Indian ad spends to grow by 23.2% in 2021: GroupM TYNY report

TYNY forecasts India’s advertising investment to reach an estimated Rs 80,123 crore this year

e4m by exchange4media Staff
Published: Feb 16, 2021 12:48 PM  | 12 min read

After a 21.5% decline in ad spends in 2020 due to the pandemic, the Indian ad industry is expected to see recovery in 2021 with ad investments expected to reach Rs 80,123 crore, which is a 23.2% growth over 2020 and 3.35% growth over 2019 ad expenditure of Rs 82,904 crore, as per the GroupM futures report ‘This Year, Next Year’ (TYNY) 2021.

Of the Rs 15,000 crore of incremental ad spends in 2021, the share of digital is at 40% while the non-TV & Digital share of overall India ad spends in 2021 will be at 20%. The digital share of overall India ad spends in 2021 will be at 35%. The report expects FMCG, e-commerce, Auto, Telecom, Retail, and Durables to be growth drivers of ad spends in 2021.

Television is projected to grow at 18% to touch ad spends of Rs 35,914 crore. In 2020, the medium declined by 14% to Rs 30,436 crore. Digital is expected to grow at 28% to reach Rs 27,700 crore. Compared to 2019, the medium had degrown by just 2% at Rs 21,726 crore in 2020.

2020 was a bloodbath for print, radio, outdoor, audio, and cinema. Print, which was the third-largest AdEx medium, had de-grown by a staggering 43% to Rs 10,350 crore. It is expected to recover some of the lost ad shares in 2021 with a projected growth of 23% resulting in ad spends of Rs 12,731 crore.

After a 72% drop in 2020, outdoor is expected to grow at 69% to touch Rs 1,570 crore in 2021. Audio advertising is slated to increase by 17% at Rs 1687 crore. It had seen a 49% decline in 2020 at Rs 1,436 crore. Cinema advertising is expected to rebound in 2021 with a 197% growth on a lower base of Rs 175 crore. The total ad spends on cinema is expected to touch Rs 520 crore.

In 2021, global ad spends are estimated to grow by 10%. The report also noted that 82% of the global incremental ad spend in 2021 is expected to come from the top 10 markets. India will be the ninth-largest market in ad spends in 2021, a sixth-largest contributor to incremental ad spends in 2021, and the second-fastest growth market in the top 10.

Digital was the only medium to witness a gain of $27 billion globally in 2020. Digital as a media vehicle will continue to skyrocket due to the increase in digital dependency and changing consumer patterns, the report said.

Commenting on the TYNY 2021 report, GroupM South Asia CEO Prasanth Kumar said, “2020 was an unprecedented year. The pandemic impacted across sectors and it, therefore, affected the media investments too. As we are aware, the year that went by had a mixture of lockdowns, many restricted market momentum and overall threw a challenge and impacted multi-industry economies. The ad industry too had its challenges and 2020 witnessed a steep drop in the overall media investments. However, we have witnessed a month-on-month upturn in the industry starting Q3 last year and we are quite optimistic about the revival that 2021 will see. With the gradual easement of the lockdown backed by seasonal spends and big-ticket events like IPL, we expect 2021 to continue to build on that momentum. While the global ad spends are estimated to see a rise of 10% in 2021, digital is expected to take 67% of ad spends. With the help of technology, marketers have adapted to pandemic-proof ways by constantly innovating, staying relevant, and offering digitally charged solutions to brands.”
GroupM India President – Partnerships and Trading Ashwin Padmanabhan said, “Based on a strong foundation built on the back of FMCG and e-commerce, 2021 is expected to see growth across sectors like auto, telecom, consumer durable, retail, and education. Manufacturing, which was severely impacted by the pandemic, is now stabilizing and moving toward a positive outlook enabled by automation, technology, and supply chain optimization. 2020 has accelerated the adoption of agile, cost-effective business models, which will help brands and marketers offer better products, services, and experiences to consumers.”

