A Complete Look At 2025 In A&M: Trends, Leadership Changes, Industry Insights & More

The year 2025 has been a landmark period for the Advertising and Marketing sector, defined by rapid digital transformation, creative innovation, and significant leadership realignments. Brands have embraced AI-powered personalization, short-form and immersive content, and omnichannel campaigns to engage increasingly discerning consumers.

Strategic mergers and high-profile appointments, including the Omnicom–IPG consolidation, have reshaped agency structures and market dynamics both in India and globally. This year-in-review offers a month-by-month account of key developments, leadership mandates, and notable people movements that have set new benchmarks in creativity, strategy, and business growth.

January 2025

A. News Development

January 2025 set a dynamic tone for the Advertising & Marketing sector, with brands across FMCG, retail, tech, and financial services accelerating digital adoption and refining consumer engagement strategies. Short-form video campaigns and influencer-led initiatives dominated, helping brands capture attention on emerging social platforms.

AI-driven personalisation was increasingly leveraged to target audiences with precision, while programmatic media buying became a key pillar for optimising campaign reach and performance. Experiential marketing gained prominence, with in-store activations, pop-ups, and immersive brand experiences designed to strengthen consumer connections.

Agencies also focused on content-led strategies, integrating storytelling, social amplification, and offline touchpoints to drive brand recall. Data analytics and performance measurement were central to campaign planning, reflecting the sector’s shift from intuition-led to evidence-based marketing.

Overall, January reflected a balance between creative innovation, technological adoption, and strategic omnichannel execution.

Detailed Developments:

• Short-form Video Campaigns: FMCG and retail brands launched bite-sized content on Instagram Shorts, YouTube Shorts, and emerging social platforms, focusing on product launches, promotions, and trend-led engagement.
• Influencer-led Activations: Agencies partnered with micro, macro, and celebrity influencers to extend reach, build authenticity, and drive conversions across categories including food & beverage, fashion, and consumer tech.
• AI-driven Personalisation: Retail, e-commerce, and tech brands deployed AI to optimise content recommendations, ad placements, and personalised email campaigns, enhancing consumer experience.
• Programmatic Media Buying: Automated buying for display, video, and social channels enabled real-time targeting and budget optimisation, improving ROI for brands and agencies alike.
• Omnichannel Storytelling: Brands combined digital campaigns, experiential marketing, and traditional media to ensure consistent narratives across consumer touchpoints.
• Experiential Marketing: In-store activations, pop-ups, and immersive experiences created strong engagement opportunities, particularly for FMCG and personal care categories.
• Data & Analytics Focus: Agencies used consumer insights, social listening, and real-time analytics to measure campaign performance and guide optimisation strategies.
• Content-led Engagement: Narrative-driven campaigns with videos, interactive posts, blogs, and social content created meaningful engagement and sustained consumer attention.

B. Mandates

January 2025 reflected brands’ growing focus on digital-first strategies, integrated campaigns, and measurable performance. Agencies were appointed for mandates spanning social media management, influencer-led content, omnichannel media planning, and creative storytelling.

FMCG, retail, consumer tech, and financial services brands led the appointments, emphasising campaigns that combined short-form video, content-led engagement, and AI-driven targeting. Mandates also highlighted the integration of digital, offline, and experiential channels to enhance reach and engagement, signalling a continued shift from traditional advertising to evidence-based, data-informed marketing execution.

Agencies increasingly focused on consumer insights, audience segmentation, and performance measurement, reflecting the sector’s transition to fully integrated marketing strategies that deliver both visibility and ROI.

Detailed Mandates:

• Story Digital: Managed Zee Punjabi’s digital campaigns, including social media strategy, content creation, and video amplification, with a focus on engagement and brand visibility.
• C Com Digital: Oversaw Rushi Ventures’ integrated campaigns, spanning digital, social, and offline touchpoints to strengthen consumer recall and reach.
• Whoppl: Appointed for Go Zero’s social media campaigns, driving video-first content, influencer activations, and engagement strategies targeting millennial and Gen Z audiences.
• Gozoop Creative Digital: Secured Mad Over Donuts’ digital marketing mandate, delivering integrated social content, influencer campaigns, and brand storytelling for omni-channel engagement.
• OMD India: Awarded integrated media mandate for HDFC Life, covering digital display, social media amplification, digital video, and offline media planning to optimise customer acquisition and retention.
• DJANGO: Managed Swiggy Dineout’s social media campaigns, focusing on audience targeting, content amplification, and measurable engagement outcomes.
• Cheil India’s Experience Commerce: Oversaw Tata MenCan’s social media presence, linking creative content with performance metrics to drive brand awareness and conversions.
• BigTrunk Communications: Managed UTI Pension Fund’s digital campaigns, including content creation, audience engagement, and strategic amplification across online channels.

C. People Spotting

• Deepa Jatkar — India Head, WPP OpenDoor
  Elevated to lead WPP OpenDoor India, Jatkar took responsibility for campaign strategy, media innovation, and integrated client delivery across digital and offline channels.

• Somit Singh — Category Lead, Carbonated Soft Drinks, Bisleri International
  Elevated to lead the CSD category business at Bisleri International, having previously served as Head of Trade Marketing, India.

• Rishabh Ratnu — Vice President, Madison Turnt Delhi
  Ratnu’s role focused on leading experiential and engagement-first marketing activities, leveraging his background in creative strategy and integrated campaigns to strengthen Madison Turnt’s presence.

February 2025

A. News Development

February 2025 was a significant month for the Advertising & Marketing sector as industry forecasts, strategic insights and media innovations took centre stage. The GroupM TYNY advertising forecast signalled continued adex growth, with digital channels driving the bulk of advertising revenue and shaping media strategies.

Retail media and quick commerce surfaced as emerging areas of focus, reflecting shifts in consumer behaviour and media consumption. Marketers also discussed ethical standards and regulatory challenges as brand credibility became a core concern.

Meanwhile, new tools from major platforms aimed at improving programmatic efficiency promised to influence how agencies plan and buy media. Across sectors, digital transformation, data-led marketing and audience segmentation remained key priorities for brands and agencies alike, ensuring that 2025 investment strategies aligned with measurable business outcomes and consumer trends.

Detailed Developments:

• Indian Advertising Forecast: no GroupM’s TYNY report projected 7–11 per cent growth in India’s advertising market in 2025, driven by digital’s increasing share, reflecting that digital advertising will constitute the majority of media spend.
• Adex Growth & Media Mix: Digital is forecast to contribute around 60 per cent of total advertising revenue in India, highlighting continued momentum for performance and data-driven media strategies.
• Programmatic Advances: Amazon Ads launched Programmatic Guaranteed Deals and new planning tools on its DSP, aimed at helping advertisers secure premium inventory and streamline cross-screen buying.
• Strategic Marketing Insights: Industry bodies such as MMA India shared key insights for marketers navigating growth in tough conditions, emphasising long-term planning, agility and integrated measurement approaches.
• Quick Commerce & Consumer Behaviour: Insights from GroupM and Madison pointed to growth in quick commerce and omnichannel retail behaviour, signalling how marketers will rethink consumer journeys and activation tactics.

B. Mandates

February 2025 witnessed a flurry of mandates awarded across creative, media, performance marketing, SEO and social media domains, demonstrating brands’ appetite for specialised agency partnerships to fuel digital transformation, performance optimisation and brand positioning.

Mandates ranged from integrated media planning for large healthcare portfolios to performance marketing briefs for FMCG and insurance brands, reflecting a balanced focus on creative impact, media efficiency and measurable outcomes.

Detailed Mandates:

• OMD India: Secured the integrated media mandate for Piramal Consumer Healthcare, covering strategic planning and media execution.
• Essencemediacom: Won the Rs 700 crore media account for Godrej Consumer Products, enhancing media leadership in the FMCG sector.
• TBWA\India: Awarded the creative mandate for Tata AIG’s health insurance portfolio, reaffirming its prowess in disruption-led creative strategy.
• Digidarts: Bagged the performance marketing mandate for Dabur, focusing on measurable, ROI-driven digital campaigns.
• Verve Media: Won Valvin Nutraceuticals’ social media mandate, enhancing digital presence and engagement.
• Techmagnate: Appointed for Axis Max Life Insurance’s SEO mandate, aiming to improve organic visibility and campaign performance.
• FCB Kinnect: Secured a full-funnel creative mandate for Mankind Pharma’s Prega News, underscoring integrated brand communication.
• Gozoop Creative Digital: Won the social media mandate for International Master’s League, driving audience engagement via digital content.

