Brands bank on events for effective engagement during festive season

Festivities imply fun and family time – but for brands, it implies an auspicious time where the propensity of the user to loosen their purse strings to take both capital and impulse buying decisions is the highest. Hence, every brand wants to be closer to the audience – engaging with them on a quality environment.

Multiple events are planned on community levels like Diwali Melas, Durga Pooja Pandals, Navratri celebrations, Garba camps, Dussehra Meets, etc. – and as the most affluent of the audience flocks around these with a significant wallet size, advertising and branding options are huge here, including the space in and around the area, experience zones, sales stalls, danglers, posters, banners, vans with speakers and promoters in brand uniforms.

Keeping in view the spirit of Diwali, when the homes undergo a full makeover to be ready to welcome goddess Lakshmi for prosperity, Indians across all strata are lining up for everything that stands for better living and the corresponding brands don’t want to lose out on this. Also, the cost incurred by brand per contact in these events is significantly lower in these events as the footfalls are significantly high. Hence, from these events, brands witness a tremendous upswing in terms of sales. Now that brands have clearly realised the potential of the medium, more than 20 brands have shown interest in advertising here and are having conversations with, where all top events across the top metros are already listed, including the biggest Diwali melas, dandiya celebrations and other festivities within residential complexes., a leading sponsorship marketplace, has more than 200 of these opportunities listed and is busy recommending the right festive events to the right brands with fantastic association commercials.

Hitesh Gossain, CEO,, elucidated, “Categories like FMCG, home décor, real estate, electronic goods, automobiles and consumer goods see a significant surge in their demand during this period and are looking to seize every opportunity that comes their way of engaging with customers and these on-ground festive events can easily solve their objective. These are typically amplifying their already existing ATL campaigns and in some cases, a few regional brands totally rely on these events and have absolutely no ATL plans.”

Brand spends cycle follows the consumer’s purchase cycle – and with a festive time where consumer’s purchase cycle is at its peak – it is imperative that these event partnerships is on top of the radar for brands. With new age organisations like making this easy for the brands to choose, evaluate and finalise which all events to sponsor – brands have been flocking to take quick decisions.

With 450+ brands already using Onspon, and 10,000+ events already listed – is changing the way (making it easy and transparent) how brands take decisions on partnering with on-ground events. With facilitation of event sponsorships in excess of Rs 35 crore last fiscal year, it is no surprise that the biggest of events in India are already listed on Onspon and are using it regularly. “After all, India is a $4.5 billion sponsorship market and there are over 2 million events that happen in India every year – we are just getting started. Well started is half done, isn’t it?” Gossain asked.


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