If India has one thing bigger than cricket, it’s festivals. From Navratri to Diwali, Eid to Christmas, the last quarter of the year is basically a marathon of celebrations. For brands, it’s not just about lights and laddoos, it’s also about sales. And who’s driving those sales today? Not TV ads. Not billboards. It’s creators.
Festive season = content season. And if you’ve scrolled through your feed lately, you know what we mean. Suddenly, your timeline is a mix of creators in sequined lehengas, unboxing festive hampers, reviewing limited-edition sweets, and posting reels that scream “Diwali aesthetic.”
Why brands love creators this season
Festive time is India’s Super Bowl when it comes to marketing spends. And brands want to be seen where audiences actually hang out, Instagram, YouTube, Snapchat. Traditional ads might tell you what to buy, but creator campaigns show you how it fits into real life.
Take Santoshi Shetty, who often brings high-fashion into festive campaigns, or Karron S Dhinggra, whose men’s fashion content gives Diwali styling a stylish, relatable edge. Then you’ve got creators like Aashna Shroff, who blend lifestyle, beauty, and aspirational content in a way that feels personal, not preachy.
Relatability > ads
Here’s the thing: we trust creators more than brands. When Ankita Chaturvedi (Corallista) does a festive makeup reel, it doesn’t feel like a hard sell. It feels like your friend showing you how to nail that wedding-ready eyeliner. That relatability is priceless, and brands know it.
Festive campaigns also thrive on personal stories. Kritika Khurana once spoke about Diwali traditions at home while styling a fashion reel, blending culture with content. Similarly, creators like Sejal Kumar often tie in music, fashion, and quirky festive skits that audiences can both enjoy and share.
The surge is real
Industry reports show that festive spends on influencer marketing spike 20–30% higher than other times of the year. Why? Because people are in a mood to spend, gift, and splurge. A quirky reel or heartfelt festive ad film with creators can tip the scales for a purchase.
Think of it as the “festive FOMO effect.” If your favourite creator is flaunting a new outfit or trying a mithai collab, chances are you’ll want in too.
Creators = the new festive brand ambassadors
Festivals aren’t just cultural anymore, they’re digital cultural moments. And creators are at the center of it all. They set trends (remember the Diwali transition reels?), spark conversations, and often become the faces of brand campaigns.
So while you’re lighting diyas this year, know this: somewhere, a creator is probably lighting up your feed, and a brand’s bottom line.