C. People Spotting

• Nishant Arora — Senior Vice President, Marketing, Netcore Cloud
  Arora took the helm of marketing at Netcore Cloud, leading brand strategy and customer engagement initiatives designed to scale enterprise adoption of AI‑enabled marketing tools.

• Sujoy Roy & Nitin Srivastava — Chief Creative Officers, Ogilvy Gurugram
  Co‑CCOs Roy and Srivastava took the lead on creative direction, brand storytelling, and integrated campaign design for clients across categories.

• Abrar Nakhuda — Head‑Digital, Infectious Advertising
  Nakhuda’s appointment emphasised digital strategy leadership, connecting creative content with performance outcomes.

• Sujata Dwibedy & Jose Leon — CEOs, Dentsu X & Retail Media (Dentsu India)
  Their elevation reflected a broader industry shift toward specialised leadership in media planning and retail media solutions.

March 2025

A. News Development

March 2025 was one of the most eventful periods in the Advertising and Marketing sector this year, driven by two major unfolding stories and a set of strong industry movements across regulation, media strategy and campaign planning.

On the corporate and industry structure front, the proposed acquisition of Interpublic Group (IPG) by Omnicom Group became a defining strategic saga for the global marketing landscape. In early March, Omnicom formally filed for approval from India’s Competition Commission of India (CCI), beginning the regulatory review process under competition law as the deal was assessed for its impact on market fair‑play in the ad and marketing services industry.

This merger pursuit signalled one of the most significant consolidations in industry history, as two of the largest holding companies in advertising sought to combine capabilities and global footprint. Both organisations embarked on coordination with regulatory authorities, stakeholders and industry partners to align operations while navigating expected competitive and compliance challenges within India and beyond.

At the same time, IPL 2025 became a cornerstone news driver for marketing and media planning in March. As India’s premier live sports entertainment property prepared for a March 22 start, brands and media holders geared up for expansive advertising investment and media strategies.

The Board of Control for Cricket in India (BCCI) issued an Expression of Interest (EOI) for agencies to handle media planning and buying across TV, radio, digital, print and outdoor channels, an important cue of how integrated advertising ecosystems are leveraged for large‑scale entertainment platforms.

Industry reports confirmed that IPL’s advertising footprint extended far beyond sponsorship packages: promotional budgets and influencer marketing spend were projected to reach substantial figures, and official media rights partner JioStar set ambitious growth targets for viewer reach and ad inventory monetisation.

Other notable developments included the hosting of global advertising self‑regulation summits in India, creative leadership developments, and rollout of AI‑enabled ad evaluation solutions that underscored ongoing evolution in how campaigns are designed and measured. These layers of strategic and operational progress reflect a sector grappling with scale, technology and market transformation.

Detailed Developments

Omnicom‑IPG Merger Pathway Begins

Omnicom Group Inc. formally approached India’s Competition Commission of India (CCI) in early March 2025 seeking approval for the acquisition of The Interpublic Group of Companies (IPG). The CCI’s review under Indian competition law aimed to assess potential impacts on market competition due to consolidation of two global advertising powerhouses.

The deal was positioned as one of the most consequential in the marketing services industry, potentially reshaping agency network dynamics and client servicing models in India and globally. Regulatory scrutiny highlighted broader concerns around concentration of media planning and buying influence among the largest holding companies.

Industry observers noted how this proposed merger would combine complementary capabilities across media, creative, digital, PR and data services representing a strategic shift away from isolated service models toward consolidated, full‑stack agency offerings. This regulatory step in March was an early but critical stage in the broader acquisition process that later received approvals in subsequent months.

IPL 2025 Begins Advertising Momentum

The Board of Control for Cricket in India (BCCI) issued an EOI inviting agencies with proven expertise in multi‑platform media planning and strategy to manage IPL 2025’s promotional budgets across television, digital, radio, print and outdoor channels. The initiative aimed to maximise reach and engagement for the industry’s most watched sporting franchise.

Industry projections indicated an estimated ₹550 crore total influencer marketing spend by brands during IPL 2025, demonstrating how content creators and digital amplifiers had become a central part of large‑scale sports advertising strategies.

Commercial insights showed that in early IPL match cycles, ad volumes increased significantly and more brands entered the advertising mix compared to previous seasons. Total ad categories and advertiser participation rose notably, reaffirming IPL’s sustained appeal to diverse marketers.

JioStar, the official media rights partner, set sights on record viewership and strong ad revenue growth. Multiple major brands across segments such as banking, consumer goods, beverages and e‑commerce were secured as sponsors, indicating confidence in IPL’s value as a marketing platform.

Advertising Regulation & Standards

The Advertising Standards Council of India (ASCI) announced hosting the International Council for Advertising Self‑Regulation (ICAS) Global Summit in Mumbai — the first time outside Europe and the US bringing leaders from 16 countries to discuss responsible advertising and future standards.

Technology & Creative Innovation in Campaigns

Ipsos rolled out its AI‑enabled ad testing solution Creative|Spark AI in India, offering predictive insights on viewer reactions to linear and social video content. This development signalled how advanced analytics and machine learning were increasingly incorporated into campaign evaluation.

Veteran creative leader Santosh Padhi unveiled his new independent agency Into Creative at the end of March, indicating continued entrepreneurial momentum and diversification in creative leadership within the industry.

B. Mandates

March 2025 mandates reflected brands’ continued emphasis on integrated marketing, digital transformation, and performance-led campaigns. Agencies were appointed for assignments spanning digital creative, social media management, brand strategy, omnichannel media planning, and influencer engagement.

FMCG, lifestyle, financial services, and tech brands dominated the appointments, highlighting the sector’s shift towards data-driven decision-making and measurable outcomes. Mandates emphasised cross-platform storytelling, AI-enabled targeting, and strategic collaborations, signalling a move from traditional, siloed campaigns to holistic marketing solutions.

Performance marketing and content-driven creativity were central, particularly for fast-growing categories such as electric vehicles, personal care, and e-commerce.

Detailed Mandates:

• Webenza — Joy Personal Care: Webenza delivered innovative storytelling and content across digital platforms to deepen audience engagement and brand recall.
• Grapes Worldwide — LivWell: Managed end-to-end digital strategy, content creation, and integrated communication to strengthen LivWell’s digital presence.
• Tilt Brand Solutions — Enamor: Focused on creative mandate, brand positioning, campaign ideation, and storytelling across digital and social channels.
• HiveMinds — Oben Electric: Managed performance marketing, digital media planning, conversion-driven campaigns, and audience engagement for Oben Electric.
• PHD India (Omnicom Media Group) — Bondbazaar: Oversaw integrated media planning and buying across digital, social, and offline channels to optimise reach and campaign performance.
• ABND — New Era Machines: Delivered brand strategy, communication strategy, and global storytelling initiatives.
• Webenza — Story Digital & C Com Digital: Managed content amplification, social strategy, and integrated media management for regional media channels and consumer services, reflecting the broad spectrum of campaign requirements.

C. People Spotting

• Bharat Gupta — CEO, Jagran New Media (exit)
  Gupta stepped down after over two decades, concluding his leadership of digital and media operations across the network.

• Christian Sobottka — President & CEO, HARMAN International
  Sobottka assumed leadership of HARMAN International, overseeing corporate strategy, global operations, and marketing initiatives.

• Shyam Unnikrishnan — Managing Partner, India, Bain & Company
  Unnikrishnan led the firm’s India operations, shaping strategy, client partnerships, and growth initiatives.

• Kalpesh Patankar (Kal) — Group Chief Creative Officer – India, VML
  Patankar oversaw creative direction, campaign execution, and brand storytelling across India.

April 2025

A. News Development

April 2025 was a month of recognition, creative benchmarking, and industry preparation for upcoming events in the Advertising & Marketing sector. Goafest 2025 opened delegate registrations and invited entries for Advertising Rocks Season 3, signalling the build-up to one of the year’s largest creative gatherings. Agencies and brands prepared to showcase work and insights, reflecting a continued emphasis on thought leadership and innovation.

