With Diwali just weeks away, India’s biggest brands are racing to win the festive wallet, and this week the starting gun truly fired. From a star-studded footwear launch in Gurugram to gold coins hidden inside paint cans, the season’s campaigns are bigger, louder and more inventive than last year.
The action has been concentrated in fashion, gifting and home improvement, three categories where Indian shoppers traditionally loosen their purse strings between Dussehra and Diwali. Retailers know the stakes: for many brands, October and November decide the entire year’s numbers.
ALDO brings festive footwear to Gurugram
Footwear label ALDO set the tone with a glittering evening at Ambience Mall, Gurugram, where it unveiled its new festive collection. Brand ambassadors Rasha Thadani and Vedang Raina took centre stage, showing off their personal style picks from the range and giving shoppers a preview of what festive dressing looks like this year.
The collection leans into occasion dressing, with embellished heels, metallic finishes and party-ready silhouettes aimed squarely at Diwali parties, family gatherings and wedding-season events. The message from the brand was simple: festive fashion this year is about confidence, shine and outfits that photograph well.
Industry watchers note that festive footwear is one of the fastest-growing segments in Indian fashion retail, as younger shoppers build complete looks for the season rather than buying a single statement outfit.
Watches join the occasion-dressing wave
Watches, once an afterthought in festive wardrobes, are having their moment. Versace is pitching its festive watch collection around statement accessories, with style inspiration from actor and style icon Malaika Arora, known for pairing bold contemporary pieces with traditional outfits.
The collection, which includes designs like the V-Square Petite, Apodis Lady and Millenium Lady, plays on the Italian house’s signature bold detailing. The pitch is clever: a single statement watch can carry an entire festive look, making it one of the most gift-friendly categories of the season.
Retail analysts say watches and accessories punch above their weight in festive gifting because they feel premium at a wide range of price points, from a few thousand rupees to well into six figures.
Nerolac turns home painting into a lottery
Not all the festive action is in fashion. Kansai Nerolac Paints has rolled out its ‘Har Din Diwali’ consumer offer, running from September 25 to November 5, and it is one of the most generous consumer promotions of the season.
Customers who buy Nerolac products worth Rs 25,000 or more from dealer counters can enter a daily lucky draw for a gold coin, get assured cashback of up to Rs 2,000, and stand a chance to win a car as the bumper prize. Entry is through a QR code at the dealer counter or the campaign’s registration website, with validation against the purchase invoice.
The campaign taps into a deep Indian tradition: repainting and refreshing the home before Diwali. For paint companies, the pre-Diwali weeks are the equivalent of what wedding season is for jewellers, and this year’s offers reflect just how competitive the fight for the home-improvement rupee has become.
Why brands are going bigger this year
Several forces are pushing brands to spend more aggressively on festive campaigns this time:
- Concentrated festive spending: Recent consumer research shows urban Indians plan to spend more this festive season, but in fewer categories, so brands must fight harder to be one of the chosen few.
- Discount fatigue: With shoppers increasingly citing convenience and experience over pure price cuts, brands are investing in launches, events and celebrity moments rather than just slashing prices.
- Wedding season overlap: Diwali flows straight into the wedding season, extending the premium occasion-wear window well into December.
- Quick commerce pressure: With instant delivery changing how Indians shop for gifts and last-minute festive needs, offline brands are leaning on experiences that cannot be delivered in 30 minutes.
What shoppers should watch for
If you are planning festive shopping this year, the next two weeks are when the best offers land. Fashion sales across platforms like Myntra and Ajio are expected in late October, while jewellery houses typically roll out their big Diwali collections in the final stretch before the festival.
One practical tip from the current campaign wave: read the fine print on lucky-draw and cashback offers. Minimum purchase thresholds, registration deadlines and invoice validation are standard, and offers like Nerolac’s are only available through participating dealer counters, not online.
The broader takeaway is that festive 2026 is shaping up to be less about blanket discounts and more about curated experiences, celebrity-led launches and high-value giveaways. For shoppers, that means better stories, and for brands, a fight where attention matters as much as price.
Frequently Asked Questions
Which brands have launched festive campaigns this week?
ALDO unveiled its festive footwear collection at Ambience Mall, Gurugram with brand ambassadors Rasha Thadani and Vedang Raina, Versace is promoting its festive watch range around occasion dressing, and Kansai Nerolac launched its ‘Har Din Diwali’ paint offer.
What is the Kansai Nerolac Har Din Diwali offer?
It runs from September 25 to November 5, 2026. Customers buying Nerolac products worth Rs 25,000 or more can enter a daily lucky draw for a gold coin, get assured cashback up to Rs 2,000, and compete for a car bumper prize through dealer-counter QR registration.
Are festive watches a good Diwali gift?
Retail analysts consider watches one of the strongest festive gifting categories because they feel premium across price points and suit both traditional and modern festive looks.
When do the biggest festive sales start this year?
Fashion and e-commerce Diwali sales are expected in late October, with platforms like Myntra and Ajio typically announcing dates in the final week of October.
Is festive spending higher this year?
Consumer research suggests 77% of urban Indians plan to spend more this festive season, but most are concentrating their extra spending in just one or two categories.
That is the season in motion. Expect the campaign drumbeat to get louder as Diwali draws closer, and we will keep tracking the biggest launches right here.
