In the ever evolving media world, change is the only constant. As times change, trends reduce to redundance, the media world upgrades. Today, we witness a seismic shift in this dynamic landscape. Traditional, digital, and emerging channels are converging, creating new opportunities and challenges for brands. Traditional media channels like Television and Print face rising competition from digital platforms, while emerging media formats — like streaming services and interactive ads on CTV platforms — redefine the rules of engagement. As India’s media agency landscape evolves, agencies face the challenge of not only embracing new digital platforms but also understanding the shifting habits of consumers. The question now is: How can agencies effectively balance their traditional strengths in established media with the growing demand for digital strategies? What role will technology, data, and creativity play in shaping a future that feels both dynamic and unpredictable? To thrive, media agencies must adapt. As Indian consumers spend over four hours daily on their mobile devices, digital-first strategies have become crucial for brands to capture attention and drive engagement. AI-driven personalised advertising and content curation are now mainstream. Traditional and digital expertise are merging, with customer-centricity at the forefront.
Vikram Sakhuja, Group CEO, Madison Media & OOH, emphasised on the increasing dominance of the media and discussed the need to balance traditional
brand-building along with modern media instruments, leveraging the individual strengths of them all.
“The power of media is becoming enormous. The way I see it, some things must remain constant, while others need to adapt to the changing landscape. Core elements—such as basic consumer understanding, providing value to consumers, and finding a place in their hearts—have always been essential and will continue to be. However, the tools available to achieve this have changed, thanks to advancements in media, digitisation, AI tech, and modern technology. Right now, the focus is on balancing traditional brand-building principles with the new media tools we have at our disposal,” he said.
He stressed on the importance of using the full range of media options effectively, as each type (print, TV, digital) still connects with people. Achieving this balance is key to successful marketing.
“Sometimes, I feel that people are overly focused on one aspect of technology, like performance marketing, because it can be measured. But they may be neglecting other important aspects in the process, potentially missing out on something crucial. Achieving a balance is key. There is a place for every media type as long as people are consuming it, whether it’s Print, News, TV, or Digital. I don’t believe marketers should project their personal habits onto the entire market. Just because I or my kids don’t read the newspaper doesn’t mean no one else does. It’s essential to stay tuned to what consumers are actually doing and ensure that the full range of media options are being used effectively. In the future, we can expect TV, newspapers, and digital media to continue connecting with people in meaningful ways,” he added.
Prasanth Kumar, CEO of GroupM South Asia, highlighted the industry’s constant evolution, with new solutions and categories emerging. Exciting techniques, such as SOFs (Solution-Oriented Formats), are transforming the landscape. To stay relevant, agencies must focus on talent development, trend analysis, and experimentation.
“There have been a lot of changes. The industry has constantly evolved, with new things to learn, new solutions to explore, and new categories to work with. Every aspect has seen tremendous growth. I’m especially excited by the new solutions emerging from this evolution. I’m not focusing on any particular medium, but SOFs have brought in very interesting and exciting technology. Over the last two and a half to three decades, we’ve seen amazing developments and shifts in consumer habits. Every year has been a learning experience, and that learning continues, which is something I’m particularly excited about,” he shared.
He further emphasised that collaboration with colleagues, clients, and external partners is crucial for success. Kumar encourages embracing failure as a learning opportunity and staying curious to adapt and improve.
“I don’t believe any solution is likely to disappear in a market like ours—it might evolve or take on a different shape, but there will only be more diverse solutions. This means agencies need to be prepared. They should focus on developing talent, understanding trends that work best for clients, and actively work on those trends, among other things. This industry, like others, isn’t the largest in the country, but it has experienced a respectable pace of growth that I believe will continue. We should try everything, and if we fail, it’s a good thing because it means we’re learning. The earlier we learn, the better; we can adapt and improve later. So, be experimental, stay curious, try different approaches, be radical, and always think about how to add an edge to your ideas and solutions. Collaboration is key; it can bring a unique power and magic to what we’re trying to achieve,” Kumar added.
Shashi Sinha, CEO - India, IPG MediaBrands, who has been in this business for 38 years, revealed that the biggest change that he has witnessed is the explosion of options—media has become fragmented with many more channels and platforms available.