The Kyoorius Creative Awards 2025 received over 4,000 entries, highlighting heightened participation and creative ambition across disciplines. Indian agencies also made their mark internationally, with strong performances at Spikes Asia 2025, winning multiple Grands Prix and Golds, while the Adani Group achieved notable recognition at the IAA Olive Crown Awards 2025.

Collectively, these developments illustrated the sector’s focus on creative excellence, global competitiveness, and industry benchmarking as it moved towards mid‑year planning and execution cycles.

Detailed Developments

• Goafest 2025 Delegate Registrations: The festival opened early bird registrations for delegates, offering immersive experiences and curated networking for advertisers, agencies, and students. The programming emphasised innovation in marketing, media planning, and brand engagement.
• Advertising Rocks Season 3 Entries: Goafest invited entries for its third season of Advertising Rocks, celebrating creativity beyond conventional campaigns. The initiative aimed to foster community engagement and highlight emerging creative talent.
• Kyoorius Creative Awards 2025 Participation: Over 4,000 entries were received, showcasing creativity across digital, print, integrated, and experiential categories. Judging began on 25 April 2025, reinforcing India’s growing presence in the global creative landscape.
• Kyoorius Jury Announcement: The jury for Kyoorius Creative Awards 2025 was announced, positioning the awards as a benchmark for assessing creativity and innovation across South Asia.
• Spikes Asia 2025 Performance: Indian agencies won 5 Grands Prix and 11 Golds, reflecting international recognition for creative campaigns and India’s increasing influence on the regional creative stage.
• IAA Olive Crown Awards 2025 Recognition: The Adani Group secured four gold awards, underscoring excellence in sustainability‑led and impactful communication strategies.

B. Mandates

Mandate activity in April 2025 reflected brands’ continued focus on strengthening digital presence, creative differentiation, and integrated marketing execution. Appointments spanned digital marketing, creative strategy, social media management, and end-to-end brand communication, with FMCG, consumer durables, hospitality, insurance, and lifestyle categories driving agency engagements.  Unlike high-volume seasonal months, April’s mandates were steady and strategic, signalling long-term brand-building priorities rather than short-term promotional spikes.

Detailed Mandates:

• Hashtag Orange — ROCA India: Hashtag Orange secured the digital marketing mandate for ROCA India, managing brand communication, content creation, and digital engagement to strengthen the brand’s online presence and consumer interaction.
• Media Care — 14th IEIA Open Seminar and Exhibition Services Expo: Media Care was appointed to manage social media communication for the 14th IEIA Open Seminar and Exhibition Services Expo, overseeing content strategy, campaign amplification, and audience engagement across digital platforms.
• Django — Parag Milk Foods: Django won the digital marketing mandate for Parag Milk Foods, handling multiple brands including Go Cheese, Pride of Cows, and Avvatar, focusing on integrated digital campaigns, social content, and performance-driven marketing initiatives.
• 5 Communications India — Tata Consumer Products: 82.5 Communications India secured the creative mandate for Tata Consumer Products, working on Tata Coffee and Himalayan brands, delivering brand communication, creative strategy, and campaign development to strengthen market positioning.
• Team Pumpkin — Club Hachi: Team Pumpkin was appointed as the digital marketing partner for Club Hachi, managing the brand’s digital presence, content strategy, and social media communication to enhance engagement and visibility.
• Admatazz — Kelvinn: Admatazz won the end-to-end digital marketing mandate for Kelvinn, covering strategy, execution, content creation, and performance measurement to drive brand awareness and campaign effectiveness.
• Rediffusion Kolkata — Prabhuji Pure Food: Rediffusion Kolkata secured the creative mandate for Prabhuji Pure Food, focusing on brand communication, creative direction, and storytelling to enhance brand recall and market impact.
• Techmagnate — Aviva Life Insurance India: Techmagnate was appointed as the digital marketing partner for Aviva Life Insurance India, managing performance marketing, digital growth initiatives, and audience targeting across channels.
• Quirk Head — Marriott Udaipur & Marriott Jim Corbett: Quirk Head became the official social media and creative design partner for Marriott Udaipur and Marriott Jim Corbett, overseeing digital content, brand storytelling, and social media engagement to elevate the hotels’ online presence.
• Snitch — Media Mandate Pitch: Snitch invited media agencies to pitch for its upcoming media mandate, indicating a planned consolidation of media strategy and buying to streamline communication and campaign execution.

C. People Spotting

• Shibashish Roy — CEO & MD, Croma
  Roy brought deep experience in retail and brand strategy to lead Croma’s marketing and growth agenda, focusing on omni‑channel visibility and customer acquisition.

• Shibashish Roy — Chief Executive Officer & Managing Director, Croma
  Roy was named CEO & MD of Croma, bringing his retail and brand strategy experience to strengthen omnichannel growth and customer acquisition for the Tata Group’s consumer electronics retail business.

• Atul Handa — Vice President – Instamart, Swiggy
  Handa was appointed Vice President of Instamart at Swiggy, bringing more than 16 years of experience across FMCG, fashion, consumer durables, and digital marketing to lead growth and operations for India’s rapid‑delivery vertical.

• Harleen Bhatti — Vice President – D2C, Honasa Consumer
  Bhatti joined Honasa Consumer as Vice President – D2C, where she oversees direct‑to‑consumer strategy, growth, and customer engagement across the company’s portfolio of wellness and beauty brands.

May 2025

A. News Development

May 2025 was one of the most active and influential months in the Advertising & Marketing calendar, marked by major industry events, award recognition, and strategic insights shaping the future of the sector.

The month was dominated by Goafest 2025, South Asia’s largest creative festival, which not only showcased industry excellence but also set strategic priorities around creativity, innovation, and human‑centric storytelling in the AI era.

Goafest’s ABBY Awards 2025 powered by One Show highlighted top‑tier creative and media agency performance, with multiple specialist agency titles and overall agency of the year honours setting benchmarks for excellence.

Other industry gatherings such as the 5th India International Brand Summit brought leaders together to debate content, commerce and storytelling in the streaming age, reinforcing a broader shift toward integrated, culture‑driven marketing.

Across the month, delegate experience, diverse programming, and new creative formats elevated community engagement and provided a snapshot of how agencies and brands are thinking about strategy for the rest of the year.

Detailed Developments:

• Large‑Scale Industry Gathering — Goafest 2025: The 18th edition of Goafest kicked off as the marquee advertising festival in Asia, bringing together agencies, brands, and media partners under the new theme Ignite , focusing on fresh ideas and collaboration. Delegates experienced expanded programming, immersive sessions, masterclasses and panel discussions across creative and media disciplines.
• Delegate Experience & Industry Insight: Goafest’s organisers promised an immersive celebration of ideas and inspiration by the bay, with more than 60 speakers and 35+ sessions designed not just for learning but for dynamic engagement across creativity, strategy, and sustainability initiatives.
• Speaker Line‑Up Unveiled: Goafest revealed its line‑up of industry titans and entertainment figures — including global and national marketing leaders, celebrities and creative minds — underscoring the event’s mix of business, culture and storytelling.
• ABBY Awards 2025 Powered by One Show: A central highlight of Goafest, the annual ABBY Awards celebrated excellence in creative and media work across the industry. Standout achievements included Wavemaker India being named Media Agency of the Year and ABP becoming Publisher of the Year, reflecting how data‑led media execution and compelling narratives are rewarded in modern marketing.
• Specialist Agency Recognitions: On different days of the ABBY Awards, categories such as Video Craft, Branded Content & Entertainment, Mobile, and Design honoured agencies like Good Morning Films, FCB India, Enormous, and Y&H, showing how niche expertise and creative craftsmanship are now core differentiators for agencies in 2025.
• Creative Agency of the Year: Enormous emerged as Creative Agency of the Year, underscoring a showcase of volume, quality, and breadth of creative output across campaigns judged at the ABBYs.
• Content, Commerce & Communication at IIBS: Beyond Goafest, the 5th India International Brand Summit in Mumbai brought senior leaders together to explore how modern brand narratives are evolving in the streaming era and how commerce, storytelling, and creative production are converging for deeper audience engagement.

B. Mandates

May 2025 mandates reflected brands’ continued focus on integrated digital marketing, omnichannel engagement, influencer-led campaigns, and data-driven performance optimisation.

Agencies were appointed to manage social media presence, creative campaigns, media planning, and strategic brand partnerships across sectors including FMCG, mobility, consumer electronics, wellness, and retail.

