MAM
How targeted marketing strategies are fueling brand visibility and business development for coworking spaces in emerging cities
Mumbai: Coworking spaces have grown from niche trends into essential hubs of productivity, innovation, and community building. While Tier 1 cities like Mumbai and Bengaluru have long led the way in embracing these dynamic work environments, Tier 2 and Tier 3 cities are now emerging as the next frontier. These smaller cities are leveraging strategic marketing to attract startups, large enterprises, and local businesses. As these cities evolve into vibrant economic centers, coworking spaces adopt unique marketing strategies that resonate deeply with local cultures and needs.
Understanding the Potential of Tier 2 & Tier 3 Cities
Tier 2 and Tier 3 cities in India are witnessing rapid economic growth, driven by a surge in startups, expanding local enterprises, and the entry of larger companies seeking new opportunities. These cities offer lower operational costs and an expanding population of young professionals who are increasingly looking to escape the congestion of metros in favor of more balanced lifestyles. This environment creates a substantial market for coworking spaces, where the demand for innovative and flexible work environments is steadily rising.
Adapting Marketing Strategies for Local Relevance
In smaller cities, marketing strategies must be thoughtfully tailored to local values and cultures. Coworking spaces need to speak directly to the local audience, using familiar language and focusing on their contributions to the community. By highlighting how they generate employment, support local businesses, and foster economic growth, coworking spaces can build stronger connections with potential members. Localization goes beyond just language; it involves embedding the brand within the social and economic fabric of the community.
The Role of Community Engagement in Marketing
A strong sense of community is essential for coworking spaces, especially in Tier 2 and Tier 3 cities. Organizing local networking events, workshops, and collaborative sessions can foster a sense of belonging among members. Partnering with local businesses and educational institutions for these events can further enhance credibility and visibility. Moreover, mentorship programs that connect seasoned professionals with up-and-coming startups can add immense value, helping coworking spaces stand out in a competitive market.
Leveraging Both Digital and Traditional Marketing Channels
In today’s digital age, leveraging targeted online marketing is crucial for coworking spaces to establish a competitive edge. At MyBranch, we focus on enhancing our digital footprint in metro areas to attract corporates looking to expand into Tier 2 and Tier 3 cities. By spotlighting these emerging cities in our digital campaigns, we can generate interest and demand early on. Collaborating with coworking aggregators also allows us to penetrate deeper into local markets, utilizing their established channels to attract more leads and increase brand visibility. Region-specific social media strategies, local SEO, and content marketing focused on addressing local challenges help with necessary discoverability on search engines.
Despite the rise of digital channels, traditional marketing methods like ATL and BTL strategies remain highly effective in Tier 2 and Tier 3 cities. ATL strategies, including local newspaper ads, radio spots, and billboards in high-traffic areas, continue to play a pivotal role in building brand awareness. BTL activities, such as participating in local trade shows, business events, and community fairs, provide valuable opportunities to directly engage with potential clients and showcase offerings.
Emphasizing Affordability and Flexibility
For many businesses and professionals in smaller cities, affordability is a critical factor. Emphasizing the cost-effectiveness of coworking spaces compared to traditional office setups provides a compelling value proposition. Offering flexible membership plans tailored to different budgets enables businesses of all sizes to find suitable solutions. Additionally, value-added services such as business addresses, mail handling, and administrative support can further elevate the appeal of coworking spaces.
Showcasing Quality Infrastructure
The quality of infrastructure is often a decisive factor for potential members. Coworking spaces need to highlight features such as high-speed internet, modern amenities, ergonomic furniture, and unique selling points like green building certifications. Virtual tours can be an effective way to showcase the space and facilities, helping potential clients visualize how the coworking space can meet their specific needs.
Influencer Collaborations for Increased Visibility
Collaborating with local influencers, including business leaders, entrepreneurs, and social media personalities, can significantly enhance the visibility of coworking spaces. Conducting events with successful local professionals or engaging with popular local influencers can help build credibility and trust within the community, ultimately driving more foot traffic and inquiries.
Successfully marketing coworking spaces in Tier 2 and Tier 3 cities requires a balanced approach that combines digital strategies with community engagement and traditional marketing channels. At MyBranch, we integrate these strategies to tap into the entrepreneurial spirit of these emerging markets. By understanding local needs, leveraging a mix of ATL, BTL, and digital marketing channels, and continuously adapting to market dynamics, coworking spaces can position themselves as vital hubs for growth and collaboration in these burgeoning cities.
MAM
India’s financial sector spent less on TV ads in 2025 but flooded the internet
Banks, insurers and lenders cut tv ads as digital jumps, LIC and Muthoot lead tv and Axis Bank tops online
MUMBAI: India’s banking, financial services and insurance sector, one of the most prolific advertisers in the country, delivered a split verdict on media in 2025. It spent less on television, held its nerve in print, turned up the volume on radio and deluged the internet with a ferocity that left every other medium looking pedestrian. The picture that emerges from TAM AdEx’s cross-media report for the BFSI sector is of an industry in transition, still wedded to the news bulletin but increasingly seduced by the algorithm.
Television: a retreat with caveats
TV ad volumes for the BFSI sector fell 16 per cent in 2025 compared with 2024, a sharp reversal after two years of consistent growth that had pushed volumes 16 per cent above 2021 levels by 2023 and a further 7 per cent higher by 2024. Within 2025 itself, the drop was concentrated in the middle of the year: the second and third quarters saw ad volumes slide 35 per cent each against the first quarter, with a partial recovery of 13 per cent in the fourth.
