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Ad commercial shooting resumes after Covid2019 lull

Published

6 years ago

July 23, 2020

NEW DELHI: With more relaxations in Unlock 2.0, productions houses are currently trying to adjust to the new style of doing business, with reduced crew members on the set and strict protocols. TV commercial shooting, too, has commenced in full swing and is strictly adhering to the safety measures given by the Association of Advertising Producers (ASAP).

Recently, ASAP laid down a list of extensive measures to be adopted for shoots. It advised that all work environments must have hand sanitisers and handwashing facilities with soap while offices are encouraged to install sensor-based sanitisers to ensure hands-free dispensing and manually operated dispensers must be kept handy at all times. Furthermore, it suggests that workplaces should have Covid2019 risk assessments and plans in place, leave of absence must be insisted if anyone has symptoms of illness even if it is regular influenza or cough and safe transport of all employees, freelance or otherwise, must be provided.

ASAP honorary general secretary and Corcoise Films executive producer Cyrus Pagdiwala says that personal interactions are out and even scripts are written keeping in mind the current situation. “We are not doing more than 10 shoots a day; it is not like the old days. The government has passed the order that only 33 per cent crew will be used currently, so everyone is trying to shoot in residential spaces. We are trying to make survival possible within the budget clients have. Each production house had at least one or two projects lined up during March-April. Thousands of films have been shelved due to the onset of the pandemic, but it will be difficult to get a figure for the other months because April-June was completely washed out.”

According to sources, the industry has lost around Rs 300 crore potentially due to the pandemic and now, budgets have been cut down by 30-50 per cent.

Cutawayy Films executive producer Gaurrav Dhar says that it has reduced the group count, asking food partners to follow a strict guideline and insured its crew members in case they test positive for Covid2019.

“We have shot commercials for Maggi and Crompton and during the shooting, both clients and agencies worked on remote access. We were flashing the live footage to the agency and the client. After every shot, the director used to ask their approvals. We took care of the sanitisation process. A company called COVID Sanitization Squad took care of hygiene and kept everyone safe on the sets. From oxygen level to temperature check, we took care of everything,” he shares.

Although Dhar says that the output has not been affected, the process is still time-consuming. Working on video calls is slow. “15-minute meetings are taking 40 minutes for simple approvals. Otherwise, it has been a smooth transition as we are saving a lot of money and time. I think video call is a boon and an enemy as well,” he says.

10 films executive producer Shovik Basu says that budgets have reduced. He has made commercials with brands including Amazon, Hotstar, Disney and McDonald’s during this time.

Basu says, “One of the setbacks, we are facing is to get people to come for shoots because not everyone is agreeing and in situations where there are multiple people in the same scene, it becomes difficult to execute keeping all the precautionary measures in mind. We are trying to find out a new way to do this, with a minimum crew, sanitising the entire place, etc. For agencies and clients, we are setting up a live video field, wherein they can supervise the entire shoot from home and if they have any comments we can implement them immediately.”

Firecracker director Harsh Dave shared that it too has started shooting in extremely strict conditions. “It’s tough to shoot during these times, travelling to a different location is a problem, a lot of models don’t want to be touched by make-up artists. Being in India, I don’t think we have understood the concept of personal space, so it’s tricky. We have got ourselves Covid2019 marshals and PPE suits are given. Everything is happening on Zoom calls, from client meeting to agency meetings. Chinese whispers take place but a lot is lost in translation. But this pandemic is not getting over anytime soon so I think it only makes sense for us to take precautionary measures to keep the show up and running.”

The government’s move to allow the sale of non-essential products on e-commerce and the reopening of retail stores in safe zones have given brands an opportunity to introduce fresh campaigns. E-commerce brands, video-streaming services, digital payments, health and wellness brands and delivery aggregators, too, are making a splash. Slowly but steadily, clients have started coming in, though not at a rapid pace.

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Innocean renews global media partnership with Havas

Published

3 weeks ago

February 6, 2026

indiantelevision.com Team

MUMBAI: Innocean has renewed its global media partnership with Havas Media Network following an internal review across Hyundai Motor Group brands.
The renewed mandate spans Hyundai, Kia and Genesis across Europe, the Middle East, Asia Pacific and Latin America. The work will be coordinated with Innocean’s international teams in Seoul, Frankfurt, Dubai, New Delhi and Jakarta.