GroupM India President - Investments and Pricing Sidharth Parashar said, “Along with digital, television saw a spike in consumption during the lockdown. With acceptance on the subscription bandwagon increasing, OTT will continue to witness constructive growth and is likely to develop with more players attracting users by investing in content. Print & Radio expected to be backed by local advertisers and certain categories with marketeers leveraging the brand solutions that these media offer.  We expect OOH and cinema to see double-digit growth after a difficult year. Given the uncertainty and cautiously spending consumer, brands are realizing the importance of being present wherever consumers are. Hence along with continued relevance of television & other mass media, we will witness advertisers leveraging relevant platforms to reach out to its audience.”
Key trends that are likely to shape the industry

GroupM also shared some of the top trends that will shape the industry in the coming years. The trends presented were around consumer behaviour, sports, gaming & e-sports, growth of OTT, connected commerce, the ecosystem of fragmented social media, digital transformation, innovations in audio, etc.

GroupM South Asia President  - Growth and Transformation Tushar Vyas noted that there has been a great shift in consumer behavior due to the pandemic. During the lockdown, he said that there was a 42% growth in searches to know “what's normal” for body stats like BP, body temperature, and blood sugar. Further, browsing content on healthy cooking went up by 100%. All this points to a marked change in what the user is seeking, towards self-preservation and wellness.

"This is also further accentuated by over 52% rise in content consumption on pets and a 70% increase in searches related to Yoga. This behaviour change will also imply how they look at Brands and consumption at large. Consumers are also more likely to embrace brands that showcase empathy and care about the larger world /environment. This is presenting an opportunity to brand to highlight the goodness in every possible way," Vyas noted.

Talking about hyperlocalisation, Vyas said that the happenings in our immediate surroundings are taking precedence over what is happening in the country or the World. According to him one of the biggest indicators of this is the surge in regional language news & content during the lockdown.

"We are seeing similar trends in digital consumption as well in terms of the rise of more regional news and content consumption– in platforms like Daily Hunt and ShareChat. This also is happening simultaneously as our capability to sharp shoot communication has increased – for example, our ability to do Pincode level targeting, thanks to multi-faceted data points on the audience or targeting based on distribution pattern or market share in specific locations. Brand owners have the opportunity to leverage this and drive precision at scale."

He also offered some interesting insights about the growth of OTT and subscription services in 2020. He pointed out that 2021 would “once-in-for-all” smash the adage that Indians don’t pay for content and drive up the subscription game for Sports and other forms of quality original content. It’s creating a direct 2 consumer opportunity.

Vyas stated that many OTT players have achieved their subscription targets 12-18 months ahead of time. "This is not limited to live sports and premium video content – there’s the start of a similar trend in news, audio content, and premium domain-specific content in small ways."

2021, he said, is also going to be an interesting year for sports as 2020’s loss, in terms of sports events, is 2021’s gain. Global sporting events like Euro 2020 and Tokyo 2020 are due to happen this year and add to this, local favourites like IPL 2021 (within 6 months of its previous edition) and ICC T20 (which would be hosted in India).

Speaking about the trends in gaming and e-sports, Wavemaker India Chief Content Officer Karthik Nagarajan said that gaming will become not just about time spent but also a cultural destination. The nature of this entertainment is not a lean back but a more immersive one. Music concerts and other experiences will also be activated on e-sports platforms.

"A handful of businesses can talk positively about 2020 and COVID-19. One such benefactor is gaming and esports. In peak lockdown during April 2020, there was an 11% increase in users per week and has seen a rise in the number of gamers where 66% of new gamers are females and 56% of new gamers are above the age of 45. Now gaming as an industry has evolved in multiple ways too. Most companies in this industry are looking to create platforms that will be central to an individual’s life where activities, like shopping, socializing, events (especially esports) can all be done in virtual and interactive ways."

Nagarajan also revealed that esports live-stream viewership during the lockdown grew by 61% and 66% in weeks 1 and 2, respectively. These are great signs, considering that despite the majority of the on-ground esports events getting pushed in 2020, the gaming fans have held their own. With 2020 contributing immensely to gaming habit formation; for 2021 to be the year of esports, organisers need to focus on building career opportunities starting with an improved prize money pool.

He also averred that going forward platforms will become creator-led than community-led. The ecosystem will move from the network effect (how many of my friends/people are there on the network) to people joining platforms more for the experience and creators on it.

