Why the fundamental fault lines in the business won't be resolved by the Omnicom–IPG merger

The Omnicom–IPG merger is now more than just a balance-sheet event as India's advertising sector faces one of its largest structural changes in decades. In a sector already struggling with AI disruption, customer distrust, and shifting talent economics, it is a stress test for scale, relevance, and trust.Veteran executives Ashish Bhasin, Anita Nayyar, Shubho Sengupta, and Kunal Lalani provide starkly different interpretations of what consolidation actually means, including whether it signals the emergence of a three-player oligopoly, a long-overdue efficiency reset, or a defensive reaction to an industry that has already moved on.One thing unites their opinions: size by itself is no longer a guarantee of advantage. The next stage of competition will be characterised by speed, specialisation, and credibility rather than scale as holding corporations compete to handle conflicts, merge cultures, and reassure clients. In 2026, artists, agencies, and advertisers will focus more on who still matters than on who is the biggest."This era of consolidation in advertising and media did not begin recently—it has been unfolding over the past decade," notes Ashish Bhasin, founder of The Bhasin Consulting Group and former CEO APAC, Dentsu. He reminds us that media owners and broadcasters have travelled the same route as agencies, with mergers like Star and CNBC indicating what was to come. Given that "the top four or five holding companies now account for nearly 80–85% of the market share," as noted by Bhasin, the merger of Omnicom and IPG seems like the next obvious step. The level of competition has changed. "A very formidable competitor emerges for WPP," which has long maintained the top spot in India, as a result of the merger. "Going forward, WPP, Omnicom, and Publicis are likely to become the three largest holding companies in India," according to Bhasin, who envisions a market dominated by three titans. Scale will continue to be important, especially in the media, driving rivalry and making "further consolidation inevitable."However, Bhasin takes pains to avoid portraying this as everyone else's demise. He acknowledges that "the overarching trend clearly points towards consolidation," but adds that "India remains a large and fast-growing market, so there is space for multiple players to coexist."  

Network18 defies industry slowdown; Rahul Joshi charts bold growth path for 2026

In a year when the majority of advertising-driven media firms struggled with diminishing earnings, dwindling viewership, and industry consolidation, Network18 has reported growth in all of its major businesses while increasing its emphasis on relevance, subscription, creative collaborations, and digital-first expansion.Rahul Joshi, Managing Director & Group Editor-in-Chief at Network18, stated in an internal year-end message to staff members that the organization had "beaten the odds" in a difficult year for classic news formats by emphasizing unique content, ecosystem thinking, and non-traditional revenue streams. The group established Creator18 to bolster its creator economy strategy, providing a platform for a variety of digital artists while also utilizing their audiences to increase relevance and income share. Additionally, the business emphasized a fresh emphasis on high-quality tools, research, and insights across its major brands, Moneycontrol and CNBC-TV18, as opposed to chasing "click-baity" traffic.Joshi emphasized the quick expansion of Moneycontrol's lending platform, the success of MC Pro, which has over a million users, and the early popularity of SuperPro, which targets high-value traders and investors and increases average revenue per user. He reaffirmed that the company's next growth phase will be defined by non-news content, digital tools, and product innovation. Stronger advertiser access, even from emerging markets, is made possible by the regional news cluster's ongoing multilingual expansion, which is bolstered by a robust national sales network and improved digital outreach. According to Joshi, the firm is still "de-risked" in comparison to its traditional ad-dependent counterparts because subscriber income is growing, transactions are scaling, and events and IPs are bolstering heritage monetization.He acknowledged the structural changes in media consumption, particularly among Gen Z, and pointed out that speedier, platform-native storytelling is becoming more relevant than conventional news formats. With a greater emphasis on CTV and social media, he emphasized that Network18's brands will lead with subtlety, intelligence, and digital-first execution, driven by platforms like Firstpost, Kadak, News18 India, and CNN-News18. Joshi declared 2026 to be a "mission mode" year to foster youthful leadership, experiment vigorously, and keep reinventing the future of Indian news media as he celebrated his ten years with the organization. "We made 2025 count in a year that was really difficult for many. He used Roald Dahl to encourage teams to maintain their faith in "magic" in the face of change, saying, "Let's make 2026 rock."  

On December 26, 2025, India will have early access to Now You See Me, Now You Don't.

