The end of the year entails a lot of self-reflection and fresh perspectives. Moving to the New Year, we look back at 2024, the year that saw the rise of Connected TV, Quick Commerce, AI-based marketing tools, ChatGPT, and a resurgence of innovation in print and broadcast, among many other trends. As the new year approaches, we appreciate the lessons that 2024 has brought the advertising and media industry and look towards 2025 with renewed energy and fresh expectations.
Artificial Intelligence (AI) was the buzzword in Marketing this year, with generative AI leading the charge in hyper-personalising ads and predictive analysis. Immersive experiences through AR and VR innovations also gained prominence. Short-form videos and snackable content catered to digital-first audiences.
On the Creative side, there was a delicate dance between innovation and resilience. While the debate of whether AI breakthroughs were limiting creativity in its path or if agencies were yet to harness the true power of this man-made intelligence took over conversations, creatives looked at tried and tested formulas, playing it ‘safe.’ Will 2025 be the year creativity takes over, bringing back the josh in ad films?
In 2024, the radio industry showed steady recovery, integrating with digital platforms and adopting technological innovations like AI, gamification, and interactive content. This multimedia approach, along with stronger collaborations and personalised campaigns, expanded radio’s reach and engagement.
Print media too renewed its vitality in 2024, with political ads and sectors like real estate and healthcare driving growth. It adapted to digital trends by targeting premium, niche audiences and emphasising credibility.
As 2024 ends, Digital Marketing has firmly established itself as the powerhouse behind brand success. Influencer collaborations and shoppable videos have driven sales, while short-form content and micro-influencers continue to rise in prominence. AI-driven experiences, from CGI to AR, have captivated audiences, with the 3Vs—Video, Voice, and Vernacular—leading the way.
In 2024, India’s TV industry thrived, with over 45 million connected TV households. Linear TV viewership rose, with shows like Ramayan and regional content still drawing large audiences. TV reached 210 million households and 900 million daily viewers, with youth spending over 3.5 hours daily watching.
The OTT streaming landscape also evolved in 2024, with AI-driven personalisation and an increasing focus on regional content, particularly in smaller cities. Freemium models grew in popularity, and flexible subscriptions like pay-per-view are expected to rise in 2025.
As 2024 concludes, the media sector has undergone significant transformation, driven by technology and changing consumer habits. AI-powered advertising, immersive sports, and the rise of short-form, vertical video content have redefined media consumption.
In 2024, the out-of-home (OOH) sector evolved with digital billboards, programmatic ads, and real-time updates. Sustainability gained focus through solar-powered billboards, while interactive features like QR codes and AR enhanced creativity. Real-time data and hyperlocal ads allowed for instant optimisation and deeper community engagement.
The marketing scenario in 2024 was marked by rapid innovation and shifting consumer behaviours, with technology and authenticity at the core of brand strategies. Artificial intelligence and generative AI led the charge, transforming customer engagement through hyper-personalisation, predictive analytics, and immersive technologies like AR and VR. Short-form videos and snackable content dominated platforms, catering to the attention spans of a digital-first audience, while phygital experiences bridged the gap between online and offline interactions. Brands also embraced purpose-driven marketing, trust, and transparency to build genuine connections, while Gen Z emerged as a key audience, favouring micro-influencers, interactive storytelling, and experiential campaigns. From shock advertising to anamorphic visuals, 2024 showcased how creativity and technology could converge to create lasting impressions.
By Anjana Naskar
RISE OF MARKETING MIX MODELLING (MMM)
Arvind R.P.
CMO, McDonald’s India (W&S)
"The rise of Marketing Mix Modelling (MMM) is fast emerging as the cornerstone of data-driven decision making in 2025. As privacy regulations tighten and the realisation that both ‘attribution’ and ‘incrementality’ are important, MMM offers a robust framework for understanding marketing ROI across channels. This approach helps organisations optimise their marketing investments by providing clear insights into the effectiveness of both online and offline initiatives, enabling more strategic resource allocation and better business outcomes.”
