Brands
TAM report: LIC was the leading brand during Jan-Jun’23
Mumbai: TAM India has released a half-yearly report for advertising in Banking Finance Investments(BFSI).
Ad volumes’ trend for BFSI on TV:
The BFSI sector’s ad volumes on television increased by four per cent during Jan-Jun’23 compared to Jan-Jun’22.
The top 10 categories together accounted for 85 per cent share of ad volumes in TV during Jan-Jun’23. Life insurance & mortgage loans retained their first & second positions in Jan-Jun’23 over Jan-Jun’22. Housing/construction loans, multiple loans & retail banking were the new entrants in the top ten list of categories in Jan-Jun’23
compared to Jan-Jun’22. During Jan-Jun’23, the top ten advertisers accounted for 58 per cent of total ad volumes. LIC of India & Muthoot Financial Enterprises retained their first & second positions during H1’23 over H1’22. Piramal Capital & Housing Finance was an exclusive advertiser with five per cent share of ad volume in H1’23 over H1’22.
Top 10 brands accounted for 42 per cent share of ad volumes in H1’23 over H1’22
with Muthoot Finance Loan against gold leading the list. LIC New Pension Plus & Piramal Finance Home Loan were exclusive brands during Jan-Jun’23 over Jan-Jun’22.
The top two TV channel genres accounted for 82 per cent of ad volumes share for BFSI sector during H1’23. The news channel genre was most preferred by BFSI players in Jan-Jun’23.
News bulletin was the most preferred program genre to promote brands in the BFSI sector on television. The top two program genres i.e. news bulletin and feature films together added 61 per cent of the sector’s ad volumes.
Prime time garnered the highest advertising on TV followed by afternoon and morning time bands. In terms of ad volumes, the prime time, afternoon, and morning time bands collectively accounted for 73 per cent share.
Advertisers of the BFSI sector preferred 20 – 40 sec ad size on TV during H1’23. 20-40 seconds and less than 20 seconds ads together covered 92 per cent share.
Ad space for BFSI sector in Print:
Ad space of the BFSI sector witnessed a degrowth of seven per cent in Jan-Jun’23 compared to Jan-Jun’22.
Public issues & life insurance retained their first and second positions in H1’23 over H1’22 with public issues leading the list. Fixed deposits & retail banking were the only new entrants in the top 10 list of categories during H1’23 over H1’22. During H1’23, the top 10 categories together added 88 per cent share of ad space. LIC of India retained its first position in Jan-Jun’23 with 19 per cent share of ad space. Adani Enterprises was an exclusive advertiser during Jan-Jun’23 with two per cent share of ad space. In print medium, the top 10 advertisers of the BFSI sector together added 38 per cent share of ad space in Jan-Jun’23.
Out of the top 10 brands, five of them belonged to LIC of India in H1’23.
The top 10 brands accounted for 25 per cent share of the total ad space in print.
LIC Dhan Varsha, Adani Enterprise-IPO, HDFC Systematic Investment
Plan & LIC New Pension Plus were exclusive brands present in Jan-Jun’23
over Jan-Jun’22.
The English language has the highest share of ad space, i.e., 51 per cent. The top five publication languages together added 88 per cent share of the sector’s ad space. General interest dominates ad space in general newspaper with 59 per cent.
South zone was the leading territory with 34 per cent share of BFSI advertising in Print in Jan-Jun’23. Mumbai & New Delhi were the top cities in the West zone and North zone respectively. Also, they were the top two cities in PAN India during H1’23.
Ad volumes’ trend for BFSI sector on radio:
Index ad volume growth of BFSI sector witnessed surge of 32 per cent during Jan-Jun’23 compared to Jan-Jun’22.
Life Insurance dominated the category list with 28 per cent of the total BFSI ad volumes. The top 10 categories added 91 per cent ad volume share of the sector on radio. The top four brands retained their respective positions in Jan-Jun’23 compared to Jan-Jun’22. The top 10 advertisers added 81 per cent share of ad volumes during H1’23, among which LIC of India was the leading advertiser. AMFI was an exclusive advertiser during Jan-Jun’23 compared to Jan-Jun’22.
Top 10 brands accounted for 58 per cent share of ad volumes in Jan-Jun’23, in which LIC Housing Finance retained its first position. Five out of the top 10 brands belonged to LIC of India during H1’23. LIC Dhan Varsha, LIC Pension Plus & AMFI were exclusive brands present in the top 10 list in H1’23 over H1’22.
The top three states occupied 47 per cent share of ad volumes for the BFSI sector. Maharashtra was the leading state for advertising on radio with 20 per cent share of the sector’s ad volumes in Jan-Jun’23.
Advertising for BFSI was preferred in the evening closely followed by morning timeband on radio. 87 per cent share of the BFSI ad volumes were in evening and morning time-bands in Jan-Jun’23.
