Influencer marketing generated 11x ROI while influencer partnerships grew by 21% year-on-year, according to Qoruz’s Diwali Festive Report 2024. The report highlighted a clear shift in brand strategies, with companies increasingly leveraging influencers to enhance brand visibility and consumer engagement during the festive season. One of the most significant findings was the role of influencers in reaching India’s Tier 2 and Tier 3 cities, where over 50 million shoppers participated in Diwali festivities. 22,000+ influencers generated 67,000+ posts, which engaged 80% of Diwali shoppers. Furthermore, the report mentioned that the influence was especially pronounced among millennials, where influencer-led campaigns were 1.5x more effective compared to traditional campaigns. The growing demand for regional language content, preferred by 53% of shoppers, underscored the need for brands to localise their campaigns for enhanced conversion.
The report also revealed diverse consumer spending patterns during Diwali 2023, with Rs 3.75 lakh crore spent across various categories. Popular categories included food and grocery at 13%, textiles and garments at 12%, electronics and mobiles at eight per cent, and jewellery at nine per cent. The rise of micro and nano influencers was particularly notable, with these smaller influencers driving engagement across sectors like fashion, food, and home decor, especially in non-metro cities like Jaipur, Nagpur, and Vadodara.
“This Diwali season, we’re seeing a real shift in how consumers are engaging with content. Influencers who speak in their regional languages are forming deeper connections because they feel more relatable and genuine to their audiences. For brands, it’s no longer just about reaching people, but about creating relationships that resonate. By embracing regional content, brands aren’t simply part of a campaign, they’re becoming part of everyday conversations, which helps build long-lasting trust and loyalty,” Aditya Gurwara, co-founder and brand alliance, Qoruz, said.
Brands like Tanishq, Amazon, and Myntra executed successful influencer campaigns during the festive season. Tanishq’s #TanishqWaliDiwali campaign saw a nine per cent increase in engagement and a 20% rise in website traffic, while Amazon’s #DeliverTheLove campaign boosted Diwali sales by 15%. The report emphasises that influencer marketing is a cost-effective and high-engagement alternative to traditional advertising, positioning it as a crucial tool for brands aiming to thrive in the evolving digital landscape.