AD Agencies
DDB Mudra wins creative mandate for Pepsi IPL 2015
MUMBAI: The creative mandate of Pepsi IPL 2015 has been handed over to DDB Mudra group. Last year the creative responsibility was taken care by Havas Media and the campaign was named ‘Come on Bulawoa Aaya Hai’.
Confirming the development to Indiantelevision.com, a source in Multi Screen Media (MSM) said, “Havas Media is a creative agency associated with Sony Six and takes care of their campaigns. Whereas DDB Mudra handles the creative responsibilities of Sony Max. In an internal meeting, MSM decided to hand over the responsibility to DDB Mudra.”
Sources in DDB Mudra also confirmed the development to Indiantelevision.com.
It should be noted that initially IPL was only showcased on Sony Max but since MSM launched its sports channel Sony Six, the flagship tournament started featuring on both the channels.
MSM president Rohit Gupta earlier in a conversation with Indiantelevision.com mentioned that the campaign will be on air by the end of February. He had said, “IPL is our biggest asset and we will promote is as aggressively as possible.”
IPL starts just 10 days after ICC World Cup and a rejuvenating campaign is needed to grow interest amongst fans.
AD Agencies
India ad market to grow 9.7 per cent in 2026, says WPP Media
Digital to command 68.1 per cent share as commerce emerges fastest grower
MUMBAI: WPP Media expects India’s advertising market to grow 9.7 per cent in 2026, taking total revenues to Rs 2,01,891 crore, according to its latest This Year Next Year forecast report released on Tuesday.
The projection implies incremental ad spending of Rs 17,844 crore over 2025, reinforcing India’s position as one of the fastest-growing advertising markets among the global top ten. Advertising now accounts for about 0.5 per cent of India’s GDP, a share that continues to expand with rising per capita incomes and the steady formalisation of digital advertising.
Digital media, including digital extensions of traditional channels, is forecast to account for 68.1 per cent of total ad revenues in 2026. Content-led digital channels will contribute nearly 70 per cent of digital spend, while commerce-led advertising is gaining share at speed.
Commerce advertising, spanning retail media, quick commerce and social commerce, is expected to be the fastest-growing segment, expanding 24.2 per cent next year. Other digital formats, excluding search and commerce, are projected to grow 11.1 per cent. Location-based media such as out-of-home and cinema are forecast to rise 8.9 per cent, while intelligence-led formats, including AI-powered search, voice and agentic discovery, are set to grow 8.0 per cent.
Among traditional media, print is expected to grow 4.4 per cent, aided by higher DAVP rates and sectoral demand. Television is forecast to expand 3.1 per cent, supported by connected TV and addressable advertising, while audio is seen growing 1.5 per cent on the back of streaming platforms.
WPP Media South Asia CEO Prasanth Kumar, said the convergence of artificial intelligence, commerce and privacy was reshaping how brands connect with consumers, shifting focus from impressions to measurable outcomes. Ashwin Padmanabhan, coo, South Asia, said quick commerce was evolving from a sales channel into a meaningful media platform at the intersection of discovery and transaction.
WPP Media head of business intelligence India Parveen Sheik, said India’s 2026 growth story would be defined by convergence, with brands that adopt AI, data intelligence and privacy-first strategies positioned to capture a disproportionate share of market expansion.
Sectorally, SMEs, technology and telecom, real estate, automobiles and education are expected to drive growth, with a sustained rural recovery offering additional upside. Gen Z and Gen Alpha continue to reshape brand strategies with their demand for speed, personalisation and purpose-led engagement.
