Why the brands that win October start in July — and the week-by-week plan we use to prepare creative, inventory and budgets.
The festive quarter can deliver a third of an Indian brand's annual revenue. It's also when media costs peak and attention is scarcest. Preparation, not budget, separates the winners.
July–August: build the foundation
- Grow retargeting and lookalike pools while CPMs are low
- Produce and test festive creative concepts early
- Lock inventory and logistics capacity with partners
September: test and commit
Run controlled tests of offers and creative in early September, then commit budget to the winners. Agree escalation rules in advance so decisions are fast when the season starts.
October–November: execute and protect margin
Scale what works, refresh creative weekly, and watch contribution margin daily — not just ROAS. Plan post-festive retention flows on WhatsApp and email to turn one-time buyers into repeat customers.