The mandates highlighted performance marketing, content amplification, and audience engagement as core priorities. Extended mandates, new AOR appointments, and influencer-focused assignments demonstrated brands’ intent to leverage both creative storytelling and measurable ROI.

Overall, the month underscored the sector’s ongoing shift towards holistic, technology-enabled, and consumer-centric marketing strategies.

Detailed Mandates:

• Team Pumpkin — Miniklub Performance Marketing Mandate: Team Pumpkin secured the performance marketing mandate for kidswear brand Miniklub, focusing on driving digital performance strategy and execution across channels.
• Rediffusion — Keya Foods Creative & Media Mandate: Rediffusion won the creative and media mandate for Keya Foods, responsible for integrated brand communication and media planning.
• SW Network — Nexus Select Citywalk Creative & Digital Mandate: SW Network retained the creative and digital mandate for Nexus Select Citywalk in Delhi, strengthening local brand positioning through integrated campaigns.
• dentsu X India — Okaya Power Integrated Media Mandate: dentsu X India was appointed the integrated media agency for Okaya Power, handling media planning and strategy across platforms.
• FCB Ulka — Sensodent Group Creative Mandate: FCB Ulka won the creative mandate for Sensodent Group, overseeing creative strategy and brand communication.
• Oliva Clinics — Social Mandate Extended with Team Pumpkin: Oliva Clinics extended its social media mandate with Team Pumpkin, focusing on continued social engagement and content strategy.
• Madison Media Alpha — Zouk Media AOR Mandate: Madison Media Alpha secured the Media AOR mandate for Zouk, covering media planning and strategic amplification.
• EssenceMediacom India — Hero MotoCorp Consolidated Media Mandate: EssenceMediacom won the consolidated media mandate for Hero MotoCorp following a multi-agency pitch, handling media strategy and execution.

C. People Spotting

• Rupali Shrivastava — Chief Marketing Officer, Limelight Lab Grown Diamonds
  Shrivastava joined Limelight to lead marketing strategy and customer engagement, leveraging prior digital and brand leadership roles.

• Subhodeep Roy — Chief Business Officer, Parag Milk Foods
  Roy was appointed Chief Business Officer at Parag Milk Foods, where he is responsible for strategic business growth, brand development, and integrated marketing initiatives.

• Cyrus Shroff — Chief Client Officer & Shweta Shroff — Chief Product Officer, Performics India
  The Shroffs were elevated to leadership roles at Performics India, with Cyrus leading client relationships and strategic growth and Shweta driving product innovation and digital solutions.

June 2025

A. News Development

June 2025 was a transformative month for the Advertising & Marketing sector, with several developments underlining both global influence and local market evolution. The most significant event was the Omnicom‑IPG merger, which received approval from the Competition Commission of India (CCI). Valued at $13.3 billion, the deal positions Omnicom as the majority owner (60.6 % ), while IPG shareholders hold 39.4% .

Industry observers noted that this consolidation will have far-reaching implications for agency structures, client servicing, and competitive dynamics in India. Analysts also pointed to potential synergies in digital capabilities, media planning, and creative services, suggesting that the merged entity could set new benchmarks for integrated communications networks.

Parallel to the merger, the Cannes Lions International Festival of Creativity (16–20 June) brought the global creative spotlight to India. Agencies such as FCB India, Leo India, and BBDO India secured numerous shortlists and awards across categories including Media, Film Craft, Sustainable Development Goals, and Creative Data.

Indian campaigns demonstrated innovation in data-driven storytelling, socially impactful messaging, and cross-platform engagement, reflecting a maturing creative ecosystem capable of competing on the world stage. Early winners such as FCB India’s Lucky Yatra and BBDO India’s #ShareTheLoad not only secured recognition but also influenced thought leadership around purpose-driven marketing.

June also emphasised talent development and mentorship, with Portfolio Night 2025 in Mumbai announced, providing emerging creatives access to global leaders and practical insights into industry standards.

Collectively, these events highlighted how strategic consolidation, global recognition, and talent development intersect to shape the sector’s trajectory in India, signalling a more integrated, data-informed, and internationally aware advertising ecosystem.

Detailed Developments

• Omnicom‑IPG Merger Approval

On 4 June 2025, the Competition Commission of India approved Omnicom Group’s acquisition of IPG for approximately $13.3 billion. The merger creates one of the largest integrated communications networks globally, with Omnicom shareholders owning 60.6%  and IPG shareholders 39.4 % of the merged entity. Industry commentary highlighted potential impacts on client servicing, agency alignment, and competitive positioning in India.

• Cannes Lions 2025: Indian Shortlists & Wins

Indian agencies collectively secured 41 shortlists, spanning categories such as Design, Media, PR, Film, and Creative Data.

• Leo India earned four shortlists in Creative Data Lions, reflecting strong capability in using analytics and insights to drive creative campaigns.
• BBDO India’s #ShareTheLoad (10 Years) campaign was shortlisted in Sustainable Development Goals Lions, highlighting Indian agencies’ strengths in purpose-led marketing.
• FCB India and Havas won Gold Lions in Outdoor and Print categories for early entries, indicating robust creative leadership. These successes showcased India’s ability to produce globally competitive work with measurable impact.
• Portfolio Night 2025 Announcement

The One Club for Creativity announced that DDB Mudra Group would host Portfolio Night 2025 in Mumbai, connecting emerging talent with global creative leaders. This initiative supports professional development, mentorship, and knowledge exchange, ensuring that Indian agencies continue to nurture next-generation creative leaders capable of global execution standards.

• Global & Local Creative Insights

Cannes Lions sessions and industry discussions emphasised trends such as data-driven storytelling, interactive media, cross-platform engagement, and sustainable marketing practices. Agencies reported stronger demand for campaigns combining insights, performance measurement, and creative innovation, reflecting a market increasingly focused on impact and ROI.

• Industry Relevance & Sector Impact

The combination of large-scale M&A, global creative recognition, and talent initiatives in June 2025 created a sector-wide push for modernization. Agencies are rethinking service delivery, digital-first strategies, and performance analytics, while clients benefit from integrated campaign capabilities and access to international creative benchmarks.

B. Mandates

June 2025 reflected brands’ continued focus on integrated media, digital-first campaigns, and strategic communications. Agencies were appointed to manage social media, digital storytelling, media planning and buying, and performance-oriented campaigns.

Key sectors driving these mandates included consumer electronics, insurance, lifestyle brands, and FMCG. The month highlighted the growing emphasis on Gen Z engagement, omnichannel visibility, and data-driven marketing strategies.

Mandates also signalled the sector’s pivot towards holistic brand communication, blending creative storytelling with performance metrics to optimise reach, engagement, and ROI.

Detailed Mandates

• Arena India (Havas Media Network India) — realme Integrated Media Mandate: Arena India won the integrated media mandate for realme, covering planning and execution across digital, TV, radio, print, and OOH. The agency focused on full-funnel audience targeting, campaign optimisation, and strengthening brand visibility across India.
• WPP Media / EssenceMediacom — Nilkamal Media Mandate: WPP Media, with EssenceMediacom leading, secured the media mandate for Nilkamal, handling planning, buying, and digital strategy. The assignment emphasised audience analytics, ROI measurement, and a seamless omnichannel media approach.
• Hashtag Orange — Zuno General Insurance Communications Mandate: Hashtag Orange was appointed to manage Zuno General Insurance’s internal and external communications. The mandate covered employer branding, product launches, campaigns, and storytelling to strengthen brand engagement and market positioning.
• Team Pumpkin — Kickers India Digital Marketing Mandate : Team Pumpkin won the digital marketing mandate for Kickers India, focusing on launch campaigns, Gen Z engagement, content creation, and performance-driven digital strategy across social platforms.

C. People Spotting

• Ajit Singh Kaunsal — VP & Head of Marketing, New Media Holding
  Kaunsal took charge of brand and content marketing initiatives, leveraging OTT and media experience.

• Tanushree Rao — Head of Marketing, Nature’s Basket
  Rao led campaign and brand initiatives for the premium grocery brand, bringing prior agency experience.

• Kalyani Srivastava — Chief Business Officer, Creativeland Asia
  Srivastava took on the role of Chief Business Officer at Creativeland Asia, bringing over 20 years of agency experience, including senior leadership at Ogilvy and Rediffusion, to drive strategic client growth and business leadership.

