India’s advertising market has crossed the ₹1 lakh crore mark, with digital media now accounting for nearly 46% of total ad spend in FY25. The surge is fuelled largely by social media and short-form video content, reflecting changing consumer habits and platform preferences. Traditional media’s share continues to decline as...
About 67% of Indian consumers trust influencer recommendations over traditional ads, marking a shift in marketing strategies, reveals a recent report by Kantar. It highlights that Influencer marketing has proven effective in driving engagement and sales, outperforming digital ads. Influencer content leads to higher brand favourability, stronger associations, and increased...
AI is transforming Indian advertising through hyper-personalization, creative automation, and large-scale campaign execution. Digital-first sectors lead AI adoption, while traditional industries are gradually integrating it. Despite AI’s efficiency, industry leaders emphasize human oversight, transparency, and ethical governance. Image Source: Freepik Artificial intelligence is transforming the Indian advertising industry by enabling...
The marketing industry is currently undergoing a significant transformation with the rise of artificial intelligence technologies like ChatGPT and intelligent marketing tools. AI marketing, which leverages capabilities such as data analysis, machine learning, and natural language processing, is poised to revolutionise how businesses engage with customers and make strategic marketing...
India’s digital economy is strengthening, leading to significant growth in martech. The global pandemic has accelerated this growth, as consumer behaviour shifts and digital channels become crucial for acquisition, engagement, conversion, and retention. In this evolving landscape, it’s crucial for businesses to assess their readiness and embrace the potential of...
Founded in 2015, Sirona has achieved tremendous success in building a global market for its feminine hygiene products. Deep Bajaj, co-founder of Sirona, talks about the drivers of this success – personal conviction, highly innovative products, purpose-driven marketing and the power of cross border e-commerce. How it started The aphorism,...
Consumer behaviour and choices have evolved significantly during Covid-19. Some developments, such as an increase in the savings rate are a reversal of previous trends; while others, such as, digitalization of shopping and banking have witnessed an increased adoption. People across demographics are going digital, shopping more consciously and buying local...
COVID-19 has led to a paradigm shift in customer awareness, perception and product preference patterns for insurance products. Prof Veena Kumar, Director, CEC, explains why this calls for changes in the traditional advertising script and a shift towards near paperless digital transformation. While the COVID-19 pandemic has destroyed businesses across...
Anirudh Singla, Founder & CEO, Pepper, shares insights on the ‘content divide’ that businesses face today (especially in the post-COVID context), and how a content marketplace like Pepper can better fulfil their objectives of market differentiation in the digital domain. IBT: What was the inspiration or market insight in your...
Prof. Arpita Srivastava, XLRI, opines that customers really appreciate companies that respect their time and space. Marketers have to shift to new tracking and automation capabilities given the rise in digital consumption among customers and at the same time divide between online and offline blurring. She adds that there can...
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