EFFORTS TOWARDS COLLECTING FIRST PARTY DATA
Vishal Subharwal
Group Head Strategy & CMO, HDFC Life
"This year brands will make more efforts towards collecting first-party data as cookies fade and stricter data protection laws emerge. Brands will need to find newer, legal and more cost-effective ways to understand consumers and their behaviour. I think this year we will see a renewed focus on content. The past year has shown brands that there is no alternative to good content. As it becomes increasingly challenging to capture consumer attention and break through clutter, brands will revisit content strategies to ensure meaningful engagement with their target audiences.”
CTV – PRIME DESTINATION FOR ADVERTISERS
Rajeev Jain
Sr. Vice President, Corporate Marketing, DS Group
"Connected TV (CTV) advertising has emerged as the most significant development. As smart TVs become more affordable, penetration grows, and cord-cutting continues, CTV platforms are becoming a prime destination for advertisers. The ability to deliver ads to specific audiences makes CTV a powerful tool for brands to reach and engage consumers effectively. As the industry embraces this trend, we can expect further innovation in programmatic buying, advanced targeting, immersive ad formats, and cross-screen measurement, solidifying CTV’s position as a dominant force in 2025 and in the years to come.”
FOCUS ON SUSTAINABILITY
Chandan Mendiratta
Chief Brand and Culture Officer, Zepto
"In 2025, Sustainability will move from being a value-add to a core business strategy, with initiatives like eco-friendly packaging, carbon-neutral operations, and EV fleets gaining widespread traction. The lines between online and offline shopping will blur as omnichannel experiences evolve, offering consumers greater convenience and choice. Voice-enabled commerce is set to emerge as a disruptive force, enabling seamless, hands-free shopping. Private labels will further dominate, with brands focusing on niche, consumer-centric innovations to stand out in a crowded market.”
AI-POWERED PREDICTIVE PERSONALISATION
Snehil Gautam
Chief Growth & Marketing Officer, Housing.com & PropTiger.com
"In 2025, personalisation will reach new heights with AI predicting consumer needs before they’re expressed. By analysing real-time data, brands can deliver hyper-targeted content, product recommendations, and tailored offers. This trend will enable seamless, predictive customer journeys across platforms, boosting engagement and loyalty. Companies leveraging AI will focus on proactive solutions, such as recommending maintenance services for past purchases or anticipating future needs, creating an almost telepathic connection between brands and their audiences.”
2024 was a year of transformation for the creative industry, where innovation and resilience defined the landscape. Cringe was the buzzword that emerged from the shadows of guilty pleasures and took centre stage putting the spotlight on unlikely influencers like Ganji Chudail. AI breakthroughs offered new avenues for creative expression, pushing agencies to experiment and refine their craft. Even in the face of economic challenges—rising inflation, liquidity concerns, and tempered demand—agencies adapted with agility, finding fresh ways to stay relevant and deliver impactful solutions. In India, the rise of independent agencies, coupled with a shift in talent dynamics, spurred faster innovation and a more strategic approach. As the creative sector navigated a year of upheaval, it found strength not in traditional benchmarks of success, but in agility, authenticity, and deeper connections.
By Neeta Nair
DATA- DRIVEN INNOVATION
Paritosh Srivastava
CEO, Saatchi & Saatchi India and Publicis India
"In a world where technology is essential, the smart approach for 2025 will be to get the best out of it. By using data-driven solutions such as AI, analytics, and automation, agencies can not only streamline operations but also enhance creative strategies and decision-making. The key lies in using technology to drive efficiency, improve personalisation, and deliver innovative solutions. This will give agencies an edge to be better positioned to meet evolving client demands and remain competitive in an increasingly digital market.”
TALENT CRUNCH & CREATIVE AI
Rahul Mathew
CCO, DDB Mudra Group
"We are currently facing the most severe talent crunch the industry has ever seen. However, it is now up to us veterans to take action. We, who seek change, must invest our time and resources in identifying and mentoring emerging talent, ensuring that the industry has a steady pipeline to carry it forward into the future. Additionally, the mere utilisation of AI should not be considered a win. It is time we demonstrate how AI can amplify our creativity, not just enhance efficiency.”
