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 Siddharth Gupta, General Manager - Marketing, Britannia Industries, 2025 marked a year of staying culturally rooted while evolving with changing consumer behaviour, where relevance was built by involving consumers, tapping into culture, and using technology in a way that felt natural.
Reflecting on the year gone by, Gupta notes, “In 2025, our focus remained on staying culturally rooted while evolving with changing consumer behaviour, building relevance by involving consumers, tapping into culture, and using technology in a way that felt natural. Storytelling through packaging, co-creating experiences and immersive engagement helped strengthen this connection. This was reflected via some of our key campaigns, such as Good Day at Mahakumbh, A bite of Tamil Nadu, Good Day Flavours of Equality, Britannia Pure Magic Choco Frames, and 50-50 4th Umpire, to name a few.”
Looking ahead, he believes the next phase of marketing will be defined by how seamlessly brands integrate into everyday consumer moments across physical and digital worlds. As Gupta explains, “As we move forward, media mixes will increasingly be shaped by how people actually consume content today. Consumers are actively seeking phygital experiences, which will result in stronger communities and sustained interaction. Alongside this, immersive brand experiences will evolve beyond being only technology-led to becoming more meaningful and integrated into relatable consumer moments. As a result, our campaigns will become more integrated and tech-forward, with immersive and culturally relevant storytelling at the core.”
(As told to Antora Chakraborty)