The widely watched heist-adventure show With an early access release set for December 26, 2025, NOW YOU SEE ME: NOW YOU DON'T will make its digital premiere in India, offering viewers looking for a premium watching experience a rental fee of INR 499. The movie will be accessible on several key digital platforms, like as Google/YouTube, Apple TV, and Amazon, giving viewers a variety of ways to enjoy the magical series. The film NOW YOU SEE ME: NOW YOU DON'T, which was directed by Ruben Fleischer, brings back the Four Horsemen along with a new generation of illusionists. It offers an exhilarating mix of mind-bending twists, shocks, and expansive magic sequences that have never been seen on screen before. With bold illusions and intense storytelling, the movie raises the stakes while maintaining the franchise's trademark blend of spectacle and tension.Along with an ensemble cast that includes Dave Franco, Woody Harrelson, and Jesse Eisenberg, the movie maintains the adventurous tone of the trilogy while adding new characters and audacious new heists. The Now You See Me franchise, which is well-known for its chic graphics and deft storytelling, has amassed a sizable worldwide following thanks to its distinctive blend of magic and criminality.  

How an Indian Gen Z leader is reinventing design education

Director of the JD Institute of Fashion Technology Rinesh Dalal talks with Adgully about his experience reinventing design education through innovation, entrepreneurship, and creativity. Dalal, who joined the education sector at the age of 18, offers a unique combination of strategic thought and artistic vision to his leadership position. He considers creating experiential learning ecosystems outside of classrooms, from fostering creative communities and supporting emerging talent to extending the JD tradition into digital-first platforms like JDOnline and JD Podcast. Dalal also discusses how technology, narrative, and purpose will continue to influence design education in India.I was never ready to start working at such a young age, much less establish my own business. I had intended to continue my education in film in London, but because my family is very business-oriented, I decided to use that money to start my own company. In retrospect, I can see how much I have developed both myself and inside the company. I joined JD Institute four years ago, and it has been two and a half years since I assumed full leadership. I have acquired extensive practical experience throughout this period, which enables me to firmly continue this tradition. As a member of the same generation as today's youngsters, I am aware of their goals, mindset, and the help they require at various phases of their development.JDOnline was developed to close the accessibility gap by enabling anybody, anywhere, to receive top-notch design education without being constrained by traditional classroom settings. JD Podcast helps students grasp the real-world dynamics of the creative industry by providing them with authentic talks, thoughts, and experiences from artists, entrepreneurs, and industry leaders. This helps close the industry awareness gap.  

The government removes the requirement for Sanchar Saathi App pre-installation due to its quick uptake.

The government required the Sanchar Saathi app to be pre-installed on all cellphones in order to give all citizens access to cyber security. The program is safe and designed just to protect citizens from cybercriminals.It protects users while assisting all citizens in "Jan bhagidari" by reporting on such harmful actors and behaviours. The app only serves to protect users, and they are free to uninstall it whenever they choose. The government has clarified this.This software has been downloaded by 1.4 crore people so far, who are adding data on 2000 fraud cases per day. The requirement to install the app was intended to expedite this procedure and make the app easily accessible to less knowledgeable residents, as the number of users has been growing quickly. Six lakh residents have registered to download the app in the last day alone, a tenfold increase in its uptake. This is a confirmation of citizens' faith in the government-provided app for self-defence.The government has chosen not to require pre-installation for mobile manufacturers due to the growing popularity of Sanchar Saathi.  

JioBLAST appoints Manish Patankar as VP commercial partnerships

  JioBLAST, the joint venture between Jio, RISE Worldwide, and BLAST shaping India's next generation of esports and competitive entertainment, today announced the appointment of Manish Patankar as VP-Commercial Partnerships.Manish joins JioBLAST with more than 12 years of experience in sports business, commercial strategy, and IP monetisation from some of the biggest sports and entertainment companies in India. His background includes previous entrepreneurial efforts at SahiCoin, leadership positions at Collective Artists Network, ITW Consulting, and IOS Sports & Entertainment. In his prior assignments, he spearheaded commercial strategy for sports IPs, scaled partnership revenues, and led major transactions with leagues, broadcasters, athletes, and brands.At JioBLAST, Manish will oversee commercial strategy across esports properties, large-scale IPs, partnerships, monetisation, and integrated opportunities across the JioBLAST ecosystem, establishing scalable revenue engines for India's rapidly rising esports audience. "Manish brings a rare blend of sports IP experience, brand solutions and dealmaking. His ability to build value with brands will be instrumental as we scale JioBLAST into India's largest multi-game esports platform. We're thrilled to have him onboard as we expand our ambitions across events, partnerships and the Jio ecosystem."JioBLAST is a joint venture between Jio, BLAST, and RISE Worldwide Limited, integrating Jio's 500+ million-strong digital ecosystem with BLAST's global expertise in esports entertainment and RISE's leadership in sports and event management. Together, they want to establish India's most engaging and scalable esports IP ecosystem - from world-class competitions to creator-driven entertainment formats.  

