WhatRunsIndiaDiwali gets all the attention, but for most Indian D2C brands the months after it hold as many selling moments. The brands that win them are the ones whose creatives are ready before the rush, not during it.
The calendar
- Mid-November to February, wedding season: ethnic wear, jewellery, gifting and grooming. Your longest runway of the year.
- Late November, Black Friday and Cyber Monday: increasingly relevant for urban and international buyers.
- December, Christmas and New Year: gifting, party wear, home decor and beauty sets.
- Late December to January, end-of-season sales: clearance creatives with clear prices and discounts.
- Around 26 January, Republic Day sales: one of the biggest marketplace sale windows of the year.
- 14 February, Valentine's Day: gifting, jewellery, fragrance and couple bundles.
- March, Holi: white and pastel apparel, colour-safe skincare and haircare.
Work backwards from each date
Meta campaigns need time to learn which people buy. Launch new creatives two to three weeks before a peak, not on the day. That means having images ready about a month ahead.
- 4 weeks before: decide hero products and the offer.
- 3 weeks before: make the creatives in every size you need.
- 2 to 3 weeks before: launch and let campaigns learn.
- Peak week: add budget to what is working; do not swap creatives mid-peak.
Make one look per moment
Give each moment its own look so returning shoppers notice something new: marigolds and warm light for weddings, deep reds for Christmas gifting, bold price tags for end-of-season sales. With WhatRunsIndia you choose the look once and get ads for your whole catalog in feed, story and banner sizes.
FAQ
When should Indian brands start festive season ads?
Start building creatives about a month before each peak and launch them two to three weeks ahead so the campaigns have time to learn.
What are the biggest sale dates after Diwali in India?
Wedding season from November to February, end-of-season sales in late December and January, Republic Day sales around 26 January, and Valentine's Day.
Should I change my ad creatives during a sale?
Avoid big swaps in the middle of the peak week. Prepare variations beforehand and shift budget towards the ones already performing.