iWorld
Social media has evolved from a brand awareness platform to now driving direct sales for consumers: Ruksheen Palia
Mumbai: In the bustling lead-up to India’s festive season, the digital marketing landscape is set for a significant boost, with brands across e-commerce, retail, FMCG and small businesses are eyeing this time to connect deeply with consumers through digital avenues, aiming to capture the excitement and enthusiasm that characterises Diwali, Dussehra, and other festivals. As online engagement becomes the core strategy, brands are leaning into innovative digital marketing trends that make their presence felt and drive conversions.
This season is also known for an uptick in consumer spending and has traditionally been the prime time for brands to invest heavily in advertising. It is primarily driven by the need to engage India’s increasingly digital-first population, where mobile phones are the primary medium for product discovery and purchases. Brands are setting aside significant budgets for click-to-WhatsApp ads, video content, and social media campaigns to capture consumer interest during this period of heightened shopping activity.
Indiantelevision.com’s Rohin Ramesh caught up with Social Panga VP – business & strategy Ruksheen Palia, where she touched upon ad spends expected this festive season and some Key trends to look out for in digital marketing.
Edited excerpts
On the overall marketing budget are brands planning to allocate specifically for this festive season compared to previous years
While budgets will differ industry to industry, marketers are upping their spends this festive season for campaigns. However the focus is changing from traditional to digital advertising with real time bidding AI generation, which will allow brands to maximise their spends.
From the past years’ experience, brands are estimated to spend 25-30 per cent of their marketing budgets on festive campaigns which is similar to previous years but will be more focused on digital advertising strategies.
On media channels (social media, traditional media etc) you are seeing the most significant increases in ad spend this festive season
For 2024, the obvious answer would be the digital side of marketing is going to get the biggest ad spends this festive season. From social media, connected TV & retain media playing a huge part.
On the anticipated ROI metrics for ad spending during this festive season
Brands are optimistic this festive season & are targeting higher ROI metrics compared to last year. With enhanced AI, content personalisation & omnichannel strategies to make content creation especially of videos more efficient & cost effective.
Brands are also focusing on emotional connections, convenience & innovative strategies to build more long term goals to acquire customers. They are not just looking at short-term sales but also focusing on building lasting relationships and brand loyalty, which can pay dividends beyond the holiday season
On importance of data analytics in shaping ad spend decisions for the upcoming festive campaigns
A crucial role! With increasing competition & higher expectations from all consumers today, brands are relying extensively on targeting accurately. Data analytics help with personalisation & targeting, Real time optimisation, Channel selection & more data analytics to help improve strategies.
This festive season, data analytics will play an important part in decision making, helping brands optimise both short-term & long-term goals to build consumer loyalty.
On importance of personalised marketing during the festive season and strategies are brands using to create personalised experiences
One of the ways to cut through all the noise this festive season, will be to adopt personalised marketing! Since personalised marketing helps in boosting engagement, enhances customer experience & increases likelihood of conversion a lot of brands should adopt this strategy. Few of the strategies that can be adopted by brands are: Personalised mailers, AI, Dynamic content websites & interactive and experiential marketing.
On the role you foresee social commerce playing in festive marketing campaigns this year
This year even more than before, Social commerce is going to play a huge role in festive marketing campaigns. With the integration of e-commerce & social media on platforms like Instagram, FB the role this would play for customers would be: Seamless shopping experience, quick on the go shopping, influencer led & testimonial based buying.
On brands investing more in social media platforms for sales
Yes, most definitely. Brands are significantly increasing their investments on social media platforms for sales, especially during the festive season. Social media has evolved from a brand awareness platform to now driving direct sales for consumers.
iWorld
Rusk Media announces Battleground Season 2 on Amazon MX Player
Fitness reality show returns in April 2026 with bigger challenges and mentors.
MUMBAI: The arena is reopening and this time the competition promises even more sweat, strategy and spectacle. Rusk Media has confirmed the return of its fitness reality format Battleground for a second season, set to stream on Amazon MX Player from April 2026. The announcement follows the breakout success of the show’s debut season, which positioned itself as a high energy blend of sport, strategy and reality television. Season 1 brought together 16 contestants for a 28 day test of endurance and discipline, as aspiring athletes and fitness enthusiasts competed in physically demanding challenges and team based battles.
Divided into four teams, the participants trained under a panel of mentors drawn from the fitness and lifestyle space, with former Indian cricketer Shikhar Dhawan serving as the show’s Super Mentor.
The format quickly found an audience among digital viewers and was listed among the most binged titles on Amazon MX Player. The show also picked up industry recognition, winning the “Most Popular Non Fiction Show” honour at the IWMBuzz Digital Awards 2025.
The first season also drew a slate of brand partnerships, including Honda Bigwing, Charged, American Pistachio Growers, Bigmuscles Nutrition, Ritebite Max Protein, Plix and Sparsh CCTV, highlighting the show’s appeal to brands targeting India’s rapidly growing youth and fitness audience.
For Season 2, the producers say the format will evolve with tougher physical challenges, a sharper competitive structure and deeper mentor involvement while continuing to focus on discovering the next generation of Indian fitness personalities.
Rusk Media, chief executive officer and co founder Mayank Yadav said the first season proved the appetite for competitive fitness storytelling. “Battleground was always envisioned as more than a show. Season 1 demonstrated that there is a massive audience for aspirational fitness competition at scale. With Season 2 we are going even bigger in ambition, intensity and opportunities for contestants and partners,” he said.
Rusk Ads lead Rahul Arora added that the series has also evolved into a strong platform for brand integration and advertiser engagement. “Season 1 showed that Battleground is not just compelling content but a powerful brand ecosystem. As we move into Season 2, we are looking to deepen brand collaborations and build more integrated partnerships,” he said.
With a larger format, an expanding fan base and a new season set to arrive in April 2026, Battleground is positioning itself as one of India’s emerging fitness reality franchises in the digital entertainment space.