• Priyanka Awasthi — Director, Content Strategy & Planning, ZEEL
  Awasthi re‑joined Zee Entertainment Enterprises as Director of Content Strategy & Planning, leading content and strategy across media offerings with deep experience in analytics and brand planning.

• Naveen Pandey — Managing Director, Bajaj Consumer Care
  Pandey was appointed Managing Director of Bajaj Consumer Care, taking charge of business strategy, P&L leadership, and marketing growth initiatives in his new role.

• Mihir Wakharkar — Director – Growth Marketing, Flipkart
  Wakharkar joined Flipkart as Director of Growth Marketing, leading growth initiatives across e‑commerce, customer acquisition, and marketing strategy.

• Aabhinna Suresh Khare — Chief Marketing Officer, Nucleus Software
  Khare was appointed Chief Marketing Officer at Nucleus Software, responsible for global brand building, digital transformation, and narrative leadership across markets.

July 2025

July 2025 in Advertising & Marketing was marked by strategic industry insights, structural shifts in media forecasting, platform policy changes and leadership movements shaping how brands communicate and plan investments.

A key narrative was the continued shift towards digital-first media and the increasing prominence of social advertising, highlighted by IPG Mediabrands’ MAGNA advertising forecast which underscored digital’s trajectory to become the largest format in India, potentially overtaking TV in ad spend share  reflecting a broader recalibration of media planning and investment priorities.

Platform governance and consumer safety also featured, with Meta strengthening safety tools by removing predatory accounts, influencing how social platforms are positioned and trusted by advertisers.

Detailed Developments:

• Social Advertising Set To Lead Growth: The IPG Mediabrands MAGNA report highlighted that social advertising is poised to become the largest format in India and could overtake television spend within the next five years a major indicator of how digital media investments are shifting towards personalised, data-driven, and performance-oriented platforms.
• Industry Conversations Around Creative & AI: AI’s role in creativity and marketing continued to be spotlighted through discourse such as AI Appreciation Day, which highlighted how AI-enabled campaigns are beginning to reshape campaign storytelling, production and audience engagement tactics.

B. Mandates

July 2025 saw a strong flow of agency appointments across digital, media, creative, and social mandates, reflecting brands’ continued focus on integrated marketing execution and performance-led outcomes. FMCG, QSR, consumer tech, BFSI, retail, and D2C brands were active during the month, appointing agencies to strengthen digital visibility, social engagement, influencer strategy, and full-funnel media planning.

Mandates indicated a preference for agencies offering end-to-end solutions combining content, media, performance, and analytics, rather than siloed services. Several brands also reviewed and consolidated agency relationships, signalling a move towards efficiency, accountability, and measurable ROI.

Overall, July reinforced the shift towards always-on digital engagement, platform-first planning, and data-backed creative execution.

Detailed Mandates:

• OMD India — Integrated Media Mandate for Hindustan Unilever (Selective Portfolio): OMD India strengthened its media portfolio after being entrusted with integrated media planning and buying responsibilities for select HUL brands, focusing on digital, TV, and performance-driven media execution.
• Gozoop Creative Digital — Social Media Mandate for Zomato (Select Markets):
  Gozoop Creative Digital was appointed to handle social media strategy and content execution for select Zomato markets, focusing on high-frequency engagement, topical storytelling, and platform-native content formats.
• FCB Kinnect — Creative & Digital Mandate for Prega News: FCB Kinnect continued to handle full-funnel creative and digital responsibilities for Prega News, covering content strategy, social storytelling, and audience engagement across digital platforms.
• Dentsu Creative India — Digital & Content Mandate for Flipkart (Campaign Extensions): Dentsu Creative was assigned digital and content responsibilities for Flipkart’s platform-led initiatives, focusing on consumer engagement, short-form content, and performance-backed creative outputs.
• Cheil India — Social Media Mandate for Samsung India (Lifestyle & Consumer Tech): Cheil India expanded its scope with Samsung India to manage social media communication across lifestyle and consumer technology categories, aligning content with product innovation and retail cycles.
• Madison Media — Media Planning & Buying Mandate for Raymond Lifestyle: Madison Media was appointed to handle media planning and buying for Raymond Lifestyle, focusing on integrated media execution across television, digital, print, and OOH.
• Whoppl — Social Media Mandate for Go Zero: Whoppl continued to expand its FMCG portfolio after securing social media responsibilities for Go Zero, handling video-first content, influencer collaborations, and engagement-led storytelling.
• Team Pumpkin — Digital Performance Mandate for D2C Consumer Brand: Team Pumpkin won a digital performance mandate for a D2C consumer brand, managing paid media, performance optimisation, and customer acquisition across digital channels.
• Rediffusion — Creative Mandate for Regional FMCG Brand: Rediffusion secured a creative mandate for a regional FMCG brand, focusing on brand positioning, creative communication, and integrated storytelling across platforms.
• Experience Commerce (Cheil SWA Group) — Social & Media Mandate for Agri Inputs Brand: Experience Commerce was appointed to manage social media and media planning for an agri-inputs brand, driving awareness, education-led content, and regional market engagement.
• SW Network — Digital Mandate for Retail & Mall Property: SW Network retained and expanded its digital responsibilities for a leading retail destination, managing creative content, social engagement, and digital amplification.
• EssenceMediacom India — Media Mandate for Automotive Brand (Select Portfolio): EssenceMediacom strengthened its automotive portfolio with a media mandate covering strategic planning, digital video, and integrated media execution.

C. People Spotting

• Pratik Vaja — Head of Marketing, Licious
  Vaja led marketing strategy, brand campaigns, and CRM initiatives for the meat and seafood e-commerce brand. With over a decade of marketing experience, he aimed to strengthen Licious’s positioning among urban consumers.

• Gaunik Jeet Singh — Head of Marketing, Knauf India
  Singh managed marketing communications, strategic brand positioning, and integrated campaigns, drawing on experience in multi-sector brand marketing.

• Priya Nair — CEO & MD, HUL
  Nair led brand growth, digital campaigns, and consumer engagement initiatives. With 20+ years in FMCG marketing, she brought deep expertise in scaling iconic brands and driving consumer-centric innovation.

August 2025

A. News Development

August 2025 was a pivotal month in Advertising & Marketing, marked by industry dialogues on the future of performance and affiliate marketing, shifts in industry bodies’ leadership, and brand storytelling tied to cultural moments.

The CLICK 2025 conference signalled the expanding role of affiliate, e-commerce and creator-led commerce within the Indian marketing ecosystem, highlighting how traditional models were converging with AI-enabled and ROI-driven performance frameworks.

Meanwhile, the Advertising Agencies Association of India (AAAI) reaffirmed veteran leadership, signalling continuity and stability in industry governance.

Several agency network restructurings and leadership movements also reflected strategic repositioning for growth and capability expansion. These developments illustrated how the sector balanced long-term strategic conferences and governance with real-time cultural and consumer engagement dynamics.

Detailed Developments:

• CLICK 2025 Performance Marketing Summit: The Internet and Mobile Association of India (IAMAI) hosted CLICK 2025 at New Delhi, spotlighting the convergence of affiliate marketing, e-commerce, AI-powered personalisation, retail media and creator-led commerce. The conference underscored the industry’s shift towards integrated, ROI-focused marketing and media ecosystems, bringing together experts, brands and platforms to shape performance strategies for modern marketers.
• AAAI Leadership Election: Srinivasan K Swamy was elected President of the Advertising Agencies Association of India for 2025-26, with Jaideep Gandhi as Vice-President. This reaffirmed continuity in trade body leadership, signalling a stable direction amid rapid industry evolution.

B. Mandates

August 2025 mandates reflected brands’ strategic focus on strengthening digital visibility, content-led engagement, and full-funnel SEO / performance frameworks. Agencies were appointed across search optimisation, creative design, digital-first brand positioning and integrated content responsibilities, often for lifestyle, D2C and tech-oriented brands.

This underscores how marketing mandates in late-2025 leaned on deep digital expertise, organic search optimisation, influencer and culture mapping, and tightly integrated creative-media strategies that support audience acquisition and long-term brand health.

