MAM
India’s ad market rebounds in H1 2025 as TV steals the show: Excellent Publicity report
MUMBAI: Here’s one report which is not talking of doom and gloom as far as ad spends in India are concerned. India’s advertising market kicked off 2025 on a high according to a half-yearly report by ad-tech and media planning agency Excellent Publicity, citing data from TAM Media Research, TAM AdEx and RCS India, reported Business Standard. The report said that television powered ahead as the biggest gainer in the first half of the year, outspending print and radio, while digital was the lone laggard.
Ad spends on TV per channel jumped 27 per cent year-on-year. Sports channels hoovered up 68.5 per cent of TV spends, trailed by general entertainment with 15.7 per cent. The e-commerce media, entertainment and social media category led volumes with a 25.6 per cent share. Star India kept its crown with 16.8 per cent of volumes, while Jio Hotstar topped the brand charts. Cellular services were the fastest risers, ballooning 17 times over the year.
Print was no pushover either, posting a robust 26 per cent growth. Cars took pole position with 8.9 per cent of spends, while two-wheelers zipped ahead with a 31 per cent surge. Maruti Suzuki India was the top advertiser; Allen Career Institute, the top brand. Rajasthan led among states with 15.6 per cent of spends, and Delhi among cities with 7.1 per cent.
Radio barely moved the needle, inching up 4 per cent. Properties and real estate dominated, cars followed, and pan masala muscled into the top 10. Maharashtra accounted for 19.3 per cent of radio spends, Delhi 18.1 per cent. Maruti Suzuki India again led advertisers, while Jeena Sikho Lifecare was the top brand.
Digital, by contrast, shrank 12 per cent – the only medium to contract – though it logged the highest number of advertisers in three years. E-commerce online shopping led with an 11.2 per cent share. Amazon Online India was the top advertiser, Amazon.in the top brand. Programmatic buying made up 88.3 per cent of spends. Some niches bucked the trend: washing powders and liquids soared 21 times, perfumes and deodorants six times.
“What’s really interesting is how brands are navigating a delicate balance,” said Excellent Publicity co-founder and director Vaishal Dalal.. “TV still captures attention, radio keeps the connection local and relatable, print is earning back trust, and digital is becoming sharper and more targeted.”
Strangely the report did not talk about outdoor spends. Was the situation hunky-dory in the sector like TV?
MUMBAI: BKT Tyres has decided to roll into the two-wheeler world with some serious jurrat and it’s brought Ranveer Singh along for the ride. The off-highway tyre specialist has unveiled its new campaign, ‘Jurrat’, marking a strategic push into India’s massive two-wheeler segment. The high-energy TV commercial, featuring brand ambassador Ranveer Singh, debuted on 3 April 2026 during the Indian Men’s T20 League 2026.
The campaign revolves around the core belief that true confidence on the road comes from dependable performance beneath you. ‘Jurrat’ (meaning courage) captures the mindset of riders who navigate dynamic and often unpredictable daily commutes with determination. It brings BKT Tyres’ brand philosophy ‘Elevate Your Drive’ into the two-wheeler space by spotlighting three key product benefits: long life, exceptional road grip, and unmatched comfort.
BKT Tyres chief marketing officer for India Mahesh Koppad said, “India’s two-wheeler segment reflects the way the country moves, works, and progresses every day. ‘Jurrat’ highlights how performance-led tyres, engineered for long life, comfort, and grip, enhance the overall riding experience and support uninterrupted progress in everyday life.”
The campaign is being rolled out across television and digital platforms with high-impact placements to ensure maximum reach and engagement.
This launch represents BKT Tyres’ calibrated expansion from its stronghold in off-highway tyres to becoming a more holistic mobility brand, addressing the everyday transportation needs of millions of Indian riders who rely on motorcycles and scooters as their primary mode of transport.
In a segment where confidence is everything, BKT Tyres is betting that a combination of bold celebrity appeal and strong product performance will help it gain serious traction on Indian roads. The campaign signals that the company is ready to move beyond its traditional turf and accelerate in the fast-paced two-wheeler market.