THE RETURN OF CULTURE-FIRST AGENCIES
Ram Cobain
CCO, Mullen Lintas
"Under the Damocles’ sword of fickle growth, creative agencies today have very little wiggle room. Given that this is unlikely to change, only those agencies whose culture puts their people first – right alongside revenue and fame – will be able to attract and retain top talent. Also, with production and media budgets coming under ever-increasing pressure, we will see a concerted move towards shorter ad formats. Creative flex will be the ability to do the job in fewer seconds while delivering joy.”
PLATFORM-FIRST STRATEGIES WITH MEASURABLE IMPACT
Ashima Mehra
CEO, FCB India
"The emphasis is shifting towards platform-native thinking, where the focus lies on building conversion-driven strategies and delivering measurable outcomes. Agencies that master this approach will lead the charge in delivering ROI-driven campaigns. Also, authentic engagement with the creator community will become essential.Brands are still grappling with how to authentically collaborate with creators, often overlooking the distinctive voices and perspectives these influencers bring. The future demands a deeper understanding and genuine partnerships that resonate with audiences.”
TARGETING ANXIETY FOR VIRALITY
Aalap Desai
Co-Founder and CCO, tgthr
"I think that many people view Yes Madam, Zomato Job Offer, and Poonam Pandey incidents as successful marketing/PR campaigns. In my opinion, they are wrong. I feel that they overlook the fact that such stunts leverage anxiety and vulnerability of the audience for mere virality. And while I do not agree with this, I fear that we will witness some more of such campaigns in 2025.”
The radio industry has been steadily recovering, aiming to reach pre-COVID levels. While the year began strongly, buoyed by election-related campaigns, the second half saw a mixed performance for some national players. Nevertheless, the overall outlook remained positive. Radio has shed its “invisible medium” label by integrating with digital platforms, a trend that continues to grow. Collaborations between radio and digital media have been further strengthened through events and on-ground activations across regions. This year, also marked the introduction of technological innovations in traditional broadcasting at a large scale. To enhance engagement, brands have embraced personalised, targeted campaigns powered by artificial intelligence, gamification, and interactive content. This multimedia approach has redefined the medium, attracting a broader audience. Looking ahead to 2025, the focus is expected to shift toward smaller towns and niche content, ensuring that radio remains a dynamic and relevant platform in an increasingly digital landscape.
By Aryan Khanna
PERSONALISATION AND HYPERLOCALISATION IN RADIO
Abe Thomas
CEO, Big FM
"In 2024, digital transformation reshaped radio, merging traditional broadcasting with AI, gamification, and interactive content for personalised, targeted campaigns. Hyperlocal content strengthened community ties, while podcasts and streaming increased reach and revenue. Key sectors like Health, Pharma, BFSI, Auto, FMCG, and Real Estate grew. Looking to 2025, AI-driven personalisation and cohort marketing will dominate, focusing on Tier 3 and Tier 4 markets. Niche content, voice-activated experiences, and sustainability messaging will further enhance radio’s ability to build personal connections.”
USE OF AI WILL BE IMPERATIVE
Ashit Kukian
CEO, Radio City
"In 2024, we leveraged new-age strategies to stay aligned with customer’s needs through different tactics such as experiential marketing, chatbots, and AI-enhanced tools. We channelised innovative strategies via various digital platforms. AI’s capability to analyse vast data helped us provide personalised and customised experiences to our customers. In our advertising strategies, we utilise new-age methods such as AI-generated content, WhatsApp chatbots, brand anthems, influencer marketing, and celebrity shoots to strengthen customer relationships. In 2025, the use of AI will be imperative for brands as the digital landscape is constantly evolving.”
REINVENTION THROUGH MARKET EXPANSION
Nisha Narayanan
Director & COO, Red FM & Magic FM
"2024 has been a rollercoaster for radio. Post-COVID, the industry has worked hard to recapture its pre-2019 magic. Thankfully, radio is reinventing itself, no longer just an invisible, audio-only medium. It’s making waves across platforms, from production houses to social media stars. Private FM stations are taking a full-circle approach. Despite a slow start with economic challenges and a quiet Diwali, Radio has stayed in the green. The government’s new city auctions are promising, and the event space is thriving. 2025 promises a fresh, fiery start!”
