Industry Reports

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.

The next generation of men is defining masculinity as a spectrum, not a template, giving brands a rare chance to be a part of shaping culture.

80% of creators believe 2026 is the year to regain creative control, according to Canva’s third annual Design Trends Report.

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.

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.

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

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.

Lumikai’s ‘Swipe Before Type’ report reveals that India’s digitally-native audience is young, data-hungry and highly willing to pay.

Hindustan Unilever and Reckitt remained the largest spenders, even as muted consumer demand saw FMCG companies tightening their ad budgets.

WARC's 'Future of Commerce Media' report pegs global retail media ad investment this year at $174.9 billion, up 13.7% year-on-year.

EssenceMediacom led the agency rankings for H1 2025 with a new business value of over $217 million.

While over 30% use it daily, they emphasise that brand strategy will require more human imagination than ever.

India’s remarketing spends hit $447 million in 2025, with 99.7% driven by homegrown apps—underscoring a pivot to AI-led reactivation.

Influencers, short-form videos, and messaging have been disrupting how offline retailers sell and scale in India, finds latest study by Meta.

India sees 163% revenue growth from contextual marketing campaigns in 2024, according to WebEngage trends report.

Estimated to touch INR 59,200 crores this year, the country's digital advertising market is growing at 19.09%, according to a Dentsu report.

Indian cinema posts its second-highest annual box office collection of INR 11,833 crores in 2024 as per Ormax Box Office Report 2024.

This increase is fuelled by an expansive base of 13.85 crore gamers, of which nearly 30% engage with ad-supported gaming or make in-app purchases.