Category: Advertising
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The GCC Attention Race Is Getting Expensive. Brands Need a Smarter Creative Strategy
The Gulf’s digital advertising opportunity is growing rapidly, but so is the cost of getting noticed. According to Expresswire, digital ad spending in Saudi Arabia is expected to reach $4.68 billion in 2026, marking 16.8% year-on-year growth. Yet as advertising continues to expand, brands face a growing challenge: audiences are seeing more ads, while individual…
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The Next Media Advantage Is Not More Channels — It’s Better Connections
For years, media planning was largely a question of where a brand should spend: television, digital, social, search, or outdoor. That question is becoming less useful as consumers increasingly move between platforms before making a decision. The bigger challenge now is ensuring that every interaction contributes to the same customer journey. A recent account win…
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AI Can Make More Ads. Can Brands Make Them Matter?
Digital advertising has long rewarded brands for reaching more people, generating more clicks, and producing more creative variations. Generative AI has accelerated all three. A campaign that once required weeks of production can now be adapted into dozens of formats, messages, and visual treatments in a fraction of the time. But as AI makes advertising…
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The Festive Ad Rush Is Moving Beyond Screens — And Into The Streets
India’s festive advertising season is becoming a much longer and more competitive media cycle, with out-of-home (OOH) advertising emerging as an important part of that shift. Festive OOH spending is expected to grow by 15–20% in 2026, with the opportunity estimated at around ₹2,300–2,400 crore. More significantly, premium inventory across key markets is already seeing…
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Beauty Brands Are Winning More Attention — But Losing Sight of What Drives the Sale
India’s festive season is becoming less of a single shopping moment and more of a long consumer journey. For beauty brands, that journey now begins with creators, continues through social feeds and search, moves into marketplaces or quick commerce, and can end in a physical store. The opportunity is larger than ever. So is the…
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India’s TV Battle Is Moving to the Connected Screen — and Advertising Is Moving With It
For decades, television distribution in India was relatively easy to understand: broadcasters created the content, DTH and cable operators delivered it, and advertisers bought audiences around programmes and channels. That structure is now being disrupted. The next phase of television is being built around the connected TV (CTV) screen, where linear television, OTT platforms, FAST…
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When AI Enters the Living Room: What Google and JioStar’s Search Experiment Means for Brands
Brands have spent years making technology feel more human. Now, it is finding its place in one of the most personal spaces of all: the family living room. Google India and JioStar’s new partnership brings Google Search AI Mode into the storylines of popular Hindi television shows Anupama and Yeh Rishta Kya Kehlata Hai. Rather…
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Why Bigg Boss is the Perfect Festive Advertising Platform for Brands
95+ sponsors across six languages is not just an advertising milestone. It is a signal of how India is changing the way it consumes, celebrates, and responds to brands. For years, Bigg Boss has been discussed primarily as a television phenomenon. Its contestants become household names, its controversies spill onto social media, and its catchphrases…
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When Vaseline Became “Baseline,” Boroline Became the Conversation
A viral pronunciation mistake turned Vaseline into “Baseline.” But in India, the internet found another name to bring into the conversation: Boroline. At first glance, this looks like another fleeting social-media joke. A Korean creator pronounced Vaseline as “Baseline”; the video went viral, and Vaseline itself leaned into the moment with a playful “Baseline” identity.…
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Mamaearth’s ChatGPT Move Signals the Next Shift in Digital Advertising
The next shift in digital advertising may not begin with a search query. It may begin with a question. Mamaearth has become the first Indian brand to advertise on ChatGPT, marking an early but significant moment in the evolution of digital brand discovery. Honasa Consumer, Mamaearth’s parent company, has partnered with commerce media company Criteo…
