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Since the start of 2025, the technology sector has faced waves of layoffs driven by the acceleration of artificial intelligence, with major firms reducing headcounts in pursuit of efficiency. The advertising industry has watched these developments closely. Since discussions around generative AI began dominating agency boardrooms in 2023 and 2024, concerns have persisted that advanced automation could replace creative and operational roles.

Today, those concerns remain, but industry leaders argue that the conversation needs to evolve.

“The right lens to look at it is, ‘How do we upgrade our people to do better quality work and increase their output through the appropriate use of available technology?’,” said Ashish Bhasin, founder of The Bhasin Consulting Group.

Amitesh Rao, CEO of Leo, and Anil Nair, co-founder of Glassbox Ventures and former CEO of VML, echoed Bhasin’s view. Rao described AI as an enabler that can enhance creativity rather than diminish it, adding new dimensions to the creative process.

AI, they argue, plays two roles: supporting the creative workforce while freeing up talent and resources to focus on strategic thinking. “In the old world, we relied on market research, consumer interviews, our own intuition, knowledge and experience to find the right input in order to think creatively. And, AI is giving us that swiftly. Hence, it opens up so many more possibilities from where creative thinking can springboard from,” Rao said.

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Brands in India have already explored AI’s creative potential. In 2023, Nihilent Limited used generative AI to create a version of India’s national anthem with cloned voices, while companies such as Zomato, Britannia, and Shaadi.com have deployed AI to shape their messaging.

“The actual impact of AI is not whether people are individually adapting to it, but whether organisations have adopted it, are adapting to it, whether it is making a difference to businesses, and is bringing the required productivity to the companies,” said KV Sridhar, global chief creative officer at Nihilent Limited.

Will AI Replace Talent?

Bhasin cautioned that even as automation grows, it cannot replace the need for strong talent in the industry. “For the effective use of AI, there is a necessity for good talent,” he noted, pointing out that while Leo and its holding company Publicis have invested heavily in AI, the agency group has also continued to expand its talent base.

Rao anticipates significant shifts in talent structures within the industry. “We're not going to have a lot of full-time talent. That's the reality of it. The gig economy is a real thing,” he said.

Nair emphasized the need for agencies to retool their structures to coexist with AI, enabling them to move up the value chain and command premiums for strategic ideation. “The beauty here is that AI is still learning. And, as it grows and there are more use cases, even AI will try to move up the value chain,” he said.

Certain roles, however, may face the risk of redundancy. Bhasin expects media operations and support roles in creative and client servicing to be the first affected, followed by functions in finance, human resources, and legal.

Nair added that while planners, strategists, and designers may be insulated to some extent, roles that depend on speed and scale will be more vulnerable. He noted that the rapid evolution of large language models could further reshape existing structures.

Sridhar predicted that the mechanical functions of advertising—such as account planning, research, media buying, and data analytics—will see significant AI disruption. Yet, he stressed the continued importance of human oversight: “One needs talent with the required skills and imagination to command in order to obtain the desired output from AI.”

Drawing parallels with the introduction of computers in India’s banking sector, Sridhar suggested that while fears of job loss are understandable, adaptation could ultimately generate new opportunities. “How different is the scenario today? The world has comfortably adjusted to it, and a lot more jobs have been created,” he said.

For some in the industry, this adjustment is already underway. Satyabrata Das, chief alliance officer at Laqshya Media Group, recounted the experience of a media planner at GroupM who began learning AI after losing his job. Das noted that as tools like ChatGPT, Midjourney, and Canva AI become ubiquitous, companies are urging employees to develop proficiency, giving them timelines to adapt.

“Moving into the future, we will have AI curators (merger of two disciplines). Art designers in the creative team will be called conversational designers. If I'm going to hire a professional who will look after my consumer profiling, he will be called the synthetic media lead,” Das said.

“Moving forward, AI will become a very important tool for advertising people in all fields of advertising, provided we are able to upgrade, upscale and train our people to use it properly,” Bhasin added.

