Digital
Dentsu India charts the Martech map to decode digital dominance
MUMBAI: In a world where marketing meets machines, Dentsu India has launched its latest industry report, ‘Martech Landscape in India’, offering a deep dive into the nation’s ever-evolving Martech ecosystem. With digital transformation accelerating across industries, the report unpacks how businesses can harness AI, first-party data, and hyper-personalisation to drive real impact.
The study comes at a time when India’s digital advertising market is projected to grow at a 19.09 per cent CAGR, touching Rs 59,200 crore by 2025. Driven by government initiatives like ‘Digital India’, Martech adoption is reshaping customer engagement, streamlining operations, and maximising ROI.
The Martech landscape is rapidly evolving, driven by key trends that are reshaping digital marketing strategies. AI and automation are revolutionising the industry, with predictive analytics and AI-led tools enhancing decision-making and customer engagement. As privacy regulations tighten, brands are increasingly turning to first-party data strategies, making owned data a crucial asset for personalised marketing.
Meanwhile, omnichannel and vernacular marketing are gaining traction, enabling brands to connect with diverse audiences through regional languages and voice search. The rise of e-commerce and digital retail is further fuelled by AI-powered personalisation, which is transforming the online shopping experience. Additionally, Tier 2 and 3 cities present untapped opportunities, as digital adoption surges beyond metro hubs, opening new avenues for growth and brand expansion.
The report underscores that Martech is no longer an option but a core business strategy. However, challenges such as integration complexities, data privacy concerns, and skill gaps must be tackled to unlock its full potential.
Dentsu CEO for South Asia Harsha Razdan said, “I have always believed that technology is most powerful when it simplifies complexity. Martech is a great example of that – it helps businesses make sense of vast amounts of data and turn it into meaningful customer experiences. Today, it’s not about whether businesses use Martech, but how well they integrate it into decision-making and customer engagement. In India, we’re at that turning point. The companies that get this right will build stronger customer relationships and more resilient businesses. But success isn’t just about having the right tools – it’s about knowing what to focus on. This report is designed to help businesses cut through the noise, focus on what works, and turn Martech into real business impact.”
Dentsu president & chief strategy officer for South Asia Narayan Devanathan added, “As the dots between media, creative, and customer experience connect more intimately, Martech has become the spine that unites these disciplines – enabling powerful, data-driven connections that drive meaningful outcomes. India’s Martech landscape is evolving rapidly, redefining how brands engage with consumers. By viewing Martech as the backbone of their business strategy, brands can unlock smarter solutions that fuel growth and impact. We’re proud to introduce this report as a valuable guide for brands looking to navigate and thrive in this ever-changing market.”
As India’s Martech revolution picks up pace, Dentsu’s latest report serves as a roadmap for brands looking to navigate, adapt, and thrive in the digital-first era.
Digital
Google rolls out $15B AI, education and connectivity plan for India
AI tools for 11 million students, new subsea cables, and a national skilling push.
NEW DELHI: Google is backing its words with action. In a major push to future-proof the world’s most populous nation, Google DeepMind has partnered with the Indian government on a large-scale AI initiative.
Announced by CEO Sundar Pichai at the India AI Impact Summit, the deal is less of a gentle nudge and more of a full-throttle sprint into the digital age. Part of Google’s $15 billion commitment to South Asia, the plan aims to weave artificial intelligence into the very fabric of Indian daily life, from the deep ocean floor to the back of the classroom.
The most heart-warming slice of this digital pie is the focus on the next generation. Google is partnering with 10,000 Atal Tinkering Labs, effectively dropping high-tech AI tools into the laps of roughly 11 million students.
The goal? To introduce generative AI assistance in schools, ensuring that the homework of the future is powered by more than just caffeine and late-night panic.
While the kids are busy with AI in the classroom, Google is busy under the sea. The newly minted India-America Connect Initiative involves laying down serious hardware, specifically, new subsea cable routes.
These digital arteries will link India to Singapore, South Africa and Australia. By adding four more strategic fiber-optic routes connecting the U.S. to the Southern Hemisphere, Google is essentially building a “data superhighway” to ensure India’s AI capabilities don’t get stuck in traffic.
Knowing how to use a tool is just as important as owning it. To bridge the gap, Google is launching its most ambitious skilling program yet: the Google AI Professional Certificate. This program is designed to help the workforce master AI without needing a PhD in robotics.
With full-stack connectivity and a massive investment on the table, India isn’t just joining the AI race; it’s looking to set the pace.