Banking on attention: The need for BFSI marketing to engage customers between UPI and Instagram

The financial services sector is at a pivotal juncture as India moves closer to its Digital Bharat vision, with the expectations of a generation of digital natives reshaping legacy institutions. The FINIXX Summit & Awards 2025, which has as its forward-thinking topic "Reimagining BFSI: Powering Digital Bharat Goals," put this change front and center.In order to examine the changing relationship between technology, trust, and consumer engagement in the BFSI (Banking, Financial Services, and Insurance) industry, a diverse group of marketing experts, digital strategists, and financial innovators convened for the summit.Experts discussed how rapidly changing consumer behavior is upending traditional marketing strategies in a fascinating panel titled "The Next-Gen BFSI Consumer: Understanding & Engaging Digital-First Audiences." They also discussed what it will take to foster trust, loyalty, and meaningful engagement in an increasingly app-first and attention-deficit world. The panel, which was presided over by Teamology Softech and Media Services Vice President of Growth and Strategy Lawrence Suchitha, included marketing directors from top BFSI institutions: VP of Digital Marketing at HDFC Bank, Aashir Allana AVP of Social Media Marketing at Tata Capital, Nikita Dilip Gupta SBI General Insurance's Head of Marketing and CSR, Rathin Lahiri Varun Mundra, Motilal Oswal Financial Services' Head of Media & Innovations Vishal Lohia, Hybrid Associate Director of Sales."The BFSI landscape has decisively moved from branch-first to app-first engagement," said Lawrence Suchitha, who opened the debate. Consumers of today need digital experiences that are quick, simple, and integrated—all while maintaining the transparency and trust that have traditionally characterized our industry. "The next-gen customer has never seen a passbook or stepped inside a branch," said Aashir Allana of HDFC Bank, emphasizing the point. They view the bank as an app rather than a physical establishment.Allana asserts that modern consumers evaluate their banking experiences by comparing them to Netflix, Amazon, and Zepto rather than other banks. "They want Zepto-level speed and Netflix-level personalization." Despite their impatience and impulsivity, they have a strong research bent. They expect the application procedure to take three minutes, but they will spend hours comparing credit cards. He pointed out that because of this behavioral mismatch, marketers must reach users "somewhere between Instagram and a UPI app."  

As Q3 growth jumps 5.7%, Arthur Sadoun praises Publicis' AI-powered pace.

Building on its impressive organic growth of +5.7% for the third quarter of 2025 (Q3'25), Publicis Groupe has increased its prediction for organic growth for the entire year. The quarter's great performance outperformed the first half of 2025's high growth of +5.4%.The business has increased its forecast for organic growth in the full year (FY) 2025 to a new range of +5% to +5.5%. This represents an improvement over the original estimate of +4% to +5%. A number of factors, including consistent client spending (without any significant budget cuts or slowdowns) and growing demand for its AI-powered goods and services, underpin the decision to increase the outlook. Long-term scope development with current clients, a robust business environment for new ventures, and a more advantageous competitive environment are all important growth drivers.Arthur Sadoun, Publicis Groupe's chairman and CEO, "Q3 was yet another excellent quarter, exceeding forecasts, with no slowdown in customer demand.  At Publicis, we are proving that artificial intelligence is not a pipe dream but rather a current reality that is propelling our expansion. We are demonstrating once more how our distinct AI-powered methodology may help us acquire market share and establish ourselves as a Category of One.  We achieved organic growth of +5.7%, which significantly widened the gap with our counterparts by over 700bps2. In addition to not seeing any significant reductions in marketing expenditures, we also witnessed a surge in demand for our AI-powered goods and services. This was evident in our Epsilon-powered Connected advertising initiatives, which had high single-digit growth as a result of our capacity to use AI to link influencers, commerce, and paid advertising. Due to the growing demand for customized content, our AI production platform experienced double-digit growth. Additionally, Publicis Sapient maintained its favorable results for the second consecutive quarter thanks to our capacity to create agentic networks for clients that are looking to de-silo their own businesses.We anticipate that this upward trend will continue throughout Q4. Because of this, we are comfortable raising the higher end of our prediction to +5.5% for our 2025 organic growth guidance. Additionally, we are reporting that our already industry-leading margin has improved to just over 18% throughout the course of the year. With net new billings for the first nine months of the year already surpassing our 2024 total, we are now planning for 2026 because of our unparalleled new business track record. For the seventh consecutive year, we anticipate outperforming the industry the following year. I want to express my gratitude to our teams for their exceptional work in getting us to this point and to our clients for their ongoing trust.  

