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Category: Media Agencies

  • GroupM India appoints Vipasha Bhuptani as national head of communications planning

    GroupM India appoints Vipasha Bhuptani as national head of communications planning

    MUMBAI: GroupM India has appointed Vipasha Bhuptani as national head of communications planning. She joins from Mindshare, where she held a similar role for over three years.

    Bhuptani brings 17 years of experience across advertising, marketing and communications to her new position. Her career includes significant stints at leading agencies including Leo Burnett Orchard, Ogilvy & Mather and Saatchi & Saatchi UK, where she worked with major brands across India, Southeast Asia, and Central and  Eastern Europe.

    At Ogilvy, she notably led the strategic repositioning of Asian Paints and helped drive growth for Unilever’s Red Label tea brand. Her work has earned recognition through various awards including Effie India, Effie Asia Pacific and WARC.

    Prior to her time at Mindshare, Bhuptani served as head of strategic planning at Leo Burnett Orchard, where she worked with clients including Ensure, Ola, DBS Bank and Bajaj Allianz.

  • “AI-powered influencers are reshaping brand engagement” – Vinit Karnik

    “AI-powered influencers are reshaping brand engagement” – Vinit Karnik

    MUMBAI: The advertising landscape in India is on the brink of its most transformative year yet. With AI taking over marketing workflows, quick commerce redefining e-commerce, and connected TV (CTV) gaining an unprecedented foothold, brands are scrambling to stay ahead. The latest forecast from GroupM’s TYNY report outlines the trends that will shape 2025, and let’s just say, if you’re not innovating, you’re falling behind.

    AI agents take the wheel

    The machines are here, and they’re not just running ads—they’re planning, activating, and measuring entire campaigns. The rise of sophisticated AI agents will automate scheduling, reporting, and even basic content creation, freeing up human marketers to focus on strategy. By late 2025, expect AI-powered agents to handle customer service, hyper-personalised advertising, real-time campaign optimisation, and even vernacular content creation at scale.

    GroupM south Asia CSO Parthasarathy Mandayam (Maps) stated, “As consumer behaviour grows more complex, marketing measurement is rapidly evolving. With data privacy driving change, traditional analytical models are integrating AI and real-time analytics for better accuracy. Brands are adopting unified measurement frameworks to make smarter decisions. In 2025 we also see a rapid adoption of AI agents, going beyond automation and productivity enhancement to transform areas like customer service, vernacular engagement and real-time campaign optimisation.”

    GroupM south Asia CSO Parthasarathy Mandayam

    Quick commerce rewrites the e-commerce playbook

    E-commerce in India is growing at breakneck speed, and quick commerce (Q-commerce) is its turbocharged engine. The online digital commerce market is projected to touch Rs 167,000 crore by 2028, making up 9-11 per cent of total retail GMV. India’s advertising industry is keeping up, with ad revenue expected to reach Rs 1,64,137 crore in 2025, growing by 7 per cent. Digital media alone will account for 60 per cent of all advertising, an 11.5 per cent jump from last year.

    GroupM India president – data, performance, and digital products, Atique Kazi explained, “The convergence of brand and retail media is rapidly shaping a unified ‘One Commerce’ ecosystem. Marketers are quickly pivoting to connected commerce outlook bridging multi-channel commerce approach and how media investments in one channel influence or cannibalise the other. As quick commerce promises instant delivery and purchase gratification, it has also pushed the marketers and agencies to be quicker, agile, nimble, and war-footed.”

    GroupM India president – data, performance, and digital products, Atique Kazi

    Q-commerce brands are also experimenting with time-based advertising. Morning ads for dairy, late-night campaigns for desserts, and weekend promotions for snacks are becoming the new norm. As for marketing costs? “CPMs on Q-commerce can rival IPL rates,” the report notes, urging brands to negotiate smarter and automate their ad buys.

    CTV’s big leap

    India’s CTV (Connected TV) market is exploding. By 2025, over 65 million households—or 30 per cent of India’s TV viewers—will be watching content via CTV, making it a goldmine for hyper-personalised and programmatic advertising.

    “CTV has got the eyeballs; however, advertising spends haven’t matched the viewership in comparison to the audience reach it holds. Live sports have been an exception. The unlock for 2025 is not to get caught in measurement; blending strategies that are device-agnostic is key,” said Kazi.

    Advertisers are also getting smarter with CTV ads. From leveraging advanced ACR (automatic content recognition) data to hyper-target users based on past viewing habits, to innovating with interactive ad formats, CTV is redefining TV advertising. However, measurement remains a pain point. “A dual measurement approach is necessary until we get a unified industry standard,” experts suggest.