“Back then, there weren’t nearly as many options; placing an ad in ‘The Times of India’ in Mumbai would reach most of the audience. Since then, purchasing power in India has increased significantly, and media options have grown right along with it. India was once seen as a country of major cities, but today there is depth in consumption across the entire nation, and the means to reach these audiences have expanded accordingly. The key is quality, talent, and a positive mindset. If you can attract and retain good talent, they’ll always perform well. That’s the heart of the matter,” the industry veteran stated.
Amin Lakhani, CEO of Mindshare South Asia, also noted that the media landscape has undergone a paradigm shift with the rise of digital platforms, altering content consumption and brand interactions.
Looking ahead, Lakhani emphasises the importance of leveraging AI, machine learning, and personalisation to deliver tailored experiences. He said that influencer marketing will become more sophisticated, while data privacy and transparency take centre stage. Data analytics will remain crucial; addressing growth challenges from source to measurement and investing in diverse talent along with continuous upskilling will drive sustainable success.
Digital media has become the linchpin, with online video, social media, and mobile devices redefining consumer engagement. Digital fuels immersive experiences, integrating AR/VR, gaming, and social media. Digital video consumption skyrocketed, driven by affordable data and smartphone penetration.
“The media landscape in India is rapidly evolving as short-video platforms gain popularity, prompting traditional TV networks to enhance their streaming services. Advanced algorithms and AI enable personalised content recommendations, while immersive technologies and influencer marketing foster greater audience engagement. With mobile devices dominating consumption, platforms are increasingly prioritising mobile-friendly practices,” said Shailja Saraswati, Chief Content Officer, OMG India.
She further stated that the future of media will see traditional channels adapt through digital formats and niche markets. “Digital media will enhance personalisation, shift to subscription models, and integrate more with social platforms. Emerging channels will grow with immersive experiences like VR/AR, AI-driven content, and increased popularity of podcasts. Overall, the media landscape will prioritise personalisation, engagement, and innovative storytelling through cross-channel integration,” Shailja added.
Industry leaders stressed that media agencies have to be tech-first to survive as technology is becoming integral to everything. They’ll need to have tech stats for themselves, have AI-driven models that help clients better ROI, etc.
Mohit Joshi, CEO of Havas Media Network India, further exclaimed that the biggest shift has been the rise of digital media, which has become the largest spending category in the history of advertising.
“The other big change that has taken place is retail media. Retail media has become very big because the way consumers are buying has changed significantly. Initially, they were searching on Google. Today, they are searching on Amazon and Flipkart. So, the entire consumer journey when it comes to buying has changed. As a result, Google Search ad spends are being split between Amazon, Flipkart, and other similar platforms,” he stated.
He further added that the third biggest change is the reinvention of Print; While Print used to be a reader’s medium but in the last six months to a year, many players, including Swiggy, have been using it innovatively.
Resonating with Shailja and Mohit, Shradha Agarwal, Founder & Global CEO, Grapes Worldwide, also emphasised that one of the biggest changes is that digital has become the core, while Print and Radio have grown apart.
“We don’t see a lot of Print and Radio today, but Outdoor has revived very well with respect to the innovations. So much in fact, that we have started seeing digital coverage on OOH or looking forward to contextualising billboards. We’re now seeing exciting developments like anamorphic billboards, which are performing well. In the digital space, the narrative has evolved—what started as just brand messaging has expanded to include social media and influencers. The great thing is, overall media consumption and the time people spend on these platforms have skyrocketed thanks to digital. This means more ad impressions, and as a result, the entire advertising industry has grown significantly,” she added.
Shashi Sinha conferred with Lifetime Achievement Award at e4m Media Ace Awards 2024
Shashi Sinha, CEO - India, IPG MediaBrands, was conferred with the prestigious Lifetime Achievement Award at the e4m Media Ace Awards 2024. The eighth edition of the awards was held in Mumbai in the presence of industry luminaries and business leaders from the advertising and marketing world. The award recognised and celebrated Sinha’s remarkable contributions to the industry over the years, marking him as one of the most influential and respected professionals in the Indian media ecosystem. His career, which spans several decades, has been distinguished by his visionary leadership, innovative strategies, and a deep commitment to shaping the future of media and advertising in India.
