Ad spends up 25% this Navratri

FESTIVE AD SPENDING this Navratri has grown by roughly 25% from last year, adding up to nearly ₹5,400 crore in extra marketing activity,according to industry sources.

- GEETIKA SRIVASTAVA

The surge reflects not only buoyant consumer sentiment but also a shift in strategy as brands compete to capture attention in a crowded festive season that stretches till Diwali.

E-commerce platforms remained the most aggressive spenders, with campaign volumes rising close to 30% during Navratri-led sales events. Quick commerce, meanwhile, set the stage for personal care, snacks, and gifting essentials, with ad volumes also up 30% from last year. "Digital now commands close to 40% of total festive budgets, with brands pushing performanceheavy, data-led campaigns," adds Meher Patel, founder of

Hector, adding that cost-perclick in beauty alone had jumped 22% from 2024 levels.