MAM
A tale of a storyteller…
MUMBAI: At 34, Hetal Adesara has seen it all… Rather, that’s what she would have us believe through her maiden book, ‘Matrimonial Mocktales.’
From a traditional Gujarati family in Jamshdepur, Hetal, left the small town in East India to get away from being hurled into another traditional Gujarati family through the instituition of arranged marriage. She saw many a “suitable boy” and was seen by many of them as and when her parents referred them to her even as she moved to Mumbai.
‘Matrimonial Mocktales’ is Hetal’s take on a few of these meetings. She does mention though that the instances are dramatized for a better reading experience.
After escaping from Tatanagar, Hetal cut her teeth in journalism in indiantelevision.com by starting and editing The Team Players section which profiled young executives in advertising, marketing, broadcast. She then moved on to report on media, marketing and advertising developments. Her commitment to work and sharp and clear analyses left an impression on whosoever she interviewed or wrote about in the television, advertising and marketing industries between 2003-2005.
She has explored every opportunity that has come her way over the past decade. Following her stint with indiantelevision.com, she helped co-found businessofcinema.com. From writing about films, she went onto to work as an assistant producer with Vidhu Vinod Chopra on 3 Idiots. She then tried her hand at direction, assisting director Rohan Sippy on Nautanki Saala apart from working as script supervisor on the same film. More recently, she worked on the IIFA Awards at Tampa Bay as executive producer for television and digital content.
But all along Hetal nursed in her heart a deep desire to pen her own novel. Which this diploma holder in journalism from the Xavier Institute of Communications finally fulfilled last year when she wrote ‘Matrimonial Mocktales’. It took her two years to get the book published. But she finally found a publisher in OM Books International.
‘Matrimonial Mocktales’ revolves around young Rhea, who always wanted a Mills & Boon romance but in the real world, that is probably too much to ask. She is raised in a conservative Sikh family in Jalandhar where it is unthinkable for a girl to remain unmarried at 25, let alone 33. But there she is, single and independent and STILL in search of her Mr Right. At just 15, her parents get her engaged to a 23-year-old boy but that story does not pan out as per plan. Having entered the arena of love on a wrong footing, it takes the better part of her young life to find the right man before a whole lot of wrong ones come and go, even as she tries to make sense of her chaotic world.
Hetal believes many a young girl who has escaped – or is struggling to escape – from the clutches of arranged marriage will identify with Rhea the character. “Rhea is educated but because of family pressure she goes through what they ask her to do. It could be any other girl from any other small town who has dreams to achieve and be happy with the man she loves, and not the man that’s chosen for her,” she says. “That should resonnate with today’s women.”
Quite a few eyebrows were raised, even among Hetal’s friends, at her move to quit working and take time off to write her novel. But, resolute young woman that she is, she did not let any of their reservations hold her back.
“As a kid, I loved scribbling poems and dreamt of becoming a writer. God has been kind to me and I am sure there is a lot more in store for me,” says she.
Indeed, Hetal is already working on the sequel to ‘Matrimonial Mocktales’. “I want to continue to write stories because I think it is an enriching experience,” she adds.
What would she advise young, budding writers out there? “There is a huge market out there which is unexplored in the publishing industry in India. Get the right inspiration and get to penning it down right,” she says.
We at indiantelevision.com wish our former employee and colleague good luck and recommend readers to and pick up a copy of her book for a good weekend read! It will be money well spent!
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.