The refreshed alliance is designed with a sharper focus on data and technology, aiming to connect the dots across customer acquisition, conversion and retention as the Group’s global audience continues to diversify.

Innocean head of global business Steve Jun, said the extension reflects a shared push for stronger, data-led media performance across key markets. He added that the partnership would focus on creating more connected and effective customer experiences for Hyundai Motor Group brands.

Havas Media Network global CEO Peter Mears, described the relationship as one built on innovation and global scale. He said the next phase would lean on the network’s Converged.AI platform to deliver seamless, data-driven media experiences and drive business outcomes for the automotive brands.

The renewed partnership officially commenced in January 2026.

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Dentsu ad report 2026 flags digital dominance as retail media soars

Published

3 weeks ago

February 4, 2026

indiantelevision.com Team

INDIA: India’s advertising industry is entering a new phase of structural transformation, with digital media now the central growth engine, according to the Dentsu digital advertising report 2026.

Total advertising spends closed 2025 at Rs 1.21 lakh crore, up 8.3 per cent year on year, and are projected to reach Rs 1.40 lakh crore by 2027, implying a compound annual growth rate of over 7 per cent.

Digital advertising accounted for Rs 71,621 crore in 2025, representing 59 per cent of total spends. By 2027, digital’s share is expected to rise to around 70 per cent, with spends nearing Rs 98,034 crore.

The report stresses that this is no longer a temporary shift but a permanent rebalancing of advertising priorities, driven by mobile-first consumption, short-form video, creator ecosystems, embedded commerce and AI-led optimisation.

Retail media has emerged as the fastest-growing segment, with ad spends on e-retail platforms reaching Rs 17,601 crore in 2025: a surge of nearly 56 per cent year on year. Retail platforms are evolving into full-funnel media ecosystems, linking storytelling directly with purchase outcomes through first-party data.

Within digital formats, social media leads with a 29 per cent share, closely followed by online video at 28 per cent, while paid search contributes 23 per cent. Online video is expected to overtake social as the largest digital format over the next two years.

Programmatic buying now accounts for 42 per cent of digital spends, exceeding Rs 30,000 crore, and is increasingly becoming the default media operating layer across video, connected TV and retail platforms.

FMCG remains the largest advertising category at 30 per cent of total spends, followed by e-commerce at 18 per cent, which also recorded the fastest growth.

Dentsu South Asia chief executive Harsha Razdan said the most meaningful industry shift has been in how consumers consciously allocate attention.

Dentsu South Asia president and chief strategy officer Narayan Devanathan, added that the next growth phase will belong to organisations that successfully integrate creativity, data, media and technology.

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Publicis Groupe posts strong revenue as AI drives demand

Published

4 weeks ago

February 3, 2026

indiantelevision.com Team

PARIS: Publicis Groupe is laughing all the way to the bank whilst its rivals scramble to catch up. The French advertising colossus reported full-year 2025 net revenue of €14.5bn, marking its sixth consecutive year of outperforming the industry. Organic growth hit 5.6 per cent, accelerating past its five-year compound annual growth rate of 5.0 per cent.

The secret sauce? Artificial intelligence-powered products and services, which contributed roughly 300 basis points to growth. Arthur Sadoun, chairman and chief executive, has staked Publicis’s future on becoming clients’ “most valuable partner” for what the firm calls “agentic business transformation”—essentially helping companies build enterprise-grade AI solutions that actually make money.

The fourth quarter proved particularly robust, with organic growth of 5.9 per cent despite tougher comparisons. Connected media, which accounts for 60 per cent of the business, surged with high-single-digit growth. Creative and production services delivered mid-single-digit expansion. Only the technology consulting arm stumbled, finishing nearly flat for the year as clients adopted a “wait-and-see” attitude—a malaise afflicting all IT consulting firms.

