The most awaited months of the year are here, and brands are busy lighting up their social media feeds with influencer content. The festive season has been crowned as the peak advertising window, but this year will see a defining shift.
What began as experimenting with influencer campaigns is now pulling in some serious marketing budgets. Brands are parking money with creators, especially those who dominate short-form video platforms.
The Big Budget Shift
Over the last two years, we’ve seen a steady stream of brands moving away from festive plans focused solely on traditional media. Influencer marketing spends during the festive period are expected to surpass ₹700 crore. In addition, several studies have noted an increase of 20-40% in influencer allocations.
India’s Festive Format of Choice
Scroll through any social media platform, and you’ll see how reels have taken over. From creators ready with their DIY décor hacks to food influencers whipping up their favorite festive recipes, Instagram Reels and YouTube Shorts have become the most effective formats for festive engagement.
There has been a tremendous shift in how brands are designing briefs. Brands are now looking beyond just cutting down TVCs into digital clips; they’re parking Reel-first briefs with agencies.
Nikhill Srivastavaa, Board Advisor, IIGC and Founder & CEO at Half-Circles, said, “If your product doesn’t shine in a 20-second reel, it probably won’t sell this Diwali. Reels have become the first screen for discovery, storytelling, and even conversions.”
Macro Reach, Micro Trust, Nano Relatability
How a brand creates an influencer mix for its campaign is crucial in making the most out of the festive season. Brands are now taking a tiered approach, tapping on macro-influencers for reach, micro-influencers for niche credibility, and nano-influencers for winning community trust.
Studies show that as much as 40% of festive ad budgets are now being channeled towards micro and nano creators, especially in Tier 2 and Tier 3 cities.
“Bharat is where growth lives. Our local language, our culture, and our regional authenticity are what drive higher purchase intent and not shiny, gimmicky campaigns,” said Sarbajit Bhattacharjee, Board Advisor, IIGC and Digital Manager at Delhi International Airport
Rate Cards on Fire
As the demand for creators is on the rise, rate cards have surged by 15-30% this festive season. Brands usually reach out to popular creators weeks in advance and lock in collaborations earlier each year.
Brands are now looking at exclusive tie-ups with creators for the entire festive stretch, which also means premium payouts.
ROI-Driven Influence
In 2025, festive influence is about measurable outcomes. Payment models now often tie part of an influencer’s fee to performance metrics such as website clicks, app installs, or coupon redemptions.
Amrita Kumar, Board Advisor, IIGC and VP & Head of Marketing at Isprava, “The shift toward a pay-for-performance model shows how influencer marketing is growing up. It’s making the conversation in boardrooms sharper, where we can now justify real budgets not just on visibility, but measurable impact.”
This festive season is proving that influencer marketing is a strategic investment. For brands, the playbook has already evolved:
- Plan early since festive creators are booked out faster than ad slots.
- Invest smartly by creating a mix of macro reach with micro trust.
- Stay local by tapping on vernacular creators are the new cultural connectors.
- Measure meaningfully by tracking conversions, not just engagement
This season has become a moment of opportunity for creators. It’s all about partnerships with purpose, collaborations that celebrate culture, creativity, and commerce all at once.