Speaking about the tipping point in his career, he shared with IMPACT Magazine, “The most defining moment in my career was when I was working in mainstream advertising with FCB Ulka. At that time, we set up our own media outfit because globally, the big engines like McCann and Lintas already had theirs. Lodestar is an Indian name—we created it ourselves. Many people said it had to be a profit centre, but starting a profit centre from scratch with a business of zero scale was a major challenge. That was truly the most defining moment in my career.”
“I’ll just say one thing, which I keep saying consistently: I’m very proud of this industry. My company comes second. This industry has given so much to me. Over 38 years in the industry, I’ve made great friends. I can’t imagine being anywhere else or in any other field. There’s something unique about the media industry—here people talk so fondly. Whether it’s Sam Balsara, PK, or Vikram, we compete daily, but within set boundaries. Outside of that, we’re friends. We take trips together and work towards the betterment of the industry. And that’s what’s great about it. So, we have to keep this going and ensure it continues. I’m very proud, and grateful to my family. I’ve been away from them for so long, yet they’ve always supported me. Thank you very much,” he added while accepting the award.
Sinha’s remarkable journey—from a leadership position at FCB Ulka to becoming the CEO of all media units under IPG Mediabrands in 2013—reflects his deep commitment to the industry. Known for his contributions across various industry bodies, he currently serves as the Chairman of BARC and has held key positions such as the former President of the Ad Club, and ex-Chairman of both ABC and MRUC. Sinha began his career with Parle as a Product Manager, and in 1990, he established Lodestar, India’s first specialised media planning and buying agency. When IPG Mediabrands consolidated its business in India, Sinha was appointed as the India CEO, leading the company to become a powerhouse known for delivering innovative media solutions and propelling the growth of some of the country’s top brands.
Industry Leaders share their Insights at E4M Confluence
At the 8th edition of e4m Confluence: The Media Investment Summit, industry leaders discussed strategies that keep brands relevant and impactful.
The theme of the summit was ‘Future Unscripted: Navigating Innovation, Creativity, and Growth in a Dynamic World’
Keynote Session: Reimagining brand building in a multi-platform world
In conversation with Dr Annurag Batra, Chairman & Editor-in-Chief, BW BusinessWorld & Founder, exchange4media; Sam Balsara, Chairman, Madison World, highlighted how the media marketing community seem to be dealing with a roadblock, as India’s consumption demand is weakening in urban India, and urban demand has been falling. He said that the budget spent on pure advertising is reducing day by day. However, Sam asserted that when things aren’t working out, going back to basics helps and that adding a story or an emotional appeal to the advertisements can go a long way. He says, “Over the last 15 years we learnt the hard way that story builds brands, that emotional appeal is twice as effective as rational appeal.” Sam further highlighted that the world is in a ‘short termism’, where everybody wants everything within seconds. He said that digital consumption is now more like ‘snacking’, and that’s why marketers need to convey their messages within seconds.
Session: Navigating disruption and innovation in media
Prasanth Kumar, CEO - South Asia, GroupM, in conversation with Nawal Ahuja, Co-Founder, exchange4media revealed a clear mantra to navigate chaos in the media advertising world — resilience, reinvention, and relationship-building. He highlighted how since the pandemic the media hasn’t quite gone back to ‘normal’, how ad spends are bobbing up and down like a rollercoaster, keeping everyone from marketers to media planners on their toes. However, he added that if agencies wait for the ‘dust to settle’, they will be waiting forever, so agencies need to be as adaptable as a chameleon — shifting strategies in real-time but always with a grander goal in sight. Kumar further recognised that today’s clients want to see real, measurable outcomes. They expect media agencies to deliver innovative solutions that are both creative and data-driven as they need campaigns that not only engage but also deliver clear results in this competitive environment.
