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292 Million Clicks: India's Festive Winners Decided Weeks Before Diwali
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Storyboard•23-09-2026, 08:55
292 Million Clicks: India's Festive Winners Decided Weeks Before Diwali
- •The Indian festive season now begins eight weeks before Diwali, with consumers starting purchase considerations early, changing marketing strategies.
- •An Open Internet advertising network in India generates over 292 million monthly clicks and reaches 86% of the 25-64 age group, providing real-time insights into consumer decisions.
- •Despite AI speeding up initial research, consumers still take time to validate choices with reviews and comparisons before making final decisions.
- •Festival seasons increase readership and change content consumption, with religious and spiritual categories seeing a 3-4x surge on festival days.
- •Brands must combine Open Internet signals with their own data to gain a competitive edge, understanding customer intent and timing for effective campaigns.
Key Questions Answered
Consumers' considerations for festive purchases in India can start building up as early as eight weeks before the height of the festive season.
Datum Intelligence predicts the festive e-commerce GMV will reach between Rs 1.5 lakh crore and Rs 1.55 lakh crore, representing a 25% to 29% increase from Rs 1.2 lakh crore last year.
Readership figures remain fairly consistent throughout the period, but the religious and spiritual category increases by three to four times on selected festival days.
