As we begin the New Year, we spoke to industry leaders to reflect on the shifts that shaped 2025 and the forces expected to define 2026. For Binit Kumar, AGM- Marketing, Dabur India Ltd, 2025 marked a decisive break from safe consensus, as brands chose to challenge the status quo rather than quietly conform.
Reflecting on how this mindset played out across categories and institutions alike, Kumar notes:
“Many brands defied the Status Quo and adopted a stance of Challenger Mindset. The same was not only restricted to CPG companies but also with respect to Govt of India , whether it is Operation Sindoor or our stance against the tariff. Brands took a stand to polarize opinion than be boldly agreeable. In 2025, the choice was stark. Be the Challenger or Be Challenged.”
Looking ahead, Kumar believes the coming year will test marketers in more complex and structural ways, as technology, attention, and trust collide.
Sharing his outlook for 2026, he explains:
“Technoplasmosis: The Digital Parasite will rise. Technoplasmosis suggests that the metrics, dashboards, algorithms, and automated systems we rely on in the digital world act as a "parasite." This technological architecture infiltrates our professional judgment, changing what we perceive as important. The Digital Parasite will become stronger this year.
The Rise of Quiet Minimalism The Choice Overload : Too much of everything is there from opportunities to media to ai. Less is more, fewer things will get our time & attention. This year Subtract will rise from tasks to people to priorities.
Pantone's predicted color of the year, 'Cloud Dancer' (a lofty, serene white), signals a continued shift toward minimalism, quiet luxury, and a value for quiet reflection.
The Scam Epidemic: A major theme for 2026 will be the ongoing proliferation of highly sophisticated, AI-driven scam ads (deepfakes, fake endorsements) that profit the platforms while causing massive consumer damage. Agencies and brands are too financially dependent on these platforms to force them to account, and this will continue to be a structural problem.”
(As told to Antora Chakraborty)
