Dr Annurag Batra has released Samudra Manthan – India A&M Report 2026, a report that examines the changes affecting India’s advertising and marketing sector.
Advertising and Marketing is navigating a phase of structural churn — from media stack complexity and agency fragmentation to automation, AI, and shifting growth accountability. The report steps back from individual trends to assess how these developments force intersect.
Rather than offering prescriptions, the report frames the current moment as a set of decision tensions for leadership — questioning how marketing investments, accountability models, and performance expectations are being shaped in an increasingly complex ecosystem.
Drawing on over 25 years of industry engagement through exchange4media and BW Businessworld, Dr Annurag Batra connects patterns that are often discussed in isolation. The framework originated in an extended 100-minute leadership conversation on MatheMedia with Shripad Kulkarni, which was subsequently structured into the final publication.
As the industry recalibrates, Samudra Manthan positions itself as a reference point for examining how Advertising and Marketing decisions are framed. The full report will be available on exchange4media websites soon.