Still, Sridhar predicted that the immediate impact of AI on advertising and marketing functions may remain muted for the next 18 months, citing the need for enterprise-level adoption and structural recalibration among agencies.

“There will be winners and losers,” Bhasin concluded. “Those who invest early in AI and genuinely start adopting it beyond client presentations will be in the former category.”

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Amid AI upheaval, advertising leaders seek balance between talent and technology

The state fashion brands are achieving remarkable engagement rates on Connected TV platforms. As per a report by VDO.AI, fashion brands across the spectrum recorded an exceptional ~97% video completion rate for their CTV campaign. 

The data analysis also uncovered significant regional engagement patterns, with Southern cities like Bengaluru, Chennai, Hyderabad, and Goa topping the engagement charts with an 87% surge as compared to northern cities such as Delhi, Chandigarh, Jaipur, Agra, and Jaisalmer. 

As per the report, this growth aligns with the industry's broader shift toward immersive, intent-driven advertising experiences on CTV platforms for Fashion brands.

The study further revealed that fashion brands are predominantly leveraging Advanced CTV formats (DCO and API-Triggered), accounting for 67% of high-performing campaigns, followed by Advanced OLV format at 23%, to deliver seamless shopping experiences directly within the viewing interface.

Amitt Sharma, Co-founder and CEO, VDO.AI, said, “Connected TV represents the convergence of cinematic storytelling capability with precision targeting that fashion brands require. Such a heightened completion rate validates our thesis that when content quality meets the right viewing environment, consumer engagement follows naturally. We are sure these insights will help fashion marketers make the right decision to move beyond traditional impression-based campaigns toward more sophisticated storytelling approaches that build emotional connections with consumers.” 

Arjit Sachdeva, Co-founder and CTO, VDO.AI, added, “CTV provides a high-quality, distraction-free, full-screen experience, especially powerful for a visually driven category like fashion. As a result, fashion brands are increasingly leveraging advanced CTV advertising formats to create shopping-like experiences. Interactive elements such as CTV Carousel Ads and Store Discovery Units are enabling viewers to explore collections and brand offerings without leaving their screens, mimicking the intuitive browsing behaviour familiar from social media and e-commerce platforms.”

Read More: <a href="https://www.storyboard18.com/how-it-works/digital-ads-extend-lead-over-traditional-media-set-to-hit-rs-728-billion-in-2025-magna-72854.htm">Digital ads extend lead over traditional media, set to hit Rs 728 billion in 2025: MAGNA</a>

VDO.AI’s research evaluated viewer behaviour patterns throughout peak seasonal advertising windows, demonstrating how the synergy between compelling fashion storytelling and CTV's immersive, interruption-free environment is generating exceptional engagement performance. 

Read More: <a href="https://www.storyboard18.com/advertising/indias-adex-likely-to-increase-by-7-8-to-rs-1-37-lakh-crore-in-2025-magna-72874.htm">India's AdEx likely to increase by 7.8% to Rs 1.37 lakh crore in 2025: Magna</a>

Fashion brands see 97% video completion rate on CTV, southern cities lead engagement surge: VDO.AI report

AdTech firm Adcounty Media has made a stellar debut on BSE SME on Friday. The digital-first advertising firm opened at a premium of 52.94% at Rs 130 compared from the issue price of Rs 85. 


The issue was opened for opened for bidding from June 27, 2025 to July 1, and the price band was set at Rs 80 to Rs 85 per share, with a face value of Rs 10. The Initial Public Offering (IPO) of Adcounty was subscribed 251.70 times.

The brand tech company's IPO involved issuance of 59.63 lakh equity shares, with a book-built issue worth Rs 50.69 crore.

Established in 2017, the company operates in eight countries. The firm provides advertising solutions that leverage automation, Artificial Intelligence, and programmatic advertising.

According to the company, it customise the services based on the businesses, such as e-commerce, FMCG, Edtech, gaming, brand development, and BFSI.