FINIXX Summit & Awards 2025: Transforming BFSI for a Bharat empowered by digital technology

The financial services industry is at the forefront of change as India moves closer to realizing its goal of having a digitally inclusive economy. The FINIXX Summit and Awards 2025 returns against this dynamic backdrop with the audacious and forward-thinking subject, "Reimagining BFSI: Powering Digital Bharat Goals." The FINIXX Summit and Awards 2025 will take place in Mumbai tomorrow, October 14.FINIXX Summit 2025, which is set to bring together some of the most prominent voices in banking, financial services, insurance (BFSI), fintech, and marketing in the nation, is expected to be more than just a forum for discussion; it seeks to incite change, foster trust, and establish new standards for how financial brands interact with a rapidly changing customer base.Examining how digitization, human-centric design, trust-building, and integrated marketing tactics are changing the game for financial institutions throughout India is the main goal of the summit. As the underserved, underbanked, and technologically savvy Bharat sector becomes a strategic priority, FINIXX 2025 urgently highlights inclusive and transformative innovation. The summit will examine topics that represent the industry's continuous development through keynote addresses, fireside chats, CXO panels, and real-world case studies. The agenda gives a broad overview of the future, covering topics like figuring out how AI and data are changing engagement and risk assessment, as well as deciphering the next wave of fintech disruption.The comprehensive approach of FINIXX 2025 is what makes it unique. Exposure to cross-functional viewpoints will enable attendees to go with more than just talking points—they will leave with practical frameworks. C-suite executives, marketing strategists, product developers, compliance officers, and digital growth architects who want to remain on top of trends are the target audience for this event.  

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CNN-News18 dominates as the leading prime-time English news channel

CNN-News18 has reaffirmed its position as the unrivaled leader in India's English news sector. CNN-News18 reigns supreme in the primetime slot without any rivals, establishing the channel as unparalleled. The most recent BARC data reveals that CNN News18 commanded the prime time slot with a remarkable 64.4% market share, far surpassing its rivals, NDTV at 15.4% and Times The channel’s credibility and its capacity to provide accurate, timely, and impactful journalism that connects with its audience have contributed to this consistent performance. The channel’s robust performance is fueled by its dedication to providing precise information and showcasing elite news figures such as Zakka Jacob, Anand Narasimhan, Rahul Shivshankar, and Shivani Gupta. The channel guarantees thorough coverage of all significant national-interest news through its vast network of reporters nationwide.  

After 15 years, Chandana Agarwal is leaving the Ogilvy Group

Chandana Agarwal has concluded her 15-year tenure with the Ogilvy Group network, stepping down from her leadership role at 82.5 Communications after a distinguished career in brand building and communications spanning over 25 years. Most recently, Agarwal held the position of President – North and East at 82.5 Communications, where she was instrumental in guiding communications and broadening the agency’s regional presence. She previously served as Managing Partner at Ogilvy Advertising in Gurgaon, where she played a key role in business growth by acquiring and retaining clients.She has worked at various top advertising agencies, such as FCB Ulka, McCann Erickson, Dentsu, and JWT. Throughout her tenure at Ogilvy, she collaborated with a remarkable array of brands, including Philips, Pernod Ricard, Voltas, Honda, Coca-Cola, Eicher, Vistara, and Taco Bell. Agarwal was responsible for the establishment and scaling of North operations at 82.5 Communications, which bolstered the company's presence and client relationships in that area. Agarwal's departure signifies the conclusion of a major chapter at Ogilvy as she readies herself to pursue new prospects in the changing marketing and communications landscape.  