RADIO’S CLASSIC CHARM MIXED WITH DIGITAL INNOVATION
JK (Jayakrishnan)
General Manager, Club FM
"At Club FM, we’re leading radio’s digital transformation by combining traditional broadcasting with innovative technology. Our content, audience engagement, and revenue are thriving across platforms. With over 900,000 YouTube subscribers, 1 million Facebook followers, and 47 million monthly views, our reach extends well beyond the airwaves. Shows like ‘Club FM BhagyaVan’ and ‘Club FM Junior RJ’ keep us closely connected to listeners, while partnerships with sectors like automobiles, FMCG, and education drive growth. AI-driven personalisation and hyperlocal content ensure our continued success.”
In 2024, an election year, print media reaffirmed its position as a critical advertising medium. Political parties heavily relied on print ads, highlighting newspapers’ ability to engage readers seeking credible information to shape opinions. Beyond politics, high-involvement sectors like real estate, automobiles, jewellery, education, healthcare, and finance also embraced Print, driving revenue growth. As we enter 2025, the print industry exemplifies resilience and adaptability, thriving amidst digital transformation by innovating in both content and advertising. Sectors such as FMCG, real estate, retail, healthcare, and automobiles have fuelled growth, with Print now targeting premium and niche audiences. Advertisers are turning to Print to connect with affluent readers who value credibility over clickbait. This trend extends beyond urban centres, with tier-II and III cities witnessing growth through localised content, events, and community engagement. Innovations in print now offer tailor-made solutions for advertisers, blending creativity with precision to meet unique needs.
By Pritha pahari
PRINT’S DYNAMIC EVOLUTION
Uday Jadhav
CEO, Sakal Media Group
"In 2025, the print sector is poised for growth, driven by emerging trends. Ground events are gaining traction, with strong ticketing responses creating a new revenue stream and a shift from the highly digital COVID-era trend to on-ground engagement. Media houses hosting events are reinforcing their brand’s trustworthiness and deepening audience connections. Input prices for the newspaper industry are now stable, enabling better profitability. Even on the content front, phygital approaches will thrive—QR codes and UI-based print articles will enhance reader experiences.”
REGIONAL LOYALTY
Deepak Saluja
CEO, Metropolitan Media Company Limited (Vijay Karnataka, Bangalore Mirror, Mumbai Mirror)
"India is experiencing rapid economic growth, which is driving increased consumer spending and disposable income that is spreading much beyond just the metros. Advertisers are now looking at allocating a higher portion of their advertising budgets to regional newspapers. This trend is driven by the fact that regional newspapers have a higher salience due to loyal and engaged readership. Additionally, with the advent of GenAI, many new use cases are evolving both for content creation and for ad placement across multimedia for enhanced effectiveness.”
RIDING DIGITAL WAVE
Srinivasan B
Managing Director, Vikatan Group
"Looking ahead, the print sector’s journey is one of balancing tradition with innovation. By adopting premium advertising strategies, exploring new interactive formats, and prioritizing digital-first approaches, print is adapting to meet the demands of today’s audience. This commitment to innovation, while still respecting its trusted legacy, ensures that print will not only survive but thrive in an increasingly digital world. The future of print media is one of continued growth and relevance, marking a new chapter in 2025 and beyond.”
High reader interest
Devika MS
Director, Operations, Mathrubhumi
"In 2025, key topics will drive reader interest. The government’s Bharat Stage regulations may spark EV growth and debates on fossil-fuel vehicles, with Budget 2025-26 offering crucial insights. Politically, civic elections in Kerala, state polls, and national governance in Parliament will be pivotal, alongside the evolving INDIA alliance under Mamata Banerjee, potentially reshaping opposition dynamics and strengthening the NDA. Globally, the impact of the Israel-Palestine war, Syria’s future, and developments in Bangladesh and Sri Lanka will be closely watched. India-China relations will remain critical, influencing the economy, migration, gold, and oil prices.”
