Ad spends likely to get double-digit boost as festive cheer returns

Ad spend projected to be Rs 30,000 crore this time - growth of 15% over last year's Rs 26,000 crore

After losing two festive seasons to Covid-led restrictions, 2022 is seeing an uninhibited celebration of festivals. This is pushing up discretionary spend, which is attracting advertisers and brands, who are ready to capitalise on the momentum.

The festive season has begun with Onam and Ganesh Chathurthi held earlier this month in Kerala and Maharashtra, respectively.

Navratri, celebrated in the west and north, will begin on Monday. On the other hand, Durga Puja, Dussehra and Diwali will be celebrated next month across the country.

Top advertising and media agency executives estimate ad growth this festive season at around 15