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Featured whitepaper

The Festive Rupee

Come Diwali, the same family that bargains over a ₹100 discount might spend ₹20,000 on a gift without a second thought. Contradictory? Not quite. Festive money follows its own logic, shaped by relationships, obligations, old habits, and the occasional indulgence.

  • The six jobs a rupee does during Diwali, from returning a favour to rewarding oneself.
  • Why the same ₹1,100 can mean very different things depending on who it is for.
  • What makes a purchase feel worth the money, and what makes it fall flat.
  • How brands can use these cues to build more relevant festive campaigns.
Open the paper
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