As the curtains close on 2024, it’s clear that digital marketing has solidified its position as the linchpin of brand success. Influencer collaborations continued to drive sales, with interactive and shoppable videos redefining engagement and conversions. The rise of short-form video content and the growing power of micro-influencers further underscored the evolving landscape of digital marketing. CG and AR campaigns stole the show, leveraging AI to create immersive experiences that captivated audiences across platforms. The 3Vs - Video, Voice, and Vernacular - continued to dominate, with AI-powered personalisation, predictive analytics, and brand-extensions of creators emerging as key trends. As we look to 2025, one thing is clear: digital marketing will continue to evolve at breakneck speed.
By Anushka Sengupta
RISE OF INFLUENCERS
Harikrishnan Pillai
CEO and Co-Founder, TheSmallBigIdea
"Brands will evolve to build a creator mindset, empowering individuals to produce authentic content. By leveraging a network of influencers and micro-influencers, businesses will foster deeper connections with their audience and drive organic growth. By engaging on social media platforms, CXO’s will establish themselves as thought leaders, attract top talent, and strengthen relationships with stakeholders. As AI continues to advance, businesses will leverage its capabilities to optimise marketing strategies, automate tasks, and make data-driven decisions.”
GROWTH OF PHYGITAL
Shradha Agarwal
Co-Founder & Global CEO, Grapes Worldwide
"In 2025, AI will enhance technology, creativity, and data analytics in advertising. Experiential marketing will flourish through BTL and digital channels, using omni-channel strategies. For instance, billboards will link to digital campaigns, amplifying real-world events such as concerts and experiences online. This blend of physical and digital creates immersive, interactive moments, engaging audiences across multiple platforms. By merging on-site and online experiences, brands will foster deeper connections and deliver shareable, impactful campaigns that resonate with modern consumers.”
GROWTH OF AUDIO COMMERCE
Sunitha Natarajan
Director - Digital Strategy, Social Panga
"I foresee voice search and audio commerce experiencing significant growth. Optimising for voice search will become essential, enabling brands to reach customers more effectively and efficiently. The way people interact with search engines is changing. Instead of seeking results, users now demand answers. This shift may impact referral traffic, making it essential to create websites that accurately represent the brand, partners, and fans. By prioritising authenticity and user experience, I believe businesses can thrive in this new search landscape.”
CONVERSATIONAL MESSAGING PLATFORMS
Nitin Singhal
Managing Director, Sinch India
"In 2025, businesses will use conversational messaging platforms like Google RCS, WhatsApp, Chatbots, etc. to transform updates into dynamic, interactive touchpoints that spark conversations and drive sales conversions and service experiences. Integration will be the key to intelligent engagement. By mapping customer data across systems and focusing on key journeys, companies can create interactions that feel personal, contextual, and effortless.”
RISE OF AR/VR BASED IMMERSIVE EXPERIENCES
Mansi Gupta
Chief Business Officer, OpraahFx
"I believe AI will play a bigger role in making content more personalised and efficient. Augmented and virtual reality will also become more accessible, allowing creators to produce immersive shopping experiences, interactive campaigns, and virtual events. Platforms like Instagram are taking major steps, such as launching initiatives like the Creators Lab, to help creators enhance their content and boost engagement. Social media platforms are working on improving the quality and impact of creator-driven content.”
The Indian television industry has undergone a remarkable transformation in 2024, redefining itself through platform-agnostic strategies and embracing the growing demand for seamless cross-platform accessibility. With connected TV households projected to exceed 45 million by year-end, broadcasters are capitalising on flexible viewing habits, offering high-quality entertainment on both traditional TV and OTT platforms. Linear TV consumption remains robust, with viewers spending more time than ever on television, fuelled by a 45-minute increase in weekly viewership since 2022. Shows like Ramayan and family dramas continue to resonate with Hindi-speaking audiences, while regional markets thrive on culturally rooted content, dubbed shows, and hyperlocal storytelling. Television maintains its position as India’s most trusted and widely accessible medium, reaching 210 million households and engaging 900 million users daily. The youth, contributing to a third of TV viewership, spend over 3.5 hours a day watching, underscoring TV’s broad appeal.
