MAM
Immersive and branded experiences in commercial interior design and build
Mumbai: In the ever-evolving world of commercial interior design and build, creating immersive and branded experiences has become a key focus for businesses aiming to captivate their target audiences. The design of a physical space is more than just aesthetics; it is a strategic tool that can shape the way customers perceive and interact with a brand. From retail stores to hospitality establishments, the integration of immersive and branded experiences in interior design is gaining momentum as companies seek to create memorable and engaging environments.
Immersive experiences in commercial interior design involve engaging multiple senses to create a fully immersive environment that transports visitors to a different world. This is achieved through the thoughtful use of lighting, sound, texture, and technology to create a cohesive and captivating space. By immersing customers in a unique environment, businesses can leave a lasting impression and differentiate themselves from competitors.
One of the key aspects of creating immersive experiences in commercial interior design is storytelling. By weaving a narrative throughout the space, businesses can engage customers on an emotional level and create a connection that goes beyond just the products or services being offered. Whether it’s through the use of visual displays, interactive exhibits, or thematic elements, storytelling plays a crucial role in shaping the overall experience and guiding customers through a memorable journey.
Another important element of immersive experiences in commercial interior design is the strategic use of technology. From interactive displays to augmented reality features, technology plays a vital role in enhancing the overall experience and creating a sense of wonder and excitement. By incorporating cutting-edge technology into the design of a space, businesses can create interactive elements that engage customers and provide them with a truly immersive experience.
In addition to creating immersive environments, businesses are also focusing on developing branded experiences that align with their identity and values. Branded experiences in commercial interior design involve translating a company’s brand identity into physical space, creating a cohesive and consistent brand experience for customers. From the color palette to the choice of materials, every design element is carefully curated to reflect the brand’s personality and values.
Branded experiences also extend beyond just the visual aesthetics of a space; they encompass every touchpoint that customers encounter, from the moment they step foot in the door to the checkout process. By creating a seamless and cohesive experience that reinforces the brand at every turn, businesses can build trust and loyalty with customers and create a strong brand presence in the market.
One industry that has embraced immersive and branded experiences in commercial interior design is the retail sector. Retailers are increasingly investing in creating immersive environments that offer customers a unique and memorable shopping experience. From flagship stores to pop-up shops, retailers are using innovative design elements to create spaces that engage customers and drive sales.
For example, flagship stores often feature interactive displays, personalized experiences, and exclusive product offerings that create a sense of exclusivity and excitement. By creating an immersive environment that resonates with customers and aligns with the brand’s values, retailers can enhance the overall shopping experience and leave a lasting impression on customers.
In conclusion, immersive and branded experiences in commercial interior design and build are becoming increasingly important as businesses seek to create memorable and engaging environments that resonate with customers. By creating immersive environments that engage multiple senses and tell a compelling story, businesses can differentiate themselves from competitors and build strong brand loyalty. Through the strategic use of technology and a focus on creating cohesive brand experiences, businesses can transform their physical spaces into powerful tools for brand building and customer engagements.
The article has been authored by Flipspaces founder & CEO Kunal Sharma.
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.
