AD Agencies
Media Mantra wins PR mandate for Archies
Mumbai: Media Mantra on Monday bagged the PR mandate for Archies to drive its corporate communications strategy in the country.
Media Mantra, as a PR partner, will take the responsibility of aligning regional communications and reinforcing Archies’ market leadership in India. They will work on Archies’ corporate reputation and awareness, amplifying its visibility, strategic communication counsel, and overall public relations and media relations.
Media Mantra will also be instrumental in developing effective stakeholder engagement strategies, brand positioning, and external communication management. Archies’ latest appointment is in line with its vision to inject new inspiration and creativity into the renowned brand, foraying into emerging markets and extending its long history of success in the country.
Media Mantra founder and director Udit Pathak said, “It’s a matter of great pride for Media Mantra to partner with a legacy brand like Archies. Acting on our role as strategic advisers, we intend to apply our vast knowledge and expertise to execute innovative, disruptive, and high-impact PR campaigns that will create a positive impact on Archies’ business in India.”
“With our 10th anniversary around the corner, Media Mantra has carved its own niche as a leading multi-practice and full-service PR and digital media agency across sectors. D2C is one of our strong practice areas, and the current mandate will help consolidate this practice even further. We are excited to support Archies in its bid to enhance their visibility, credibility, and prominence in the media ecosystem at large, and amongst their target audience in particular,” he added.
Archies’ executive director Varun Moolchandani said, “From a firm that just sold cards, Archies has come a long way to establish itself as a full-fledged social expression enterprise. We’ve been the trailblazers of India’s gifting ecosystem for 44 years on the back of our ability to keep innovating and improving our offerings.”
He further added, ” Building on the same vision, we’ve roped in the services of Media Mantra to help us reposition our brand and amplify our presence in the country. We look forward to a long-term and mutually beneficial relationship with them.”
Founded in 1979, Delhi-based Archies has been in a league of its own, with its chain of offline and online stores being synonymous with greeting cards and popular for special occasion gifting. Having begun by selling greeting cards and gifts, the well-established company has only grown with the modern culture, increasing urbanisation and improving standards of living. It currently operates with over 250 franchises and 230+ exclusive outlets, named Archies Gallery, which are spread across 120 cities and six countries.
With sentimental value driving its brand appeal to all age groups and demographics, Archies has now reduced its dependence on greeting cards, diversifying into new categories. The firm, currently, boasts a diverse portfolio comprising different and unique products like artificial jewellery, crystalware, chocolates, soft toys, perfumes, grooming products, and their recent foray into the skincare and beauty segment.
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.
