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Tag: Rishad Chindamada

  • Appsflyer lights up post-Diwali growth for marketers

    Appsflyer lights up post-Diwali growth for marketers

    MUMBAI: From Diwali sparks to a nine-week growth blaze. India’s festive season is no longer a one-week sprint to Diwali, and Appsflyer is showing marketers how to keep the momentum glowing. The global marketing measurement leader has released its 2025 India Festive Report, revealing that high-intent app activity now stretches across a nine-week window, offering brands extended opportunities for growth.

    Analysing 20.5 million app installs and over 576 million dollars in user acquisition and remarketing spend, the report highlights booming post-Diwali activity. Gaming and food & drink apps saw post-peak install growth of 29 per cent and 16 per cent respectively, while Android remarketing spend in travel jumped 40 per cent. Ios Shopping engagement surged with session volume up 20 per cent, boosted by extended deals and gift redemption cycles.

    “India’s festive season has evolved into a sustained momentum period that demands smarter campaign pacing and post-Diwali re-engagement,” said Appsflyer general manager INSEA and ANZ Sanjay Trisal. “Android delivers long-tail value when remarketing is timed right, while Ios needs sharper sequencing and early conversion. Brands that invest in lifecycle strategies and fraud protection at key moments can maximise both growth and efficiency.”

    Key takeaways from the report show that top shopping apps grew share of paying users by 32 per cent year-on-year, while post-festival fraud rates spiked, particularly in food & drink on Ios (up 176 per cent) and entertainment on Android (up 74 per cent). Remarketing budgets should be reallocated to the post-Diwali period, with segmented push campaigns and reactivation flows between Days 10 and 14 ensuring retention beyond the first week.

    Meta vertical head of gaming, tech, health & education Rishad Chindamada added, “Mobile platforms drive rapid acquisition and re-engagement, enhanced by AI tools optimising campaigns. Brands that leverage full-funnel marketing across channels can turn festive season spikes into lasting loyalty.”

    Appsflyer’s report underscores a shift in festive marketing strategy, it’s not just about winning Diwali week, it’s about sustaining the spark long after the lamps go out.

  • Festive fever goes long haul as India’s holiday season stretches nine weeks

    Festive fever goes long haul as India’s holiday season stretches nine weeks

    MUMBAI: Turns out Diwali isn’t the full stop anymore, it’s just the comma. Appsflyer’s India Festive Report 2025, based on a hefty 20.5 million installs and over 576 million dollars in ad spend, reveals that the country’s high-stakes festive season has stretched from a week-long Diwali blitz into a nine-week marathon of consumer intent.

    The numbers tell the story. Gaming apps saw post-Diwali install growth of 29 per cent, while Food and Drink apps climbed 16 per cent as celebratory cravings lingered. Travel on Android skyrocketed with a 40 per cent jump in remarketing spend, showing that the festive bug bit long after the firecrackers faded. Meanwhile, Ios Shopping apps logged a 20 per cent rise in session volumes post-Diwali, fuelled by extended discounts and gift redemptions.

    But it wasn’t all smooth sailing. Fraud rates ballooned: Food and Drink apps on Ios hit 60 per cent, a 176 per cent increase while Android Entertainment fraud climbed 74 per cent, exposing how loosened controls around gifting windows can make campaigns vulnerable.

    Appsflyer GM for INSEA and ANZ Sanjay Trisal put it bluntly: “India’s festive season is no longer a one-week race to Diwali. It’s a sustained momentum period. To win, brands must pace budgets, double down on post-Diwali remarketing, and adapt strategies by platform.”

    The report also flagged missed opportunities: gaming led install growth but saw little remarketing activity, limiting retention and monetisation. Shopping apps fared better, with the top ten increasing Share of Paying Users by 32 per cent year-on-year, powered by smoother checkouts and brand trust.

    Meta’s Rishad Chindamada added that mobile is where the action is: “Full-funnel marketing, AI-driven optimisation, and channels like reels and business messaging can take brands from awareness to loyalty in this extended season.”

    For marketers, the playbook is clear:

    ●   Reallocate remarketing to the post-Diwali window, when intent is high but competition thins.

    ●   Time strategies by platform Android for long-tail gains, Ios for sharp, front-loaded pushes.

    ●   Retain beyond Day 7 with reactivation flows between Days 10–14.

    ●   Harden fraud protection during peak gifting surges.

    In short, the festive season is now less of a sprint, more of a Test match and those who play the long game stand to win big.