Category: Advertising

India’s consumer brands are increasingly moving beyond product-led marketing to build deeper cultural relevance and consumer affinity. In categories like fitness and nutrition, where functional differentiation is becoming harder to sustain, brands are now leaning into storytelling, fandom, and identity to create stronger emotional connections with audiences. That shift is reflected in MuscleBlaze’s latest collaboration…

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In 2026, advertising is competing with more than rival brands. It is competing with saturated feeds, faster scrolling, and consumers who are increasingly cautious about what they trust. That is why celebrity-led campaigns still matter: a familiar face can stop attention faster than almost any other device. But attention alone is not persuasion. The real…

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Global advertisers are pulling in their sails in India this year, replacing broad-reach campaigns with tighter, ROI-first media strategies as economic uncertainty and measurable performance take priority. The shift is not happening in isolation. Global ad spend is still forecast to rise 7% in 2026 to nearly $1.23 trillion, but growth is increasingly flowing toward…

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