MAM
TAM Adex: Indian TV advertising takes a breather as brands tighten purse strings in H1 2025
MUMBAI: India’s television advertising market has hit the brakes. Ad volumes per channel tumbled 10 per cent in the first half of 2025 compared with the same period last year, signalling what industry watchers call a “strategic recalibration” in advertiser spending.
The pullback comes as brands reassess their media strategies amid economic uncertainty. Yet some categories are thriving. Food and beverages maintained their dominance with a 22 per cent share of total ad volumes, followed by personal care and hygiene products at 16 per cent.
The real winners were toilet and floor cleaners, which saw ad spending surge 16 per cent—the highest growth among major categories. E-commerce firms splashed out too, with online shopping platforms boosting their television presence by 48 per cent. Vocational training institutes went on the biggest spree, nearly quadrupling their ad volumes.
Hindustan Unilever retained its crown as India’s biggest television advertiser, with Reckitt Benckiser close behind. Together, the top 10 advertisers—dominated by fast-moving consumer goods companies—accounted for 47 per cent of all ad volumes.
Reckitt’s aggressive push was evident in the brand rankings. Six of the 10 most-advertised brands belonged to the British consumer goods giant, led by Harpic Power Plus toilet cleaner. Dettol soap and antiseptic liquid also featured prominently.
General entertainment channels edged past news networks to capture 31 per cent of ad volumes, reversing last year’s trend. The top five channel genres hoovered up more than 95 per cent of total advertising, underscoring the continued dominance of mainstream television over niche programming.
The data, compiled by TAM AdEx from over 600 television channels, suggests Indian advertisers are becoming more selective about their television investments. With more than 6,600 brands vying for viewer attention, only the biggest spenders are breaking through the clutter.
(The picture featuring the family watching the Surf Excel ad on TV is representational only. No brand infringement is intended)
MAM
Ameya Velankar steps down as Uber’s head of marketing for India & South Asia
Veteran marketer exits after more than seven years with the ride-hailing giant.
MUMBAI: After more than seven years of steering Uber through the bumpy roads of India’s mobility market, Ameya Velankar has decided to change lanes. Ameya Velankar has stepped down as Head of Marketing for India and South Asia, marking the end of a significant chapter at the ride-hailing company. He had been with Uber since 2019, taking on multiple roles in product and category marketing before rising to lead the marketing function for the region in 2021.
During his tenure, Velankar played a key role in strengthening Uber’s positioning in one of its most competitive and dynamic markets. He helped drive localised marketing strategies and scale adoption across key offerings such as Auto, Moto, Rentals and Intercity, tailoring global platforms to Indian consumer needs.
Prior to joining Uber, Velankar built his marketing expertise at leading consumer companies including SC Johnson and Marico, where he handled category and product leadership roles. His career began at RPG Enterprises.
Details of his next professional move have not been disclosed.
In a fast-evolving mobility landscape where brands constantly battle for attention, Ameya Velankar helped Uber stay relevant and resonant with millions of Indian users. As he moves on from the driver’s seat of marketing, the company will now look for fresh ideas to keep its wheels turning smoothly.
