MAM
GUEST ARTICLE: Mobile OEM advertising solutions are helping D2C brands ace their performance marketing game this festive season
Mumbai: Due to conservative market behaviour since March 2019, covid-19 has restricted businesses from taking a full-scale marketing approach. However, mobile user penetration has grown enormously since the same period in India due to the increase in usage of internet services and the affordability and economic viability of smartphones. The upsurge in the use of mobile technology has led to an accelerated growth in the consumption of D2C mobile apps. Moreover, with mobility and in-person interactions returning to life in 2022, consumer behaviour toward D2C brands is also drastically growing.
As the festive season in India is about to hit the roof, D2C brands are expected to garner significant attention and demand, and consumer sentiment looks upbeat, particularly in tier I & II cities. For these brands, the expectation of such seasonality means growth in revenue through performance marketing, as consumer brands during special promotions and festivals in India are proven to generate more business.
Boom expected in the post pandemic era…
As per the ‘Second Festive Pulse Survey by The Trade Desk/Nasdaq: TTD,’ there will be a 68 per cent increase in Indian shoppers this festive season with nearly seven in 10 shoppers intending to shop on D2C sites. While observing the current trends, there is increased competition between D2C brands as they become more focused on their ad spends to maximise growth during this festive season despite the concerns over rising inflation.
App marketing opens up avenues to acquire loyal users for D2C brands…
Indian D2C brands are thriving with an omnichannel marketing avatar that includes a mix of DOOH, TV, and digital ads using search and social, print, and more. While measuring the success of traditional marketing methods is difficult, one can effectively measure the ROAS (return on ad spend) with performance marketing through mobile OEM (original equipment manufacturer) app marketing.
Leveraging OEM app marketing strategies to acquire users during this peak festive period can give D2C brands a more lucrative ROAS and increase user engagement. In addition, with mobile OEMs, D2C marketers can tap into untapped audiences and help them unlock a newer and more efficient revenue stream.
Mobile OEM advertising offered by mobile OEMs such as Xiaomi, Huawei, Oppo, Vivo, and Samsung can help D2C brands with enabling app discoverability: D2C brands can leverage appographic targeting to target users with similar apps and unique app interests beyond the category during the festive season.
Appographic targeting with mobile OEMs is potent in providing high-value users and acts as a powerful strategy for app marketers.
Better Visibility: To increase ad visibility during special promotions or festivals like Diwali in India, D2C mobile apps can take full advantage of “app store featuring” with display formats such as Splash and Interstitial ads. In addition, mobile OEMs offer unique ad placements for special shopping and discount cards during the festive season.
Increased re-engagement: Few mobile OEMs offer down-the-funnel re-engagement for m-commerce apps with special placements during the festive season to regain static users who have been inactive on the app. For such occasions, featured custom placements are highly recommended for increased brand awareness. In addition, D2C apps can also get consultations about the kinds of creatives that best work for the festive season to get the maximum reach and engagement.
Getting the most of your app marketing strategy for ‘22 festive season…
While developing creatives for display ads, app marketers must be highly attentive to ensure that their brand resonates with the colour scheme and fonts. It best helps the users identify and engage with the brand. Secondly, since mobile media buying inventories get increased bidding from app advertisers during the festive period, D2C marketers need to book high-impact branding placements on a timely basis. Before the pricing increases, D2C marketers need to plan media buying effectively. Equally important is to explore PMP deals at private marketplaces with mobile OEMs where app marketers can bid on high-performance-based suggested inventories.
As consumers buy more from brands directly from the brands’ websites or apps, D2C brands should rightfully leave no stone unturned to scale their app marketing efforts and get some fresh eyeballs with a positive outlook on engagement and retention.
The author of this article is AVOW co-founder Ashwin Shekhar.
Brands
Nykaa eyes majority stake in Deepika Padukone’s 82°E brand
Deal could help scale premium label as Nykaa sharpens its beauty play
MUMBAI: Nykaa is in advanced discussions to acquire a majority stake in 82°E, the premium skincare label founded by Deepika Padukone, according to media reports.
The proposed deal signals Nykaa’s intent to deepen its House of Nykaa portfolio while giving 82°E the scale it has struggled to achieve independently. Padukone is expected to retain a minority stake if the transaction goes through.
For Nykaa, the play is both strategic and timely. With a customer base of over 42 million, the company is betting on its strong distribution, logistics, and repeat purchase ecosystem to revive the brand’s momentum. The two sides already share a working relationship, with Padukone serving as Nykaa’s global brand ambassador since September 2025.
Launched in late 2022, 82°E entered the market with a premium positioning but has faced headwinds. The brand reported revenue of Rs 14.7 crore in FY25, down 30 per cent year on year, alongside losses of Rs 12.26 crore. Industry observers have pointed to steep pricing, a somewhat diffused brand identity, and intense competition from digital-first labels as key challenges.
The potential acquisition also reflects a broader shift in India’s beauty and lifestyle space, where celebrity-led brands are increasingly partnering with larger corporates to unlock scale. Alia Bhatt’s Ed-a-Mamma, for instance, sold a majority stake to Reliance Retail, while Katrina Kaif’s Kay Beauty has emerged as a standout success within Nykaa’s portfolio, clocking Rs 132.4 crore in FY25 revenue.
Nykaa itself has been on a strong growth trajectory. Its parent, FSN E-Commerce Ventures, reported a 156 per cent jump in net profit to Rs 68 crore in the December 2025 quarter, with revenue reaching Rs 2,873 crore.
Nykaa has been steadily building its portfolio through acquisitions such as Dot & Key, Earth Rhythm and Nudge Wellness, signalling a clear push to own and scale homegrown brands.
If the 82°E deal materialises, it could mark a fresh chapter for the label, blending celebrity appeal with corporate muscle. For Nykaa, it is another calculated step in staying ahead in an increasingly crowded beauty aisle.
