MAM
54 per cent of Indian consumers prefer hybrid shopping for festive season: InMobi’s festive report
Mumbai: Close to the heels of the upcoming festive season, InMobi, a leading provider of marketing and monetisation technologies, has unveiled key insights from its annual festive trends report. The Marketer’s Guide to the Festive Season 2023 for India delves into the mushrooming trends in buying behavior during the festive period, highlighting their potential to mold digital marketing strategies for brands.
The report highlights that 54 per cent of respondents will engage in hybrid shopping, combining online and offline methods. Furthermore, 84 per cent have increased their online shopping budgets compared to last year. Among the women surveyed, 68 per cent see themselves as the main decision-makers for festive shopping, prioritising personal needs first, followed by family and business associates.
InMobi conducted an extensive survey with more than 1,000 Indian mobile users to gain insights into their festive spending intentions and preferences. The resulting insights are a valuable resource for brands looking to refine their festive marketing strategies. Shedding light on the burgeoning spending patterns and shifting preferences of Indian consumers, the report also unveils other significant findings:
1, Budgets look bright as 84 per cent of Indian consumers reported an increase in online shopping budgets compared to the previous year.
2. Reduced price consciousness leads to an interest in exploring options as 63 per cent said that they know what item to buy and are only left to finalize the brand of their choice.
3. The festivities are phygital as 54 per cent of respondents prefer hybrid shopping, combining online and offline methods and 44 per cent said they would shop online only.
4. Unplanned shoppers are inclined to shop closer to festivals. 58 per cent planning to shop around Dusshera and Diwali, whereas about 1 in 3 shoppers are looking to start as early as September.
5. Mobile reigns over India as the most popular channel for Indian consumers as they Learn (46 per cent), Explore (79 per cent) and Buy (78 per cent) making it an essential part of their purchase journey
“The essence of India’s festive season is rooted in traditions, cultures, and the emotions they evoke. The months leading up to the festivities, especially around Dussehra and Diwali, are significant for brands, as most shopping explorations and purchase decisions occur during this time,” said InMobi chief business officer of the consumer advertising platform Vasuta Agarwal. “With 78 per cent of consumers planning to shop on their smartphones, mobile is the most crucial channel for brands this festive season, making it imperative for them to embrace a mobile-first approach in their marketing strategies. This approach will enable an authentic connection with the Indian festive shopper of 2023,” Vasuta added.
In India, festive celebrations span from September to the end of the year brimming with uninterrupted shopping activities. Most respondents have reported that they will start learning about brands and products and exploring different choices available for festive shopping in September. Notably, a substantial 66 per cent of them plan to allocate a budget between ₹25,000 to ₹50,000 towards their festive purchases.
The report unveiled significant findings, categorising three distinct buyer personas based on shopping behaviors and preferences. 19 per cent of festive shoppers fall into the Unplanned Shoppers segment, making buying decisions between Dussehra and Diwali. Among the festive shoppers, 63 per cent are category explorers, who have already initiated research to refine their brand and product preferences for purchase. The remaining 18 per cent are classified as brand lovers, characterised by the highest budget for festive shopping.
“Over the past year, we have witnessed a wide array of brands harness and leverage the potential of the smart lock screen to drive relevant engagement with connected consumers. A classic example is that of Coca Cola where the brand leveraged Glance’s smart lock screen to enable their consumers to send hyper-local personalized festive invites to their friends and families, which could be customized and delivered in any language of their choosing. Similarly, Zomato and Kuku FM too leveraged the festive season to drive better engagement with their consumers via the smart lock screen to great success.” Vasuta further added. “As this festive season is fast approaching, Glance will indeed play a substantial role in helping brands fortify their digital footprint and spark connections with consumers across India.”
To learn about other unique festive shopping trends and uncover the strategies for your brand, download your copy of The Marketer’s Guide to the Festive Season Report 2023 by InMobi.
MAM
Lakmé launches SPF infused makeup range with ‘I Earned It’ campaign
Lakmé 9to5 Hya Beach Edit blends sun protection, hydration and colour.
MUMBAI: If the Indian summer insists on turning up the heat, beauty brands are learning to keep their cool. Lakmé has unveiled a new campaign titled “I Earned It” to introduce the Lakmé 9to5 Hya Beach Edit, its first makeup range infused with SPF. The campaign features brand ambassador Aneet Padda and positions the collection as a blend of sun protection, skincare and long wear colour designed for India’s hot and humid climate.
Part of the Lakmé 9to5 portfolio, the new range expands the brand’s long running narrative around the confident working Indian woman. With the “I Earned It” message, the campaign shifts the focus slightly, celebrating not just ambition but also the idea that downtime and personal moments are equally deserved.
The campaign film follows a modern professional navigating a day that moves effortlessly between work calls, coffee runs and evening plans, reflecting the fast paced routine of urban life where indoor polish often meets outdoor exposure to the sun.
Hindustan Unilever Limited chief marketing officer for beauty and wellbeing Sunanda Khaitan said the product was developed with India’s climate and lifestyle in mind. “Living in a country with high sun exposure made us rethink what long wear beauty should deliver. With the Lakmé 9to5 Hya Beach Edit we are bringing together sun protection, hydration and high performance colour in a single step,” she said.
The new range is formulated with SPF and powered by hyaluronic acid, a skincare ingredient widely used for hydration. According to the brand, the products are designed to remain intact in heat and humidity with sweat proof, transfer proof and water proof formulas.
The aim is to merge skincare benefits with cosmetic performance, offering lightweight finishes that stay fresh even during long days outdoors.
Padda said the campaign resonated with her own routine of balancing work and personal time. “‘I Earned It’ is a reminder to celebrate yourself without guilt and enjoy the moments you have worked hard for. The campaign reflects that spirit with makeup that feels fresh, effortless and designed for real life,” she said.
The campaign was developed by Ogilvy, where creative leaders Mihir Chanchani and Zenobia Pithawalla described the concept as reflecting a Gen Z mindset that embraces both hustle and leisure.
The Lakmé 9to5 Hya Beach Edit collection is now available on the brand’s official website, major online marketplaces and retail stores across India.
