Creative innovation that moves with your audience this festive season

India’s festive season is more than an economic spike; it’s a cultural phenomenon where emotions, social connections, and purchasing intent converge. In Diwali 2024, festive e-commerce sales crossed ₹90,000 crore (RedSeer, 2024), while digital video viewership surged, with 78% of Indian households tuning into Connected TV (Campaign India).
Over the past few festive seasons, India’s advertising landscape has mirrored the evolution of its shoppers. Consumers are no longer swayed by a single, polished festive ad; they expect a journey. Purchase decisions now stretch across days, devices, and touchpoints, with buyers researching online, validating through social proof, and seeking instant fulfilment. At the same time, media consumption patterns are diversifying: audiences are shifting between Connected TV, Mobile, retail media, and outdoor screens in a single shopping cycle. This convergence of intent, technology, and omni-screen engagement has reshaped the festive playbook, providing brands with unprecedented opportunities to connect with audiences in the moments that matter most.

Level up your ads with creative innovations

mediasmart has developed a robust suite of creative solutions that enable brands to craft festive campaigns that are not only visually impactful but also strategically designed to drive conversions. It helps brands adapt creatives to audience behavior, device, and context, ensuring every touchpoint resonates and drives action.

Festive opportunities today extend far beyond mere exposure; they thrive on interaction and participation.
A CTV ad can do more than tell a story; it can invite viewers to act within the experience. Mobile ads can cut through crowded feeds with formats that respond to taps, swipes, and gestures, drawing audiences into the brand’s world in seconds. DOOH screens, once purely one-way, are becoming interactive gateways, encouraging passersby to scan, explore, or unlock offers in real time.

mediasmart brings this vision to life through three core capabilities :

• CTV Creative Sync: Dynamic, context-aware creatives that synchronize interactive elements, QR codes, and real-world triggers across screens, keeping campaigns relevant and engaging.
• Rich Media Creatives: Mobile-first, interactive formats that invite users to swipe, tap, or scroll, turning passive impressions into active engagement and driving meaningful actions.
• Mixed Reality Experiences: Immersive AR and 3D activations that blend digital and physical worlds, enabling audiences to experience products in real-world settings and creating memorable, two-way interactions.

Festive campaigns are no longer just about being seen; they’re about creating journeys that flow seamlessly across CTV, Mobile, and DOOH, capturing attention, driving engagement, and inspiring action. With mediasmart’s Creative solutions, these innovations are brought to life, turning each festive campaign into a connected, context-aware experience ready to guide viewers along the path to purchase. 

Let’s deep dive into how mediasmart is helping brands: 

Creative Sync: Bringing your festive story to life, moment by moment

The festive season is bursting with buzz, and your CTV ads need to do more than just play; they need to captivate. CTV Creative Sync transforms your CTV campaigns into dynamic video experiences, adding formats and triggers that engage viewers at every touchpoint.

From animated progress bars and QR code scans to offline triggers and real-world responsiveness, your campaigns become immersive, context-aware experiences that capture attention, deepen engagement, and drive meaningful actions.

This festive season, let Creative Sync bring your campaigns to life, guiding viewers seamlessly along the path to purchase with smart, connected elements designed to inspire and convert.

• Progress Bar Sync: It adds a dynamic touch with an animated stripe that glides across the ad. This gentle movement highlights your key message or offer, drawing the viewer’s focus naturally and keeping them connected through the creative. For instance, during Diwali sales, a moving stripe could highlight limited-time offers and create a sense of urgency.
• Conversion Sync: To create deeper engagement from your CTV ads, Conversion Sync is the perfect fit. It introduces a smart QR code that appears at just the right moment. This invites users to effortlessly explore further by directing them straight to the app store or a specially designed app section, making the leap from viewer to engager smooth and intuitive.
• Brand Sync: It keeps your identity front and center. It integrates your brand’s colors, logos, or signature motifs directly into the creative elements like progress bars or overlays. This consistent presence strengthens brand recall while maintaining a clean and cohesive look.
• Offline Sync: To truly connect with your audience, your ads also need to feel in tune with the world around them. Offline Sync adapts your creatives in real time to real-world conditions such as weather changes, time of day, or local events. This ensures your festive message always feels timely and relevant wherever it’s seen. For example, a fashion retailer could showcase traditional attire during Durga Puja in Kolkata or wedding collections during the winter festive season.

