MAM
TV a source of info for young Indians: Synovate
MUMBAI: When it comes to accessing information about a product or service, it is the television young Indians tune in to. Findings of a study done by Synovate titled Young Asians reveals that 42 per cent of 12 to 24 year-olds in India name television as the most helpful medium for product and service information.
The Internet came second with 35 per cent and newspaper at 17 per cent.
Hong Kong (78 per cent), Taiwan (72 per cent), Singapore (47 per cent), Malaysia (42 per cent) and the Philippines (52 per cent) youth prefer the Internet for their product information while Thailand (54 per cent) and Indonesia (51 per cent) prefer television.
Also interesting is the fact that 75 per cent of young Indians have watched a documentary on regional television; 64 per cent have watched a music channel; 68 per cent have watched a movie (compared to 41 per cent regionally); 66 per cent have watched a children’s program; and 53 per cent have watched a sports channel. Interestingly, these figures are much higher than those for rest of the region.
Also 34 per cent of India’s youth aged 12 to 24 have read a current affairs / news / business magazine in the past three months (highest across the region). Entertainment / celebrities (30 per cent), IT / Technology (30 per cent), Beauty and fashion (28 per cent), sports (27 per cent) are also popular. Compared to its peers in the region, young Indians display highest incidence of movie watching — 78 per cent and watching cricket — 73 per cent.
Synovate India director Amit Adarkar said, “The survey provides meaningful insights into the behaviour and psyche of the up and coming young Indian. Today’s young Indian is sensible, sassy and sets priorities at an early age.”
“The young Indians are Internet buffs; rely on Internet not only for product/ service information, but also for news and current affairs. To top it all, the young Indian wants to use the Internet even more in the times to come,” he added.
Across the region, the young Indian also has the biggest say in family expenditure. “Consumption clout is seen in categories as diverse as cars, computers, family vacations, packaged goods and entertainment. Across all these categories, the young Indian plays a deciding role in 50-75 per cent of purchases,” he said.
The study revealed that the young Indian is extremely optimistic and bullish about the future, and is eagerly waiting to take his/ her own place under the sun. At the same time, the young Indian is pragmatic and strongly believes that changes in the social fabric and governance are critical towards changing the prevalent world order.
“India’s marketers need to take cognisance of this emerging group of consumers that effectively balances their traditional roots with a modern day outlook,” he said.
Some findings regarding brands:
Young Asians were asked to name their favourite brands – figures here show the favourite brands across the region as well as those favoured by India’s youth.
MAM
Ad:tech honours 2026: Full list of winners announced
Expanded awards spotlight winners across 22 categories as industry doubles down on intelligent automation
NEW DELHI: Marketing’s tech elite took the spotlight as the ad:tech honours 2026 returned with a sharper focus on AI, data and immersive media, signalling how deeply technology now underpins brand strategy. Held at Yashobhoomi on March 17, the second edition drew industry leaders to celebrate innovation that is reshaping engagement and performance.
Presented with the International Advertising Association India chapter and new partner Huella, the awards expanded from 8 to 22 categories, tracking the rapid convergence of creativity, automation and analytics.
The winners’ list reads like a snapshot of marketing’s future. In affiliate and partner marketing, Lyxel & Flamingo – Boat and Paytm Ads – Giva took silver. Mobavenue Media Private Limited struck gold in AI-driven dynamic creative optimisation, alongside a silver for Laqshya Media Limited.
Creative AI collaboration saw Rediffusion Brand Solutions Private Limited win gold, with Saltinc Consulting Private Limited securing silver. Laqshya Media Limited continued its strong run, taking gold in AI conversation agents and adding multiple wins across categories, including silver in GenAI-led creative and both gold and silver in interactive DOOH campaigns for Tanishq and Tata Coffee.
Predictive AI honours went to Strong Metrics and Tyroo, both silver, while Orient Bell Limited picked up silver in immersive retail tech. In GenAI-led creative, Laqshya Media Limited, Salt – Kotak and Sumimoto each secured silver, reflecting the crowded race in generative creativity.
Publicis bagged silver in influencer management and gold in performance marketing, where it shared the stage with Arm Worldwide and The Trade Desk, both silver. Glad U Came Private Limited stood out with gold in influencer measurement and analytics.
Marketing automation saw CereOne Media Pvt. Ltd. and Globale Media win silver, while ADMOTT Private Limited claimed silver in OTT innovation.
Programmatic media categories highlighted the shift to advanced targeting and connected screens. Mobavenue Media Private Limited clinched gold in connected TV advertising, with Animmoov Digital Media Pvt Ltd – Asus and Lyxel and Flamingo taking silver. Cheggout Services Private Limited won silver in retail media advertising, while Paytm Ads – Versuni secured gold.
On social platforms, Vayner Media India took gold in community and UGC engagement, with Under 25 – Oppo winning silver. Segumento rounded off the list with silver in the innovation category.
Jaswant Singh, country managing director at ad:tech India, underscored the momentum, saying generative AI and data-driven decision-making are now central to marketing impact. Neena Dasgupta, IAA mancom member and chief executive and founder at The Salt Inc Consulting, added that the awards celebrate not just technology, but “the people, the creativity, and the relentless effort behind it.”
Backed by Comexposium Group, ad:tech New Delhi has long tracked digital disruption. Now, with the honours, it is rewarding those who are not just adapting to change but engineering it.
In an industry racing towards automation, the message from 2026 is unmistakable. The future of marketing will be written not just in ideas, but in algorithms.