Detailed Mandates:

• AdLift — SEO & Content Marketing Mandate for Plum: AdLift (part of Liqvd Asia) was appointed to drive Plum’s SEO and content marketing strategy, focusing on boosting search visibility, audience discovery and organic growth through full-funnel content planning and performance measurement. This mandate underscores the ongoing premium placed on SEO and data-led organic marketing approaches for digital-first brands.
• Art-E Mediatech — Full Creative Mandate for Dylect: Art-E Mediatech secured the full creative mandate for lifestyle-tech brand Dylect, covering strategic creative direction across campaigns, brand communication and visual storytelling to strengthen the brand’s market impact in an increasingly competitive tech lifestyle space.

C. People Spotting

• Devang Manseta — Vice President, Marketing, Kotak Securities
  Manseta joined Kotak Securities as Vice President — Marketing, bringing over 13 years of experience in SEO, organic growth, and digital marketing strategy to lead the brand’s acquisition and engagement initiatives.

• Astha Garg — Vice President, Marketing, Jubilant FoodWorks (Domino’s)
  Garg was elevated to Vice President — Marketing at Jubilant FoodWorks’ Domino’s, where she leads brand marketing strategy, demand generation, and revenue growth, having previously driven marketing for Dunkin’.

• Adamya Dua — Head of Marketing, Jubilant FoodWorks
  Dua was appointed Head of Marketing at Jubilant FoodWorks, where he leads brand marketing, product innovation, and P&L‑linked strategy for Dunkin’, drawing on his experience across media, pet care, and consumer sectors.

September 2025

September 2025 marked a decisive transition phase for India’s advertising and marketing industry, as the sector shifted from mid-year recalibration to full-scale festive season readiness. The month was characterised by forward-looking but immediate developments around festive ad spending, platform-led media innovations, tightening regulatory scrutiny, and the growing dominance of digital and social advertising formats.

Unlike earlier months driven by events or consolidation news, September reflected execution readiness, with brands, agencies, and platforms aligning budgets, inventories, and targeting strategies ahead of the critical October–November consumption window.

A key theme during the month was the scale and structure of festive advertising investments, with industry forecasts pointing to strong advertiser confidence despite inflationary and margin pressures. Digital continued to command a growing share of incremental budgets, particularly through short-form video, retail media, and performance-led formats.

At the same time, conversations around advertising responsibility and compliance intensified, as regulators and industry bodies highlighted the rising volume of misleading digital advertising and the accountability of platforms.

Platform-level developments also shaped September’s narrative. Global tech platforms operating in India introduced or expanded tools aimed at improving campaign efficiency, measurement transparency, and AI-driven targeting. These announcements were positioned not as distant roadmaps, but as immediately deployable solutions for festive campaigns. Together, these developments underscored a market that was not experimenting, but operationalising digital-first, data-led marketing at scale.

Detailed Developments:

• Festive Season Advertising Outlook and Budget Deployment

September saw extensive industry discussion around festive season advertising projections, with agencies and media networks outlining expectations of strong year-on-year growth in ad spending during the October–November period.

FMCG, e-commerce, consumer durables, smartphones, fintech, and automotive categories were identified as leading contributors. Digital media was expected to absorb a disproportionate share of incremental budgets, particularly through video, social platforms, and commerce-linked formats.

Television remained relevant for reach-driven festive bursts, but planning conversations increasingly centred on cross-platform frequency management rather than standalone TV dominance.

• Digital Advertising and Platform Accountability

A major regulatory development highlighted during the month was the scale of non-compliant advertising originating from digital platforms. Industry self-regulatory bodies reported that a significant majority of advertising violations continued to come from online media, intensifying debate around platform responsibility, influencer disclosures, and misleading claims.

This prompted renewed discussions among advertisers and agencies about compliance checks, influencer vetting, and disclosure norms ahead of high-visibility festive campaigns, when scrutiny tends to increase.

• Rise of Social and Short-Form Video as Primary Media Channels

September reinforced the shift towards social media advertising becoming a primary, rather than supplementary, media channel. Industry forecasts and platform data pointed to short-form video formats driving engagement, reach, and conversion efficiency, particularly among younger audiences.

Brands increasingly prioritised creator-led content, regional language communication, and culturally contextual storytelling to cut through festive clutter. This shift was framed not as a trend but as a structural change in how advertising budgets were being allocated.

• Platform-Led AI and Measurement Enhancements

During the month, major digital platforms highlighted new and expanded AI-driven tools designed to improve targeting precision, creative optimisation, and measurement transparency. These included automated creative testing, predictive audience modelling, and enhanced attribution frameworks.

Importantly, these tools were positioned as immediately actionable for festive campaigns, reflecting how AI had moved from experimentation into mainstream media planning and execution.

• Retail Media and Commerce-Linked Advertising Momentum

Retail media emerged as a key area of focus in September, with e-commerce and quick-commerce platforms emphasising their ability to offer closed-loop measurement and high-intent audiences.

Brands preparing for festive sales increasingly viewed retail media not just as a sales driver but as a core part of their brand-building and performance mix. This signalled a growing convergence between media planning and commerce strategy.

• Industry Readiness and Strategic Tone

Overall, September carried a distinctly pragmatic tone. Rather than headline-driven disruption, the month reflected operational maturity, with marketers focused on execution efficiency, ROI accountability, and risk management.

Conversations around creativity were closely tied to effectiveness, while data, compliance, and platform capabilities shaped planning decisions. The developments of the month collectively positioned the industry for an aggressive, digitally led festive quarter.

B. Mandates

September 2025 saw brands across retail, BFSI, education, entertainment, and QSR sectors strengthening their agency partnerships to enhance digital engagement, integrated communication, and media efficiency.

Agencies were appointed for mandates spanning social media management, creative storytelling, performance marketing, and full-funnel media planning. The appointments reflected marketers’ focus on measurable outcomes, omnichannel reach, and innovative audience engagement. Legacy and digital-first brands alike emphasised cross-platform narratives, influencer collaborations, and data-driven strategies.

Overall, September highlighted the sector’s continued shift towards integrated, performance-oriented marketing solutions, balancing creative excellence with measurable ROI.

Detailed Mandates:

• Scribbld – Foot Locker India: Scribbld secured the digital and social media mandate for Foot Locker India, managing the brand’s social-first campaigns, content strategy, and audience engagement initiatives across digital channels.
• dentsu X India – Kotak Mahindra Group: dentsu X India was appointed for Kotak Mahindra Group’s media mandate following a competitive multi-agency pitch, overseeing strategic media planning and execution across platforms to optimise reach and performance.
• Enormous – Duroflex & Sleepyhead: Enormous won the integrated creative and digital mandates for Duroflex and Sleepyhead, delivering creative campaigns, digital content, and brand storytelling to strengthen local and national market positioning.
• The Reppro – Nottingham Trent University (NTU) India: The Reppro was appointed as communications partner for NTU India, managing media relations, strategic communications, and digital campaigns to enhance the university’s visibility in the Indian market.
• FTA Global – HombaleVerse (Hombale Films Merchandise): FTA Global secured the digital marketing mandate for HombaleVerse, handling the brand’s digital engagement, social media amplification, and campaign execution for its merchandise range.
• Dentsu – Papa Johns India: Dentsu was named the integrated agency partner for Papa Johns India, covering creative, media, and PR, ensuring cohesive communication and performance-driven marketing initiatives. Read more

C. People Spotting

• Debasree Dasgupta — CMO, Pernod Ricard India
  Dasgupta led brand and marketing strategy for the beverage giant, leveraging insights to connect with premium consumers.

• Anmol Sahai Mathur — Vice President of Marketing, MARS Cosmetics
  Mathur was appointed Vice President of Marketing at MARS Cosmetics, where he is responsible for leading marketing strategy and brand campaigns across the beauty and personal care portfolio.

• Shashwat Jain — Chief Commercial Officer, PEP Brands
  Jain joined PEP Brands (parent of mCaffeine and HYPHEN) as Chief Commercial Officer, overseeing commercial strategy, business growth, and integrated marketing efforts for the fast‑growing D2C portfolio.

• Bhawana Choudhary — Executive Vice President, FCB Ulka
  Choudhary was appointed Executive Vice President at FCB Ulka, taking charge of strategic client leadership and driving integrated creative and marketing solutions.

• Neha Barjatya — Chief Marketing Officer, Peak XV Partners
  Barjatya joined Peak XV Partners as Chief Marketing Officer, where she will lead the company’s marketing strategy and brand positioning initiatives.

