Advertising
From Pink Slips to Silent Sidelining: Inside adland’s layoff and anxiety crisis
Omnicom–IPG face 2026 pitch test | CTV leads video shift | FSSAI Warns on ‘Herbal Tea’
Storyboard18 brings you top five news updates from the world of advertising, marketing, and business of brands.
For many brands, the 'safe harbor' of an agile independent agency or a specialized consultancy where senior bandwidth is guaranteed, is becoming far more attractive than the perceived clout of a newly formed, and potentially chaotic, mega-entity, say experts. (Image source: AI)
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We bring you top five news updates from the world of advertising, marketing, and business of brands.
Inside India’s 2026 Media Pitches: How Omnicom–IPG will be tested beyond scale
As global consolidation promises sharper prices and deeper data, Indian advertisers are asking harder questions on transparency, talent and trust- especially for mid-sized brands that fear getting lost in the scale game.
How CTV emerged as a leader in 2025 and took control of India's video economy
By April 2025, YouTube reached over 75 million Indians aged 18+ on CTV, with more than half of watch time on the platform now spent on content longer than 21 minutes. This signals a behavioural shift from scrolling to scheduled, immersive viewing traditionally associated with television.
No more ‘herbal tea’: FSSAI warns brands against misleading beverage names
India’s food regulator, the Food Safety and Standards Authority of India (FSSAI), has issued a clear directive prohibiting food businesses from using the word “tea” for products not made from the Camellia sinensis plant, a move that could significantly impact the fast-growing herbal and wellness beverages market.
AI push shrinks permanent tech jobs, drops pay packages as contractual hiring hits 75%
For decades, India's technology boom offered a clear bargain to young workers: a degree, a campus placement and the promise of steady employment. However, that trend is quietly fraying.
As companies across sectors accelerate their use of artificial intelligence, India's job market is shifting away from permanent hiring and toward contracts, short-term roles and third-party payrolls, especially for new entrants to the workforce. Staffing firm and labour experts say that the change is reshaping not only how young talents are hired, but also how long they can expect to stay employed.
Gig workers call for nationwide strike on December 31 over labour conditions
Workers are calling for the establishment of transparent pay structures that account for actual distance traveled and time spent on tasks. Additional demands include the implementation of mandatory rest breaks, the provision of safety gear, and consistent work allocation algorithms.
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Read More“Confusion creates opportunity for agile players,” Sir Martin Sorrell on industry consolidation
Looking ahead to the close of 2025 and into 2026, Sorrell sees technology platforms as the clear winners. He described them as “nation states in their own right”, with market capitalisations that exceed the GDPs of many countries.