MAM
ENO celebrates 50 Years in India with first-ever metaverse stand-up show
Mumbai: GSK Consumer Healthcare’s ENO, who has completed 50 years in India, has consciously leveraged humour as a tool to communicate and create awareness around acidity. Its quirky approach has translated into iconic campaigns that have evolved from print to TV and, now, digital platforms.
In recent years, ENO started collaborating with comic influencers as part of a long-term content strategy. To celebrate its 50th year and build a community of fun foodies across India’s diverse food cultures, ENO took the next natural step in its evolution, creating India’s first-ever stand-up comedy event in the metaverse.
The event was headlined by leading stand-up comic Zakir Khan and supported by other comics such as Rahul Subramanian, Kaneez Surkha, Sahil Shah, Rahul Dua, Kiran Dutta and Shraddha Jain. Titled ‘A Plateful of Laughs’, the comics donned customised avatars and interacted with each other in an amphitheatrical metaverse venue.
Following the event, the comics will be posting videos on Instagram of their experience in the metaverse. This successful campaign was a joint-effort of team WPP. ENO’s creative partners Ogilvy conceptualised and created the theme of the event, the creative roll-out strategy and the design. Genesis BCW co-created the branded content with the comics and ran the internal communications. The metaverse experience itself was powered by PartyNite.
GSK Consumer Healthcare India chief marketing officer, India sub continent Anurita Chopra said, “We are very proud to celebrate ENO’s 50 years in India, adding to the legacy of one the most iconic and loved brands in the country. It is a brand that has always been about pushing the boundaries of communication and becoming a real wingman for the everyday acidity sufferer. Celebrating this in the metaverse is a preview of the next 5 decades, as the brand continues to remain relevant, contemporary and full of life. The brand has always been about pushing the boundaries of connecting with its vast consumer base, spread across rural and urban India. We have been leaders in digital content creation, and the comedy genre is not just in sync with the brand, but also helps build unique allyship with the consumer.”
Stand-up comic artist Zakir Khan added, “Everyone who knows me well, can corroborate the extent I am willing to go to when it comes to my passion for food – even if that means going into the metaverse! I am excited to have partnered with an iconic brand like ENO as they continue to evolve and take the first steps in the metaverse. They have brought joy into our lives through innovations and humorous storytelling for over five decades. I am hopeful that our fans will enjoy the fun-filled food ride.”
“A brand completing 50 years is no ordinary feat. So, when ENO turned 50 we knew we had to make the celebrations extraordinary. Instead of looking for the perfect place for the occasion, we ended up creating one. And so, ‘Plateful of Laughs’, India’s first stand-up comedy event inside the metaverse, came into existence. We had partners across functions like tech and PR working in complete synergy to create a cutting-edge metaverse experience. In collaboration with some of the most sought-after names in the comedy circuit, we created an experience that was truly out of this world,” said Ogilvy North chief creative officer Ritu Sharda
“A huge congratulations to GSK Consumer Healthcare and brand ENO on this commendable milestone. It has been our privilege to be part of that journey for over a decade and to see the brand grow as a household favourite for wellness. The ‘Plateful of Laughs’ event is both a celebration of that legacy as well as an overture to a new set of audiences through the metaverse. For us, that means an opportunity to showcase our earned-plus offer, with the comedy talent provided by The Outstanding Speakers’ Bureau and integrated communications across traditional and digital platforms. The metaverse is the new frontier for communications and together with our WPP partners and GSK Consumer Healthcare, I am sure we will be able to move people for ENO,” said BCW India Group CEO Deepshikha Dharmaraj.
Gamitronics (PartyNite) founder Rajat Ojha said, “Metaverse is an ever-evolving technology and possibilities are not just being explored by the developers but by users and brand owners as well. We are shaping the new internet, and, in this journey, we are stoked to have a partner like Ogilvy on this journey of ours. Working with Ogilvy to celebrate the 50th anniversary of ENO was technologically and creatively immensely satisfying.”
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.