"We are possibly looking at 4-5 different platforms with a 100 million-plus user base, not far from now Influencer content for brand building will sustain but a majority of categories will move towards a performance mindset for advocacy. Newer platforms, driven by creators already have seamless commerce features built-in. This will spur content-to-commerce in a big way in 2021. The journey from platform-based advocacy to an integrated strategy for brands will now scale to include commerce as well. This will also bring in more industry guidelines on influencers disclosing brand partnerships."

Further, he stated that immersive audio is set to become a cultural movement as it has a loyal audience across age demographics. "As we predicted last year, audio has truly made its comeback in style. Platforms like Clubhouse are seeing great traction and the audience for podcasts has grown manifold in India in 2020 and the MAUs are already where social media was a few years back. The IAB has just released technical guidelines for podcast measurement in the US. In India, standards and guidelines will emerge and be solidified, as we are reaching critical mass. Given the proven efficacy of audio on brand recall, this will be extremely critical for brands looking to make cultural interventions."

On the digital transformation of brands, Xaxis India Country Head Bharat Khatri said that the digital transformation process got accelerated post-Covid as industry leaders aggressively deployed new tools, data & cloud infrastructures. This, he said, will help create new age “Marketing Digital Infrastructure “and replace old tech which was becoming a barrier to fast-track digital transformation.

He added that advancing towards a P3PC (post-third-party cookies) has accelerated the long-term data strategies plan to own the consumer where brands have already started to deploy CDPs (Customer Data Platforms) to transition from segment audience data approach to individual consumer profiles. The industry will continue to see this trend whereby both the advertiser & publisher ecosystem put more focus towards 1st party data activation powered with contextual targeting.

Moving to OTT, Khatri said that the streaming wars will take a device-agnostic approach. 2020 pandemic turned out to be an opportunity in crisis for the OTT industry in India. Connected TV, he said, is simply becoming the new TV. It is the way large segments of consumers will access premium content. "As we see by its current use for reach extension, CTV is a medium through which mass brand messaging can continue going forward. The fact that it is more targetable and measurable than ‘old TV’ enables marketers to elevate and personalize their messaging when appropriate. So, it can be the best of both worlds."

The hybrid model being pursued in India by the home-grown broadcaster & independent OTTs is giving advertisers plenty of opportunities to reach consumers through engaging video formats & achieve real outcomes in a device-agnostic world. "In 2021, this advertising channel will continue to have a lion share in programmatic spends & will also bring incremental budgets from the traditional/linear TV pie. With increased spends, we will also see advertisers adapting to more evolved, efficient & effective programmatic buying methods like PMPs (Private Market Place) to get a unified consumer view & thus maximising the ROI from video spends."

With e-commerce platforms becoming an indispensable digital channel to reach target audiences and influence sales, Khatri said that marketers will need to think like DTC brands – embracing emerging technologies, customer service obsession, and adaptive messaging to get closer to their consumers.

"DTC brands have excelled at creating 1:1 relationships with their consumers since they have closed-loop measurement within their customer journeys. Shoppable Ads are on the rise as Genz is deciding on social media videos. These new media formats play an important role in cultivating better outcomes overall for an advertiser."

In 2021, he believes that there will be a big shift of spends happening from current market-leading DSPs especially in display channel towards the new age e-commerce DSPs like Amazon, Flipkart, and Paytm. "Categories, where spend shifts, are quite inevitable are FMCG, BFSI, Grocery, Apparels, Health & Personal care, as e-com DSPs offer end to end marketing funnel solutions with efficient ROAS."

According to Khatri, brands need to embrace AI to boost personalisation at scale. 'It is like feeding an algorithm with historical & real-time data and then letting AI perform analysis, build & serve the user hyper-personalised message. Traditional personalised creative tools were built for targeting customer personas or profiles, where each profile used to represent a category of consumers, however, in the case of AI personalisation tools it is like engaging with each customer as an individual profile. With increased social commerce share, AI-based hyper-personalisation engines will be the need of the hour, as it will improve both ROI & customer experience."

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Happening Today: e4m Pride of India Brands – The Best of North conference & awards

The event will be held in Delhi

By exchange4media Staff | Jan 19, 2023 8:44 AM   |   5 min read

POI North

exchange4media group is hosting the Pride of India Brands - The Best of North conference and awards ceremony today in Delhi. The half-day conference will be followed by a felicitation ceremony recognising the brands of north Bharat.  The e4m Pride of India Brands Awards 2023 will celebrate and felicitate brands from the Northern belt of India that have been game-changers.