    Data privacy

    With India’s Digital Personal Data Protection Act coming into play, data clean rooms are becoming indispensable. These secure environments allow brands to collaborate on audience insights without directly sharing data. By integrating tools like Google’s audience data hub and Amazon marketing cloud, brands can now measure campaign effectiveness while keeping consumer privacy intact. Digital is expected to drive 60 per cent of India’s ad growth in 2025, accounting for Rs 10,225 crore of incremental advertising.

    GroupM Nexus president Priti Murthy highlighted, “With the rise of data clean rooms, marketers are now unlocking deeper audience insights while maintaining consumer trust—transforming data collaboration in a way we’ve never seen before. From enriched audience data and targeting to advanced analytics opportunities, we see DCR transforming marketing.”

    GroupM Nexus president Priti Murthy

    AI disrupts search

    Google searches as we know them are changing, thanks to generative AI. Instead of clicking through multiple links, users are getting AI-generated answers directly in search results. This is a game-changer for SEO, forcing brands to focus on structured content, semantic SEO, and featured snippets to stay visible.

    “Performance marketing will no longer be about driving clicks but about owning conversations, influencing AI-driven content discovery, and ensuring brands remain top of mind in a world where traditional SEO is being rewritten,” added Murthy.

    Influencers, but make them AI

    The influencer marketing game is getting a digital facelift. AI-powered influencers are gaining traction, offering consistent brand messaging, 24/7 availability, and endless scalability. Unlike human influencers, they don’t age, don’t demand higher pay, and don’t get involved in scandals (at least not yet).

    GroupM south Asia head of sports, esports, and live entertainment, Vinit Karnik noted, “The rise of AI-powered influencers is revolutionising how brands engage with audiences, blending technology and creativity to drive authentic, scalable interactions. As India’s 750 million smartphone users consume more immersive content, AR-driven campaigns are already delivering up to three times higher conversions for brands.”

    GroupM south Asia head of sports, esports, and live entertainment, Vinit Karnik

    With these seismic shifts in advertising, brands must embrace AI, double down on data privacy, and rethink their media strategies. The future belongs to those who can balance automation with creativity, scale personalisation without breaching privacy, and engage consumers across multiple channels.  

  • India’s ad spend set to hit Rs 1.64 trillion in 2025, growing by 7 per cent

    India’s ad spend set to hit Rs 1.64 trillion in 2025, growing by 7 per cent

    MUMBAI: India’s advertising industry isn’t just growing; it’s strutting down the marketing runway like a star-studded campaign launch. The media investment giant under WPP, GroupM has unveiled its latest This Year, Next Year (TYNY) report, forecasting a seven per cent boost in India’s ad market, pumping total spend up to Rs 1,64,137 crore in 2025. That’s a jaw-dropping Rs 10,730 crore more—now that’s what we call an ROI worth bragging about!

    Digital is the undisputed king, now commanding a hefty 60 per cent of ad revenues. As brands compete for attention, they are diving deep into AI-driven marketing, immersive content, and hyper-personalised engagement to stay ahead.

    GroupM south Asia CEO Prasanth Kumar stated, “India is at the forefront of a marketing revolution driven by AI and data privacy. As global ad spend surpasses $1 trillion, India emerges as a top 4 growth market, with digital now accounting for over 60 per cent of ad spend. With a shift to personalised engagement, commerce-driven marketing, and responsible innovation, mixed reality and immersive tech fuel experiential content. While TV remains vital, AI agents are transforming customer interactions, and emerging formats like programmatic CTV and AI-driven retail media are redefining brand-audience connections. All of this positions India for unprecedented innovation and impact in the modern marketing era.”

    TV and digital together are the powerhouses of India’s ad industry, contributing a colossal 86 per cent of total ad spend. Streaming TV is no longer an afterthought either, now making up 12.6 per cent of total TV ad revenue.

    “India’s advertising ecosystem is being reshaped by digital dominance and shifting consumer behaviours,” said GroupM COO Ashwin Padmanabhan. “Key sectors like SMEs, real estate, education, BFSI, and tech/telco—contributing 60 per cent of total advertising—are set to grow at around 10 per cent, further accelerating market expansion. Additionally, rising investments from EVs, fintech, and gaming are fuelling the market’s momentum.”

