FMCG brands revive ad spending as consumer sentiment and festive demand improve
HUL, Dabur and Colgate-Palmolive are increasing marketing outlays after two quarters of cutbacks, with campaigns focused on festive demand and ROI-led digital and outdoor media. Colgate’s advertising expenditure rose 34% year-on-year to 15.7% of sales.
Indian FMCG brands including HUL, Dabur and Colgate are raising advertising budgets after two quarters of cuts, targeting festive demand and improving consumer sentiment. Colgate lifted ad spend 34% year-on-year to 15.7% of sales, with brands emphasizing ROI-led digital and outdoor media.
Why this matters
HUL's ad-spend revival follows signals that HUL, Asian Paints and peers are preparing fresh price hikes before the festive peak, while consumer majors respond to rising input costs.
Retail-brand signals are accelerating, up +94,250% quarter-on-quarter.