The theme of the conference is “Building brands for Bharat: Investing in Bharat’s future & reshaping the growth story.” The conference and awards are presented by ABP News and are Co-powered by Star Plus.  Fancode is the Co-Gold Partner while the knowledge partner for the event is TAM.

The agenda of the conference is a power-packed one with various brand leaders sharing their seasoned insights. The programme will witness a report unveiling, five panel discussions and a fireside chat.

The conference will be opened with the unveiling of a report by LV Krishnan, CEO, TAM Media Research. In today’s competitive landscape with escalating margin pressures, scaling profitability and gaining an edge over the competition requires advertising campaigns that are relatable, accessible and most importantly feasible for the businesses. Our speaker will share an exclusive report on ‘Advertisement spending and the future of brands of north Bharat’.

While there is no doubt that digital has essentially become a must-have for brands today and is growing exponentially, it is also no secret that TV’s audience scale and presence are massive & all pervasive whether it be large metros or Heartland Bharat. Panellists will try to understand the power that TV holds in building brands and successful Indian Businesses in the first panel discussion on ‘Power of TV building brands and successful Indian businesses’. The session chair for the discussion will be Amrutha Nair, Head - Entertainment Ad Sales & Strategy, Disney Star


The panel members are:

  • Charu Malhotra, VP & Head of Marketing, Hindware Limited
  • Jaikishin Chhaproo, Head Media & PR, ITC
  • Samir Sethi, VP & Head Of Brand Marketing, Policybazaar
  • Archana Aggarwal, VP- Media, Airtel
  • Priti Murthy, President, GroupM Nexus

The above-mentioned panel will be followed by another panel discussion on the topic “Powerful marketing strategy: A key to success”. Through the evolution of time, marketing has remained a very important part of the brand-building process. However, marketing has time and again diversified and classified itself owing to the various stakeholders involved and the need of the hour. In this panel, the aim will be to understand how optimizing the marketing budget, content and the concepts underlying the initiatives can make a difference in building a brand that India trusts.

The panel will be chaired by Amit Wadhwa, CEO, Dentsu Creative (India ) and the panel members will be: 

  • Suman Varma, CMO, Hamdard ( Medicine Division )
  • Amit Anand, MD, Apis India
  • Udita Bansal, Founder & CEO, TrueBrowns
  • Prashant Sinha, Co-Founder, Momspresso
  • Raghunandan Saraf, Founder & CEO, Saraf Furniture
  • Ravi Singhal, CEO, GCL

Up next, there will be another panel discussion on “Data & Digital: Tools for new Bharat”. The huge increase in customer interactions and touchpoints has created enormous amounts of data – that has in spite of creating new challenges for brands, brought about enormous opportunities to enhance the brand-building process.

In this discussion, panellists will try to explore the importance of identifying many Bharats within Bharat with the use of data and technology in order to reach the ambition of New Bharat.

Please welcome on stage our moderator Shradha Agarwal, Co-founder and CEO, Grapes

The panelists will be:

  • Varun Khurana, CEO & Founder, Otipy
  • Aloke Bajpai, Group CEO & Co-Founder, Ixigo
  • Ameya Dangi, CEO, Niine Hygiene
  • Sidharth Kedia, CEO, Nodwin Gaming
  • Mugdh Rajit, Marketing Head, Lava International
  • Amit Gupta, MD- SAG Infotech

Are there any parameters to define ‘Success’? Especially when it comes to homegrown brands in India. And if yes, what are the secrets of building a successful brand that is truly Indian at heart? We will find answers to these questions and more in another panel discussion at the e4m Pride of India Brands - The Best of North which will explore “Success Stories”.

The session chair for the discussion will be Ruhail Amin, Sr. Editor exchange4media & BW Businessworld and the panelists will be

  • Aakash Anand, Partner, Ananta Capital, Founder & CEO- IDAM House
  • OAkshay Bector, Chairman & MD, Cremica Foods
  • Arushi Jain, Director, Akum Drugs
  • Varun Ganjoo, Co-Founder & CMO, Baazi Games
  • Punkaj Guptaa, Director, RP Foam Home Pvt Ltd.

