and close to 2019 Q4,” answered Ghosh. PHD Media’s Todywalla is optimistic that the momentum will continue and brands will keep up with their marketing blitzkrieg. “With consumers showing an increased propensity to spend, pent-up demand from brands translating into a bouquet of launches - complimented by high-decibel marketing campaigns, and an overall increase in consumption and sales from all corners of the media and entertainment ecosystem, the festivities have ushered in a season that's peppered with a healthy dose of optimism. We believe this wave of hope and optimism is expected to be carried forth into the coming year too," said Todywalla. With a huge push from key festivals such as Diwali, Ganesh Chaturthi and Raksha Bandhan, cautious optimism continues to thrive in the advertising industry.

Has 2021’s festive season given India’s advertising industry a big enough push to recover from the 2020 after-effect?

The much-anticipated IPO of public sector insurer Life Insurance Corp of India (LIC) may well lend more sparkle to the Indian stock markets this Diwali. Speaking to IANS, <keyword id="44532" type="COMPANY" weightage="20" keywordseo="Disinvestment">Disinvestment</keyword> Secretary Tuhin Kanta Pandey noted the fact that LIC is a complex undertaking but the government is up to the challenge and will complete the market offering post October. "It may happen after October... around Diwali," Pandey said in the interview. He added that the government has already initiated its plan to clear all incumbrances on way of LIC IPO. In this regard, he said that the amendment required for the IPO has already been included as part of the Finance Bill, 2021 and will become effective once <keyword id="6354721" type="COMPANY" weightage="20" keywordseo="parliament">Parliament</keyword> gives its nod to the <keyword id="6360189" type="COMPANY" weightage="20" keywordseo="union-budget">Union Budget</keyword>. Presenting the Union Budget on Monday, Finance Minister <keyword id="129243" type="PERSON" weightage="20" keywordseo="Nirmala-Sitharaman">Nirmala Sitharaman</keyword> said that all the announced disinvestment proposals including the LIC IPO would be completed this fiscal. She had first made the mega announcement of the IPO in the last year's budget. On the size of the <keyword id="8843196" type="UNKNOWN" weightage="20" keywordseo="LIC-Offer">LIC offer</keyword>, Pandey said that the amount of shares to be offered in the initial public offering (IPO) would depend on the embedded value and the size. The valuation process is underway for the insurance giant. "This is an institution in which people have trusted and we don't want to break their trust. We have even asked them to be the owners (shareholders)." Pandey said that Amendment Act reserves 10 per cent of the total shares on the block for policy-holders. Regarding the requirement of listed public sector companies to achieve minimum public shareholding of 25 per cent, he said that a new rule is in the making for large PSUs having high valuations. A rule notified in 2018 had mandated every listed PSU, which has public shareholding below 25 per cent, to increase its public shareholding to at least 25 per cent, within a period of two years from the date of that notification -- August 3, 2018. The government has however extended the time period for compliance to the norm till August 2021. Currently, the government totally owns LIC and its valuation is expected to be in the range of Rs 8-10 lakh crore. Once LIC enters the stock market, it may be the largest IPO in Indian history, even if just 5 per cent of its paid-up equity capital is offered to the public. The top five IPOs in India so far are Coal India, Reliance Power, General Insurance Corporation of India (GIC Re), ONGC and SBI Cards and Payment Services. Each of these have been in the vicinity of Rs 10,000 crore. The Secretary for the Department of Investment and Public Asset Management (DIPAM) also said that the government's core focus in terms of disinvestment will be strategic sale and the major chunk of revenue from offer of shares on the stock markets, be it an IPO or offer for sale (OFS) would come from the LIC IPO. SEE ALSO: <a href="https://www.businessinsider.in/business/news/reliance-subsidiary-to-sell-all-of-its-upstream-assets-in-marcellus-shale-play-for-250-million/articleshow/80682497.cms" data-type="tilCustomLink">Reliance subsidiary to sell all of its upstream assets in Marcellus shale play for $250 million</a> <a href="https://www.businessinsider.in/business/corporates/news/kishore-biyani-says-sebi-ban-wont-stop-future-group-deal-with-reliance/articleshow/80680781.cms" data-type="tilCustomLink">Kishore Biyani says SEBI ban won't stop Future Group's deal with Reliance</a>

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