MAM
84 per cent of Indian consumers prefer fewer, relevant ads: Criteo report
Fragmented journeys and data gaps leave brands struggling to personalise at scale
MUMBAI: Indian consumers are sending a clear signal to advertisers: less is more, as long as it is relevant. A new report by Criteo, developed in collaboration with Ecosystm, finds that 84 per cent of consumers prefer fewer, more relevant ads, even if that means sharing their browsing history.
The study, titled From Fragmented Touchpoints to Connected Journeys: A new commerce playbook for India, also reveals that over 60 per cent of consumers find history-based ads helpful. Yet there is a disconnect in execution, with 71 per cent still encountering repetitive messaging, pointing to a gap between intent and delivery.
The findings highlight how Indian shoppers are becoming more deliberate in their purchase journeys. Around 51 per cent conduct research outside retail platforms, while 44 per cent engage across multiple channels before making a decision. Only 5 per cent complete their entire journey on a single platform, underscoring the rise of cross-platform exploration.
Discovery is increasingly happening beyond traditional retail environments. Social media leads the pack, with 67 per cent of shoppers noticing ads there, followed by shopping app searches at 55 per cent, retailer homepages at 51 per cent and product pages at 45 per cent. When it comes to influence, 29 per cent of consumers say social media ads have the biggest impact on their purchase decisions, ahead of video or OTT ads at 25 per cent and search ads at 21 per cent.
Speed also plays a key role. About 26 per cent of consumers make a purchase immediately after seeing an ad, while 38 per cent complete it within the same day. However, 27 per cent take up to a week to research before buying, signalling an opportunity for brands to tighten the loop with smarter targeting.
Despite growing openness to personalised advertising, the industry faces structural challenges. Nearly half of digital advertisers cite measurement and attribution as a key hurdle, while 43 per cent struggle with data standardisation across platforms. Another 32 per cent report difficulties in activating data effectively, leading to fragmented experiences that dilute campaign impact.
Artificial intelligence is emerging as the next big lever, but adoption remains uneven. While 72 per cent of retailers use AI to build privacy-compliant audience segments and 65 per cent to model shopper behaviour, only 46 per cent apply it to dynamically adapt ad creatives in real time across channels such as web, apps and connected TV.
Looking ahead, retailers expect formats like offsite shoppable videos, connected TV and sponsored product listings to drive the highest margin growth in 2026, particularly when backed by better data integration and closed-loop measurement.
Commenting on the findings, Criteo country head Medhavi Singh said, “Retail media in India is at a pivotal moment, with high-intent consumer signals and shrinking purchase cycles creating a strong opportunity for brands and retailers to drive measurable outcomes.” She added that unlocking this potential will require a shift towards connected, full-funnel strategies powered by real-time personalisation and stronger data foundations.
The study, conducted in January 2026, surveyed 573 shoppers, 68 retailers and 74 brands, alongside industry interviews.
Taken together, the message is simple but sharp: consumers are ready for smarter advertising, and brands that cut the clutter while keeping it relevant stand to win the attention game.
MAM
Nissin and Chhota Bheem team up for new masala noodles
Popular children’s character enters instant noodles category with fun digital twist.
MUMBAI: Chhota Bheem is about to make snack time even more heroic this time, with a bowl of noodles. Green Gold Animation, the creator of India’s beloved animated character Chhota Bheem, has partnered with Indo Nissin Foods to launch “Nissin Chhota Bheem Masala Noodles”. The new kid-friendly variant combines Nissin’s trusted taste with a mild masala flavour tailored for young consumers.
Each pack includes a QR code that unlocks the “Nissin Funtastic Playzone”, an interactive digital platform offering up to 15 Chhota Bheem-themed mobile games. The games are designed to provide short, engaging, and responsible play experiences, extending the Chhota Bheem universe beyond the screen.
India’s instant noodles market is estimated to be valued at nearly Rs 10,000 crore in 2025, growing at close to 10 per cent year-on-year, with the highly affordable segment accounting for nearly 85 per cent of the total market. The new product enters this competitive space with a focus on strengthening appeal among children and family households. It will be available across general trade and modern retail outlets nationwide.
Green Gold Animation founder & CEO Rajiv Chilaka said, “Our collaboration with Indo Nissin Foods is a meaningful step in expanding the Chhota Bheem universe into everyday consumer spaces. By combining Nissin’s product strength and retail reach with our storytelling expertise, we are creating an experience that goes beyond the screen.”
Indo Nissin Foods chief marketing officer Daisuke Okabayashi added, “With the launch of ‘Nissin Chhota Bheem Masala Noodles’, we are uniting the incredible appeal of Chhota Bheem with the great taste and trust of Nissin for kids. The addition of the Nissin Funtastic Playzone further elevates the experience through engaging and responsible play.”
This partnership marks a strategic brand extension for Green Gold Animation, moving Chhota Bheem deeper into daily family consumption habits while reinforcing its position as a multi-format Indian IP with long-term relevance.
In the highly competitive noodles aisle, Chhota Bheem is bringing his signature energy and courage this time, to help little ones enjoy a fun, tasty, and playful snack. The hero of Indian animation is now ready to conquer lunchboxes across the country.