Though an intangible asset, brand trust is key in building brands for Bharat. Almost a “new marketing currency” that goes beyond traditional motivators like price or discounts — brand trust is a long-term approach to building stickiness with consumers

In this exclusive chat on Building brand that Bharat Trusts with Mona Jain, Chief Revenue Officer, ABP Network;

Upasana Taku, Chairperson, Co-Founder & COO, MobiKwik will share the roadmap to revolutionizing digital payments in India.

The conference will be concluded with a “Leader’s Roundtable”. For an industry of such scale that is expanding daily, there is always so much new to learn and the leader’s roundtable will be a window to this wisdom.

The session chair for the panel discussion will be moderator Aditi Mishra, Chief Executive Officer, Lodestar UM and the  panellists will be: 

  • Akshay Modi, Joint Managing Director, Modi Naturals
  • Jitendra Agrawal, CEO - Lighting & Consumer Durables, Surya Roshni
  • A. K Tyagi, Executive Director, Haldirams
  • Daviender Narang, Director, Jaipuria Institute of Management
  • Deepak Sahni, Founder & CEO, Healthians


The awards are a recognition and celebration of the best brands built by North Indian business houses over the years and honour the indomitable spirit of these businesses during challenging times. The awards are given to the brands of North India that have demonstrated leadership, strategic accomplishments, creativity and constant innovation in their product, processes and marketing practices.




To Attend, Register:



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ShareChat lays off 20% of its workforce

The move comes shortly after parent company Mohalla Tech's decision to shut down its fantasy gaming platform Jeet11 in December 2022

By exchange4media Staff | Jan 16, 2023 1:14 PM   |   1 min read


In the latest spate of firings from the tech industry, ShareChat has announced its decision to let go of 20% (close to 600 employees) of its workforce as part of its cost-cutting exercise. The company announced through an internal mail that the layoffs were carried out to help the company sustain "several external macro factors that impact the cost and availability of capital."

The tech company said that the decision to lay off 20% of its "incredibly talented employees" was one of "the most difficult and painful decisions" in its history.

It added that expensive capital has forced companies like ShareChat to solely "prioritise their bets and invest in the highest-impact projects."

The move comes shortly after Mohalla Tech shut down its fantasy gaming platform Jeet11 in December 2022, when 100 of its employees were let off.

As per the company communique, the severance package will comprise salary for the notice period, two weeks' salary for every year served at ShareChat, payment of full variable till December 2022 and health insurance cover, which will remain active till June 2023.

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Tata Tea selects Media.Monks as its digital & content partner

The remit will include a wide scope of digital and content work, from tech integration to creative ideation and content across all digital platforms

By exchange4media Staff | Jan 13, 2023 2:15 PM   |   2 min read

media monk

Tata Tea has roped in Media.Monks as its digital and content partner.

“Tata Tea, with multiple national and regional brands, holds a mirror to the diversity of India and its varied taste in tea. Recognizing this, Tata Tea’s marketing approach is to connect with its diverse customers through relevant digital content. In order to do this with high quality and at the scale that a hyper-local approach requires, it has selected Media.Monks as its digital and content partner,” the company said.

The remit will include a wide scope of digital and content work, from tech integration to creative ideation and content across all digital platforms.

Adding to this, Kiran Ramamurthy, chief operating officer, Media.Monks India, says, “It is an honor to partner with Tata Tea. The assignment comes with a huge responsibility - to build on the amazing work that brands from the Tata Tea stable have been doing. It calls for creating in the digital universe, brand stories that resonate state by state through sharp local insighting. It will also be about using technology to bring these brand stories to life. We are excited to bring together content specialists from virtually every part of the country to work on this mandate.”

Media.Monks, which connects content, data & digital media, and technology services across one team, built from the bottom up, is ideally suited to this mandate.


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PVR-Inox merger deal gets NCLT approval

The merged entity will be known as PVR-Inox

By exchange4media Staff | Jan 12, 2023 6:57 PM   |   1 min read


The Bombay Bench of the National Company Law Tribunal (NCLT) on Thursday approved the merger between multiplex chains PVR Limited and Inox Leisure.

The merged entity will be known as PVR-Inox. According to some media reports, the merged entity will become the largest film exhibition company in India, operating 1,546 screens across 341 properties in 109 cities.

