The PULSE - October 2025

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This edition is our deep dive into the evolving world of festive marketing in India, where consumption meets culture and brand stories meet human stories. A space where every creative, click, and consumer insight races to claim a piece of India’s festive imagination.
On our cover is Gunjan Khetan, Director - Marketing, Perfetti Van Melle India, capturing this transformation perfectly. For a confectionery brand that thrives on impulse, Perfetti has been carving its own space in a season dominated by high-ticket spends. By using a mix of humour, purpose, and cultural insight, and even creating new festivals of its own, the brand has redefined how joy can be marketed.
Inside, we decode how marketers are steering festive joy in a landscape that’s more measurable, more personalised, and yet, more emotional than ever. Because while tech may amplify marketing, it’s still the human instinct that makes it meaningful.
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