Geography tells a tale of American dominance. The United States, representing 57 per cent of group revenue, grew 5.2 per cent organically for the year, cementing Publicis’s position as the market leader. Europe managed 4.2 per cent growth, whilst Asia-Pacific posted 5.8 per cent, with China impressing at 6.0 per cent. The most dramatic expansions came from emerging markets: Latin America roared ahead at 18.7 per cent, whilst Middle East and Africa surged 10.8 per cent.

Operating margin improved to 18.2 per cent from 18.0 per cent, delivering 50 basis points of operating leverage. Crucially, Publicis reinvested 30 basis points—totalling 230 basis points overall—into AI capabilities, talent upgrades and new business development. The remaining 20 basis points flowed straight to the bottom line. Michel-Alain Proch, chief financial officer, called it “the highest operating margin in the industry”.

Free cash flow before working capital changes reached €2.03bn, up 10.6 per cent from an already-record 2024. The firm deployed roughly €1bn on bolt-on acquisitions targeting identity resolution, pharmaceuticals, influencer marketing and sports marketing. Client retention remained stellar at 98 per cent for top-100 clients, whilst new business wins exceeded $8bn.

Headline earnings per share climbed 6.6 per cent at constant currency to €7.48. In dollar terms—increasingly relevant given Publicis’s American dominance—EPS rose 7.0 per cent to $8.45. The board proposed a dividend of €3.75 per share, up 4.2 per cent, representing a payout ratio of 50.1 per cent, which Publicis claims is the highest in the industry.

The financial fortress looks impregnable. Net debt turned into net cash of €548m by year-end, down from net cash of €775m the previous year after funding acquisitions. The firm maintains €2bn in undrawn committed credit facilities and €4bn in cash and marketable securities. Average net debt to EBITDA stood at a negligible 1.0 times.

Industry sectors showed divergent fortunes. Consumer goods clients increased spending by 20 per cent, whilst automotive rose 14 per cent and financial services climbed 11 per cent. Technology clients, however, cut budgets by 7 per cent, and telecommunications spending dropped 2 per cent.

Publicis’s AI strategy extends beyond client services to internal transformation. The firm is “agentifying” processes using AI agents, equipping all 100,000-plus employees with AI tools through its Marcel learning platform. The goal: make everyone “AI-fluent” whilst boosting productivity and results. The company reckons AI-powered capabilities grew 20 per cent organically in 2025.

Looking ahead, Publicis guided for 2026 organic growth of 4.0 to 5.0 per cent—marking a potential seventh consecutive year of industry outperformance. Operating margin should tick “slightly” higher from the already-elevated 18.2 per cent whilst maintaining “high levels” of investment. Free cash flow is targeted at roughly €2.1bn, based on an exchange rate assumption of €1.20 to the dollar, earmarked for dividends, maintaining a stable share count and more bolt-on acquisitions.

The firm’s longer-term ambitions border on audaciousness. Management projects annual net revenue growth of 6.0 to 7.0 per cent and earnings-per-share expansion of 7.0 to 9.0 per cent, both at constant currency. The logic: AI is fragmenting the marketing landscape, with no top client spending more than 4.0 per cent of budget on any single platform. Publicis reckons its “unique connective tissue” positions it perfectly to orchestrate this complexity.

The advertising world has witnessed a decade-long reshaping. Since 2017, when Publicis began its data and technology pivot, the firm has invested €14bn integrating capabilities whilst rivals dithered. That first-mover advantage in AI has compounded. Publicis now claims the number-one position in global media billings, including in the crucial American and Chinese markets. Its market capitalisation exceeds the combined value of its next two competitors.

Yet competition is heating up as everyone piles into AI. Omnicom’s proposed merger with IPG would create a formidable rival. Technology giants are muscling into advertising with their own AI platforms. And clients are becoming more sophisticated, building in-house capabilities and squeezing agency margins.

Publicis is betting the farm that complexity favours the orchestrator. As marketing technology proliferates and AI agents multiply, companies will need partners who can connect the dots. Whether that vision proves prescient or hubris will determine if Sadoun’s transformation becomes a case study in strategic brilliance or just another expensive pivot that failed to justify its price tag. For now, though, the numbers suggest Publicis is winning the AI arms race in adland—and widening the gap with every quarter.