TLDR: Meta has launched its 2025 Digital Utsav Festive Playbook, outlining a comprehensive strategy to leverage AI, short-form video (Reels), and content creators to capitalize on India’s surging festive shopping market. The initiative aims to empower brands and marketers with innovative tools to drive engagement and conversions across online and offline channels during the country’s peak retail season.
Meta is strategically positioning itself at the forefront of India’s lucrative 2025 festive shopping season with the introduction of its ‘Digital Utsav Festive Playbook’. This initiative underscores a significant shift in consumer behavior, with artificial intelligence, short-form video content, and digital creators emerging as pivotal influences in purchasing decisions.
The playbook, informed by a Meta-commissioned study conducted by IPSOS, highlights how Indian consumers are increasingly turning to these digital avenues for their festive purchases.
According to the study, a remarkable 80% of festive shoppers utilized Generative AI for gift research and inspiration, indicating AI’s transformative role in the shopping journey. Smartphones remain central to this trend, with nine out of ten consumers relying on mobile devices for their festive shopping needs. The rise of quick commerce is also notable, with 45% of shoppers, particularly those aged 25–34, opting for rapid delivery applications.
Reels, Meta’s short-form video format, has solidified its position as a powerful shopping tool, especially within categories like apparel and fashion. The report reveals that 65% of festive shoppers engaged with Meta apps, with Reels and personalized advertisements exerting the most significant influence on their buying choices. Furthermore, nearly half of all shoppers follow creators for guidance, and over 30% depend on creator reviews and buying guides to discover deals.
Arun Srinivas, Managing Director & Country Head, Meta India, emphasized the company’s commitment to adapting to evolving consumer expectations. “Today, shoppers are turning to AI for inspiration, creators for credibility, and Reels for discovery. At Meta, our focus is on enabling businesses to meet these changing consumer expectations with innovative tools and solutions,” he stated.
Meta’s enhanced advertising tools are designed to facilitate this new shopping landscape. The Creator Marketplace has been upgraded with new language and region filters, enabling brands to connect with influencers who resonate with diverse local audiences. Advertisers can now integrate Advantage+ catalogue ads with partnership ads, incorporate ‘intro cards’ into carousels, and utilize ‘Show Products’ optimization, an AI feature that automatically converts single-media ads into catalogue ads for improved performance. Early tests of these video-led discovery enhancements have shown a 7% increase in conversions.
To combat creative fatigue, Meta is rolling out tools such as Creative Insights and Related Media, offering actionable suggestions, performance breakdowns, and strategies for repurposing assets. The Flexible Media feature, which dynamically reallocates ad spend to optimal placements, has demonstrated a 23% increase in conversions during trials. Meta is also advancing its omnichannel strategy, connecting online campaigns with offline retail through features like maps and store discounts, driven by AI-powered optimization. Internal data suggests that omnichannel ads can reduce cost-per-purchase by 15%. Additionally, email sign-up offers are being piloted, showing a 4.6x rise in lead generation.
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The playbook also sheds light on distinct shopping behaviors across demographics: Gen Z (18–24 years) prioritizes discounts and promo codes, while consumers in Tier 2/3 cities exhibit a blend of online and offline habits, with 63% using local e-commerce platforms. Mothers are particularly active, with 44% making festive purchases via Meta platforms and frequently using messaging apps for shopping. The Indian festive season is extensive, commencing in July-August and concluding with New Year’s Eve, offering brands multiple opportunities to engage consumers beyond traditional Diwali-focused campaigns.