The retreat did not reshuffle the deck. Life insurance retained first place among TV categories with 19 per cent of ad volumes, mortgage loans held second with 16 per cent, and the top ten categories together accounted for 82 per cent of all BFSI television advertising. The dominance of news channels was equally pronounced: news claimed 68 per cent of ad volumes, general entertainment channels a distant 14 per cent and movies 12 per cent. Together, news and GEC captured 82 per cent of the sector’s television spend. News bulletins alone took 48 per cent of programme-genre volumes, with feature films second at 12 per cent. Prime time, between 6pm and 11pm, drew 34 per cent of ad volumes, followed by afternoon at 22 per cent and morning at 20 per cent. A full 82 per cent of all ads ran between 20 and 40 seconds.
Life Insurance Corporation of India was the sector’s biggest TV spender with 11 per cent of ad volumes. Muthoot Financial Enterprises came second with 9 per cent, followed by National Payments Corporation of India at 6 per cent, Tata AIG General Insurance at 5 per cent and State Bank of India at 5 per cent. The top ten advertisers together accounted for 51 per cent of total TV volumes. Three names were new to the top ten in 2025: Tata AIG General Insurance, IIFL Finance and Tata Capital. At brand level, Muthoot Finance Loan Against Gold led with 9 per cent share, Tata AIG Health Insurance entered the top ten for the first time, and the top ten brands together contributed 35 per cent of ad volumes.
Print: the long climb continues
Print told a different story. Ad space for the BFSI sector has grown every year since 2021, rising 16 per cent in 2022, 30 per cent in 2023, 51 per cent in 2024 and 64 per cent in 2025, all measured against a 2021 baseline. Within 2025, ad space was flat in the second quarter but surged 46 per cent in the third and 33 per cent in the fourth compared with the first. Life insurance led print categories with 21 per cent of ad space, followed by mutual funds and banking services and products at 13 per cent each, and corporate financial institutes at 11 per cent. The top ten categories together took 82 per cent of print ad space. LIC led print advertisers with 6 per cent share, and the top ten together covered just 19 per cent of ad space, a reflection of how fragmented print spending remains. Three new entrants joined the top ten in 2025, with Billion Brains Garage Ventures the only exclusive presence not seen in 2024’s list. In the top ten brands, LIC dominated with a 2 per cent share, while Nippon India Mutual Fund rose to third position from fourth in 2024. English accounted for 62 per cent of print ad space, Hindi for 20 per cent. Business and finance publications took 59 per cent of the genre split. The south zone led regional spending with 33 per cent of print ad space, Bangalore topping that zone, while New Delhi and Mumbai were the leading cities nationally.
Radio: louder than ever
Radio ad volumes for the BFSI sector have climbed steadily, rising 12 per cent above 2021 levels in 2023, 36 per cent in 2024 and 45 per cent in 2025. The quarterly pattern within 2025 was volatile: a sharp drop of 43 per cent in the second quarter and 42 per cent in the third, followed by a near-full recovery in the fourth. Life insurance led radio categories with 22 per cent of volumes, banking services and products second at 14 per cent and corporate NBFCs third at 11 per cent. LIC of India held its position as the leading radio advertiser with 20 per cent of ad volumes; the top ten radio advertisers together covered 69 per cent. Muthoot Financial Enterprises led radio brands with 10 per cent share, five of the top ten brands belonged to LIC alone, and SBI Mutual Fund made a remarkable leap to fifth position from 272nd in 2024. Evening and morning time-bands together captured 84 per cent of radio ad volumes, with evenings at 44 per cent and mornings at 40 per cent. Maharashtra was the leading state for radio BFSI advertising with 18 per cent share; Maharashtra, Gujarat and Uttar Pradesh together accounted for 43 per cent.
Digital: the five-times surge
If one number defines the 2025 BFSI advertising story, it is five. Digital ad impressions for the sector multiplied fivefold between 2021 and 2025, having already doubled in 2023 and doubled again in 2024 before the 2025 leap. Within the year, impressions dipped 19 per cent in the second quarter and 12 per cent in the third before recovering 8 per cent above the first quarter by the fourth. Banking services and products led digital categories with 27 per cent of impressions, life insurance and credit cards tied at 19 per cent each, and securities and sharebroking organisations fell from first place in 2024 to fourth in 2025. Axis Bank was the runaway leader among digital advertisers with 12 per cent of impressions, followed by ICICI Bank at 9 per cent, IDFC First Bank at 7 per cent and Kotak Mahindra Bank at 6 per cent. The top ten digital advertisers covered 59 per cent of impressions, and seven of them were new entrants compared with 2024, signalling rapid churn in the digital spending hierarchy. At brand level, Axis Bank led with 9 per cent, ICICI HPCL Super Saver Credit Card vaulted to third place from 921st in 2024, and six of the top ten digital brands were new to the list. Programmatic buying accounted for 91 per cent of all digital BFSI transactions; combined with ad networks, it captured 96 per cent.
The data from TAM AdEx paints the portrait of a sector that still believes in the power of the television news bulletin to sell insurance to the masses, but increasingly knows that the next generation of borrowers, investors and cardholders is scrolling, not watching. The race is now on to reach them before the algorithm serves up someone else’s loan offer first.