As per Kevin Vaz, broadcasting alone accounts for 40% of the Indian M&E industry.

Today, Kevin Vaz, Chairman of FICCI’s Media & Entertainment Committee, inaugurated the 25th edition of FICCI FRAMES, marking a crucial milestone for India’s media and entertainment sector. He called for a reimagining of growth, recalibration of regulation, and reaffirmation of India’s global storytelling ambitions. Vaz stated, while speaking to a full auditorium of industry leaders, policymakers, creators, and changemakers, “This goes beyond being an anniversary — it is a time for reflection, refocusing, and rising.” The event, themed RISE Together (Reimagine, Innovate, Strengthen, Empower), commemorates FRAMES' 25 years as a platform for policy dialogue, business exchange, and cultural diplomacy.A voyage from acknowledgment to self-reinvention Vaz, while reminiscing about the inception of FRAMES in 2001, underscored the pivotal moment when the Indian government granted industry status to the media and entertainment (M&E) sector. This decision opened the door for capital influxes, institutional investments, and a professional approach throughout the value chain. Vaz noted, “We’ve come a long way — from the rise of satellite TV and cable to the boom in OTT, VFX, and immersive tech,” acknowledging the contributions of stalwarts like Yash Chopra, Karan Johar, and Uday Shankar, who have guided the FICCI M&E Committee over the years. “Their legacy continues through our endeavors to expand the creative economy in India.”Television and Digital: An Indian AND Story Vaz challenged global assumptions about disruption by asserting that India is a rare “AND” market, where television and digital platforms are not rivals but co-existing engines of growth. “Pay TV, Free TV, and Connected TV are growing in tandem with digital. This dual-track growth is contributing to the overall expansion of the M&E pie, rather than dividing it,” he noted.Sports, Streaming Services, and the Emergence of Regional Narratives The sports ecosystem in India, particularly in cricket, kabaddi, and esports, is experiencing unmatched momentum. This growth is being fueled by digital platforms that enhance reach through interactive, multilingual, and immersive content. In the realm of film, regional cinema and Indian OTT are driving India’s soft power on the global stage. Vaz stated, “Our narratives, spanning from RRR to The Elephant Whisperers, are clinching Oscars, dominating box office sales, and capturing hearts.” Cross-border collaborations are being fueled by co-production treaties and a revitalized NFDC.  

Tamannaah Bhatia: The hidden element for preparing hits

In Indian cinema, music videos and songs greatly enhance a project’s value. However, the presence of a talented performer significantly boosts its attractiveness, often serving as a key factor in why audiences buy tickets and flock to theaters to ‘experience’ the performance. Tamannaah Bhatia has established herself over the past few years as a ‘performer’ whose dance flair and impeccable expressions have made her synonymous with energetic dance numbers that go viral. She has become a go-to option for dynamic songs, with even acclaimed directors placing their bets on her!After the creators of Thamma revealed the song "Tum Mere Na Huye," audiences believe that Tamannaah Bhatia could have done justice to the dance number. This is the topic of their discussion:„Tamannaah ist besser als Rashmika“, schrieb ein Nutzer, während ein anderer verfasste: „Nur Tamannaah kann solche Tanzbewegungen machen…missen Tamannaah.“ A user commented, “Why does everyone want to be Tamannaah from Aaj Ki Raat?” and another commented, “Tamannaah would have done justice to this song.” A fan conveyed, “Her expressions are missing. “Check out Tamannaah’s expressions and then compare them to this dull girl,” while another commented, “Rashmika is fine, but nobody can surpass Tamannaah.”Tamannaah Bhatia has garnered accolades from her fans for every song she has been part of, including the legendary Aaj Ki Raat (over 962 million views on YouTube), Kaavaalaa (over 365 million views), Achacho (over 454 million views), Ghafoor (over 28 million views), among others. This affirms her role as the focal point that injects vitality into every scene.Netizens are not easily influenced, but they certainly acknowledge genuine effort - and it seems Tamannaah has demonstrated that no one does it quite like her! Years of consistent effort and a determination to infuse her style into dance sequences have rightfully awarded Tamannaah Bhatia the title of an all-rounder performer who draws crowds to the cinema!  