The branding of existing screens will not change. Theatres that open after the merger will be branded as PVR-Inox.

PVR's Joint Managing Director Sanjeev Kumar Bijli reportedly said the combined entity would have 3,000 to 4,000 screens in five years.

"We would add 200 to 250 screens every year and we are looking in the next five years maybe (as) 3,000 to 4,000 screens company," reports quoted him as saying.

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Indian Business Literature Festival-Gurugram to be held on Jan 11

IBLF recognises and appreciates the life and career experience of industry veterans

By exchange4media Staff | Jan 10, 2023 8:50 AM   |   3 min read


Business is an ever-evolving, multi-faceted arena. Everyone has a take on how businesses should be run, and what it takes to ‘make it’ in a competitive industry. It is one of the oldest topics ever written about, and while a lot of ground is already covered, there is still a lot more that can be said. This is why we have authors, speakers, and industry experts from all walks of life who have something to contribute to business and its various aspects.

Recognising this fact, BW Businessworld Pvt Ltd is organising the Gurugram chapter of the ‘Indian Business Literature Festival’ (IBLF) on the 11th of January 2023, at the Leela, Gurugram. It is often observed that with growing seniority in a company, the time to read becomes progressively scarce. The idea of IBLF is to re-instil the habit of reading in CXOs. Once the senior leadership develops the habit of constant reading and learning, it becomes easier for them to inspire young professionals in their company to follow suit.

While we acknowledge reading is a habit one should develop, an even harder task is to write effectively. IBLF is a celebration of all those who are able to accomplish the difficult task of putting forth their thoughts in a lucid and effective manner. The star-studded event will witness the who’s who of top leadership across industries. IBLF recognises and appreciates the life and career experience of industry veterans, who should be celebrated as heroes in their own right. The event has a curated set of speakers who will be present to discuss their work. Some of them include: 

  • ‘Fossil Free’ by Sumant Sinha, Chairman and CEO, RenewPower  who will be discussing his work  
  • ‘Claiming Citizenship and Nation’ Associate Professor, Dr. Aishwarya Pandit, Jindal Global Law School 
  • ‘Survive or Sink : An Action Agenda for Water , Sanitation , Pollution and Green Finance.’ By Naina Lal Kidwai, Chairperson, Rothschild & Co India, Senior Advisor, Advent International Private Equity, India 
  • ‘The Art of Management’ by D. Shivakumar, Group Executive President- Corporate Strategy and Business Development, Aditya Birla Group  
  • ‘The Heart of Work’ by S.V.Nathan, Partner & Chief Talent Officer, Deloitte India.  
  • ‘The Rule of 5’ by Paul Dupuis, Chairman & CEO, Randstad Japan 
  • ‘Alive’ by Rachna Chhachhi, Founder, RachnaRestores 
  • ‘The $10 Trillion Dream and Many More’ by Subhash Chandra Garg, Economic, Finance and Fiscal Policy Advisor SUBHANJALI, Former Finance and Economic Affairs Secretary, Government of India 
  • Corporate Frauds: Bigger, Broader, Bolder’ by Robin Banerjee, President  & CEO, Caprihans India Ltd. 
  • ‘Decisive Decade: India 2030 Gazelle or Hippo’ by Dr.Kiran Karnik, Author, Columnist & Former President, NASSCOM 
  • Strategic Challenges India in 2030 by Mr.Jayadev Ranade, President of the Centre for China Analysis and Strategy 
  • ‘How Come No One Told Me That’ by Mr.Prakash Iyer, Founder - CEO, Leadership Works 
  • ‘The Protectors’ by Kunwar Vikram Singh, Chairman, Central Association of Private Security Industry (CAPSI) 
  • ‘Vedas – A New Perception’ by Daksha Bharadwaj, Partner, Bharadwaj Bharadwaj & Associates Architects &  Planners, Founder Trustee, Dr Satyakam Bharadwaj Vedic Research Foundation 
  • ‘The Subtle Shifts of Radical Change’ by Nikhil Daddy, VP and MD, GoDaddy India. 