Some of the services include programmatic advertising that ensures conversion ratios and ad spend, search engine optimisation, papy per click, cost per acquisition, cost per sale, cost per lead, cost per install campaigns, etc.

Adcounty clocked a revenue of Rs 68.89 crore in fiscal year 2025 and registered a profit of Rs 13.75 crore.


The company has plans to allocate the proceeds from this issuance to improve technological infrastructure, hire talents, expands internationally and cover general corporate expenses and working capital needs.

Adcounty Media lists at 53% premium, debuts at Rs 130 on BSE SME

Elon Musk’s X (formerly Twitter) has upended advertiser strategies again — this time by eliminating hashtags in ads and introducing pricing based on vertical screen space. While the move aims to create a premium ad experience, and designed to curb disruptive, oversized ads and refocus attention on cleaner, user-first content, Indian advertisers say it risks turning the platform from a walled garden into a concrete jungle: enclosed, expensive, and less culturally nimble.

A Closed Loop That Blocks Discovery

Gowthaman Ragothaman, media, advertising and marketing professional and CEO of Aqilliz, calls the removal of hashtags a direct hit on cross-platform targeting. “First, the removal and banning of hashtags essentially means that — see, you tag an ad even on X (or Twitter) only to find the same customer on other platforms. The hashtag ensures that their activities are synced up across platforms. By removing it, Musk has ensured that it’s not just a walled garden anymore — it’s a concrete jungle, right within their own ecosystem. Nothing moves outside the X ecosystem.”

That inward focus, he says, could trigger lower ad spending — a drop the company is trying to offset by charging for large-screen ad formats.

“That will automatically lead to a reduction in ad spends, and to compensate for that, he’s offering large-screen advertising so they can charge a premium and refill the revenue drop.”

While the rest of the ad world pushes for interoperability and cross-platform attribution, X seems to be going the other way, he adds.

“Technically speaking, platforms should become more interoperable. I’m surprised that he’s gone in the opposite direction — maybe because other platforms are trying to do something else in their own way. For example, Meta is going more toward commerce. X, currently, is not very friendly with e-commerce. The hashtag would lead the customer journey to another attribution — maybe a sale on another platform — which I think they are trying to avoid.”

As a result, advertisers will have to treat X as its own isolated strategy.

“What I think will happen is this: X — and reaching audiences on X — will now become a separate strategy altogether. If it works for some brands, they’ll spend more money. For brands it doesn’t work for, they won’t spend any money. So essentially, it will polarize brand choices.”

And while Musk’s attribution model may be tighter within his platform, it comes at the cost of transparency.

“He will use it for his own attribution, and he’ll give you very solid attribution. He’ll say, ‘You delivered ads on my platform? I can give you a pinpoint of the sales pack’ — but only on my own platform. So essentially, every walled garden is now becoming a concrete jungle.”

Making Every Pixel Count

Prashant Puri, Co-founder and CEO of AdLift, believes the move will reset how Indian brands think about creative. “Vertical-size-based ad pricing is going to change how Indian brands think about creative. It’s not just about making ads, it’s about making them work harder. Formats like carousels and full-screen videos will move from ‘nice to have’ to performance essentials.”

He says smaller, high-impact formats will likely become the norm in performance-driven campaigns. “This model will drive agencies to rethink the mix. Smaller, high-impact formats are going to get more airtime, especially in performance-driven campaigns. That doesn’t mean large formats disappear; they still deliver for brand-building. But when cost-efficiency is key, smaller units will be the default.”

Read More:<a href="https://www.storyboard18.com/how-it-works/big-techs-role-misinformation-outpaced-moderation-as-india-pak-tensions-ignited-digital-crossfire-65374.htm" rel="noopener" target="_blank">Big tech's role?: Misinformation outpaced moderation as India-Pak tensions ignited digital crossfire</a>

Vivek Kumar, Chief Strategy Officer at DViO Digital, frames this as a return to intentionality in advertising — a call to rethink what deserves visibility.