Jayesh Sali discusses MagickHome's marketing lessons on regional affinity and design innovation in Focus South.

Focus South, Adgully's new column, highlights southern Indian voices that are influencing marketing, customer interaction, and brand innovation in the future. Jayesh Sali, Senior General Manager & Marketing Head, MagickHome, is featured in this edition. He offers insights on design innovation, regional expansion, holiday initiatives, and the brand's future vision.Sali notes that the most important element propelling MagickHome's growth in 2025 has been design innovation. Design is timeless and remains at the forefront of consumer demand in a market where aesthetics and lifestyle are highly valued. Our USP is design innovation supported by worldwide quality standards, which our consumers have found to be very appealing. Once satisfied, they encourage recommendations, which furthers our expansion. Because finishes and materials are what make designs come to life, we also never stop inventing in these areas," he says.MagickHome has been paying particular attention to the distinct consumer tastes in places like Chennai, Coimbatore, and Bangalore as South India develops into a key market. Southern consumers exhibit a clear preference for vivid colors, traditional accents, and substantial use of wood in their interior design, even though they are just as discriminating and cost-conscious as any other group. Southern homes are vibrant and rich in history, from solid wood furniture and wall décor to handicrafts and carvings.Sali points out that balancing MagickHome's worldwide identity with local affinities is necessary to customize retail experiences in the area. Our goal is to create a brand that embodies both local affinities and global identity. Therefore, we make an effort to incorporate southern-relevant design trends, festivals, and cultural events into our ads, activations, and direct communications. We have developed genuine relationships and solid client recommendations thanks to this strategy," he says.MagickHome's "Season of Magic" promotion, which aims to promote culture, family, and the delight of homes coming to life, has begun as India approaches the holiday season. Sali views festivals as more than just decorations and lights; they are about memories being made. "We aim to collaborate with our clients to tell enduring stories. "Homes that really come alive during this unique time of year right up until the New Year is the spirit of our new campaign," he explains.  

GST rate reductions spark festive optimism across sectors; Auto and Consumer Durables are at the forefront

During the 56th GST Council meeting, the government streamlined Goods and Services Tax (GST) rates into two main categories: 5% and 18%. A demerit rate of 40% was introduced for certain categories, and important relief measures were announced. This action occurs at a critical moment. As households are burdened by layoffs, inflationary pressures, and muted consumer sentiment, the GST cuts are anticipated to provide relief for disposable income and enhance confidence just before the festive season. This could signify a revival of consumer demand and retail growth that businesses have been needing.As India enters its high-octane festive season, which traditionally drives growth in the retail, FMCG, consumer durables, and e-commerce sectors, businesses and consumers are closely monitoring the GST rate cuts across select categories. As inflationary pressures persist and discretionary spending is strained for India’s middle class, these reductions are strategically timed to enhance consumption, revive sentiment, and stimulate economic momentum in the crucial October–December quarter. Nevertheless, economists warn that although cuts to GST may provide short-term relief and a psychological boost for spending, structural limitations such as stagnant wages, high household debt, and rising fuel prices could mitigate the benefits. In a consumption-driven economy like India, where nearly 60% of GDP is derived from domestic spending, even slight improvements in consumer confidence during the festive season – from Navratri to New Year – are anticipated to have significant impacts on quarterly growth figures.With brands launching promotions and retailers boosting their inventory and marketing strategies, everyone will be watching to see how this GST adjustment unfolds in practice and whether it can provide more than mere symbolic joy during the country’s most crucial shopping season. To comprehend the possible effects of the extensive GST rationalisation on consumer sentiment, industry dynamics, and festive expenditure, Adgully consulted a diverse range of industry leaders. They expressed their approval of these reforms and conveyed optimism for a prosperous festive season.  