Books serve as the building block of individuals. All the authors are industry leaders and have unique perspectives regarding their own industry. Their books provide valuable insights and are life experiences condensed in a readable form. There is something for everyone to take away from these discussions, be it leadership, innovation, or just knowledge



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Lollapalooza 2023 draws in big Indian and global brands

Some collaborators include Budweiser Beats Energy Drink, Johnnie Walker Refreshing Mixer, NEXA, Bumble, Levi’s® and Snapchat Inc.

By exchange4media Staff | Jan 9, 2023 12:18 PM   |   7 min read


Global music fest Lollapalooza is all set to breach a new frontier in the eighth destination of the festival in India marking its inaugural, first-ever edition in Asia. Indian entertainment enthusiasts have been expeditiously booking their spots to experience the two-day musical extravaganza at Mahalaxmi Race Course, in the heart of Mumbai on January 28th-29th, 2023.

Some of the biggest brands from the world and India, across industries including Budweiser Beats Energy Drink, Johnnie Walker Refreshing Mixer, NEXA, Bumble, Levi’s® and Snapchat Inc. have come together in collaboration with Lollapalooza India 2023 to build the first-ever edition’s festival experience on-ground beyond just the music. Spanning auto, retail, digital commerce, social networking and food & beverages industries, brand partners are increasingly eyeing this festival experience as a rich and valuable route to create immersive brand experiences for over 60,000 music consumers across both days. This will, in-turn help elevate the experience of the debut edition of the global music festival for consumers and attendees to a scale unlike anything experienced in India, thus far.

Budweiser Beats Energy Drink as the Co-Presenting Sponsors of Lollapalooza India 2023 will be celebrating Lollapalooza’s iconic history of being extraordinary in its celebration of music and culture through the ‘BudX Stage’, the main stage at the festival featuring the best of music with the most-awaited headliners and iconic music artists that are absolute crowd favourites. Promising a production treat, the stage will showcase a thrilling experience that is both immersive and engaging with audiences as they vibe to their most-loved songs at the live performance. Budweiser has a deep-rooted connection with music and creative expression, supporting artists, creators and talent across genres for generations. Following a similar ethos as that of Lollapalooza India, the partnership will provide a platform for cultural shapers and change-makers as the festival brings unique experiences to fans, where music and self-expression can converge.

Johnnie Walker Refreshing Mixer Non-Alcoholic, also the Co-Presenting Sponsors for Lollapalooza India 2023, will be highlighting the power of collective progress via its recently launched platform Walkers & Co., an initiative that celebrates people challenging the status quo. Walkers & Co. will bring alive the strength of collaboration and creativity at the Walkers & Co lounge where a slew of limited edition merchandise will be unveiled.  Festival-goers can get their hands on these uber cool drops via immersive interactions at the lounge.

As a run up to Lollapalooza India 2023, Co-Presenting Sponsors’ Johnnie Walker Refreshing Mixer and Budweiser Beats Energy Drink put together some of the coolest pre-parties across Mumbai, Pune, Bengaluru, Jaipur and Hyderabad with #RoadToLolla, featuring artists like The Yellow Diary, Dauwd, BobKat & DJ Ishani Hamza Rahimtula, Unnayanaa, Arun Sivag, AAGUU, Rishi Sippy, Twokid Wickid, Nive, Skye, Tech Panda & Kenzani, Moscada Murthovic, Thiruda, The Untitled One. #RoadToLolla has already brought together thousands of music aficionados across these cities setting the tone for everything that can be expected at the first ever landing of the iconic festival in Asia right here in the heart of the country’s entertainment capital, Mumbai.

NEXA, Maruti Suzuki's premium retail channel and Co-Presenting Sponsors of Lollapalooza India 2023 will create an unparalled experience at the festival through the premium ‘NEXA Lounge’. The elevated deck lounge will include reserved tables, a complimentary curated premium culinary and beverage experience, limited front stage access with an open bar, valet and exclusive festival shuttles to the entry point, between the performance stages and much more. Music has always been an important pillar for NEXA and the brand will celebrate it through the specialised ‘NEXA Stage’ at Lollapalooza India 2023, featuring coveted international and homegrown artists that Indian audiences are waiting for, with bated breath. NEXA cars customised in Lollapalooza themes will bring out the vibe, culture and colours of the festival when they take over the streets of key Indian metros such as Mumbai, Bengaluru and Pune amongst others in the run-up to the festival. They will also host a bunch of interesting and engaging activities like skateboarding, graffiti, live performances and more as we countdown to the festival. Lastly but most importantly, NEXA will also unveil a multi-episode YouTube series titled ‘NEXA Car-a-oke’ featuring candid conversations with popular music industry movers including Tejas, Brecilla, Mali, Siri and Kamakshi, hosted by Nikhil Kini.