“This isn’t just a pricing model shift. It’s a provocation. A creative provocation… Vertical real estate is no longer free real estate. And that’s a good thing.”

“When every extra pixel costs more, brands are forced to pause. To question. To ask: What truly deserves to be here? The best Indian advertising has always come from constraint. This one just reintroduces a forgotten discipline — intentionality.”

Creative Budgets, Rewritten

Gopa Menon, Chief Growth Officer for APAC at Successive Digital, sees a broader shift in how Indian brands will reallocate their budgets, adopting a 70-20-10 model.

“I'm predicting most advertisers will shift toward a 70-20-10 strategy – putting the bulk of their budget into smaller, modular formats for everyday presence, reserving about 20% for strategic full-screen moments during big events like IPL finals or Diwali, and keeping 10% for testing what actually works.”

He adds that the hashtag ban will hit India harder than other markets.

“The hashtag ban is particularly disruptive for Indian brands who've relied heavily on trending tags for festival campaigns and regional marketing. Without #Diwali2025 or cricket hashtags, brands will need to get much better at creating naturally shareable content and building genuine communities around their products.”

The Battle for Culture

Sindhu Biswal, CEO and Founder of Buzzlab, calls the pricing model a double-edged sword — both a revenue move and a creative challenge.

“On one side, the step taken of charging for vertical screen space feels like a cash grab, but on the other, it forces brands to rethink lazy creative… Bottom line is creativity will matter more than ever. If you’re paying extra for impact, your work better earn every pixel.”

He believes X could lose its cultural relevance in India unless it rolls out new tools to match competitors.

“It risks pushing X further down the list for brands chasing cultural lightning in India. Platforms like Instagram and YouTube Shorts are working on increasing the features that help brands ride culture in real time… Unless X pairs these changes with killer new ad tools or creative formats, it risks becoming a stiffer, more expensive space for the very brands that once thrived on its chaotic, trend-driven energy.”

That cultural shift also threatens how virality has traditionally worked on X — especially for influencer-led campaigns built on hashtag traction.

“It might not kill demand. What it will do is change the playbook… The days of leveraging a catchy hashtag into virality on X are gone,” says Sahil Chopra, Founder and CEO, iCubesWire.

In short: brands that once counted on X’s open, messy and reactive environment will now have to pay for clarity. And in doing so, they will need to decide whether the new rules are worth the price of relevance.

Read More:<a href="https://www.storyboard18.com/advertising/ai-vs-agencies-mark-zuckerbergs-vision-of-ad-disruption-sparks-debate-in-india-65474.htm" rel="noopener" target="_blank">AI vs. Agencies: Mark Zuckerberg's vision of ad disruption sparks debate in India</a>

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Advertisers on X’s hashtag ban and vertical ad pricing: Inward focus could trigger lower ad spends

To improve its balance sheet, Zee Entertainment said it would be pursuing seven strategic initiatives in the coming years. According to the media company, 'Kids Entertainment, Emerging Sports, Distribution Model, Inorganic Expansion, Immersive Content Experience, Live Events, and Micro Drama (Short form video)' will become part of its next phase of "growth story".


In a stock exchange filing, Zee Entertainment said, "A stronger balance sheet will enable the Company to pursue transformational strategic initiatives which would help ‘Z’ leapfrog in the coming years, such as Sports, Gaming, new international markets, adjacent businesses, etc".

Last month, ZEEL said it has planned to spend Rs 1,000 crore in building new businesses such as an app for short form content, development of edutainment content for kids, developing and licensing of sport content properties, building of live content business, investment into expanding distribution segment of the business and investment into R&D for developing delivery of content into 3D format.

ZEEL has also planned other growth initiatives as the lines between traditional and emerging media get blurred.

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"Advertisement pie is being shared among numerous forms of media. Hence, the need for traditional media is to reinvent itself," Zee Entertainment added.

ZEEL said it is building a specialized team to cater to retail, Small and medium enterprises (SME), and Micro, Small & Medium Enterprises (MSME) advertisers.

