Blinkit Zepto and Instamart Become New Advertising Hotspots for D2C Brands in Festive Rush

Direct-to-consumer brands are shifting marketing budgets from traditional digital giants to quick commerce platforms like Blinkit, Zepto, and Instamart, as they deliver higher returns and impulse-driven sales during the festive season.

Quick Commerce Emerges as the New Ad Destination

India’s quick commerce boom has not only transformed how consumers buy groceries and essentials but has also quietly turned these apps into advertising powerhouses. Platforms like Blinkit, Zepto, and Swiggy Instamart are no longer just delivery services. They are becoming high-intent marketplaces where brands can reach consumers at the exact moment they are ready to buy. From combo deals to sponsored placements, these platforms are creating powerful opportunities for D2C and FMCG brands to drive precision marketing.

Why Brands Are Flocking to Quick Commerce

According to industry reports, ad revenues for Blinkit, Zepto, and Instamart collectively crossed INR 3,000 to 3,500 crore. Their return on ad spend is 1.5 to 2 times higher than Meta and Google, with sales conversion rates between 3 and 8 percent compared to 1.5 to 3 percent on traditional digital platforms. The appeal is simple. Consumers visiting quick commerce apps are in a buying mindset, which makes them far more likely to convert.

Experts point out that this marks a natural evolution from Amazon’s early success in building an advertising business. Quick commerce takes it further by using first-party data to deliver highly relevant product recommendations in a closed-loop system. For brands, this means less wasted ad spend and more measurable results at the checkout.

Festive Season Fueling the Shift

The festive season has amplified the rush. D2C brands, already allocating up to 70 percent of their marketing budgets to these platforms, are finding them indispensable. While Meta and Google still command large portions of digital spend, escalating ad rates and lower conversions have made them less attractive compared to quick commerce’s performance-driven ecosystem. Consumers are primed for impulse purchases during festivities, and quick commerce’s fast delivery formats make it the perfect channel to trigger unplanned buying decisions.

The Economics of Advertising on Qcom

Quick commerce ad packages range from INR 2 to 9 lakh for three months, allowing brands to onboard multiple SKUs and secure visibility through sponsored listings and banners. For FMCG staples and daily-use categories, the cost per acquisition is often lower than on traditional digital channels. While absolute ad rates on quick commerce can be higher than Meta or Google, the stronger ROAS makes them more cost-efficient overall.

This has created a new advertising dynamic. For example, Zepto’s ad vertical achieved an ARR of INR 1,670 crore last year, while Blinkit surpassed INR 1,000 crore in ad revenue, reflecting the scale of demand. The combined advertising topline for the big three is already cushioning operational costs and contributing significant profitability.

Challenges for Small Brands

However, the boom comes with its share of challenges. Ad rates typically surge 40 to 50 percent during festive seasons, raising concerns about affordability for smaller brands. The growing dominance of large FMCG players with deeper pockets also makes visibility harder for emerging D2C names. Moreover, quick commerce offers limited storytelling opportunities compared to social media. With just a thumbnail and a short description to impress buyers, smaller brands must get creative to stand out.

Experts believe the next phase of quick commerce advertising will be about precision rather than just reach. Hyper-personalised creatives powered by AI recommendations, contextual promotions during 10-second decision windows, and smarter product positioning will define who wins in this space.

The Future of Quick Commerce Advertising

India’s quick commerce sector is expected to become a 30 to 40 billion dollar opportunity within the next five years. With a captive audience of urban, time-pressed households and an increasing appetite for speed and convenience, Blinkit, Zepto, and Instamart are building a parallel advertising ecosystem that directly competes with Meta and Google.

For D2C brands, this festive season marks more than just sales growth. It signals a fundamental shift in where they spend their money and how they connect with high-intent consumers. Despite challenges of rising ad costs and limited creative space, quick commerce is proving to be the most effective route for converting speed into loyalty.

Follow Marketing Moves on Instagram and Facebook for more insights into how brands are reshaping their strategies with innovative platforms and festive season campaigns.