By Pritha Pahari
TELEVISION’S EMOTIONAL INFLUENCE
Kartik Mahadev
CMO, Content SBU - ZEE Entertainment
"Television has always been known for strong storytelling and distinct characters that shape narratives and influence consumer behaviour. Over the years, these memorable and relatable characters have built emotional equity in their viewers’ mind, becoming their daily companion. Our recently launched campaign ‘Dilfluencers’ with Jackie Shroff also highlights this timeless virtue of television. We see this continuing as brands look to ride on the growth of the influencers and creator economy, also leveraging the power of TV to build empathy at scale.”
CONVERSATIONS DOMINATE
Janhavi Vyas
Head of Marketing South Asia, Warner Bros. Discovery
"As UGC and AI-crafted media proliferate, ensuring credibility will be vital to maintain audience trust amidst new challenges. Secondly, with a projected CAGR of 17%, Connected TV or CTV will exceed 45 million households across the board, redefining viewing habits and advertising dynamics. Conversations, not campaigns, will dominate the trends. Engaging audiences through authentic dialogues and interactive narratives will foster more trust and strengthen brand-consumer relationships further.”
EMBRACING CULTURAL DIVERSITY
Sandeep Gupta
Chief Operating Officer – Broadcasting Business, Shemaroo Entertainment Limited
"There could be an increased acceptance of multi-cultural content in the country. The rising popularity of regional movies dubbed in Hindi has paved the way for more culturally integrated programming. This trend is gradually extending to TV shows, with broadcasters likely to develop programs that appeal to multilingual and multicultural audiences. By targeting a wider spectrum of viewers, this approach could significantly enhance both the scale and profitability of TV networks, fostering mass acceptance and growth.”
THE AI FACTOR
Sujoy Roy Bardhan
Marketing Head, Sony YAY!
"The influence of AI in storytelling can redefine Television in 2025, enabling deeper audience engagement and more dynamic content. AI can help analyse viewer preferences, allowing for adaptive programming schedules and marketing preferences. Storylines and characters can evolve in real-time based on audience feedback, powered by AI-driven insights. These technological improvements can create immersive and tailored viewing experiences, ensuring that kids remain captivated while fostering a stronger connection to their favourite shows and characters.”
In 2024, the OTT streaming landscape continues to evolve, driven by changing viewer preferences and technological advancements. Personalisation through AI is a major focus, with platforms offering tailored content recommendations to cater to individual tastes. The demand for regional content is growing, with platforms increasingly prioritising local narratives to engage audiences in Tier 2 and Tier 3 cities. Freemium models, combining both ad-supported and subscription options, are gaining popularity due to their affordability, while flexible subscription plans, such as pay-per-view, are expected to become more common in 2025. Mobile streaming remains dominant, with a significant shift towards vertical formats to optimise content for smaller screens. Additionally, the rise of Connected TV in smaller cities is opening new opportunities for advertisers and brands. Looking ahead, AI-driven personalisation, real-time translations, and a focus on family-friendly content will shape the future of OTT, making it more accessible and inclusive.
By Aryan Khanna
GROWING USAGE OF CONNECTED TV AND REGIONAL CONTENT
Shresth Gupta
Vice President - Marketing (SVOD) for India & Global, Zee5
"In 2024, Zee5 has led the OTT renaissance, reshaping how India engages with entertainment. With most paid subscribers preferring Connected TVs, we’re focusing on immersive, large-screen experiences for families. Zee5 uses AI-driven hyper-personalisation to offer tailored recommendations, deepening connections, particularly in Tier 2 and Tier 3 cities. Our focus on regional content, like Tamil, Telugu, Bengali, and Marathi, has driven growth. In 2025, AI-driven personalisation, real-time translations, and family-friendly content will redefine viewer engagement, expanding our global reach.”
MOBILE WILL CONTINUE TO BE THE PRIMARY STREAMING DEVICE
Jhoomer Sinha
Vice President of India Hindi Business, Kuku FM
"2024 was a landmark year for OTT, solidifying its long-term presence. For Kuku FM, it marked key milestones, surpassing 3 million paid subscribers and expanding original content offerings to capture greater mindshare. Looking to 2025, five key trends emerge: Mobile will remain the primary streaming device for 90% of Indian users; consumers will seek engaging, premium content; they’ll pay only for content they value; OTTs will optimise for vertical streaming; and demand for regional audio content will rise, driven by cultural connections.”