Together, these synchronized creative elements turn your festive campaign into a living, breathing experience—one that’s dynamic, timely, and contextually intelligent—delivering impact across every screen and moment.

MG leveraged mediasmart’s Creative Sync solutions placed on CTV. The campaign delivered interactive, full-screen ads showcasing MG’s EVs, with integrated dynamic QR codes that included UTM parameters for direct website redirection and enhanced user engagement. By combining high visibility with interactive features, the campaign effectively captured attention, drove traffic, and strengthened brand connection.

Rich formats: Interactive experiences that captivate and convert

The moment an ad turns into something you can touch, swipe, or play with, it stops being background noise. Interactive ad formats boost brand recall by over 50% compared to standard ads.
Mobile devices are the heartbeat of the festive shopper’s journey. To stand out, mobile ads must do more than just show up; they need to invite participation.

Unlock the World of Rich formats: Formats That Bring Your Story to Life:

Think about the last time an ad truly caught your attention. Maybe it wasn’t a static banner you scrolled past, but a carousel that let you flip through gift ideas, or a quick tap that revealed a hidden festive deal. That moment of curiosity pulled you in, turning what could have been just another ad into an experience. This is the power of rich formats.

By inviting people to scroll, swipe, expand, or play, brands transform advertising from a passive glance into an active interaction. Formats like Drive-to-Store, Scratch, 3D Cube, Flip, Slider, Before & After, and many more let your story engage viewers in dynamic and memorable ways. Each touchpoint feels less like a disruption and more like part of the journey, capturing attention, sparking emotion, and leaving a stronger impression. And when audiences lean in this way, they don’t just remember the brand; they’re more likely to act on it, driving real conversions and lasting affinity

A great example is Pizza Hut, which combined rich formats with a Drive-to-Store solution. The interactive ad leveraged GPS technology to provide customers with a real-time map to the closest store. By linking online engagement with real-world visits, the campaign successfully bridged the digital and physical shopping journey. The results were significant: 17% growth in overall business and a 7% rise in overall transactions, demonstrating how rich formats can drive measurable impact beyond clicks and impressions.

​Mixed Reality: Blending digital and physical worlds for unforgettable festive moments

This Diwali, multiscreen engagement is set to redefine how brands connect with audiences.
By bringing together Connected TV (CTV), Digital out-of-home (DOOH), and Mobile, marketers can craft journeys that feel seamless across screens. From festive stories on the living-room TV to interactive touchpoints on city billboards and mobile devices, consumers are no longer just viewers—they’re part of the celebration.

Imagine an automobile brand’s festive campaign where a dazzling creative lights up a busy digital billboard. Passersby scan a simple code and instantly place a life-sized 3D model of the car right in their driveway using their mobile phone. They explore every detail, from color options to interior features, experiencing the product in their surroundings without ever visiting a showroom.

Or consider a jewellery brand launching its Diwali collection on Connected TV. A beautifully crafted TV spot invites viewers to scan a QR code, letting them virtually try on pieces, arrange gifts on their dresser, or share wishlists with family, all from their mobile device.
These mixed reality creatives go beyond traditional ads, delivering immersive, interactive experiences that capture attention and drive intent

Connecting the festive dots: a seamless multiscreen story

Behind every festive purchase lies a chain of connected moments. Exposure on Connected TV sparks interest, a digital billboard deepens curiosity, and interactive mobile formats invite exploration and conversion.
By combining synced creative elements, rich format interactivity, and mixed reality experiences, all delivered through a unified platform. Brands can craft festive campaigns that adapt fluidly to context, audience, and screen.

Why this matters for 2025 and beyond

As festive campaigns become more tech-driven, the role of creativity is expanding — it’s no longer just about the story, but how that story moves, adapts, and connects across environments.
In India, approximately 60% of people use a second screen (like a smartphone) while watching TV, making it critical for brands to create a lasting imprint through ads.
With real-time syncing, immersive formats, and intelligent targeting, brands can replace generic exposure with context-rich, personalised engagement. And in a season where attention is as fleeting as it is valuable, that can be the difference between being remembered and being missed.
This festive season, think beyond presence. Think of presence that matters.
This festive season, let your brand be remembered, not just seen.
Contact sales@mediasmart.io to start building campaigns that matter.