How it Works
Tech layoffs 2025: The biggest job cuts in Silicon Valley and beyond
Festive season influencer spend to cross Rs 700 cr: Qoruz
As per the Qoruz Festive Season Report 2025, this surge is largely driven by the increasing participation from Tier 2 and Tier 3 markets.
This year’s festive season is also seeing more brands enter influencer marketing for the first time, with 15 percent of active brands investing in creators for the first time. These first-time entrants are largely emerging D2C brands leveraging the festive window to scale visibility, along with regional and mid-market players. (Image Source: Unsplash)
Creator intelligence and collaboration platform Qoruz has released the Qoruz Festive Season Report 2025 which highlighted a defining shift in how brands are approaching influencer marketing.
This festive season, as per the report, will see a 2x to 3x spike in influencer campaigns compared to the average month. The report reveals that regional content is expected to drive 30 percent higher engagement than English content, a clear indicator of where consumer trust and attention are moving. As consumers look for authenticity and relatability, regional creators are becoming essential to campaign strategy, especially in culturally rooted festive moments.
According to Qoruz, brands are expected to spend over Rs 700 crore on influencer marketing during this festive stretch, with engagement peaking in the weeks leading up to Diwali. This marks a significant uptick from the previous year, particularly fueled by growing participation from Tier 2 and Tier 3 markets.
The top-spending sectors this season are consumer durables, followed closely by fashion and beauty, FMCG, and e-commerce. These categories are investing deeply in creator partnerships to build trust, showcase utility, and influence purchase decisions, particularly in middle India.
This year’s festive season is also seeing more brands enter influencer marketing for the first time, with 15 percent of active brands investing in creators for the first time. These first-time entrants are largely emerging D2C brands leveraging the festive window to scale visibility, along with regional and mid-market players.
"Most influencer-driven purchases now start before the consumer even searches. That is the shift we are seeing this festive season. It is no longer about grabbing attention, it is about earning trust early. When a creator shows up in your language, during your rituals, with products that fit your reality, that is not advertising, that is belonging. From luxury watches to local sweet shops, from legacy brands to D2C startups, influencer marketing has quietly become the most human way to scale relevance during India’s biggest season. That shift in discovery is where the real creative advantage lies this year," noted Aditya Gurwara, co-founder and head of brand alliance, Qoruz.
Priya Vivek, co-founder, Qoruz, observed, “Last festive season, campaigns that rotated fresh creator content every 72 hours saw 1.6 times more engagement than those that went live all at once. That insight is shaping how brands are planning this year. It's less about how many creators you're working with, and more about how early you're involving them. We're seeing teams track trends in real time, align content with platform behavior, and sequence creator drops more deliberately. The results are showing up in sharper execution.”
SPOTLIGHT
The leaders highlighted how AI is emerging as a critical enabler in this shift from marketing’s traditional focus on new customers to a more sustainable model of driving growth from existing accounts.
Read MoreExplained: What the Online Gaming Bill means for the industry, users and platforms
The Online Gaming Bill 2025 imposes severe penalties, allows warrantless search and seizure, and empowers a central authority to regulate the digital gaming ecosystem. It is expected to disrupt platforms, payment systems, and advertising in the sector. Here's all you need to know about the bill.