Industry Reports

SIDE 2026’s report claims that the country generated $328 billion in digitally delivered trade and is home to the world's second-largest AI talent pool.

The Adobe AI & Digital Trends 2026 report also says India is most comfortable with AI agent interactions, Singapore is more cautious, while ANZ leads at identifying high-value use cases.

Conversations circled back to the same fault lines — speed versus craft, trust versus traffic, measurement versus meaning and scale versus originality.

PepsiCo India emerged as ‘Client of the Year’ with 1 Grand Prix, 4 Gold, 9 Silver, 9 Bronze and 8 Merit awards.

From AI agents to creator-led virality, Goafest Day 2 debates mapped advertising’s shift towards real-time storytelling, data accountability and human creativity.

Perfetti Van Melle India broke through the agency-heavy Abby scorecard with a rare Grand Prix win for Centerfruit’s technology-led campaign.

With unboxing culture and AI-powered shopping on the rise, packaging speaks before brands do—and increasingly, it’s the only pitch that matters, per an Elmwood report.

A product seen on a short-form content platform is desirable, but only deemed essential when a friend owns it, per a report from Rukam Capital.

Forrester says AI usage is pushing CMOs closer to commercial targets, with growth and revenue now squarely in their remit.

India country manager Kumaresh Pattabiraman says top sellers prioritise buyer intent signals, engaging key stakeholders early with timely insights over volume-led outreach.

A recent Criteo report, developed in collaboration with Ecosystm, found that while consumers are increasingly open to data-driven advertising, execution is still catching up.

As younger consumers navigate an increasingly fragmented media landscape, chatbots are helping them find programming and content that is relevant to them.

A 220-million-strong Gen Z cohort is projected to command 45% of online spend, according to a Google & Deloitte report.

A new study from Snap Inc and Kantar India shows how augmented reality is reshaping the purchase journey amid Gen Z ad fatigue.

The findings point to a consumer base that is increasingly shaped by access, affordability and sustainability, rather than ownership alone.

The FICCI-EY report noted that the industry grew 9.1%, supported by a rebound in advertising, expanding digital consumption and a revival in live events.

Mindshare Mumbai’s ‘Beauty Test Stops With Me’ for Dove tops global campaign rankings, signalling India’s rising influence in media-led creativity.

Havas Creative India’s latest report in association with HerKey unveils how brands are (or aren’t) engaging India’s most influential consumer - women.

TRA’s Brand Trust Report (BTR) 2026, which annually ranks India’s 1,000 most trusted brands, found that ‘Maximum City’ hosts the highest concentration of top-ranked brands.

This International Women’s Day, Campaign looks at the female cohort – how they’re closing traditional gender wealth gaps and entering a new era of financial dominance.

The latest edition of the O Womaniya! report shows marginal improvements in front of and behind the camera, while highlighting the road ahead.

According to a new report, the pressures shaping internal communication practice in India today will likely emerge as challenges in other markets globally over the next 16-18 months.

According to a new Meta-RAI whitepaper, 72% of product discovery now happens on the messaging app.

WPP Media’s This Year, Next Year report shows ad spends shifting from content-led to commerce and intelligence.

According to a Mintegral report, utilities (driven by AI-focused apps) and entertainment were the two largest genres by download volume in 2025.

With 25 million subscribers, the social media platform tests paid personalisation and creative tools, reducing ad dependence as marketers confront tighter performance budgets.

The audio platform said that more than 10% of its monetised creators collectively earned over INR 50 crore in 2025 alone.

Self-love narratives and singledom celebrations dominate Valentine’s Day messaging, making up 37% of all posts.

At the AI Impact Summit’s opening, Vaishnaw and Motion Picture Association’s chairman and CEO Charles Rivkin addressed a media and entertainment industry in structural realignment.

Grand Effie goes to McCann, Gurugram for Nestle India’s Maggi campaign

Once considered overly commercial, Valentine’s Day seems to be regaining relevance.

Snap’s 9,000-respondent DWBI ranks India highest. Yet, cyberbullying, misinformation and addictive design expose Gen Z risks, pushing brands toward stronger guardrails.

A new report, surveying 59,000 consumers globally, maps the widening gap between brand promise and lived customer experience.

The iCubesWire report shows that influencer marketing is no longer just a visibility channel, but a core enabler of credibility, consideration, and conversion.

AI tools are increasingly popular among shoppers, but scepticism remains when asked to rely solely on AI during the final stages of a purchase journey.

Burson’s global study quantifies reputation as deployable capital, linking credibility gaps, workplace choices and governance to measurable shareholder returns.

CMO Jessica Jensen breaks down LinkedIn’s newly released ‘2025 Labour Market Report: Building a Future of Work That Works.’

Once driven by essentials, quick commerce is now finding its fastest growth in fashion, gifting, décor and frozen foods—reshaping how India shops on impulse, well beyond metros.

While analytics continued to be the fastest-growing segment, custom market research grew 8%, showcasing an appetite for specialised services.

Indian consumer sentiment remains strong, with 61% expecting continuous good times --second only to China.

49% of the incremental CTV viewers come from rural India, according to Kantar.

Google’s annual anthem film caps off a slate of new creative recently released from the tech giant to promote its search and Veo 3 content generation tools.

The industry is expected to grow from $32.2 billion in 2024 to $47.2 billion by 2029, nearly twice the global average of 4.2%.

With 60% of GCCs poaching from each other, Global Capability Centres must craft a compelling employer value proposition.

Havas Red predicts that by 2026, news and influence will be crafted by podcasters, Substack writers and niche creators, not just legacy media.

Indian respondents in the Ipsos global study often referenced values and narratives passed down through generations, portraying earlier decades as more community-oriented and harmonious.

Research from Pulp Strategy warns that CMOs who disregard GEO risk relinquishing control of their brand narrative to algorithms indifferent to long-term strategy.

Taj, IndiGo, and MakeMyTrip all posted significant gains (42% and above) in this year's Kantar BrandZ’s report.

Respondents often referred to ads by generic terms like ‘mobile ad’ / ‘clothes ad’, the 10-city study found.

Surging lifestyle costs and sluggish incomes are pushing this traditional class to either end of the market, according to WARC’s The Marketer’s Toolkit 2026.