The company informed shareholders that they are executing new forms of monetisation, like structured deals for advertisers. 

"Enhanced focus on in-show brand integration," it added.

<a href="https://cms.storyboard18.com/television/breaking-zeel-plans-to-infuse-%e2%82%b92237-cr-into-short-form-app-sports-content-and-3d-rd-70967.html">Breaking: ZEEL plans to infuse ₹2,237 cr into short-form app, sports content and 3D R&D</a>

Beyond TV shows and web series, the company said it is focusing on scaling up content for all ages, such as focusing on Mini Series for the 25-45 age group; Micro Series for the 15-35 age group, and movies and impact properties for 15 years and above.

<a href="https://cms.storyboard18.com/advertising/zee-entertainment-eyes-modest-ad-revenue-growth-amid-industry-headwinds-66210.html">Zee Entertainment eyes modest ad revenue growth amid industry headwinds</a>

The company is aiming for a breakeven in its digital business Z5 or Zee5 in FY26. It is also intended to escalate TV viewership share to 17.5% in FY 2026 from 16.8% in the previous fiscal year.

The investor presentation also underscored that Zee aspires for margins to range between 18% and 20% in FY26. The company is also improving its cash reserve for its growth-oriented strategies.

Zee Entertainment's cash reserves stood at Rs 2,406 crore as of 31 March 2025.

Zee Entertainment aims to boost ad revenue with digital push

FMCG giant Marico delivered a 'double-digit' revenue growth in the first quarter of fiscal year 2026. The maker of the Parachute oil brand clocked a revenue growth in the low twenties between the April-June quarter in FY26, marking a strong start on a full-year basis.

In a stock exchange filing, Marico mentioned, "Consolidated revenue growth on a year-on-year basis stood in the low twenties, marking a strong start towards delivering double-digit growth on a full year basis, underpinned by the strengthening volume trajectory".

During the Q1 FY25, Marico's revenue was up 6.7% to Rs 2,643 crore.

<a href="https://cms.storyboard18.com/brand-makers/marico-board-approves-re-appointment-of-saugata-gupta-as-md-and-ceo-64473.html">Marico Board approves re-appointment of Saugata Gupta as MD and CEO</a>

Marico said that in the first quarter of FY26, the FMCG company experienced robust demand, driven by improved rural market and steady urban sentiment.

The company has anticipated a gradual improvement in demand in the upcoming quarters due to ease in inflation, favourable monsoon, and policy stimulus. 

Marico's international business delivered 'high-teen' growth in constant currency, primarily driven by the Bangladesh market.

"The International business delivered high-teen constant currency growth, driven by broad-based growth across most markets. Bangladesh continued to exhibit visible resilience with high-teen constant currency growth," according to the company.

<a href="https://cms.storyboard18.com/how-it-works/maricos-ad-spends-in-india-surge-35-in-q4-fueling-growth-amid-inflation-headwinds-64271.html">Marico’s ad spends in India surge 35% in Q4, fueling growth amid inflation headwinds</a>

In the domestic market, underlying volume growth improved sequentially due to positive trends in the core franchises and continuous scale-up of new businesses. Saffola Oils posted a healthy performance with revenue growth in the high twenties, backed by mid-single-digit volume growth. 

However, Parachute witnessed a marginal dip in volumes due to the unprecedented hyperinflationary input cost and pricing conditions. Value Added Hair Oils grew in low double digits in Q1 FY26.

<a href="https://cms.storyboard18.com/brand-makers/marico-sees-high-teen-revenue-growth-in-q4-eyes-double-digit-expansion-in-fy26-61415.html">Marico sees high-teen revenue growth in Q4, eyes double-digit expansion in FY26</a>

Marico has projected to maintain healthy growth momentum in full fiscal 2026, aided by investments from trade-led activations to brand-building initiatives.

"Despite the input cost push, we maintained brand-building investments in line with our strategic intent to strengthen the long-term equity of our franchises and accelerate portfolio diversification," Marico mentioned.

