Adverising

In 2025, India's digital advertising market grew 149%, driven by e-commerce, while TV ads fell 10%. What’s driving this change, and what does it mean for brands, media platforms, and advertising agencies?

As automation and GenAI accelerate creative output, IT-backed marketing units from TCS to Info Edge and Accenture are facing pressure on hiring, pricing and long-term viability.

Brand marketing campaigns are expensive and hard to judge on conversion. But getting big Bollywood names to star in a splashy big-budget movie dedicated to your brand can deliver something intangible.

While customers react faster when any brand breaks their trust, the blowback can be worse after a negative experience with a healthcare brand, such as a hospital. That is why it’s important to stay focused on customer experience and act with empathy at all times, says Misra.

There are multiple Indias. The top 10%—about 150 million people—exhibit repertoire behaviour in chocolate. They'll buy for themselves, kids, gifting, and hunger. Mars plays well there with premium formats like Galaxy Fusions, Bounty and Twix, the confectionery company's India head Nikhil Rao said.

Brands are shifting their endorsement strategies due to the inconsistent performance of Bollywood films, opting for south Indian stars, influencers, and sports icons for better ROI and cultural relevance.

As summer heats up, Coca-Cola and Pepsi engage in their ongoing cola wars with new campaigns. Coca-Cola's 'Halftime' inspires moments, while Pepsi's 'Anytime is Pepsi time' encourages spontaneity. Experts note the cola wars have lost momentum amidst rising competition from other sectors.