    Despite economic fluctuations across the globe, India’s GDP is projected to expand by 6.5 per cent in 2025, keeping its advertising sector resilient and strong. GroupM head of business intelligence Parveen Sheik highlighted, “With India’s GDP projected to grow by 6.5 per cent in 2025, its advertising market remains strong, ranking 9th globally. Digital ad spend is now close to Rs 1 lakh crore, driven by AI, commerce, retail media, and hyper-personalisation marketing. As the economy grows, brands must embrace agility, data intelligence, and sustainable strategies to maximise impact in this dynamic landscape.”

    Trends shaping 2025: What’s hot in advertising?

    GroupM’s TYNY report reveals a host of transformative trends set to redefine India’s advertising scene in 2025. Here’s what brands should keep an eye on:

    ●   AI agents take over: Marketing campaigns are being revolutionised with AI-driven customer interactions.

    ●   Immersive experiences explode: Mixed reality, immersive tech, and smartphones are fuelling India’s surge in experiential content.

    ●   Privacy takes centre stage: Data clean rooms are shaping India’s privacy-first marketing landscape.

    ●   Retail media booms: Omnichannel strategies are redefining India’s e-commerce future.

    ●   Quick commerce accelerates: The e-commerce sector is shifting gears with lightning-fast commerce solutions.

    ●   Generative AI rules search: Traditional search and SEO are evolving as AI takes the lead.

    ●   AI influencers rise: Forget traditional celebrities; AI-driven brand storytelling is taking centre stage.

    ●   Chief prompt officers arrive: India’s content marketers are leading a global transformation in AI-driven campaigns.

    ●   CTV goes big: Streaming TV’s rise is ushering in an era of hyper-personalisation and programmatic ads.

    ●   Data privacy & AI converge: New integrated measurement frameworks are addressing fragmentation and privacy concerns.

    With AI shaping every facet of marketing, India’s advertising industry is on an unstoppable trajectory—like a viral ad campaign that refuses to be skipped. Brands that embrace this digital-first, AI-powered landscape will thrive, riding the Rs 1.64 trillion wave of opportunity. Those that don’t? Well, they’ll be the advertising equivalent of a banner ad—ignored, blocked, and eventually forgotten. 

  • Rohit Raikwar roped in as GM -Paytm Ads

    Rohit Raikwar roped in as GM -Paytm Ads

    MUMBAI: Rohit Raikwar has been appointed as general manager at Paytm Ads. He moves from Disney+ Hotstar where he was agency lead.

    In his new role at Paytm, Raikwar will be based in Mumbai. He brings over 15 years of experience in digital advertising sales and revenue generation across leading media companies.

    Prior to Disney+ Hotstar, Raikwar held senior positions at Times Internet, ESPN, Network18 (Moneycontrol), Sify Technologies and India Today Group Digital. He is an MBA in marketing and advertising from IBS Bangalore.

     

  • Tonic Worldwide appoints Nishant Gopalia as senior vice president, media & martech

    Tonic Worldwide appoints Nishant Gopalia as senior vice president, media & martech

    MUMBAI:  Tonic Worldwide has announced the appointment of Nishant Gopalia as senior vice-president for media & martech.  Gopalia, who brings over 18 years of experience in digital media, marketing, and strategy, joins from Viacom18 Sports, where he served as senior director and lead for digital media.

    At Viacom18, Gopalia spearheaded digital strategies for major sports properties, including the Indian Premier League (IPL), FIFA, and the NBA. He was instrumental in driving user acquisition and retention for the company’s digital platform, JioCinema, through performance marketing campaigns, content innovations, and data-driven decision-making.

    Prior to Viacom18, Gopalia held leadership roles at Tata Communications, Mindshare India, Performics, Disney Star, Wavemaker, Hungama Digital Services, and Dentsu Webchutney. His expertise spans app marketing, social media management, programmatic advertising, performance marketing, and digital content strategy.

    In his new role at Tonic Worldwide, Gopalia will oversee media strategy and marketing technology initiatives, driving innovation and business growth for the agency’s clients. His appointment is expected to bolster Tonic’s capabilities in delivering comprehensive digital solutions.

    Said Gopalia : “I look forward to contributing to its vision of delivering impactful and data-driven digital strategies.”

  • Fourth Dimension Media Solutions celebrates 14 years of industry excellence

    Fourth Dimension Media Solutions celebrates 14 years of industry excellence

    MUMBAI: Fourteen years ago, Fourth Dimension Media Solutions set out to revolutionise media outsourcing, strategic advertising sales, and digital marketing. Fast forward to today, and the company has not only cemented its place as a pioneer in the industry but continues to shape the future of regional media. From Puthiyathalaimurai News and V6 News to Republic Network and Siri Kannada, the firm has built unwavering partnerships with some of South India’s biggest news and entertainment networks.

