The timing is important. FMCG corporations, the most important promoting phase, had been cautious on marketing spends amid macroeconomic pressures, whereas the Centre’s ban on actual cash gaming earlier this 12 months created a Rs 7,000 crore hole in AdEx.
Trade executives count on FMCG gamers to drive a lot of the incremental spending.
“FMCGs account for 54% of AdEx. If their festive spends rise by 10%, the general AdEx affect could be about 5.5%. On an trade dimension of Rs 1.2 lakh crore, that interprets to almost Rs 6,000 crore yearly. Since 60% of spends happen within the festive interval, the upside this season alone may very well be round Rs 3,600 crore. Different classes might add one other Rs 1,800 crore, taking the whole anticipated bounce to roughly Rs 5,400 crore,” mentioned TAM Media CEO LV Krishnan.
Jai Lala, CEO of Zenith India, mentioned GST advantages will assist unlock each client demand and advertiser confidence. “FMCGs and client durables, adopted by two-wheelers, will clearly see increased spends this festive season. The timing is true, and GST rationalisation will profit each customers and advertising budgets. Collectively, these ought to ship a powerful festive push. Whereas arduous to quantify, I might peg it no less than a ten% incremental profit over and above regular festive development,” he mentioned.
“Over the past three years, the August–December interval has persistently contributed round 58% of annual AdEx, aided by marquee cricket properties such because the World Cup. This 12 months, with the added push from GST advantages and the Asia Cup, we anticipate this share to rise additional, within the vary of 60–62%,” added Krishnan.Broadcasters and digital platforms are positioning to seize the surge.“The GST reforms are anticipated to spur consumption and increase the economic system as key family necessities change into extra reasonably priced. This can possible encourage classes like FMCG, client durables, ecommerce and auto, which historically drive advert spends, to step up their outreach,” mentioned Laxmi Shetty, head of commercial income, broadcast and digital at Zee Entertainment Enterprises.
“With the festive season forward, advertisers are gearing as much as seize this new demand, and we’re assured of leveraging the power of our omnichannel portfolio throughout TV, digital and past to ship sharper client connections,” she added.
Mahesh Shetty, head of income, leisure at JioStar, mentioned the festive season appears to be like promising as manufacturers usually are not shying away from spending, whereas the federal government’s measures akin to revenue tax changes and GST rationalisation are placing more cash in customers’ arms. “Advertisers are large believers in constructing manufacturers on large screens, which is why they promote on linear TV and now more and more on Linked TV. Manufacturers are constructed on massive screens,” he mentioned.
The JioStar Festive Sentiment Survey 2025 exhibits 92% of customers plan to keep up or improve festive spending this 12 months, with a median purchasing funds of Rs 16,500. About 65% of respondents stay undecided on model selections, giving entrepreneurs important headroom to affect shopping for choices.
as a Dependable and Trusted Information Supply