October 2025

October 2025 witnessed key shifts in the Advertising & Marketing sector, marked by the rise of Connected TV (CTV) advertising, increased adoption of influencer-driven campaigns, and developments in platform policies.

Agencies and brands expanded capabilities in digital-first strategies, leveraging data analytics and advanced targeting tools to optimise media spend. CTV partnerships enabled advertisers to access premium inventory across households, merging digital precision with large-screen reach. Influencer marketing investments grew significantly, particularly for regional audiences, reflecting evolving consumer engagement patterns.

Industry bodies strengthened collaboration frameworks and knowledge-sharing initiatives to support creative innovation and strategic planning.

Detailed Developments:

• Connected TV (CTV) Advertising Expansion: AdTech and media partnerships scaled CTV campaigns, providing brands with access to premium inventory, enhanced targeting, and measurable performance metrics across urban and semi-urban households.
• Influencer Marketing Growth: Digital campaigns increasingly integrated micro, macro, and regional influencers. Budgets rose as brands sought broader reach and engagement through content-led, performance-focused activations.
• Platform Policy Updates: Social and digital platforms implemented new content labelling, disclosure, and moderation policies, affecting campaign strategy and influencer collaborations.
• Industry Collaboration and Knowledge Sharing: Leading industry networks launched new forums for media, creative, and digital professionals to exchange insights and discuss best practices in integrated marketing approaches.
• Data-Driven Marketing Tools: Agencies adopted AI and analytics tools to optimise media performance, enhance audience segmentation, and track ROI more accurately.

B. Mandates

• PHD India — Integrated Media Mandate for Watertec India: PHD India has been appointed to handle integrated media strategy, planning and buying for Watertec India after a multi‑agency pitch, focusing on data‑driven full‑funnel media execution.
• WPP Media (EssenceMediacom) — Retains Bayer Consumer Health Mandate in South Asia: EssenceMediacom continues to lead the integrated media mandate for Bayer Consumer Health across India, Pakistan, Sri Lanka and Bangladesh, emphasising AI, automation and data‑based planning to drive consumer engagement and media efficiency.
• Bright Brain — Digital Marketing Mandate for Sub Zero: Bright Brain was appointed to lead digital marketing for Sub Zero, covering digital strategy, content, website development, SEO, social media and performance marketing for the cold‑chain logistics brand.

C. People Spotting

• Rishi Patnaik — Chief Business Officer, Kult
  Patnaik was appointed Chief Business Officer at Kult, where he will oversee business growth, brand strategy, and market expansion as the beauty and personal care brand scales its presence.

• Utkarsh Srivastav — Chief Marketing Officer, Cyient
  Srivastav joined Cyient as Chief Marketing Officer, leading the company’s marketing strategy, customer engagement, and brand positioning across global markets.

• Aarthi Ramamurthy — Member of the Board of Directors, Wingify
  Ramamurthy was appointed to the board of Wingify, contributing strategic guidance to the company’s AI‑focused expansion and digital experience product roadmap.

• Sunainika Singh — Senior Marketing Director, Nutrition Category, The Coca‑Cola Company
  Singh took on the role of Senior Marketing Director for Coca‑Cola’s Nutrition Category, leading strategic marketing initiatives and brand positioning in India’s beverage segment.

November 2025

A. News Development

November 2025 in Advertising & Marketing was distinctly shaped by insight‑led consumer data releases, strategic account wins, and brand‑driven shifts in media planning. A landmark piece of insight reporting. Mandates continued to reflect brands’ need for specialised agency partnerships: omni‑channel integrated media wins for fintech and consumer brands, performance marketing briefs aimed at growth and engagement, and digital‑first strategies across segments from sexual wellness to travel.

In broader industry trends, market dynamics such as regulatory shifts (e.g., the implementation of new data protection rules) and evolving consumer behaviour contributed to a strategic realignment. This included a focus on first‑party data and contextual advertising as digital marketing continued to hold the largest share of advertising investment.

Detailed Developments:

• Regulatory & Privacy Shifts Impacting Strategy: With privacy rules (like India’s Digital Personal Data Protection Rules) gaining traction globally, marketers prioritised first‑party and contextual data strategies to maintain personalisation without third‑party cookies, shaping campaign planning and audience measurement approaches.
• Digital Platform Reliability & Tech Infrastructure: Industry‑wide disruptions such as major internet service outages (e.g., Cloudflare global issues) prompted marketers to rethink resilience planning for digital activations and platform dependencies during high‑traffic periods.
• Rise of Integrated Consumer Behaviour Insights: Beyond festive insights, industry commentary in November highlighted AI‑enabled personalisation, short‑form video consumption, and sustainability messaging as emergent priorities shaping strategy heading into 2026.
• Brand Litigation & Market Forces: Cross‑industry movements, such as fintech brands using legal routes (e.g., Paytm’s insolvency filing against an ad tech platform due to non‑payment of dues), underscored the sensitive interplay between advertising spend and regulatory/legal pressures in the ecosystem.

B. Mandates

November 2025 mandates highlighted how brands were reinforcing integrated, data‑driven marketing partnerships ahead of the festive and year‑end commerce period. There was a clear focus on performance marketing, integrated media planning, and digital presence enhancement across sectors including fintech, consumer health, travel, and lifestyle.

The pattern showed a move beyond simple social media engagements into deeper integrated mandates that covered both digital and offline aspects, signifying that brands sought strategic partners for holistic communication ecosystems.

Detailed Mandates:

• Madison Media — Integrated Media Mandate for Navi: Madison Media won the integrated media mandate for Navi (formerly Navi Technologies), taking responsibility for the brand’s offline and digital media planning, buying and activation, aiming to unify Navi’s presence across platforms and drive deeper consumer reach and engagement.
• Bright Brain — Performance Marketing Mandate for Travel Pilgrim: Bright Brain secured the performance marketing mandate for Travel Pilgrim, where it was tasked with full‑funnel digital campaigns across major ad platforms (including Google and Meta), focusing on awareness, bookings and target audience engagement for the digital pilgrimage platform.
• PHD India — Marico Integrated Media Mandate: Omnicom Media Group’s PHD India was appointed as Marico’s Agency of Record for integrated media strategy, planning and buying across key FMCG brands in the Marico portfolio, reinforcing the agency’s role in driving data‑led media strategy across traditional and emerging channels.
• BC Web Wise — Digital Mandate for TTK Healthcare’s MsChief: BC Web Wise was appointed to manage the digital presence of MsChief a female‑centric wellness brand focusing on culturally aware communication and authentic storytelling to enhance brand positioning in a sensitive category.
• Moshi Moshi — Digital & Branding Mandates for Ownly and Underneat: Moshi Moshi won dual mandates: the digital mandate for Rapido’s food venture Ownly and the branding mandate for Kusha Kapila’s fashion label Underneat, reflecting the agency’s growing footprint across digital content, influencer strategy and brand identity development.

C. People Spotting

• B. Balaji — CEO, Jaguar Land Rover India
  Balaji led brand strategy, marketing direction, and business growth, leveraging prior experience in luxury automotive marketing and management.

• Vamsi Murthy — Head of Marketing, Netflix India
  Murthy managed marketing campaigns, content promotion, and brand positioning, driving subscriber engagement across India.

December 2025

A. News Development

December 2025 was a watershed month for the global advertising and marketing industry, largely defined by the culmination of the Omnicom acquisition of Interpublic Group (IPG) and the far‑reaching implications this deal has had for agencies, clients and the broader market.

After regulatory approvals earlier in the year, including from India’s Competition Commission of India (CCI), the acquisition formally closed as both networks were unified under the Omnicom umbrella.

This consolidation effectively created the largest advertising and marketing services company in the world, combining extensive creative, media, data and technology capabilities under one roof.

The immediate impact of this transaction was felt through organisational restructuring, workforce realignment and strategic repositioning across markets. In India and globally, legacy agency brands such as DDB, FCB and MullenLowe were absorbed into core networks like BBDO, TBWA and McCann, signalling an end to long‑standing brand identities that previously defined the holding group landscape.

These moves were accompanied by announcements of new leadership frameworks and a broad shift towards integrated service models that prioritise data‑driven decision‑making, technology integration and unified client delivery.

Beyond the acquisition, the month underscored broader industry trends such as rapid adoption of AI tools in campaign planning, heightened focus on compliance and content labelling on digital platforms, and evolving consumer engagement patterns during the festive season.

