MAM
Industry sees higher growth than GroupM’s 12.6 per cent estimate
MUMBAI: “Acche din aa gaye hai,” said GroupM south east Asia CEO CVL Srinivas while unveiling the agency’s ‘This Year, Next Year 2015’ annual report.
As per the report, India’s advertising investment is expected to reach an estimated Rs 48,977 crore in 2015, up 12.6 per cent from last year with digital leading the pack with 37 per cent growth and television following at 16 per cent.
Last year, the growth of 12.5 per cent was attributed to the heavy ad spending due to the general and state elections and industry categories like e-commerce and telecom. Keeping the same positive attitude, the agency feels that 2015 will also move upwards.
Agreeing with it, the industry believes that with the economy going up in a positive manner, the numbers could even go higher.
Speaking to Indiantelevision.com, Parle Products marketing general manager Praveen Kulkarni says, “ARPU (average revenue per user) is going to be better this year and ad spends will increase further.”
According to him, various initiatives taken by the government will bear fruits in the coming months. “2015-2016 will see a positive turnaround in the economy and the overall AdEx can grow up to 15 per cent,” he adds.
Voicing the same sentiments, HDFC Life marketing, product, digital and e-commerce senior executive vice president Sanjay Tripathy, sees an upward trend across all media. “The gross domestic product (GDP) grew at 6.9 per cent in 2013-14, and if it continues to grow, then AdEx is bound to increase as well. I see it going even beyond 12.6 per cent and as for digital, it can go up to 40 per cent,” he states.
However, L&K Saatchi & Saatchi India CEO and managing partner Anil Nair is a little conservative about the numbers. “Digital has various buckets from where the revenue comes in. Apart from media, there are other digital assets like apps as well. I don’t think we can put a number on the growth as I feel the industry will take at least one more year or so to touch a 37 per cent growth number,” he says, as he believes that numbers could increase for categories like retail but one cannot generalise.
“Definitely, the medium is growing faster than the rest but I would still peg it a little lower,” Nair adds.
As for the television, with new channels being launched by networks as well as investment in the digital platform and the ICC World Cup followed by the Indian Premiere League (IPL), the medium is moving forward.
Stating the example of recently announced yet-to-launch &TV, ZEEL chief sales officer Ashish Sehgal believes that with new channels comes added inventory. “World Cup and IPL will obviously help the channels as well as digital mediums. And as and when Broadcast Audience Research Council (BARC) releases its data, the advertising spend on television will see an upward trend as well,” he says.
However, Sehgal is a little cautious as well and believes that the numbers will be more close to reality when the next financial year begins in April.
The out-of-home (OOH) sector will see a drop this year as the agency estimates it to grow only by four per cent. Milestone Brandcom (part of Dentsu Aegis Group) MD and CEO Nabendu Bhattacharyya adds, “I guess GroupM has based the report on last year’s general elections but I believe that the sector will continue to grow by 10 per cent as the economy is stable. With e-commerce investing heavily on the medium and support of real estate and jewellery brand as well as infrastructure growing across cities and towns in the country, the medium has nothing to fear.”
MAM
Strategy, storytelling and leadership: The expanding role of women in marketing communications
By Masuma Siddique, Founder & Chief Strategist, InkCraft Communications
MUMBAI: When I began my journey in communications over a decade and a half ago, the marketing and PR landscape looked very different. Conversations around brand building were often dominated by traditional advertising approaches, and communications was largely seen as a supporting function rather than a strategic one. Over the years, however, I have witnessed a powerful shift not only in how brands communicate, but also in who is shaping those conversations.
Today, women are playing an increasingly influential role in defining modern marketing communications. From strategy and storytelling to reputation management and audience engagement, female leaders are helping brands move beyond transactional messaging toward narratives that are more human, empathetic, and purpose driven.
In many ways, this shift is not accidental. Women have always been natural storytellers, communicators, and relationship builders. In an industry that now relies heavily on authenticity, emotional intelligence, and audience understanding, these strengths are becoming central to effective brand leadership.
Marketing today is no longer about simply broadcasting a message. It is about building a conversation. Brands are expected to have a point of view, to stand for something meaningful, and to engage audiences across multiple platforms in ways that feel genuine and relevant. This is where storytelling becomes a strategic tool rather than just a creative exercise.
In my own experience building InkCraft Communications, I have seen firsthand how powerful strategic storytelling can be. A brand’s narrative has the ability to shape perception, influence trust, and create lasting connections with audiences. When done right, it transforms marketing from promotion into reputation building.
What makes this moment particularly exciting is that women are not only participating in this evolution; they are helping lead it. Across agencies, brand teams, and media platforms, women are stepping into leadership roles where they are defining communication strategies, guiding brand voices, and influencing how businesses engage with the world.
However, the journey has not always been straightforward. Like many industries, marketing and communications has historically presented challenges for women seeking leadership positions. Early in my career, I often found that women were encouraged to contribute creatively but were not always positioned as strategic decision makers. That dynamic is gradually changing as more women claim space at the leadership table and demonstrate the value of perspective driven thinking.
One of the most significant changes I have observed is the growing recognition that communications must be integrated with business strategy. PR is no longer just about media coverage, and marketing is no longer just about campaigns. Today’s brands require holistic communication frameworks that combine narrative building, digital amplification, influencer engagement, and reputation management.
Women leaders are increasingly driving this integrated approach. Many bring a collaborative leadership style that values insight, adaptability, and cross functional thinking. In an environment where consumer attention is fragmented and trust is fragile, this ability to balance creativity with strategic thinking is invaluable.
Another important dimension of women’s growing influence in marketing communications is the emphasis on authenticity. Audiences today are far more discerning than they were even five years ago. They can quickly identify messaging that feels performative or disconnected from reality. As communicators, we have a responsibility to ensure that brand narratives reflect genuine values rather than superficial positioning.
In my view, effective storytelling begins with listening. Before shaping a narrative, we must understand the audience, the cultural context, and the broader conversation taking place in society. Women leaders often bring a strong sense of empathy and contextual awareness to this process, allowing brands to communicate in ways that feel relevant and responsible.
At the same time, the expanding role of women in marketing communications also carries an important responsibility. As more women step into leadership positions, we have the opportunity to mentor emerging professionals and create environments where diverse voices can thrive. The next generation of communicators will shape how brands engage with audiences in an increasingly complex digital world, and it is essential that they feel empowered to bring fresh perspectives to the table.
Looking ahead, the future of marketing communications will be defined by agility, credibility, and meaningful storytelling. Brands will need to move faster, communicate more transparently, and adapt constantly to evolving consumer expectations. In this environment, strategic communicators who understand both narrative and business objectives will play a critical role in guiding organizations forward.
For women in the industry, this is an exciting time. The boundaries between marketing, media, and culture are becoming more fluid, creating new opportunities to influence how brands show up in the world. With the right combination of strategy, creativity, and leadership, women are not only shaping the future of communications, they are redefining what modern brand leadership looks like.
Ultimately, storytelling is about more than messaging. It is about impact. And when women lead with strategy, empathy, and vision, the stories they help build have the power to resonate far beyond the campaign itself.
