The Diwali festive season is an occasion for celebration and discretionary spending for the Indian consumer. One-third of annual business of most categories relies on the season. But brands often find themselves in a dilemma on whether to totally dial down on branding investments and focus solely on performance marketing. This webinar will introduce the concept of 'hard working' strategies, which basically aim at full-funnel audience engagement with a balance between branding and performance levers.