MAM
AdEx zoomed 37% in 2021 despite Covid second wave: Pitch Madison Report 2022
Mumbai: The total advertising expenditure (AdEx) in 2021 grew at an unprecedented 37 per cent to Rs 74,231 crore, despite the treacherous second Covid-19 wave, which crippled the economy and AdEx for almost three months of May, June and July for the second year running. This is according to the latest flash figures of AdEx estimates released by Pitch Madison Advertising Report.
In a departure from the convention, the Pitch Madison Advertising Report 2022 released flash figures of AdEx estimates only for 2021. Contrary to its own forecast of 26 per cent growth in February 2021, which meant AdEx in 2021 would not even reach 2019 levels, AdEx has comfortably surpassed 2019 figures by 10 per cent, the flash report estimates. An exhaustive report giving medium-wise figures, forecast for 2022 and commentary will be released three weeks later, the agency said.
AdEx has not registered a 37 per cent increase in the last two decades for which figures are available. The closest it has registered was a growth rate of 22.9 per cent in 2007. For context, in 2020 AdEx had de-grown 20 per cent over 2019.
“The two Covid years of 2020 and 2021 have altered the structure of AdEx, but Indian AdEx has shown that it is resilient and contrary to expectation surpassed 2019 AdEx level,” says Madison World chairman Sam Balsara. “Whilst Covid Wave I had a disastrous impact on AdEx, India Inc has taken the more deadly Covid Wave II in its stride and despite a setback of four months has not only recovered during the year itself but also comfortably surpassed 2019 levels.”
Detailed medium analysis of AdEx in 2021 with a commentary along with forecast for 2022 will be released on 16 February in Mumbai at the hands of the newly appointed Godrej Consumer Products Ltd CEO Sudhir Sitapati, who will also deliver a talk on the “The New Marketing Playbook,” said the agency in a statement.
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.
