Festive 2026: The Battle Shifts From Media Bursts to Consumer Decision Windows

Festive 2026: The battle shifts from media bursts to consumer decision windows

Realize and Taboola’s India Festive Playbook 2026 argues that brands need to rethink festive planning around consumer decision windows rather than campaign dates, as consideration builds weeks before the peak and AI reshapes discovery without eliminating the need for trust For years, festive advertising in India has been built around a predictable media ritual: Diwali approaches, media budgets surge, high-impact inventory gets locked and brands …

Why brands need to plan around consumer intent, not just festive dates

For brands, the challenge during India’s festive calendar is no longer simply about identifying Diwali, Navratri, Dussehra or the major sale periods and building campaigns around them. Increasingly, it is about understanding when consumers begin considering a purchase, what information they seek along the way and what eventually gives them enough confidence to act. This shift was at the centre of the session, ‘From Festive Dates to Decision Mome…