Digital
Why OpenAI is hiring 100 ex-bankers: Inside the ChatGPT-maker's secret project to automate Wall Street's grunt work
In-game ads emerge as top awareness driver, noticed by 43% of consumers: report
The study by AnyMind charts how today’s Indian consumers discover, consider, and purchase across increasingly interconnected platforms.
Social media and in-game ads now drive the highest consumer awareness, with in-game ads noticed by 43% of surveyed users.
Social media and in-game ads now drive the highest consumer awareness, with in-game ads noticed by 43% of users, according to the 'India Digital Landscape 2025' report by AnyMind.
Blending industry-first hypotheses and analytics built on first-party, anonymized data from AnyMind Group’s proprietary platforms: AnyTag (influencer marketing), AnyDigital (digital marketing), POKKT (mobile marketing), and AnyX (e-commerce), with insights from a consumer survey powered by InQognito across India’s major metros, this report redefines how brands can drive attention, engagement, and conversion in one of the world’s most diverse and fastest-growing digital markets.
The study charts how today’s Indian consumers discover, consider, and purchase across increasingly interconnected platforms, where the traditional marketing funnel is a dynamic constellation of fleeting moments and cross-channel experiences. The research delves into the awareness, consideration, and conversion stages of the funnel, unpacking ad and content performance across influencer, digital, mobile, and e-commerce channels.
Key findings from the report include:
- Social media and in-game ads now drive the highest consumer awareness, with in-game ads noticed by 43% of surveyed users.
- Influencer-led short videos stand out for brand recall and storytelling, achieving 53% effectiveness for awareness creation.
- Video ads lead conversion effectiveness, preferred by 31% of surveyed consumers at the point of purchase.
- Rich media interstitials deliver the highest clickthrough rate (CTR) at 8%, outperforming classic banner ads which trail below 2% CTR.
- In influencer marketing, entertainment is the top vertical, followed by lifestyle/home living and beauty as the leading categories in consumer engagement.
Aditya Aima, Managing Director of Growth Markets, and Co-MD of India and MENA, AnyMind Group, said, “The Indian digital order is no longer linear. It’s a dynamic, ever-shifting dance across influencers, mobile platforms, and e-commerce.
Brands that harness authentic voices and data-driven creativity will drive the next wave of brand-consumer connections in this new landscape.”
AnyMind Group’s India Digital Landscape 2025 report is a flagship addition to the company’s ongoing series, which includes companion analyses for Southeast Asia and the Middle East. These region-specific insights arm brands and agencies with actionable strategies to win in a hyper-connected, mobile-first world.
SPOTLIGHT
From Delhi’s sharp-tongued lyricists to Chennai’s bilingual innovators and North-East India’s experimental beatmakers, Rap 91 LIVE’s lineup was a sonic map of the country’s cultural diversity.
Read MoreEnd of the Old Guard? Publicis outperforms, WPP declines, Havas rises, Omnicom readies IPG merger
As WPP reels from revenue declines and vows sweeping restructuring, Publicis and Havas ride strong AI-led client demand. With Omnicom and IPG on the cusp of a historic merger, the global advertising landscape braces for a power realignment built on data, technology, and efficiency.