MAM
AXN to increase marketing spends by 30 to 40 per cent this year
MUMBAI: English general entertainment channel AXN will increase marketing spends by 30 to 40 per cent this year with more new show launches.
In fact 20 per cent of its marketing budget for the year is going towards ‘Hannibal‘ which kicked off on 5 April at 10.00 pm.
The 13-episode weekly television show is a prequel to famous films that featured psychiatrist and psychopath Dr. Hannibal Lecter that include ‘Red Dragon‘ and ‘Silence of the Lambs‘.
Speaking to Indiantelevision.com, AXN Networks India Business Head Sunil Punjabi said the character Hannibal has strong brand recall due to the film series. “That is why we felt the need for a multimedia campaign. We have been doing activities for a few weeks. A lot of outdoor is being done including hoardings and bus-backs. We also air ads in cinema halls. We use pre roll ads on Youtube, and advertise on the Times of India.”
The focus of the campaign rests on the fact that the show is about a master manipulator. It is also focusing on the fact that the show has intelligent content and is about the shifting dynamics of the relationship between two people.
“I don‘t worry about competition. ‘Hannibal‘ is a new genre that has not been seen on Indian television. In terms of quality it is a couple of notches higher than the competition whether you look at the storytelling or the technical aspects like the visual effects and the sound. It will set a new benchmark for quality in English entertainment,” says Punjabi.
The focus of AXN will rest on airing shows as close to their US airing date as possible. “This way we can cut down on online piracy. Having a strip strategy works better for older seasons but not for the latest season. The temptation of viewers after they see the first episode of a new show is to try and download the later episodes. If we air it as soon as possible then there will be no need for them to go elsewhere”.
He also does not feel that the Indian Premier League will affect viewing of ‘Hannibal‘ by much. That is because fans of the Twenty20 extravaganza are also AXN fans. So they will switch between watching the match and watching the show.
Punjabi‘s focus since he joined AXN last year has been to have differentiated content, since the genre is getting fragmented with more entrants. Drama content is growing on the channel with the focus now resting on having content that thrills, as opposed to the earlier focus of being the heart of action and adventure.
“Apart from ‘Hannibal‘ we have recently acquired ‘Sherlock‘ from the BBC. This is also a show that is unique to the Indian audience. Within drama there are five to six genres that are shown on the channel. For instance ‘Justified‘ is a traditional bang bang kind of show. ‘Chuck‘ on the other hand is geeky in nature and will appeal to those who are tech savvy. So it is not about repeating the same thing.”
Finding sponsors for ‘Hannibal‘ was a challenge. So far only Blue Star has come on-board. Generally an AXN show has around four sponsors. “But I am confident that once the first episode airs, clients will want to come on-board when they see it. We are talking to other companies. Blue Star had conviction in the show and so they had come on-board.”
“This show is something new and is seen as a kind of experimental. ‘CSI‘ on the other hand has eight sponsors. That is because it is familiar and clients know about it. I think that we should have more screenings for the media fraternity to create better awareness about a new show.”
But there is a catch 22 situation. If a show airs very close to the US airdate then there may not be enough time to have enough screenings for the media ahead of the show‘s launch. That is something that the broadcaster will have to get around.
Blue Star GM Corporate Communications and Marketing Girish Hingorani said the show will appeal to the 25-44 TG which is the target group for his company. “Since you cannot buy this genre on the basis of numbers we look at the quality and uniqueness of content, the plans that a channel has for social media, and the buzz that it generates on social media platforms. AXN scores strongly in these areas. ‘Hannibal‘ is intellectual in nature which is why we were drawn towards it.”
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.
