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The social networking sites add up in the drive of brand discovery which in turn helps shoppers during festive seasons. Unsplash

More than three in four consumers (74 percent) in India will begin shopping at least two weeks before Diwali, mostly on their smartphones, and Facebook and Instagram that influence nearly 80 percent of festive shopping especially by Gen-Z and millennials can help brands build targeted campaigns based on current consumer trends, the social networking giant revealed in a report on Wednesday.

Festive shopping can be a positive outlet for businesses in these pandemic-hit times so the mantra is to start advertising early, utilizing resources like video, augmented reality (AR), influencers, vernacular content, and messaging to further drive the brand discovery, revealed Facebook’s ‘Festive Playbook’.


Forty-five percent of millennials prefer shopping early for the festive season and there is a 17 percent increase in spending by early shoppers in the country.

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“There is finally an uptick in the shopping mindsets of the consumers after several months of stay-at-home and social distancing times and saving for an uncertain future,” Sandeep Bhushan, Director and Head of Global Marketing Solutions (GMS) by Facebook India, told IANS.

“With over 400 million Indians connected on the Facebook family of apps in India, we will play a consequential role this festive season in both brand discovery and delivering truly incremental business outcomes,” Bhushan noted.

The shopping season will extend to beyond Diwali — with Christmas and Republic Day Sales extending the festive season and encouraging continued ‘holiday shopping’ and ‘self-gifting’.


According to the YouGov study, more than half of festive shoppers post or watch videos on their social media feeds and 46 percent of festive shoppers would like to see videos that get them into the holiday mood. Unsplash

The pandemic, said Facebook research, has triggered an increase in mobile usage.

The ‘Festive Playbook’ found that there has been over a 16 percent increase in smartphone time and festive shoppers across age groups connect on the Facebook Family of apps for the discovery and evaluation of products.

“This season, marketers can leverage digital to drive brand discovery among relevant consumer segments, drive performance marketing and ride the e-commerce wave, and build new-age innovations to engage with consumers,” said Prasanth Kumar, CEO, South Asia, GroupM, the world’s leading media investment company.

The ‘Festive Playbook’ brings together insights from key Facebook commissioned researches, most notably from two distinct studies with YouGov and Boston Consulting Group, respectively.

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One of the key consumer trends in the ‘Festive Playbook’ is that a stronger demand can be expected in the festive season, as the country continues to unlock, and as businesses continue to adapt to the new normal by building solutions and experiences that are relevant for these times.

“Across categories such as beauty and personal care, consumer packaged goods, and auto, people said that the Facebook family of apps emerged as their leading source of discovery and evaluation, ahead of other online channels and sources,” the findings showed.


More than three in four consumers (74 percent) in India will begin shopping at least two weeks before Diwali, mostly on their smartphones, and Facebook and Instagram that influence nearly 80 percent of festive shopping. Unsplash

The Facebook family of apps continues to be popular and valued in India with 400 million people using at least one of its apps every month.

Videos today make up for over a third of posts on Instagram in India and the country is one of the leading markets for Facebook Watch.

According to the YouGov study, more than half of festive shoppers post or watch videos on their social media feeds, and 46 percent of festive shoppers would like to see videos that get them into the holiday mood.

“Nearly 56 percent festive shoppers for apparel and beauty said that product videos would help them with their purchases,” the findings showed.

Also Read: Apple Launches iPhone 12 Series With 5G Support

One out of four automobile consumers who have canceled or postponed their purchase would also reconsider if there is minimal contact with the dealership, the report added.

Live broadcasts from Facebook Pages in India also tripled in June this year compared to the same time last year. (IANS)


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The aim of the book is to teach children that families can exist in different forms, and show them how to accept the diversity in family backgrounds.

By Siddhi Jain

Delhi-based author Pritisha Borthakur is set to release her new book, 'Puhor and Niyor's Mural of Family Stories'. The 1,404-word children's book was put together to address a new kind of societal debacle in the family system. The author says the aim is to teach children that families can exist in different forms, and show them how to accept the diversity in family backgrounds.

The author who named the book after her twin sons -- Puhor and Niyor -- is a parent who has seen and heard the tales of ridicule and discrimination suffered by many in India and beyond. She says the book is an artistic illustration for kids that details how different families can live and coexist. Whether it's children with two dads or two moms, children with a single dad or single mom, and even multiracial family units, Borthakur's book teaches love, understanding, and compassion towards unconventional families.

Beyond race, gender, color, and ethnicity which have formed the bases for discrimination since the beginning of time, this book aims to bring to light a largely ignored issue. For so long, single parents have been treated like a taboo without any attempt to understand their situations; no one really cares how or why one's marriage ended but just wants to treat single parents as villains simply for choosing happiness and loving their children.

Homosexual parents, a relatively new family system, is another form that has suffered hate and discrimination for many years. Pritisha emphasizes the need to understand that diversity in people and family is what makes the world beautiful and colourful. 'Puhor and Niyor's Mural of Family Stories' is a firm but compassionate statement against all forms of discrimination on the bases of sexual identity, gender, race, and even differences in background

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