The festive season is a critical window for Indian marketers, and the VDO.AI Festive Consumer Index 2026 suggests that advertising can now do much more than build awareness. More than 80% of festive shoppers say they are open to purchasing directly from advertisements, a finding that pushes ads closer to the bottom of the funnel.
The report maps consumer discovery, consideration and purchase behaviour during the festive period. It shows a shopper who is willing to spend, but also increasingly selective about where and how they engage with brands.
Trust varies sharply by environment
Not all advertising environments earn the same level of buyer confidence. According to the study, consumer trust in advertising channels is distributed unevenly:
- CTV and OTT: 38%
- Social media: 29%
- Shopping apps: 19%
- AI search: 10%
- News websites: 4%
CTV and OTT lead by a wide margin. Premium, content-rich environments appear to be becoming more influential as consumers get selective about the ads they engage with. For media planners, the trust gap changes how direct-response budgets might be allocated during festive peaks.
Spending is resilient, but decisions are considered
Festive budgets look healthy. The report found that 89% of consumers plan to maintain or increase their festive spending this year. Fashion is the category with the highest purchase intent at 72%.
However, intent does not mean instant conversion. More than 70% of consumers compare at least three brands before buying, and 58% delay purchases while waiting for festive sales or better offers. This means brands should treat ad-driven purchases as part of a longer decision journey, not as an isolated click.
Creative that earns attention
When it comes to ad formats, product demonstrations rank as the strongest creative preference, followed by interactive advertisements. Consumers are looking for advertising that explains the product, demonstrates value and lets them explore.
The study also highlights what pushes shoppers away. Excessive repetition is the biggest contributor to ad fatigue, while irrelevant messaging, overly promotional communication and generic creative add to avoidance.
VDO.AI co-founder Arjit Sachdeva said: “Consumers are entering the festive season with a clear intent to spend, but they are becoming far more discerning about where, when and how they engage with brands. For marketers, this signals a shift from simply competing for attention to earning it.”
What marketers can do now
- Shift a portion of festive budgets into CTV and OTT environments to build trust and purchase openness.
- Make product demos and interactive formats central to festive creative.
- Give shoppers comparison-ready content: clear differentiators, offers and sale timelines.
- Manage frequency closely to avoid repetition-driven fatigue.
The festive season is no longer just about reach. Brands that help consumers navigate choices with useful, relevant advertising are better placed to convert intent into direct sales.
Source: MediaNews4U
