MAM
Guest Column: The changing landscape of ‘Festive Marketing’
Festive season is a time when marketing spends by brands shoot through the roof – and for good reason. This is the time when most high-ticket purchases are made, or if not, influenced. Because of these, most products have huge discounts going on their platforms or brands. While classically, this translates to a month of festivities, but eventually encapsulates the last quarter of October, November, and December.
As a result, most of the brands spend most of their marketing budgets in the last quarter of the year, typically October – December period which starts from Onam, Ganpati and gains pace with Dussehra- Diwali. Last quarter spend accounts nearly 30 per cent of the annual advertising spends. With the digital sector booming, brands use digital platforms to advertise and leverage them to the utmost in the festive season.
In 2016, we witnessed a short festive period with Dussehra. This was primarily because of Diwali falling in the same month of October. Then there was demonetization and GST. In 2017, the annual ad spends was a little better with 18-20 per cent growth over last year, however the demand was still below par. What we witnessed was not a very “Happy Diwali” in last two years.
Marketers predicted that in 2018, the festive season would bounce back with both on-demand higher share of ad spends as compared to 2017. However, the third quarter of 2018, we witnessed one of the biggest calamities when floods hit God’s own country- Kerala, devastating the entire southern region of India. Marketers lost hundreds of crores of media revenues as they could not gauge the Onam spirit as everyone was occupied in restoring the region. The entire marketing community was toned down to pay their respects and take cognizance of what had happened.
Which brings us to the next question – what would be the sentiment of market in the last quarter (October- December period)? Will brands take a cautious approach in ad spends, worried about the lost opportunities in the previous quarter? Or the brands would go full boom in ad spends & make up with the lost opportunities in the previous quarter. Time will tell.
My guess is that to make up for the lost time & opportunities, basis the previous quarter, it would make complete sense for the brands to go full throttle. We have already seen how three prominent e-tailers – Amazon, Flipkart & Snapdeal have started screaming discounts on everything in national newspapers, indicating the trend for next three months.
Prominent roadblock properties like the Big Billion Day sales are planned around the festive season for the same reason. While these were initially believed to be rub-offs of international trends done by international giants like Alibaba, they have managed to gather a life of their own. And as a result, one cannot see this fading out of consumer behaviour anytime soon.
As a prediction, it is safe to say that we are definitely in a better position than the last two previous years. This is primarily due to the fact that the festivals themselves have spread out across the calendar, thus giving the marketer more time and bandwidth to plan their campaigns and spends. Secondly, the consumer is keen to cash in on the festive season this year because the previous ones have been damp. But the informed marketer will only take a cautious approach – not going too wild with ad spends, while ensuring that the right sentiments and passion points of the targeted consumer are hit upon.
One can expect the digital spends to be primarily fuelled by e-commerce players, mobile manufacturers, automotive sector and BFSI. One can already see full spreads in print with the launch of latest gadgets, massive discounts on consumer goods and more. As the Diwali festival approaches, one can only expect the movement to gather more steam. What’s more, the consumer is always in the green. Even if they miss out on one ecommerce player, they have a lot more to fall back upon. And this number is only increasing. Even e-wallets like a Paytm have their own sale happening this year. It only goes to show that there are enough and more choices for the end consumer to park their monies in new products.
All in all, one can only hope that we have a truly Happy Diwali this time!
The author is VP & Head- Business Development, Grapes Digital. The opinions expressed here are his own and Indiantelevision.com may not subscribe to them.
MAM
Worldwide Travel Insurance for Indian Travellers: How to Find a Plan Without Geographic Gaps in Your Protection
Travelling to more than one country can make insurance selection more complex, because a policy that looks broad at first may still leave certain destinations, transit points, or regions outside its scope. For Indian travellers, this can lead to gaps in cover during a medical emergency or travel disruption abroad.
Here’s a guide to understanding how worldwide coverage works, which plan types to review, and how to check for geographic exclusions before choosing a policy.
Why Geographic Coverage Matters in Travel Insurance
When travellers look for the best travel insurance, medical cover and premium often get early attention, but geographic scope matters just as much. A policy may appear broad while still limiting cover in certain countries, regions, or travel routes.
This can affect hospital access, emergency support, evacuation terms, and non-medical benefits. For Indian travellers visiting more than one destination, checking where the policy applies is an important way to avoid gaps in protection.
Types of Worldwide Travel Insurance Plans Available to Indians
Worldwide travel insurance may be available in different formats, and each one should be reviewed based on the route, trip pattern, and list of destinations.
Single-Trip Travel Insurance
This type of policy is generally chosen for one overseas journey with fixed departure and return dates. It may suit travellers visiting one country or more than one destination during the same trip. The policy still needs to be checked carefully to confirm whether every destination on the itinerary is covered during the full travel period.
Multi-Trip Annual Insurance
This type of plan may be suitable for travellers who visit different countries several times a year. It can be useful only when the policy’s covered regions match the countries included across those trips. Before choosing it, travellers should check trip duration limits, region-wise exclusions, and whether all intended destinations are covered under the annual plan.
Region-Specific Plans
Some policies are built for selected regions rather than for the whole world. These plans may be arranged by destination groups such as Asia, Europe, or broader international zones. They may be suitable in some cases, but they should be reviewed carefully if the journey includes stopovers, connecting countries, or travel beyond the listed region.
Comprehensive Worldwide Plans
These plans are usually reviewed by travellers who want broader international cover across multiple destinations. However, a plan described as worldwide may still have country-wise limits, separate terms for certain regions, or limits on healthcare access and emergency services. The wording should therefore be checked in detail before relying on the description alone.
Key Coverage Areas That Ensure Global Protection
A worldwide policy should be reviewed for the coverage points that matter when travel includes more than one country or a wider international route. These areas help show whether the plan is suitable for broader overseas travel and not limited to only a few listed destinations.
● Cover that applies to all countries listed in the itinerary, not only the main destination.
● Cover for transit stops and connecting countries that are part of the planned journey.
● Clear mention of excluded countries, restricted regions, or destinations not covered under the policy.
● Emergency medical and assistance support that remains available while travelling across different countries.
● Evacuation and repatriation terms that continue to apply during multi-country travel.
How to Check for Geographic Exclusions Before Buying
Geographic exclusions are often found in the detailed wording rather than in the headline promise of the plan. A careful review before purchase can help travellers understand whether the policy matches their travel route.
● Check the destination list in the policy schedule.
● Read whether excluded countries, sanctioned regions, or restricted zones are mentioned in the wording.
● Review whether transit stops and connecting destinations are mentioned as covered travel locations.
● Check if medical network access differs across countries even when the policy appears globally valid.
● Read whether adventure activities, cruises, or remote locations have separate geographic conditions.
● Review assistance and claim support terms to see if they apply equally across all covered destinations.
Conclusion
A travel insurance plan cannot be judged only by premium, destination label, or the word worldwide term alone. For Indian travellers, geographic scope needs close attention because exclusions and regional limits may affect how the policy works during the journey. A careful review of plan type, covered locations, medical support, and destination-specific terms may help reduce avoidable gaps.
