Brand building faces a paradigm shift in India, as fleeting consumer attention replaces deep emotional connections. The rise of mobile phones and social media has created an attention economy where frequency and visibility outweigh emotional resonance. Brands must now prioritize constant presence across multiple platforms, crafting real-time experiences to capture fleeting moments of attention.
In 2025, marketing will prioritise AI, short-form content, user-generated content, and social listening to engage a tech-savvy, conscious audience. Brands focusing on sustainability and transparency will thrive, as consumers increasingly value ethics and authenticity. The era demands creative, proactive strategies to build genuine connections and long-lasting relationships, departing from traditional advertising methods.
In the constantly evolving landscape of advertising, the focus should be on creating meaningful, engaging ideas rather than merely generating noise. Successful campaigns respect audience intelligence, navigate shifting trends, and emphasise integration and agility. Ultimately, impactful advertising balances innovation with foundational principles, making lasting impressions through well-crafted, thought-provoking ideas.
In 2024, Indian advertising has transformed. Brands now focus on authenticity, transparency, and genuine engagement. Shock value is out, and meaningful interactions are in. Companies must align all departments with the brand's message. Humor is lighter, and metrics focus on engagement, not followers. The future of marketing values honesty over hype.
It is interesting to consider what brands entering the premiumization space will face. With an estimated decline in disposable income in India in 2025, will buyers choose brands that have just undergone premiumization? The answer is simple - legacy buyers will stick to what they already love and the new entrants will choose trend and badge value over everything.
Dark patterns trick consumers into unwanted purchases or subscriptions. These tactics include disguised ads and hidden costs. Consumers must be cautious during festive sales.
Indians are increasingly choosing larger or higher grammage packs of daily essentials, moving away from ₹5 and ₹10 products. This shift reflects their preference for value and premium options despite inflation. While these low unit packs are still prevalent, their contribution to sales has decreased over the past four years.
We’re in the midst of a visual revolution, one that’s changing the way we discover products and interact with online stores. Visual search harnesses the power of AI to interpret images by analysing characteristics such as color, shape and patterns. This technology opens up a wide range of possibilities, making everything from finding products easier to recognising specific places or items.
Quick commerce platforms are shifting gears, encouraging bulk purchases by offering higher discounts for larger cart sizes. These companies are now offering higher-than-usual discounts on minimum orders of Rs 1,000-1,500, with the aim to improve unit economics.
Consumer behavior is constantly evolving, influenced by trends and digital interactions. Marketers need to understand the psychology behind consumer choices, going beyond just what people buy to uncover why they make those decisions. This involves leveraging principles like reciprocity, authority, and scarcity, particularly in the age of social media where social proof significantly impacts purchasing decisions.
Kirana stores in India are losing market share to quick commerce platforms, with their share expected to drop to 88.9% by 2028. The convenience and speed of online grocery shopping are driving a 74% projected growth in the quick commerce segment in 2024, leading to a significant shift in consumer spending.
Get updates on your preferred social platform
Follow us for the latest news, insider access to events and more.