Marico clocks double-digit revenue growth in Q1FY26, maintains brand-building investments

Brands are likely to increase their advertisement expenditures in the current calendar year, with Video, Social, and Retail to remain the dominant industries in the Adex growth, according to IPG Mediabrands' Magna Global Ad Forecast report. 

The overall AdEx is estimated to increase more than 7.8% in 2025 to reach Rs 1.37 lakh crore, the report mentioned. Whereas, Digital AdEx will outpace traditional media in the current calendar year. In 2025, digital AdEx is likely to rise by 12% to Rs 7,28,000 crore ($8.4 billion) while the traditional media revenue is forecast to increase by 3.4% to Rs 6,43,00 crore.


Social advertising is advancing to be the largest format and is expected to overtake Television in the next 5 years, the report added.

<a href="https://cms.storyboard18.com/brand-makers/the-trio-of-video-social-and-retail-to-lead-indias-adex-growth-in-2025-magna-72868.html">The trio of video, social and retail to lead India’s adex growth in 2025: MAGNA</a>


"MAGNA predicts above average ad spend resilience in 2025, neutralizing the impact of ad spend on cyclical events in 2024, led by National Elections & T20 World Cup. In 2025, MAGNA expects dynamic ad spend in Finance, Media, Pharma, Technology, Gaming, and Retail, while Automotive and Electronics might lag. The trio of Video, Social, and Retail will once again lead the Adex growth. Live sports, which were the only Linear TV mainstays, have been upended with more people streaming sports content. Ad-supported streaming experience rapid growth in access, consumption, and advertising sales, as nearly all streaming TV platforms offer more affordable ad-supported plans. Long-form video is growing at a blistering pace of over +25% and is 6% of the total video forecast, estimated to gain double-digit share in the next three years," Hema Malik, Chief Investment Officer, IPG Mediabrands India, said. 

According to the report, the media owners' revenue outlook appeared positive across linear and digital formats in 2025. The report predicted a 6% increase in the first half of 2025 in ad revenue, which may further grow to 9% in H2 2025.

<a href="https://cms.storyboard18.com/how-it-works/digital-ads-extend-lead-over-traditional-media-set-to-hit-rs-728-billion-in-2025-magna-72854.html">Digital ads extend lead over traditional media, set to hit Rs 728 billion in 2025: MAGNA</a>

Currently, digital pure players, valued at Rs 68,000 crore, are driving the advertising economy, which may further grow at 11.4% in 2025, the report added. 

Video is expected to grow 4% in the current calendar year, while Digital Video growth is expected at 17% in 2025. Overall video spending will continue to be weighed down by linear television, which is anticipated to grow at 2.5%, the report mentioned. Notably, publishing will grow by 3.5% with the digital version of the format growing at twice the rate. Audio and Experiential, which is 5% of the adex, will be growing at 5.9% and 12.9% respectively. In 2026, the growth is expected to be at 7.7%.

India's AdEx likely to increase by 7.8% to Rs 1.37 lakh crore in 2025: Magna

Digital advertising (51% share) overtook traditional advertising in 2024. In 2025 Digital adex will rise +12%, INR 728 billion ($8.4 billion) while traditional media revenue is forecast to increase by +3.4%, INR 643 billion ($7.5 billion), as per MAGNA. Social advertising is advancing to be the largest format and is expected to overtake Television in the next 5 years.
 

Hema Malik, Chief Investment Officer, IPG Mediabrands India, said: "MAGNA predicts above average ad spend resilience in 2025 neutralizing the impact of ad spend on cyclical events in 2024 led by National Elections & T20 World Cup. In 2025 MAGNA expects dynamic ad spend in Finance, Media, Pharma, Technology, Gaming and Retail, while Automotive and Electronics might lag. The trio of Video, Social and Retail will once again lead the Adex growth. Live sports, which were the only Linear TV mainstays, have been upended with more people streaming sports content. Ad-supported streaming experience rapid growth in access, consumption, and advertising sales, as nearly all streaming TV platforms offer more affordable ad-supported plans. Long-form video is growing at a blistering pace of over +25% and is 6% of the total video forecast, estimated to gain double digit share in the next three years." 
 

