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In this issue

The 2025 season was a big move towards the digital channel. India Reportedly, festive shopping is becoming more digital, vernacular and cross-screen as consumers are discovering and buying via mobile, connected TV (CTV), and offline touchpoints. This change was noticeable as early as mid-August, with customers doing online shopping, making comparisons and buying impulsively based on AI-driven suggestions and family-oriented CTV advertisements.