OMG India CEO Kartik Sharma: Brands need to embrace personalised media strategies

In today’s rapidly evolving media landscape, the sheer complexity and fragmentation across platforms like TV, CTV, digital, and influencer marketing can be overwhelming. Kartik Sharma, CEO of Omnicom Media Group India, provides a nuanced perspective on these changes and their impact on advertising strategies.

Sharma highlights that while digital media is experiencing significant growth, it’s crucial not to overlook traditional media. Contrary to the belief that print is obsolete, Sharma emphasises that measuring its impact is essential. "You can't make a sweeping statement that a particular medium is dead or growing without measuring its effectiveness," he asserts.

India's media landscape is in a phase where various categories and media are growing at different rates. Some may see single-digit growth while others might experience double-digit increases.

Sharma highlights that the focus should not merely be on reaching the maximum audience at the lowest cost but on effectiveness and impact. "If I can save a dollar or a rupee for my client, it’s a dollar earned," he explains. This cost-saving can lead to reinvestment in business growth or increased profit margins, thereby significantly impacting a client's overall business strategy.

Turning the spotlight on Connected TV (CTV), Sharma notes that luxury brands and those targeting premium consumer segments are heavily investing in experimentation. CTV provides an avenue for these brands to test their strategies on a smaller scale before committing to larger budgets. "We never tell a client to start very big," Sharma said. "It’s always about testing and learning." This approach allows brands to tailor their strategies based on the unique reactions of different consumer segments.

Sharma’s insights reflect a broader trend towards personalised and adaptable media strategies. Rather than adopting a one-size-fits-all approach, Sharma emphasised the importance of bespoke solutions tailored to each client’s unique needs. "Over generalisation and saying this will paint the entire category with one brush is not going to work," he stated.