Iconic denim brand Levi’s® joins the first edition of Lollapalooza India in Mumbai and will host a one-of-a-kind pop-up ‘Tailorshop’ for fans to customize their favourite Levi’s® with a range of customization services including panelling, screen printing and heat-press stickers. Celebrating unique styles through customization is a fundamental part of the Levi’s® experience and the brand has fittingly served as a canvas for self-expression for musicians, music fans and festival-goes for over 160 years and Lollapalooza India Powered By Levi’s®  will be no different. Fans also have the opportunity to experience the festival with 100 tickets to be won with a purchase of Rs. 4999 until January 10th 2023, in select stores or on 

Bumble, the women-first dating and social networking app, will be showing up at Lollapalooza India 2023 with their ‘Bumble Hive’ featuring a photo-booth, charging stations and sweet treats where audiences can get festival-ready and be their best confident selves, while also finding a creative space to unwind. From giving away cool merchandise to driving social media conversations on ‘being your best self’ at the festival, Bumble is paving the way to encourage people to forge meaningful new connections with like-minded individuals, by showcasing empowered and engaging initiatives at Lollapalooza India 2023.
Along with these brands, social media platform Snapchat Inc. as Associate Sponsors of Lollapalooza India 2023 will also engage with digitally-savvy audiences at Lollapalooza India 2023. Keep your streak going like never before with the gazillion snappable moments at this iconic festival!

Spearheading Lollapalooza India as the co-producer and promoter for the festival’s Indian edition, BookMyShow, India’s leading entertainment destination, has been at the forefront, bringing various live entertainment acts across formats and scale, elevating the live entertainment ecosystem one event at a time. The entertainment platform has been working towards building this ecosystem at par with the world by cultivating a strong, digitally-savvy consumer base of young discerning audiences that are always on the lookout for world-class experiences, live entertainment on-ground and bespoke events across genres and formats be it music, comedy, performances, theatricals and more. This has created an opportunity for like-minded brands across sectors and industries to invest their energies towards strategic, brand-building investments that are placed in the heart of the entertainment ecosystem and build a community of relevant audiences that fit the bill for brands looking to build a new, savvy and valuable consumer community for the longer term.

With the crème de la crème of global and Indian brands coming together to create the Lollapalooza India 2023 experience for consumers and fans alike, the world’s most diverse music festival is certainly one that is not to be missed. Featuring over 40 artists, 4 stages and over 20 hours of unforgettable live music, art and culture, Lollapalooza India 2023, will be a treat for Indians and Asians all across offering not just music, but also a cultural experience of a lifetime with innovative culinary selections, art, fashion and much more to be witnessed in India. 

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Wavemaker India wins Happilo’s media mandate

The account will be serviced by the agency’s office in Bangalore

By exchange4media Staff | Jan 9, 2023 12:00 PM   |   1 min read


Wavemaker India has bagged the integrated media mandate of Happilo.

The account was won post following a multi-agency pitch and will be serviced by the agency’s office in Bangalore.

Talking about the partnership, Vikas D Nahar, Founder and CEO of Happilo said, “We are delighted to get on board with Wavemaker as our partner for leading our media mandate. We align on our vision to build Happilo as the go-to snacking brand. We look forward to exciting things that the agency brings to the table.”

Speaking on the win, Ajay Gupte, CEO - South Asia, Wavemaker said, “We are honoured to be a part of Happilo's exciting growth journey. With our market-leading data and technology capabilities backed by our robust purchase journey insights, we are confident of positively contributing to their success.”

Commenting on the win, M.K. Machaiah (Mac), Chief Client Officer & Office Head - South, Wavemaker India said, “We are delighted to partner with Happilo and establish them as one of the preferred healthy snacking brand in the Indian market. Happilo is a fun, young brand catering to an interesting set of consumers who look for tasty yet healthy snacking option. Engaging with new-age customers via innovative media campaigns, is going to be truly exciting.”

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