Rewriting the Rules: How hybrid formats are redefining Indian advertising

The ad world is shifting as brands adopt hybrid formats that blend traditional and digital touchpoints, creating immersive stories that break norms and build deeper connections with their audiences

by Aryendra Khan
Published: Sep 24, 2025 9:27 AM | 9 min read

The advertising ecosystem has never been more dynamic, with hybrid formats emerging as the new frontier for creative expression. These multifaceted campaigns seamlessly blend different media forms, from traditional commercials with branded content to influencer marketing integrated with interactive elements, fundamentally reshaping how brands connect with their audiences.

This evolution represents more than just technological advancement; it's a complete reimagining of the creative grammar that has governed advertising for decades. Where traditional campaigns followed linear storytelling patterns, hybrid approaches embrace the fragmented, non-linear way audiences consume content today.

The Art of Platform-Native Storytelling

Vinod Kunj, Founder and Chief Creative Officer at Thought Blurb Communications, brings perspective from over three decades in advertising. “In my three decades and more in advertising, I have not known a time when advertising was not 'in flux'. The basics remain the same. The medium changes rhythm,” he notes. “What we call hybrid advertising today is what we called multi-media, and then 360-degree advertising. The difference is that we are in a digital space, and the customers are speaking back at us.”

“The worst thing you can do is write a one-page script for a long-format ad. If you need to focus your customer on a point, make sure that your opening lines are gripping,” Kunj emphasizes. “There is no point in dragging a 30-second spot across two or three minutes. You and your client may enjoy it, but the customer is hitting the 'skip ad' button.” A trailer for an ad with links in descriptions can serve different purposes across platforms, maintaining engagement without forcing unsuitable formats onto unwilling audiences.

The key lies in understanding that different formats serve different functions within the broader story. A 30-second television spot might introduce a concept, social media content could provide deeper context, and long-form digital content might explore emotional connections. Each element should justify its existence within the ecosystem.

The Disruption of Linear Storytelling

The conventional advertising model, built on identifying problems and presenting solutions through neat narrative packages, is giving way to something far more complex and engaging. Dhruv Warrior, Executive Creative Director at VML India, explains, “Hybrid ads have disrupted the traditional, linear model of advertising, but I see that as a result of an evolution of the industry which has been driven by digital and tech development. Brands now build campaigns where each platform acts as a chapter in a larger brand narrative.”

This shift reflects audience behavior patterns. Warrior adds, “The user journey is no longer linear. Someone might be researching a product on YouTube while standing in a brick-and-mortar store or encountering a brand on Instagram before ever seeing its TV spot.” This fragmented consumption pattern demands a completely different approach to creative storytelling.

The most significant change lies in pacing and information delivery. “Here, CX (Customer Experience) and BX (Brand Experience) become vital. CX ensures the journey across touchpoints feels seamless and functional, while BX ensures that each interaction reinforces the same emotional promise of the brand,” Warrior explains. Where traditional ads operated within fixed timeframes and formats, hybrid campaigns allow for flexible storytelling that adapts to platform constraints and audience expectations.

Balancing Creative Risks and Rewards

Anadi Sah, NCD, Founding Partner and Chief Innovation Officer at tgthr, emphasizes that hybrid campaigns present both significant risks and substantial rewards. “The evolution of advertising over the past decade has fundamentally changed not just how audiences consume ads, but what they expect from ‘entertainment’ in the first place,” he observes. “Where once the traditional ad model was straightforward, identifying a problem, presenting a solution, and issuing a call to action, today's hybrid ads are immersive, multidirectional, and deeply personalised.”

“The most significant risk of a hybrid campaign is losing sight of the bigger story. If communications become too fragmented, audiences may find themselves confused or indifferent and failing to recognise the brand or its message,” Sah warns. However, when executed thoughtfully, hybrid strategies enable brands to tell richer, more believable stories. The approach allows for authentic storytelling that feels earned rather than forced. Success comes from creating campaigns where viewers aren't just watching but actively participating, debating, and sharing content that feels like genuine cultural participation rather than advertising consumption.

The reward structure in hybrid campaigns differs fundamentally from traditional formats. Instead of measuring success through single-touchpoint metrics, brands must evaluate how effectively the entire ecosystem works together to create memorable experiences and drive meaningful engagement across multiple platforms and audience segments.

Maintaining Cohesion Across Fragmentation

“The foundation is a single brand idea that flexes across channels. And then exploring how that sharp thought can be expressed in different forms so that there is a version of that idea for each unique campaign touchpoint,” explains Warrior. The challenge of maintaining brand coherence across fragmented touchpoints requires disciplined creativity. “Success in this environment isn't about rigid uniformity, but about disciplined flexibility,” adds Sah.