COMBINATION OF REGIONAL TARGETING AND PERFORMANCE ADS TO BOOST ROI
Sushilkumar Agrawal
CEO, Ultra Media & Entertainment Group
"At Ultra Play, a Hindi-only OTT platform launched in Q3 2024, we focused on Tier 2 and Tier 3 audiences with affordable, curated content. Our budget-friendly plans, including quarterly and annual options, led to strong engagement with both new releases and catalogue content. Advertisers are increasingly targeting regional audiences and using performance-driven ads to maximise ROI. Looking ahead, we expect AI-driven ad personalisation to boost engagement, while freemium models and rising Connected TV use in smaller cities will offer new brand opportunities.”
FLEXIBLE SUBSCRIPTION MODELS
Priyanka Bardia
Director, Platform8
"The OTT streaming space continues to evolve rapidly, driven by changing viewer behaviour and shifting content choices. In 2024, we have been focusing on creating personalised content through AI recommendations to cater to viewers’ taste and fondness. There is a strong emphasis on local content production, with web series drawing significant attention. Freemium models, combining ad-supported and subscription tiers, are becoming popular, addressing cost concerns. Looking ahead to 2025, flexible subscription models (like pay-per-view) will become more common.”
SPOKESPERSON
JioSaavn
"In 2024, we saw massive growth in regional Indian music on JioSaavn, with Telugu dominating the superhits charts. Cities like Delhi NCR, Hyderabad, Bangalore, Kolkata, Lucknow, and Pune were among the top streaming locations. When it came to advertising, we noticed a rise in multi-format campaigns, combining audio, video, and display ads. Brands used ASMR audio ads, social media promotions, push notifications, and personalised playlists to drive engagement and recall. Our listener insights allowed brands to create hyper-personalised ad experiences for users.”
As 2024 draws to a close, it can be remembered as the year of transformation in the media sector. Driven by technological advancements, changing consumer behaviors, and strategic shifts within key industry players, the media landscape seems to have gone through its renaissance. From the rise of AI-powered advertising, return of concerts and immersive sports broadcasts to the growing dominance of short-form content and hybrid media consumption, the year saw a convergence of formats, platforms, and technologies that reshaped how content is created, distributed, and consumed. Short-form content, particularly vertical video formats dominated the landscape with influencers blurring the lines between advertisement and entertainment. Hybrid media consumption took centre stage, as viewers seamlessly moved between Connected TV, digital platforms, and traditional broadcast TV. This convergence of formats, platforms, and technologies reshaped how content is created, distributed, and consumed, creating new opportunities for brands and advertisers.
By Jennifer Thomas
HYBRID MODE OF CONTENT CONSUMPTION
Lalatendu Das
CEO, Publicis Media, South Asia
"India is adding screens. The average Indian now has access to broadcast TV, as well as additional screens in the form of mobile phones, laptops/PCs, etc. While digital platforms and Connected TV/OTT will continue to grow, broadcast TV will remain relevant. Consumers are increasingly consuming content in a hybrid manner, switching between different media. We are already seeing the emerging pattern where audiences watch live cricket on broadcast TV but follow it up with highlights on digital/OTT at leisure. With consolidation among broadcasters across TV and digital, new content formats may emerge for hybrid audiences.”
RETURN OF SPORTS
Anand Chakravarthy
Chief Growth Officer, Omnicom Media Group India
"Sports continues to be big, and I believe potentially we are going to see it living up to its promise beyond just cricket. We are seeing the return of other sports and sporting franchises, be it hockey, badminton or even pickleball, which is making a return, at least in larger metros. Following India’s performance at the Olympics, there is renewed interest in a lot of non-cricket sports, leading to the sporting arena becoming broader. While cricket will continue to be the biggest draw, sports as an avenue of marketing beyond cricket is a really exciting opportunity for 2025.”
AI-DRIVEN PROGRAMMATIC ADVERTISING
Vinay Hegde
CEO, Investments (Media), Madison World
"Brands will leverage dynamic content creation and automated campaign optimisation to enhance advertising efficiency. AI will play a growing role in both B2B and B2C communications. Mobile-first strategies, vernacular content, and AI-driven personalisation will engage the expanding digital audience. Also, Rural consumption will rise, while urban spending plateaus and premiumisation increases. Advertisers are shifting towards audience-first, programmatic strategies, delivering personalised ads in premium environments for better performance and stronger returns, moving away from broad, low-cost social media campaigns.”
