When do you book Indian creators around festivals and cricket, and when do you stay out?
Diwali and the cricket calendar eat our content plan every year. Some years the posts ride the mood and sell. Some years we're shouting over ten other brands in the same creator's week. How do you decide when to book and when to sit the week out?
8 answers
- Omar A.Sep 18, 2026
Book the creator in August if you want them during Diwali week. By September the good ones are stacking four brands and your product will be the third story of the night.
- Sofia M.Sep 19, 2026
Cricket days: either you are the brand on the sofa with them, or you stay off that afternoon. A skincare reel posted during a final is not 'always-on'. It's invisible.
- Arjun K.Sep 20, 2026
We aim for the week before the festival, not the day. People are still making shopping lists. On the day they're with family and your CTA can wait.
- Sofia M.Sep 21, 2026
Regional festivals get less clutter. Onam, Ganesh Chaturthi, Pongal. If your buyers are in that state, a smaller creator who actually celebrates it will beat a national name doing a generic diya.
- Theo J.Sep 22, 2026
Don't force a cricket joke into a category that has nothing to do with it. We tried. The comments were people correcting the creator's knowledge of the game, which is not the conversation you paid for.
- Lina P.Sep 22, 2026
Hold 20% of the budget for the week after. Prices drop, creators are free, and shoppers are still in the mood. Everyone fights for the peak day and forgets the Monday.
- Sofia M.Sep 23, 2026
Shipping cutoffs matter more than the caption. If the product can't arrive before the gifting week, don't buy the Diwali post. You're paying for a wish people can't act on.
- Sofia M.Sep 25, 2026
Ask the creator what else they're posting that week before you sign. Four sponsored stories in one evening is how your brand becomes wallpaper. Put a cap in the deal if you can.
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When do you book Indian creators around festivals and cricket, and when do you stay out?
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