Overall, India's economic outlook remains positive, with robust growth potential supported by a combination of domestic demand, government investment, and a thriving services sector. In a high-stake election year (2024), the market grew +6.5%. IMF in its April 2025 report, projects a slight contraction in activity with a growth forecast of +6.2% in 2025 and a marginal recovery with +6.3% expansion in 2026.

Read More:<a href="https://www.storyboard18.com/special-coverage/digital-adex-now-accounts-for-over-55-of-indias-me-spend-mib-secretary-sanjay-jaju-at-storyboard18-des-2025-72144.htm" rel="noopener" target="_blank">Digital adex now accounts for over 55% of India’s M&E spend: MIB's Sanjay Jaju at Storyboard18 DES 2025</a>
 

Monetary tightening of the past is now being rolled back by the central bank, paving way for recovery. With the inflation cooling from 4.7% in 2024 to estimated 4.2% in 2025 and 4.1% in 2026, central bank is signalling staunch support for economic revival with front loading interest rate cuts and injecting liquidity into the market.
 

Evolving global trade landscape is expected to influence India’s growth trajectory and potential trade headwinds could have an impact on the economy. However, India is well placed to manage the effects of trade disruptions because of domestic growth drivers and low dependence on exports. Nonetheless, the key sectors that drive both trade and domestic adex such as CPG, Auto, Textiles, Electronics & Tech face challenges and India maintains an extremely cautious stance.
 

The Media Owners revenue outlook in 2025 is positive across both linear and digital formats. 2025 H1 will see an increase of +6% and the latter half of the year will grow +9%. Any impact of trade is likely to be felt in the second half of the year and though our full-year forecast accounts for this challenging environment, the situation is still forming shape and there is uncertainty.
 

An, YOY growth of +7.8% in 2025 with total revenue increasing by INR 99 billion taking the total adex from INR 1272 billion ($14.7 billion) to INR 1371 billion ($15.9 billion). Digital Pure Player formats valued at INR 680 billion ($7.9 billion) are driving the advertising economy, which is estimated to grow at +11.4%. Video (INR 413 billion, $4.8 billion) which is the second largest format is estimated to grow +4%. While Digital Video growth is +17%, overall video spends are weighed down by linear television which is forecast to grow +2.5%. Digital Pure Play and Video accounts for 80% of the total adex. Publishing (INR 205 billion, $2.4 billion) will grow +3.5% with the digital version of the format growing at twice the rate. Audio & Experiential, which is 5% of the adex, will be growing at +5.9% and +12.9% respectively. In 2026, the growth is expected to be +7.7%.

Read More:<a href="https://www.storyboard18.com/special-coverage/for-indias-me-sector-to-grow-digital-has-to-grow-at-a-higher-pace-mibs-sanjay-jaju-at-storyboard18-des-2025-72104.htm" rel="noopener" target="_blank">“For India’s M&E sector to grow, digital has to grow at a higher pace”: MIB's Sanjay Jaju at Storyboard18 DES 2025</a>

Digital ads extend lead over traditional media, set to hit Rs 728 billion in 2025: MAGNA

India’s advertising economy is projected to grow 7.8% in 2025 to reach ₹1,371 billion, with digital pure players accounting for half of all ad spend. Within digital, search advertising remains a key pillar, holding steady at 15% of total adex. MAGNA forecasts India’s search ad revenue to grow 8.9% in 2025, reaching ₹205.4 billion (₹20,538 crore). Although the growth rate has marginally slowed from 10.3% in 2024, search continues to be a foundational format alongside social and short-form video, driving the shift away from traditional media.



Digital advertising (51% share) overtook traditional advertising in 2024. In 2025 Digital adex will rise +12%, INR 728 billion ($8.4 billion) while traditional media revenue is forecast to increase by +3.4%, INR 643 billion ($7.5 billion). Social advertising is advancing to be the largest format and is expected to overtake Television in the next 5 years.
 