“Since audiences rarely follow a straight path from awareness to purchase, campaigns are designed to ‘catch’ people at multiple stages, regardless of order,” Warrior notes. “Someone may first encounter a brand in-store, then dive into explainer videos on YouTube, and only later see an Influencer endorsement on Instagram.”

VML's approach emphasizes the importance of Customer Experience (CX) and Brand Experience (BX) working in tandem. “CX ensures consistency in the functional journey (messaging, navigation, usability), while BX safeguards the brand's emotional core across platforms,” Warrior explains. “Each touchpoint should feel distinct yet connected like chapters of the same book.”

“By being supremely dedicated to the core. And this is what I find lacking in advertising agencies. The value that you instil in the people working on the brand,” Kunj emphasizes. “We are chameleons, we are actors. We wear the garb of the brand and act accordingly. The brand speaks, and there is a reason. When you have that level of vestiture in the team, all thinking, writing, and creative architecture will fall together.”

Real-World Success Stories

“VML's 'Name This OREO' campaign is a strong example of a hybrid approach done right,” Warrior explains. “The work was crafted for specific platforms, with each touchpoint - from in-store displays to social media to an interactive audio site - feeling native to its environment while still serving the larger brand story.”

“At its heart was a human-centric idea that tapped into a fun social trend and then amplified it by letting people literally ‘speak OREO’. This gamified the experience and made the brand part of culture without feeling invasive,” he adds. “The brilliance was that while people were playing and creating, they were also being subtly educated to ‘speak OREO’.”

When asked about recent successful campaigns, Kunj points to digital-native brands: “The app manufacturers seem to be doing well. I like the Zomato and Swiggy work. I like the carry and transfer apps, like Dunzo and Blinkit. I love the spirit of freedom. This is intelligence having fun.”

“The recent Dream11 IPL campaign is an excellent example of hybrid advertising at its best. By seamlessly blending mass media and digital platforms, the campaign achieved widespread visibility and cultural resonance,” notes Sah. The campaign used humor and cultural relevance, featuring cricketers, celebrities, and influencers in self-deprecating roles. “Episodic ad releases and interactive experiences during live events kept the audience engaged, with each new piece of content driving viewers to discover more,” he adds.

The Future of Creative Skill Sets

“Hybrid formats are already shaping the future of advertising because they align with the way people consume media: in fragmented bursts, across platforms, and often simultaneously,” predicts Warrior. Looking ahead, creative teams must develop new competencies to excel in the hybrid landscape.

“Creative teams must learn to think ecosystem-first: design campaigns as interconnected journeys, not isolated executions. Build for non-linear paths: anticipate that people will enter and exit at different points – in-store, on social, on video platforms – and ensure each touchpoint makes sense on its own while contributing to the whole,” he explains.

Kunj brings a veteran's perspective to future predictions: “Do I believe? I hope. And yes, we are old idiots in the wind. There needs to be a younger cohort that has lived this century. They will shape the future. Advertising isn't going to go away any time soon. I have no clue what the young people will master, but they will.”

“The lines between ‘advertising’ and ‘content’ are blurring rapidly. Creative teams must develop deeper expertise in audience insight, behavioural analysis, and cultural sensitivity,” explains Sah. “Most importantly, the creative process must start with a powerful idea, not with a celebrity or influencer. Strong concepts, organically adapted for each channel, are more effective than forced integrations.”

“The future belongs to brands that can combine seamless CX, emotionally resonant BX, and a human-centered creative approach, ensuring each touchpoint is not just another message, but a moment of connection,” Warrior concludes.

Data-driven insights become crucial for understanding where audiences are, what they're discussing, and how best to reach them. However, successful campaigns still begin with powerful creative ideas rather than celebrity endorsements or influencer partnerships. The creative process must embrace both seamless customer experience design and emotionally resonant brand experience creation.

Perhaps most importantly, creative teams must design for participation rather than passive consumption. Audiences increasingly expect to engage actively with brand content, making interactivity and co-creation essential elements of successful hybrid campaigns.

The advertising industry stands at an inflection point where hybrid formats aren't just emerging trends but fundamental shifts in how brands communicate with audiences. Success requires balancing creative ambition with strategic discipline, ensuring that innovation serves authentic storytelling rather than novelty for its own sake.

As the lines between advertising and content continue blurring, the brands that master this new creative grammar will build the most meaningful connections with their audiences.