THE RISE OF RETAIL MEDIA
Sanchayeeta Verma
CEO, Carat India
"The rise of retail media and the shift towards everything commerce is evident. We’ve seen the continued growth of retail media, starting with marketplaces, including the explosion of Quick commerce. The next phase will focus on the digitisation of physical spaces and the ability to target propensity consumers in the ‘buy’ mindset. Another key pivot is the capacity to target consumers in environments that deliver both branding and performance, while data mining provides full-funnel insights from these interactions.”
The out-of-home (OOH) landscape underwent significant transformations in 2024. Digital billboards became increasingly popular, leveraging programmatic advertising and real-time updates to captivate audiences. Sustainability also took center stage, with solar-powered billboards and eco-friendly practices gaining momentum. Brands pushed the boundaries of creativity, incorporating interactive elements like QR codes, AR, and 3D Anamorphic displays to create memorable experiences. Real-time data usage enabled brands to optimise campaigns instantly, boosting effectiveness. The rise of hyperlocal ads also allowed advertisers to connect with local communities through targeted campaigns. As we look to 2025, the OOH sector is poised for continued growth and innovation. Industry experts share insights on what’s next for OOH/DOOH and experiential marketing.
By Anushka Sengupta
INNOVATION IN ASSETS
Junaid Shaikh
Managing Director, RoshanSpace Brandcom Pvt Ltd
"Marketers will seek distinctive assets that deliver both frequency and impact. Large, powerful assets will enable brands to leverage omni-channel strategies, crafting compelling content and brand stories that drive consumer acceptance and recognition. Our screens can split content, tailor it to dwell time, desynchronise, and display a series of communications. Going forward, marketers will demand higher-quality assets, refined structures, symmetry, and an elevated stage for brand storytelling.”
PERSONALISATION & AI
Yogesh Lakhani
Chairman & Managing Director, Bright Outdoor Media Limited
"In 2025 there will be a lot of personalisation with AI and Data, where AI will make ads more personalised based on location, time, and audience preferences. Digital billboards will change messages in real-time for better impact. Brands will use live data to improve ad performance and increase engagement. Technologies like AR, VR, and holograms will create exciting, interactive experiences. Billboards might become touch-enabled, allowing people to engage with ads directly. This trend will help brands connect with audiences in creative and memorable ways.”
GROWTH OF DOOH
Gulab Patil
Founder & CEO, Lemma
"Looking ahead, DOOH will play a major role in the omnichannel audience journey, delivering more than just impact—it’ll drive real, meaningful engagement across various touchpoints. We’re seeing a shift towards better attribution modeling, allowing brands to track DOOH’s influence on their overall marketing efforts more accurately. In retail, we’re going to see more small-format DOOH screens popping up, creating richer, more interactive shopping experiences that truly connect with consumers.”
SUSTAINABILITY WILL BE STAPLE
Vaishal Dalal
Co-founder & Director, Excellent Publicity
"I believe sustainability will not be something that is added on anymore. When Brands invest in solar-powered billboards, sustainability becomes a staple of 2025 plans. In addition, as long as campaigns are being marketed through green initiatives or the active involvement of causes, they will be aligned with environmentally friendly messaging. In 2025, the line of demarcation between OOH and experiential marketing will blur completely, and thus there’ll be hybrid campaigns merging the digital and physical worlds.”
SOUNDSCAPES & SCENT MARKETING
Jayesh Yagnik
CEO, MOMS Outdoor Media Solutions Pvt Ltd
"One major trend in 2025 will be soundscapes and scent marketing. To improve the mood and elicit particular feelings from viewers, advertisements will employ soundscapes, ambient sound, or even fragrance marketing. For instance, a café advertisement might be accompanied by the aroma of freshly brewed coffee. To create a seamless, multi-touchpoint consumer journey, brands will also combine their OOH advertisements with digital campaigns on mobile, social media, and streaming platforms.”
