Now Reading: Snap says festive buying now a 6-7 month window, not just Diwali
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Snap says festive buying now a 6-7 month window, not just Diwali
Neha Jolly Sawhney, head of ad revenue at Snap Inc India, told ET BrandEquity that festive shopping has expanded into a six-to-seven-month period covering Independence Day, Rakhi, Onam, Puja, Diwali, Black Friday,…
The Story in Brief
Neha Jolly Sawhney, head of ad revenue at Snap Inc India, told ET BrandEquity that festive shopping has expanded into a six-to-seven-month period covering Independence Day, Rakhi, Onam, Puja, Diwali, Black Friday, Christmas and New Year. Research commissioned by Snap and GWI found nearly 40% of Gen Z consumers start planning Diwali purchases a month or more in advance, and 76% say feedback from trusted people makes them more confident about buying decisions.
Sawhney said 86% of Snap's daily active users engage with augmented reality lenses, and the platform is seeing advertiser demand from beauty, fashion, automotive, fintech and consumer packaged goods. She declined to share absolute revenue numbers but said Snap's festive growth is in line with the overall digital ad market in the second half of the year.
The Indian Opinion
The narrative that festive shopping has shrunk to a single Diwali burst is lazy marketing copy dressed as insight. Snap's own data shows 70% of Gen Z see multiple celebrations, yet the ad industry still funnels most spends into one fortnight. If brands truly believe in this extended window, they must show it in budgets, not just press releases. The real test: will Snap's India ad revenue grow faster than the market's second-half average of 15-18%?
Source: brandequity.economictimes.indiatimes.com
This story was synthesised by AI from the source linked above.