Ad impressions trend for BFSI sector on digital:
On Digital medium, ad impressions observed a massive surge of 91 per cent
during the H1’23 compared to H1’22.
Mutual Funds ascended to first position with 18 per cent share of ad impressions in H1’23. Also, the top 10 categories together accounted for 92 per cent share of ad impressions. Credit cards and retail banking were the new entrants in the top 10 list of categories during Jan-Jun’23. The top 10 advertisers collectively added 47 per cent share of ad impressions during H1’23 with AMFI leading the list of advertisers.
Top 10 brands accounted for 41 per cent share of ad impressions in Jan-Jun’23.
AMFI retained its first position with 11 per cent share of ad impressions in H1’23
over H1’22.
Programmatic was the leading transaction method for digital advertising of the BFSI sector in Jan-Jun’23 with 61 per cent share. Programmatic and programmatic/ad network transaction methods together captured 80 per cent share of BFSI ad impressions on digital.
Brands
India’s food culture takes a bold turn in 2025
From fusion desserts to experiential dining, four trends reshape how the nation eats.
MUMBAI: India’s plates just got a serious upgrade in 2025 because when tradition meets TikTok and fusion meets fitness, even the humble samosa starts feeling trendy. The Godrej Food Trends Report 2025 predicted several shifts in Indian eating habits, and the past year proved the forecasters right. From reimagined desserts to immersive dining experiences, Indian consumers showed they want authenticity, convenience, global flavours and health in equal measure.
Here are four trends that truly came alive in 2025 and are now shaping how India eats and dines:
1. Indian Desserts Get a Modern Makeover Traditional mithai found fresh life through fusion experiments. Cheesecakes, truffles and plated desserts inspired by classics like gulab jamun and rasgulla gained popularity, while chocolate-forward, fruit-led and lower-sugar options appealed to younger diners. According to the How India Eats 2025 report, desserts and ice-cream parlours were among the fastest-growing segments in organised food services. Examples: The Bombay Canteen’s Coffee Rasgulla Sundae and Le Chocolate Cakes and More’s Gulab Jamun Cake. Chef Aarohi Sanghavi of Maki Patisserie noted the shift toward seasonality and fresh Indian produce, while Chef Heena Punwani of Maska Bakery highlighted the appeal of flexible, weekend-special menus.
2. Social Media Becomes the New Menu Food discovery went fully digital. Instagram Reels, YouTube reviews and creator-led content heavily influenced dining choices, with food remaining one of the most consumed categories on social media. Restaurants began designing visually striking dishes specifically for shareability, while many diners found new spots through viral videos rather than traditional advertising. The How India Eats 2025 report revealed that over 75% of marketing spends by leading QSR chains now go toward digital channels. Cafes like Mokai and Candies became creator favourites, and brands such as Bastian Hospitality curated highly shareable pop-ups and events. Kavita Rajwade of IVM Podcasts emphasised how long-form storytelling helps decode food’s cultural and economic layers, while Pranav Joshi of Floydian Cookery admitted his page grew far beyond expectations.
3. Snacking Culture Goes Mainstream India’s love for snacks evolved into a full grazing lifestyle, with many opting for multiple small bites throughout the day instead of three structured meals. This shift spurred innovation in formats—from gourmet chips and fusion street food to protein-packed options. Restaurants responded with small-plate menus designed for sharing. The How India Eats 2025 report noted that late-night orders grew nearly 3x faster than dinner. Brands like The Whole Truth Foods and Green Snack Co. popularised clean-label snacks such as protein bars and roasted nuts. Madhushree Basu Roy of Pikturenama Studios predicted a mix of convenience, health consciousness and global influences, while freelance food writer Sharmila Vaidyanathan observed that consumers want the best of both worlds healthy options for routine snacking and traditional treats for special occasions.
4. Dining Becomes an Experience, Not Just a Meal The most noticeable shift was the rise of experiential dining. Consumers increasingly sought restaurants that offered more than good food, they wanted immersion, storytelling and chef-driven concepts. Venues like Papa’s in Mumbai (intimate tasting menus), Bombay Daak (theatrical regional flavours) and Masala Library (modernist presentations) turned meals into memorable events. Tasting menus, themed pop-ups and chef collaborations became more common, transforming dining out into entertainment. The How India Eats 2025 report highlighted how experience-led formats and storytelling are key to attracting younger diners. Chef Karan Upmanyu of ParTTwo in Bengaluru observed that new outlets are breaking away from rigid formats, focusing instead on creating relaxed spaces where people simply enjoy spending time.
As 2026 unfolds, these trends suggest India’s food culture is no longer just about what’s on the plate, it’s about how the plate makes us feel, connect and remember. From a quick Reel-inspired snack to a full theatrical dining experience, Indian diners are voting with their forks for food that is both rooted in tradition and unafraid to experiment. The table, it seems, has never been more exciting.
