How Brands Are Redefining Summer Engagement in 2025
Summer in India isn’t just a season of sweltering heat and mangoes—it’s a marketing battleground where brands fight for consumer attention, wallets, and mindshare. What was once a straightforward formula of heat-relief advertising has evolved into a complex, emotionally intelligent, and technologically empowered playbook. In 2025, summer marketing is no longer just about staying cool—it’s about staying relevant.
From Heat Relief to Hyper-Personalisation
For decades, summer campaigns followed predictable patterns—cool drinks, vacation spots, breezy clothing, and icy appliances. But that approach now feels dated. As Pragya Bijalwann, Head of Marketing at Voltas, explains, “The importance of summer has intensified with evolving consumer engagement. We’ve moved from product-centric messaging to narratives focused on smart living, convenience, and personalised comfort.”
Voltas, a leader in air conditioning solutions, has adapted by prioritising digital-first discovery, acknowledging that consumers today often browse online before stepping into a store. Their 2025 focus? The SmartAir AC series, equipped with features like adaptive sleep modes, IoT connectivity, and super-silent operation—all hallmarks of a consumer base that seeks convenience and connected living.
Shwetal Basu, Sr. Vice President at Polycab India, echoes this sentiment. For them, summer is the peak season for fan purchases, especially with the early onset of rising temperatures this year. Their “Super ROI Fans” campaign taps into a deeper insight: consumers no longer equate value with low prices alone—they want energy efficiency, high performance, and stylish design.
Reinventing the Summer Playbook
The last decade has transformed summer marketing in India. TV and print used to dominate, selling refreshment and vacations to a broad audience. But today’s landscape is defined by digital engagement, data-driven personalisation, and regional nuance.
Nagessh Pannaswami, Founder of Curry Nation, observes, “Summer marketing has shifted from traditional relief-based campaigns to innovative, personalised experiences. Brands now leverage technology, sustainability, and storytelling to meet rising consumer expectations.”
Shweta Bajirao, VP at DviO Digital, traces this transformation through campaigns like the once-iconic Glucon-D straw ad. “Now, brands across FMCG, travel, and apparel focus on personalised, sustainable, and digitally immersive strategies,” she says.
Sameer Joshi, Founding Partner at Sam & Andy, notes that modern campaigns don’t just solve problems—they highlight functional benefits. “Consumers seek natural ingredients, functional additives, and sustainable practices. Whether in skincare or clothing, this is how brands now differentiate.”
Technology, Touchpoints, and Trust
A standout trend in 2025 is the blend of digital innovation with emotionally resonant storytelling.
Swiggy’s IPL campaign, for instance, used creative automation to deliver hyper-personalised, real-time offers based on live match events—like a 66% discount when a player hits a six. “It’s not about the season, it’s about the moment. Relatability beats seasonality,” says Bajirao.
Omnichannel visibility is now critical. Polycab fans are sold across traditional retail, e-commerce giants like Amazon, and quick-commerce platforms such as Zepto. As Basu puts it, “Consumers move between online discovery and offline purchasing. Brands must maintain strong visibility at every touchpoint.”
The 2025 Summer Marketing Trends
The summer of 2025 is defined by several strategic trends:
1. Smart and Connected Products:
Voltas is leading with its SmartAir ACs, tapping into the demand for connected appliances that align with tech-savvy lifestyles.
2. Regional Personalisation:
Brands like Voltas and Glucon-D are customising content by region, using local influencers and culturally relevant storytelling to engage diverse audiences.
3. Experiential and Immersive Marketing:
AR and VR are helping brands like Voltas create “virtual cool experiences,” allowing customers to visualise products in their homes before purchase.
4. Sustainability:
Eco-consciousness is now mainstream. Bira 91, for example, has rolled out eco-friendly cans and partnered with beach clean-up drives to underline its commitment.
5. Influencer Partnerships:
Glucon-D has roped in cricketer Irfan Pathan as brand ambassador, while Polycab has used the quirky duo of Farah Khan and her cook Dilip to add charm and relatability.
6. Cross-Platform Integration:
Voltas’ equal focus on digital and traditional media reflects a broader industry push for omnichannel marketing—blending ATL and BTL seamlessly.
7. Healthier RTD Beverages:
With consumers craving functional wellness, brands like Glucon-D have launched electrolyte-based RTD drinks to support hydration and energy during intense heat.
Breaking the Status Quo
Despite innovation, traditional themes like refreshment and comfort still linger—but they’re being reinterpreted. Pannaswami notes that Rasna’s new campaign focuses not just on cool drinks but on family bonding and joyful moments. Lahori Zeera is positioning itself as a lifestyle brand, not just a summer cooler.
“There’s a growing move from product-centric to experience-centric storytelling,” says Joshi. In beverages, that means exploring unique flavors and textures. In skincare, it’s about promoting health, not just sun protection.
Crucially, marketers are also questioning seasonal assumptions. “Do we only need ACs and refrigerators in summer?” Joshi asks. “We’re moving toward a need-based, not season-based, economy.”
Bajirao adds that successful summer marketing is less about categories and more about connection. “It’s not just FMCG or travel brands that win in summer. Relatability is what drives impact.”
Creative Disruption: Campaigns That Clicked
Campaigns that are standing out in 2025 are those that fuse emotional intelligence with creative execution:
- Rasna’s #RasnaSummerMoment emphasises shared experiences over product.
- Voltas is promoting health-conscious cooling with ACs that also monitor air quality.
- Shoppers Stop x SOTC Travel offers destination-inspired clothing kiosks, merging retail with aspirational travel.
- Castrol’s “Garmi Mein Bhi 3X Protection” with Shah Rukh Khan cleverly connects performance with entertainment.
Conclusion: From Loud to Smart
The Indian summer marketing landscape has matured. Success in 2025 isn’t about shouting the loudest—it’s about listening better, responding smarter, and building connections that last beyond the season.
As Bijalwann of Voltas aptly sums up, “Our summer strategy is deeply personalised, insight-led, and inclusive of diverse consumer journeys.” That sentiment echoes across the board: today’s consumers want relevance, resonance, and value—not just a cold drink on a hot day.
In this high-stakes season, the brands that win are those that treat summer not just as a sales window, but as a canvas for creativity, technology, and purpose.
