Research and Rankings
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Festive spending to rise, with 83% buyers planning higher outlays
Digital dominates the consumer journey, as 64% prefer shopping fully online and 83% research online first.
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Parle retains top spot as India’s most chosen in-home FMCG brand for 13th year
Britannia clinches OOH leadership hat-trick, as per the Worldpanel Brand Footprint India 2025 report.
Google’s AI Overviews is boosting revenue in ads and affiliates for some marketers: report
AI-generated summaries are now the first thing users see on Google, and 56% of marketers say they’re seeing gains in web traffic, according to NP Digital report.
Financial decisions flip digital: Reels, chats, and creator trust
A Meta-Ipsos study reveals Instagram, WhatsApp, and creators now dominate India’s financial product journeys, reshaping marketing and purchase behaviours.
When clicks don’t cut it: Why Gen Z attention is the new advertising currency
The Snapchat-WPP Media-Lumen research builds a media playbook that rewrites the rules of digital engagement.
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Consumers rewrite the rules — marketers can’t copy-paste anymore
WARC’s 2025 global trends report warns: fractured spending, AI agents, and creator-led discovery are reshaping brand strategy playbooks.
Local apps reclaim lost users, not just eyeballs
India’s remarketing spends hit $447 million in 2025, with 99.7% driven by homegrown apps—underscoring a pivot to AI-led reactivation.
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41% of adland fears AI will stifle creativity
In an industry built on originality, storytelling, and brand expression, the creeping influence of algorithmic solutions is viewed with both curiosity and concern.
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63% of Indian CMOs are under pressure to deliver profitability; 53% for revenue growth
IBM’s 2025 CMO Study reveals only 26% of Indian marketers believe they have the talent needed to achieve their goals for the next two years.
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Magna forecasts a 7.7% increase in India’s adex for 2026
With no elections or cricket highs, India’s INR 1371 billion adex proves that digital muscle, data depth, and media shifts are driving real momentum.
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India’s Gen Z and young Millennials prioritise digital: Study
23% of Indian content consumers are digital-only, while CTV viewership gains 3.5 crore new viewers, finds Kantar.
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80% Indian shoppers discover new products through social media: Study
Influencers, short-form videos, and messaging have been disrupting how offline retailers sell and scale in India, finds latest study by Meta.
69% of Indian consumers turn to influencers for information and 63% for product discovery: Study
India’s influencer marketing industry to reach INR 4,500 crores in 2025, growing by 25% from 2024's INR 3,600, finds The Goat Agency and Kantar survey.
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RCB’s brand value to cross $140 million: Qoruz
Virat Kohli-led IPL franchisee achieves this feat through consistent efforts on all fronts, Youtube, Instagram, and offline programmes, observes Qoruz.
80% of Indian professionals experience data anxiety: Canva
While 92% of Indian professionals feel confident in analysing and interpreting data, nearly 74% make spreadsheet errors that impact their work, finds the study.
71% of CMOs to invest over $10 million in GenAI annually: Study
83% of CMOs express confidence in GenAI in 2025 compared to 74% in 2023, according to a global survey by BCG.
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Marketing budgets hold at 7.7% in 2025: Gartner CMO survey
Gartner's 2025 CMO Spend Survey finds average marketing budgets are at 7.7% of company revenue for a second consecutive year. However, half of CMOs reported budgets of 6% or less.
Greenwashing affects brand perception, trust, and buying – Study
A collaborative global research conducted by IIM Lucknow faculty highlights the risks of greenwashing for brands.
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Mouth freshener emerges top advertising category during IPL 2025 — TAM Sports
Ad volumes for IPL 2025 decline by 1.1% compared to the previous year, according to TAM Sports advertising report for IPL 18.
CTV’s growing pains: Big spend, bigger blind spots
As connected TV becomes a media mainstay, marketers face a sharp paradox—rising ROI hopes, but murky metrics and mounting fraud risks.
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