The FMCG industry thrives on reach, frequency, and recall, so a mix of mass and digital media is often used. Television remains the most dominant platform for driving awareness, especially in rural and semi-urban India. Brands often choose GECs (general entertainment channels), regional channels, and popular serials to gain mass visibility. Digital advertising is crucial for urban audiences — YouTube, Instagram, and Facebook are top choices for visual storytelling and performance-driven campaigns. Programmatic Display and Google Search are also used to capture interest and drive e-commerce sales. Retail media platforms like Amazon, Flipkart, BigBasket, and Blinkit offer in-app promotions and sponsored listings to boost sales. Radio, OOH (billboards, bus shelters), and print ads continue to support local or seasonal campaigns. For new launches or regional flavours, influencer marketing — especially via food, beauty, and lifestyle creators — plays a key role in sampling and word-of-mouth.

Advertising in the FMCG space is often aligned with seasonal demand patterns, festivals, and regional consumption spikes. The festive season (August to November), including Raksha Bandhan, Navratri, Diwali, and Christmas, sees a surge in campaigns for packaged foods, personal care, and home cleaning products. Summer (April to June) is prime time for beverages, ice creams, and cooling products, while winter (December to February) is ideal for skincare, immunity boosters, and soups. For products like snacks, soaps, and toothpaste that see round-the-year consumption, FMCG brands run always-on campaigns, with seasonal bursts. Ad timing also depends on product shelf launches, competitor activity, or regional events (like Pongal in Tamil Nadu or Onam in Kerala).

Targeting strategies vary by product category and brand maturity. For mass-market products, the focus is on achieving scale through TV, radio, and YouTube with regional language content. Digital-first brands or premium FMCG products use interest and behavior-based targeting on platforms like Meta, Google, and OTTs. For example, a fitness granola bar brand may target health-conscious 25–40-year-olds in metros, while a hair oil brand may focus on women in Tier 2 cities using Instagram Reels and local influencers. Retail targeting via e-commerce apps allows hyper-granular targeting based on past purchase behavior. Brands also invest in retargeting, sampling, and location-based targeting to reach consumers near kirana stores, malls, or supermarkets. BTL activations (like in-store displays or sampling stalls) are still widely used to influence purchase at the point of sale.