AD Agencies
Lowe Lintas executes slick TVC for Micromax featuring Hugh Jackman
MUMBAI: Micromax has teamed up with Hugh Jackman for Micromax Silver. The strategy was to elect Jackman to introduce the slimmest phone ever, in all its communication.
The television commercial, conceptualised by Lowe Lintas Delhi, has been shot like an action-packed thriller and introduces the slimness of the phone. Jackman plays the role of a tough character trying to escape a high security prison. And the only weapon he has is the Canvas Sliver 5.
The story demonstrates how he uses the slimness of the phone in the most innovative ways and manages to escape. Thereby showcasing the sleek design of the phone throughout the TVC.
Speaking on the campaign, Lowe Lintas national creative director Amer Jaleel said, “We wanted to give Micromax consumers a thrilling ride with a favourite star. The fact that Jackman gets himself out of a sticky situation using the slimness of the phone provided exactly that opportunity. We crafted the film to look like a movie. We designed the experience to be one where the slimness is an after-realisation. It’s ‘Oh, so that’s what was happening with the phone’ rather than ‘Oh, look how he’s using the slim phone’.”
Similarly, the print campaign places the stylised looks of Jackman against the sleek design of the phone, to create impactful visuals that will be spread across newspaper and magazine ads, hoardings and points of sale.
Through each medium, the campaign aims to showcase not just the slimness and the light-weight feature of the phone but also the fact that the Canvas Sliver 5 is packed with some good features.
AD Agencies
India ad market to grow 9.7 per cent in 2026, says WPP Media
Digital to command 68.1 per cent share as commerce emerges fastest grower
MUMBAI: WPP Media expects India’s advertising market to grow 9.7 per cent in 2026, taking total revenues to Rs 2,01,891 crore, according to its latest This Year Next Year forecast report released on Tuesday.
The projection implies incremental ad spending of Rs 17,844 crore over 2025, reinforcing India’s position as one of the fastest-growing advertising markets among the global top ten. Advertising now accounts for about 0.5 per cent of India’s GDP, a share that continues to expand with rising per capita incomes and the steady formalisation of digital advertising.
Digital media, including digital extensions of traditional channels, is forecast to account for 68.1 per cent of total ad revenues in 2026. Content-led digital channels will contribute nearly 70 per cent of digital spend, while commerce-led advertising is gaining share at speed.
Commerce advertising, spanning retail media, quick commerce and social commerce, is expected to be the fastest-growing segment, expanding 24.2 per cent next year. Other digital formats, excluding search and commerce, are projected to grow 11.1 per cent. Location-based media such as out-of-home and cinema are forecast to rise 8.9 per cent, while intelligence-led formats, including AI-powered search, voice and agentic discovery, are set to grow 8.0 per cent.
Among traditional media, print is expected to grow 4.4 per cent, aided by higher DAVP rates and sectoral demand. Television is forecast to expand 3.1 per cent, supported by connected TV and addressable advertising, while audio is seen growing 1.5 per cent on the back of streaming platforms.
WPP Media South Asia CEO Prasanth Kumar, said the convergence of artificial intelligence, commerce and privacy was reshaping how brands connect with consumers, shifting focus from impressions to measurable outcomes. Ashwin Padmanabhan, coo, South Asia, said quick commerce was evolving from a sales channel into a meaningful media platform at the intersection of discovery and transaction.
WPP Media head of business intelligence India Parveen Sheik, said India’s 2026 growth story would be defined by convergence, with brands that adopt AI, data intelligence and privacy-first strategies positioned to capture a disproportionate share of market expansion.
Sectorally, SMEs, technology and telecom, real estate, automobiles and education are expected to drive growth, with a sustained rural recovery offering additional upside. Gen Z and Gen Alpha continue to reshape brand strategies with their demand for speed, personalisation and purpose-led engagement.