Keynote session: How Leaders can equip their teams with the skills and tools needed to thrive in a digital-first world
Vikram Sakhuja, Group CEO of Madison Media and OOH at Madison World in his keynote speech highlighted the essential skills, mindset shift and tools that are reshaping the future of media investment and team management. Sakhuja addressed the digital transformation that has swept across industries, especially media. He described this shift as an incredible opportunity and a formidable challenge for companies navigating the ‘digital-first’ paradigm. He emphasised the necessity of a proactive approach to digital readiness, noting that organisations need more than just technical skills to stay competitive. He said that digital isn’t about the tools, it’s about the mindset we bring to these tools. Sakhuja asserted that leaders must prioritise continuous learning and skill development within their teams.
Panel Discussion : How to cut through digital hype?
Shradha Agarwal, Co-Founder & Global CEO, Grapes Worldwide; Sowmya Iyer, Founder & CEO, DVIO Digital; Dhwani Shah, Head of Media, Schbang; Anisha Iyer, CEO, OMD India; Manas Gulati, CEO & Co-founder, ARM Worldwide; and Ashok Shinde, VP - Media and Strategy, PivotRoots in a panel discussion moderated by Neeta Nair, Editor, IMPACT Magazine spoke on leveraging digital methods to create meaningful connections with audiences and the importance of real, human connections in media strategy and communication. They spoke in detail about how media agencies and brands can maintain authenticity in a competitive, fast-changing environment. The panelists also shared their perspectives on what brands should avoid in digital marketing. The leaders discussed virality and how there’s no guaranteed formula in choosing the right marketing strategy, as what is viral and working today might not work tomorrow and then again work in another week. They added how it is unpredictable for media agencies in this digital age and how they should follow their proven framework and strategies that have helped their content go viral.
Panel Discussion : The future of creative collaboration in media
Ashwin Padmanabhan, COO - South Asia, GroupM; Sanchayeeta Verma, CEO, Carat; Lara Balsara, Executive Director, Madison World; and Shailja Saraswati, CCO, OMG India in a panel discussion moderated by Catherine Flynn, Director, Agency Development & Marketer Education - APAC, LinkedIn, spoke on the future of creative collaboration in media. The leaders highlighted that while this creative collaboration is already in place where every media and creative agency is getting jotted together, if agencies see this creative collaboration as a responsibility and do it intentionally and not otherwise, that’s when the real magic will come out.
Panel Discussion : Cricket as entertainment: shaping global narratives through T20 leagues
Ashish Sehgal, Chief Growth Officer - Digital and Broadcast Revenue, Zee Entertainment Enterprise Limited, and Vinit Karnik, Managing Director, GroupM, in a panel discussion moderated by Aditi Gupta, Assistant Editor, exchange4media, discussed how T20 leagues are shaping the world of cricket and how these leagues aren’t about the sport anymore but are turning cricket into this global entertainment spectacle, shaping narratives, and connecting cultures across the globe. As there has also been a significant surge in sports sponsorships across India, the leaders further discussed what is driving this growth, the key challenges anticipated, how media agencies are adapting their content strategy to maximise engagement and more.
Panel Discussion : Transforming strategy into impact in an unpredictable media landscape
Mohit Joshi, CEO, Havas Media Network India, Ishank Joshi, CEO, Mobavenue, Aditi Mishra, CEO, Lodestar UM, Nikhil Kumar, Chief Growth Officer, mediasmart, and Shekhar Banerjee, Chief Client Officer and Office - Head for West, North and East, Wavemaker in a panel discussion moderated by Akshay Mathur, Chief Revenue Officer, Tyroo, discussed the use of AI and how it can transform strategy into impact in an unpredictable media landscape. The leaders talked about the importance of getting educated on the potential and implications of AI, the importance of building autonomous AI agents, and the larger AI infrastructure to support the talent and the clients in taking it to the next level. They further noted that they don’t see AI replacing the merging of creativity with data and that AI will always be something that’s assistive.
Doing good business while doing good: Why can’t purpose and profit coexist?
Kartik Mehta, Head of Asia, Channel Factory, in the e4m Confluence Media Investments Summit, highlighted how businesses exist for profits and everyone’s well-off, but often, businesses that are doing well are not generating enough revenue. He spoke about how our conscious and subconscious bias has had a role to play in social media, how we have shifted from an exclusion-first approach to an era of inclusion, and more.
KEY WINNING MOMENTS FROM E4M MEDIA ACE AWARDS 2024
(With inputs from Anjana Naskar)