    By blending data-driven insights with innovative media strategies, Fourth Dimension has helped brands connect with audiences in meaningful ways. Beyond media sales, it has played host to some of the industry’s most influential thought-leadership events, including the South India Media Summit, South India Digital Summit, Mobile Conclave, and Retail Conclave.

    Reflecting on this milestone, Fourth Dimension Media Solutions CEO Shankar B shared his excitement, “Our success has been driven by relentless dedication, adaptability, and a deep understanding of the media landscape. As we enter our 15th year, we are committed to strengthening South India’s media ecosystem, fostering brand growth, and embracing digital opportunities. All of this has been made possible by our incredible team.”

    Looking ahead, Fourth Dimension is gearing up to expand its regional media footprint, accelerate digital transformation, and roll out cutting-edge solutions to help brands navigate shifting audience dynamics. If the last 14 years were any indication, the next chapter promises to be even more game-changing.

     

  • Acko CMO Ashish Mishra celebrates Grand Effie 2024 win

    Acko CMO Ashish Mishra celebrates Grand Effie 2024 win

    MUMBAI:  Acko’s marketing team, led by chief marketing officer Ashish Mishra, celebrated a remarkable victory at the Effie Awards India 2024, clinching the prestigious Grand Effie, one gold, and three silver awards. The team also secured third place in the overall points tally.

    The Acko Insurance Team

    The standout campaign, Health Insurance ki Subah ho gayi Mamu, featuring the iconic characters Munna and Circuit, was hailed as one of the most innovative marketing efforts in the insurance sector over the past decade.

    Mishra expressed gratitude to Leo Burnett India, including key contributors Abhimanyu, Shailee Raghav, Ashish Spiky, Amitesh Rao, and Rajdeepak Das, for their creativity and collaboration in delivering this industry-defining work.
     

    Acko Insurance

    He further acknowledged the contributions of Acko’s marketing and business teams, noting the support of Rupinderjit, Amit, Chirag, Rohin, Gaurav, and Harish from health, and Mayank, Akhilesh, Kanish, Ajay, and Amol from auto. Special thanks were extended to Sanjeev, Varun, Animesh, and Vishwanath for their guidance.

    Mishra praised team members Nitin, Prateek, Vipin, Lavanya, Gargi, Dushyant, Sanjeev, and Prakhar, calling them “rockstars” and urging them to continue scaling new heights.

    The victory marks the culmination of a five-year journey for the Acko marketing team, reinforcing their reputation for pushing creative boundaries in the insurance industry.

  • Poulomi Saha Joins Havas Media Network India as associate vice president

    Poulomi Saha Joins Havas Media Network India as associate vice president

    MUMBAI: Poulomi Saha has been appointed associate vice president at Havas Media Network India. She has over 13 years of experience in marketing, media strategy, and integrated communication planning, 

    Prior to this role, she served as deputy general manager at Madison World, overseeing media operations for Max Life. Her professional journey also includes roles such as director at Publicis Groupe and associate business director at Mediacom, where she led media strategies for major brands including Mars, Subway, and Adidas.

    Saha has previously held leadership positions at Zenith, Mindshare, and Madison World, managing high-profile accounts such as LVMH, Swarovski, H&M, and ITC.

    She holds a professional diploma in digital marketing from SVKM’s Narsee Monjee Institute of Management Studies (NMIMS) and a postgraduate degree in marketing from the International School of Business & Media.

  • Prawaal Upadhyay moves up as sr director of media planning at EssenceMediacom

    Prawaal Upadhyay moves up as sr director of media planning at EssenceMediacom

    MUMBAI: Prawaal Upadhyay has recently assumed the role of senior director of media planning at EssenceMediacom India, bringing over 14 years of extensive experience in media strategy and planning.
    Upadhyay joined EssenceMediacom in October 2022 as media planning director and was promoted to his current position in October 2024. Prior to this, he held the position of associate director of planning from January 2019 to October 2022 at the company’s Gurugram office.

    Before his tenure at EssenceMediacom, Upadhyay served as business group head at GroupM for over three years, following roles as media manager at Zenith and media executive at Lodestar UM.

    A marketing professional with a strong academic foundation, Upadhyay completed a postgraduate programme in advertising communication and marketing at EMPI Business School and later pursued a course in digital marketing and strategy at the Indian Institute of Management, Indore.

    In his new role, Upadhyay is expected to lead key projects and strategic campaigns.