NEW DELHI: The Indian Digital Brand Fest 2025, held on 26 November, gathered marketers, brand chiefs and technology leaders for a day of high-velocity debate on the forces reshaping India’s digital economy. With more than 40 speakers across five panels, the summit examined the collision of culture, technology and consumer behaviour in a market where attention is scarce and algorithms ruthless.

The opening panel, on marketing in a BANI world (brittle, anxious, nonlinear and incomprehensible), set the tone. Far from doom scrolling despair, speakers treated BANI as a strategic advantage. Brands that stay nimble, balance instinct with insight and resist jargon-driven panic will thrive. Kunal Malhotra of Burman Hospitality said the marketer’s job “is to make people act and yes, to make the sales”. Shree Cement head of marketing Sushrut Pant called the BANI era “a great opportunity”, urging brands to balance “tech and touch” and warning that “today’s marketing is like rugby, not football”.

Eveneet Singh of Kantar argued that Indian consumers “aren’t looking for sasta but kifaiti” not cheap, but worth it. Home Credit’s Ashish Tiwari skewered the industry’s jargon, saying many marketing terms “are created for self-worth”, while Grapes Worldwide co- founder & global CEO Shradha Agarwal declared, “FOMO is shit”, urging marketers to resist insecurity-led decision-making.

Advertisement

The second panel turned to Gen Z, the cohort reshaping demand with speed and candour. Gen Z came across as a paradoxical yet powerful consumer bloc: hyper decisive but emotionally fragile, financially ambitious yet sceptical of traditional marketing. Moderator Megha Marwah noted that Gen Z “is still figuring it out and so are we”. Speakers described them as tech nudged, hyper decisive and deeply loyal to brands that respect their intelligence.

Saransh Bhatnagar of Cars24 Australia said marketers must “stop marketing the product and market credibility”. DS Spiceco’s Abhishek Ranjan called Gen Z “attentive”. Others dubbed them unfiltered, unapologetic, human, authentic and awake. They are drawn to culture, not fleeting trends, and want FIRE, short for financial independence and early retirement.

The third panel asked whether modern advertising is ceding its legacy to metrics. Speakers insisted that storytelling still carries long-term value and that brands obsessed with micro metrics risk losing emotional equity. The consumer is not fooled by formulaic campaigns. Creative ambition, not performance anxiety, ultimately builds an enduring brand. Virtue Asia country lead Sumbul Khan insisted that conventional storytelling “stays”, providing long-term value. Crosshairs Communications founder and MD Stuti Jalan urged nimbleness without pandering. Dentsu Creative Webchutney managing partner  Ujjwal Anand warned against “preaching” and advised never to “undermine the intelligence of consumers”. Under25 CEO Jeel Gandhi said the only algorithm busting tactic is “a loyal community”.

Advertisement

Artificial intelligence took centre stage in panel four, with speakers agreeing that AI is transformative but not autonomous. eGenome.ai’s Hansveen Kaur outlined a four step process: human insight, AI at scale, human review and resonant creativity. Priyank Pant of Paisabazaar said AI is only as good as the way it is trained. Motorola India’s Lakshay Katyal argued that the product remains “the core of marketing”, even as AI accelerates execution.

The final panel explored going from 0 to 1 in digital growth. With digital now nearly half of India’s ad pie, leaders argued that growth demands sharper focus, not louder noise. Magiccircle executive strategy director Angira Lahiri said “mindspace is the most crucial currency”, while Reshma Harikumar of Bombay Shaving Company described growth as “failing and learning”. Vishal Soni of Explurger championed depth over reach, seeking “real world connection”.

Across sessions, a theme emerged: India’s marketers are navigating a field where culture matters more than campaigns, credibility more than noise, and technology more than ever demands human judgement. The India Digital Brand Fest 2025 made clear that the future belongs to brands able to combine speed with sense and storytelling with substance.

Advertisement