Agencies also continued to refine omnichannel approaches, blending traditional marketing disciplines with emerging digital and performance‑oriented tactics. The combination of macro consolidation and micro innovation captured the dual pressures facing the sector as it enters 2026: greater efficiency and creative relevance in an increasingly complex media ecosystem.

IPG–Omnicom Acquisition and Integration (Detailed Developments)

The Deal Finalises and Strategic Rationale:

The acquisition of IPG by Omnicom marked the end of a year‑long regulatory journey that began with filings early in 2025 and culminated with formal closure in late November and early December.

The Competition Commission of India had granted clearance for the $13 billion all‑stock deal in June, allowing Omnicom to assume sole control of IPG’s extensive global operations. This regulatory milestone signalled confidence in the acquisition’s compliance with competition norms and anticipated market impact.

From a strategic standpoint, the deal was positioned by industry leaders as a response to mounting pressures from digital transformation, economic headwinds, and intensified competition from Big Tech and specialist consulting firms.

By combining their strengths, the merged entity aimed to deliver more integrated and scalable solutions that blend creative excellence with advanced data and technology capabilities. Omnicom’s leadership articulated the intent to use this expanded scale to enhance campaign outcomes and deepen client relationships across sectors.

Structural Reorganisation of Agency Networks:

Once completed, the acquisition initiated extensive structural changes within the combined agency portfolios. Legacy units such as DDB, FCB and MullenLowe were phased out or integrated into the remaining networks – BBDO, TBWA and McCann — to reduce brand overlap and streamline operations.

Omnicom also formally retired the IPG Mediabrands structure, merging media planning and buying assets such as UM and Initiative into a single Omnicom Media platform led by senior media executives. These moves reflected a strategic shift towards simplified governance, clearer client offerings, and improved operational efficiency across creative and media functions.

Workforce Realignments and Cost Rationalisation:

The comprehensive integration brought with it significant workforce changes, including layoffs affecting more than 4,000 positions globally. These reductions, primarily in administrative and overlapping roles, were part of a broader effort to eliminate redundancy and achieve projected cost savings of hundreds of millions annually.

Industry reports noted that while most client‑facing talent was retained, leadership teams underwent adjustments to reflect the unified organisational design. The scale of this restructuring prompted internal discussions within the sector about balancing efficiency with the retention of institutional knowledge and creative talent.

Leadership Frameworks and Integration Management:

In India particularly, the unified entity introduced new leadership frameworks to navigate post‑merger complexities. Omnicom Media India unveiled a strengthened team with Kartik Sharma as CEO, Amardeep Singh as COO and Shashi Sinha as Strategic Advisor to oversee the integrated media operations, a critical step in steering the merged business in one of the region’s most competitive markets.

These appointments were designed to deliver stability, align media strategy across business units, and sustain momentum with local clients.

Client Portfolio Continuity and Strategic Implications:

Throughout the integration, maintaining client continuity was a central priority. Key global and Indian clients were assured of uninterrupted service and strategic support as account teams were reshuffled or restructured to align with the new operational model.

Advertisers responded with cautious optimism, recognising the potential benefits of enhanced scale and unified data capabilities but also expressing the need for clear communication and execution consistency during the transition.

Market Impact and Competitive Landscape:

The magnitude of the Omnicom‑IPG acquisition reconfigured competitive dynamics within the advertising sector. By creating the largest marketing and communications group globally, the combined company reshuffled the hierarchy of holding companies, posing new challenges for rivals and prompting reorganised strategies across the industry.

The deal also highlighted how the traditional agency model is adapting to digital imperatives and the need for consulting‑style advisory services, as brands increasingly pursue holistic solutions that integrate creative, performance, media buying, analytics and commerce.

Emerging Operational Priorities Post‑Merger:

Looking ahead, the unified organisation signalled priorities around technology integration, AI‑driven insights, and data‑enabled personalisation as essential pillars for future growth. Internal strategy discussions indicated a move towards centralised platforms for campaign measurement and optimisation, as well as enhanced investments in creative technology and audience analytics.

These strategic orientations underscored the broader industry transition from siloed services to integrated, outcome‑focused marketing practices that can adapt to rapidly changing consumer behaviours and media consumption patterns.

Other Key News Developments in December 2025

AI and Creative Tools:

Across the industry, AI adoption continued to accelerate, with agencies and brands exploring generative AI platforms to streamline workflows, enhance creative ideation, and inform data‑driven targeting decisions. The rapid integration of these tools was reshaping the way campaigns were conceptualised and executed, prompting both curiosity and caution among marketers.

Digital Media Regulation and Platform Policy:

Social platforms implemented enhanced content labelling and influencer disclosure standards in December, prompting agencies to refine their compliance and creative strategies. These changes aimed to improve transparency and trust in digital advertising, particularly as influencer spending and creator partnerships doubled down on short‑form video formats and cross‑platform activations.

Sector Growth and Market Confidence:

Industry forecasts highlighted ongoing expansion in India’s advertising spend, with digital media continuing to drive the largest share of growth. Analysts pointed to strong festive season performance and increased investments in omnichannel customer journeys as key indicators of resilient demand in the marketplace.

Emergence of Agile Agencies:

While holding companies integrated at scale, mid‑sized Indian digital agencies gained market attention for their agility and ability to deliver tech‑first, client‑centric solutions, especially for performance and content‑driven marketing briefs. These firms were increasingly seen as valuable partners for brands seeking nimble execution and personalised engagement strategies.

Consumer Engagement Insights:

Festive season analytics revealed evolving consumer behaviour that favoured interactive content, participation‑led experiences and personalised discovery journeys. Marketers used these insights to inform planning for early 2026 campaigns, particularly around omnichannel engagement and social commerce triggers.

B.Mandates

December 2025 was a busy month for mandates in the Advertising & Marketing sector, with brands appointing agencies across integrated media, creative strategy, social media, and digital marketing. Emphasis was on strengthening omnichannel presence, bolstering offline‑online coordination, and delivering data‑driven performance outcomes before year‑end.

Among the mandates are strategic media partnerships for healthcare, consumer durables, luxury and retail categories, and growing FMCG and digital brands. Agencies were chosen for their depth in planning, content amplification and integrated storytelling that bridges digital and traditional channels.

Detailed Mandates:

• HiveMinds – Integrated Digital Mandate for Stahl Kitchens : HiveMinds secured the integrated digital marketing mandate for Stahl Kitchens, taking charge of digital strategy, planning and activation across digital channels to advance brand presence and consumer engagement.
• AdLift – SEO & Content Marketing Mandate for AGEasy by Antara : AdLift was appointed to lead SEO and content strategy for AGEasy by Antara, focusing on improving organic visibility, content planning and performance measurement across platforms.
• WPP Media – Integrated Media Mandate for Orient Electric : WPP Media was chosen to handle Orient Electric’s integrated media planning and buying across online and offline channels, aiming to unify media strategy and optimise reach for brand categories from home appliances to electrical goods.
• Network Advertising – Creative Mandate for Bajaj Consumer Care’s Coconut Oil, Amla & Gulabjal : Network Advertising won the creative communication mandate for Bajaj Consumer Care’s key personal care brands (Coconut Oil, Amla and Gulabjal), responsible for communication strategy across TV, print and out‑of‑home platforms.
• Havas Media Network India & PivotRoots – Integrated Media Mandate for Tata 1mg : Havas Media Network India secured the integrated media mandate for Tata 1mg, pairing with PivotRoots for digital brand marketing and traditional media planning to strengthen healthcare‑focused brand visibility.
• Sunny Side Up – Creative Mandate for William Penn’s Lapis Bard : Sunny Side Up was appointed to manage the creative mandate for William Penn’s Lapis Bard, overseeing brand positioning, creative strategy and content production for the premium writing instruments and accessories brand.

C. People Spotting

• Govind Pandey & Prateek Bhardwaj — TBWA\Lintas Network Leaders
  Manage creative and operational leadership for merged agencies.

• Rohan Mehta — Head, Digital Integration & Capability Building
  Oversees digital integration and capability development across agencies.

• Sameer Wanchoo — CMO, VIP Industries
  Wanchoo focused on marketing strategy and brand campaigns, strengthening VIP’s lifestyle branding and customer engagement initiatives.