“Seasonal Demand Requires Precision-Led Spending, Not Just Higher Budgets,” said Senthil Kumar Hariram

Date: 24th November 2025, 10:00 AM

Location: Mumbai

In an industry feature, Senthil Kumar Hariram, Founder and Managing Director, FTA Global, shared his perspective on how brands should approach this surge.

He highlighted that while higher budgets can drive visibility, effectiveness depends on how well brands align their spending with consumer intent. The wedding season brings high purchase intent, making it critical to target the right audience at the right moment.

He also pointed out that digital platforms and AI and LLM-driven systems are influencing how consumers discover jewellery brands. This makes it essential for brands to ensure their messaging is relevant, timely, and contextually aligned.

According to him, the focus should be on optimising performance rather than just increasing spend. A data-driven approach can help brands maximise returns and drive better outcomes during peak demand periods.

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