Plan a seasonal influencer campaign backwards from the sales window, not forwards from your budget approval. In India that means briefs landing 8 to 10 weeks before a tentpole festival, creator bookings locked by early to mid September for a Diwali campaign, content seeded before the peak rather than during it, and a post-peak retention phase built in from the start. Festive creator rates run 20 to 40% above regular card rates during peak windows, and booking in the final two