Hema Malik, Chief Investment Officer, IPG Mediabrands India, said: "MAGNA predicts above average ad spend resilience in 2025 neutralizing the impact of ad spend on cyclical events in 2024 led by National Elections & T20 World Cup. In 2025 MAGNA expects dynamic ad spend in Finance, Media, Pharma, Technology, Gaming and Retail, while Automotive and Electronics might lag. The trio of Video, Social and Retail will once again lead the Adex growth. Live sports, which were the only Linear TV mainstays, have been upended with more people streaming sports content. Ad-supported streaming experience rapid growth in access, consumption, and advertising sales, as nearly all streaming TV platforms offer more affordable ad-supported plans. Long-form video is growing at a blistering pace of over +25% and is 6% of the total video forecast, estimated to gain double digit share in the next three years." 
 
 

Evolving global trade landscape is expected to influence India’s growth trajectory and potential trade headwinds could have an impact on the economy. However, India is well placed to manage the effects of trade disruptions because of domestic growth drivers and low dependence on exports. Nonetheless, the key sectors that drive both trade and domestic adex such as CPG, Auto, Textiles, Electronics & Tech face challenges and India maintains an extremely cautious stance.
 

The Media Owners revenue outlook in 2025 is positive across both linear and digital formats. 2025 H1 will see an increase of +6% and the latter half of the year will grow +9%. Any impact of trade is likely to be felt in the second half of the year and though our full-year forecast accounts for this challenging environment, the situation is still forming shape and there is uncertainty.
 

An, YOY growth of +7.8% in 2025 with total revenue increasing by INR 99 billion taking the total adex from INR 1272 billion ($14.7 billion) to INR 1371 billion ($15.9 billion). Digital Pure Player formats valued at INR 680 billion ($7.9 billion) are driving the advertising economy, which is estimated to grow at +11.4%. Video (INR 413 billion, $4.8 billion) which is the second largest format is estimated to grow +4%. 

While Digital Video growth is +17%, overall video spends are weighed down by linear television which is forecast to grow +2.5%. Digital Pure Play and Video accounts for 80% of the total adex. Publishing (INR 205 billion, $2.4 billion) will grow +3.5% with the digital version of the format growing at twice the rate. Audio & Experiential, which is 5% of the adex, will be growing at +5.9% and +12.9% respectively. In 2026, the growth is expected to be +7.7%.


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Search ad revenue in India to hit Rs 20,538 crores in 2025, holding 15% share of total adex: MAGNA

India’s life insurance industry has united behind a Rs 450 crore multimedia awareness campaign titled “Sabse Pehle Life Insurance". Spearheaded by the Insurance Awareness Committee, the campaign aims to educate citizens on the importance of financial protection, especially amid rising urban migration and economic uncertainties.

As per PTI report, the three-year initiative, funded proportionally by all life insurers based on their premium income, will see a yearly investment of Rs 150–160 crore in print, digital, radio, and television media to promote term insurance, child plans, and savings-linked covers.

The campaign comes at a critical juncture. Despite being the world’s 10th largest insurance market, India’s life insurance penetration has declined from 4% of GDP in FY23 to 3.2% in FY25, signaling a worrying trend in household financial preparedness.

Only 36 crore Indians, just over 25% of the population, currently hold any life insurance, according to Swaminathan Iyer, Member (Life), IRDAI. “This leaves over 100 crore people financially exposed. Rapid urban migration and evolving job patterns demand more resilient financial planning. Insurance has to be the first step,” Kamlesh Rao is Chairperson - Insurance Awareness Committee said.

A new survey by the council revealed that even among those with insurance, the coverage is often inadequate. The campaign, therefore, aims not only to drive new policy uptake but also to inform people about right-sizing their coverage.

“We want people to understand that insurance is not just a checkbox. It has to be timely, adequate, and relevant,” Rao added.

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