“Festive Growth Will Be Driven by Performance-Led and Intent-Focused Spending,” said Senthil Kumar Hariram

Date: 10th September 2025, 10:00 AM

Location: Mumbai

Festive season advertising is witnessing a strong shift towards digital, with e-commerce expected to see a significant rise in ad spends. In a feature by exchange4media, Senthil Kumar Hariram, Founder and Managing Director, FTA Global, shared his perspective on how brands should approach this surge.

Senthil highlighted that the increase in festive ad spends is closely linked to evolving consumer behaviour, where online platforms are becoming the primary touchpoint for discovery and purchase. As a result, brands are prioritising channels that deliver measurable performance and high-intent engagement.

He also pointed out that in an AI and LLM-driven ecosystem, media investments are no longer just about scale but about precision. Brands need to focus on targeting the right audience at the right moment, ensuring that their messaging aligns with user intent and context.

According to him, performance-led strategies will play a critical role in maximising returns during the festive period. By leveraging data, real-time insights, and integrated systems, brands can optimise their spends and drive better outcomes.

To read the full article: Link