Deepika Padukone serves as Nykaa's 'global face'—primarily for Indian fans

Actress Deepika Padukone was appointed as the global brand ambassador for beauty e-commerce platform Nykaa this week. The new advertisement features Padukone, who is dressed in a stunning golden ensemble, dancing to Mikey McCleary’s 2011 remix of the classic track ‘Hawa Hawai’. She applies makeup and a mist of fragrance as she gets ready for a cozy night in.The ad’s final sales talk—‘Why put on clothes just to go out? “Get dressed up for yourself, because you’re the Nykaa, the lead heroine of your own life” clearly explains why it would resonate with so many women.The campaign is based on a brand plank introduced by Nykaa in 2021, the year it became publicly traded. However, the campaign’s positioning of Padukone as a ‘global icon’—rather than merely a Hindi film star revered in India and among the Indian diaspora—is even more remarkable.Nykaa's campaign press release mentions Padukone multiple times as a 'Global Icon,' yet it curiously lacks any explanation of her global appeal. She is characterized as an entrepreneur, a proponent of mental health advocacy, and a “timeless beauty,” all of which are indisputable. Padukone has invested several years in cultivating a global persona, marked by her presence at the Met Gala in NYC and the Cannes Red Carpet, her role as a Cannes Film Festival jury member in 2022, and her position as a global brand ambassador for Louis Vuitton that year. In 2017, she appeared in a minor role in the Hollywood action movie xXx and is said to be cast in its sequel as well.  

With the evolution of media models, ABC Chairman Karunesh Bajaj emphasizes the need for unified measurement and increased transparency.

With traditional print media regaining some ground and digital media still advancing, the Audit Bureau of Circulations (ABC) is at a crucial juncture. Karunesh Bajaj, the newly appointed Chairman, is at the helm and tasked with future-proofing an institution that has long been regarded as the gold standard for circulation metrics. In his discussion with Adgully, Karunesh Bajaj delineates his strategy for bolstering trust, adjusting to hybrid consumption patterns, and reestablishing print media’s premium status within the fragmented advertising landscape.The present aim is to strengthen ABC’s status as the gold standard in circulation measurement. With the growing convergence of traditional and digital media, it is crucial for ABC to maintain accuracy, independence, and credibility in its metrics. Work will carry on to improve audit transparency and bolster industry confidence.For a long time, ABC has established the standard for circulation audits. To remain relevant and up-to-date in the changing media landscape, it is crucial to recognize that advertisers currently evaluate audiences across different platforms. Although print is still our primary focus, we ought to create frameworks that link print verification with additional data sources. These should prioritize metrics that reflect true engagement rather than just impressions or clicks, thus allowing publishers to effectively showcase value in a hybrid environment.Although Print circulation has been our primary concern, we acknowledge the growth of digital. We will investigate how ABC can assist digital measurement without duplicating it, by working together to align with global standards and offering advertisers a consolidated view of audience reach.  

Inside Triumph’s quiet revolution: Bhavin Devpuria discusses redefining lingerie marketing for a New India

For a long time, the lingerie marketing sector in India has been ruled by utility-first messaging, but Triumph International is changing that paradigm — one emotion at a time. Triumph is aiming its efforts at the hearts and habits of a younger, digital-native demographic, from the groundbreaking “I Feel Nothing” campaign — which turns the idea of comfort on its head by honoring the strength of feeling nothing at all — to influencer-driven stories that emphasize authenticity rather than aspiration. Devpuria’s vision integrates cultural subtleties with global brand values, establishing Triumph as not only a heritage label but also a modern influence in India’s rapidly changing lingerie market.In this dialogue with Adgully, Bhavin Devpuria, who heads marketing for Triumph International (India and Sri Lanka), discusses how Triumph is appealing to Gen Z and millennial customers, the importance of exclusive brand outlets in their retail strategy, and the evolution of influencer marketing into a realm where emotional connection and trust are paramount. From Diwali to wedding season, Devpuria highlights how Triumph is making a difference where it counts: in the everyday lives of real women. What was the main understanding that informed the “I Feel Nothing” campaign, and how does it distinguish Triumph within the context of India’s developing lingerie market? What was the evolution of the creative process for this campaign, from concept to execution?The key understanding is that genuine comfort in lingerie gives women the empowerment to live freely and with confidence, so much so that they can "forget" they are wearing it. This places Triumph in a unique position by emphasizing the feeling and experience over the product alone, transforming it from a dependable staple into a modern, stylish brand that instills confidence in India's market.Our marketing tone has been adjusted to be more modern and relatable, centering on "a feeling – the freedom to move, to live, to truly be yourself." This encompasses funny short films and digital material that highlight relatable situations, advancing past conventional product characteristics to underscore how our lingerie improves daily experiences for younger consumers.