FMCG players reassess product claims and review media mixes amid regulatory scrutiny; industry expects an impact on ad spends in the near term
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FSSAI crackdown pushes packaged-food brands to rethink claims, campaigns
As India resets TV ratings, digital’s measurement black boxes loom larger
Advertising money and viewing are shifting towards digital video environments where the platforms themselves largely control the underlying audience s...
D2C brands look beyond ROAS as rising CAC puts profitability under the lens
Industry heads say brands are looking beyond immediate conversions to retention, repeat purchases and potential lifetime value since marketing spends...
What's more valuable: An influencer's reach or a brand's own creator?
Go Zero's exit from paid influencer budgets to fund an in-house creator team has reopened an old industry debate: does ownership now beat outreach in...
What exactly is Commerce Media?
The clearest point of agreement among industry executives is that commerce media is broader than retail media
Beyond Channels: How AI is reshaping consumer discovery and the future of marketing
As large language models become the first stop for research, planning and purchase decisions, businesses are rethinking brand discovery and how market...
FMCG giants turn up advertising heat as competition intensifies
Marico, HUL, Britannia, Dabur and Colgate increased brand investments in FY26 as they sought to defend market share, strengthen premiumisation and sta...
How jewellery brands are moving beyond weddings as everyday wear reshapes marketing
Younger consumers are redefining jewellery buying, driving demand for versatile everyday pieces and prompting brands to rethink product, retail and ma...
Are creative agencies now building campaigns or businesses?
As agencies stack up AI, commerce and consulting mandates, the industry is asking whether the campaign brief has quietly become a business one
How advertisers are making up for the absence of IRS
Advertisers have quietly rebuilt their print planning playbook—combining ABC circulation data, proprietary market intelligence, consumer insights and...
AI Insights
AI
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Shift Towards Sustainable Growth. Grapes is aligning its strategies with industry trends that prioritize customer retention and lifetime value, moving beyond traditional metrics like Return on Ad Spend (ROAS).
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Impact of Regulatory Scrutiny. The recent FSSAI crackdown on packaged food claims is prompting Grapes and other brands to rethink their advertising strategies and media mixes.
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Digital Advertising Shift. As advertising dollars increasingly flow towards digital platforms, Grapes is adapting to the challenges posed by the opaque measurement systems of these environments.
FAQs
AI
Grapes is focusing on sustainable growth by emphasizing customer retention and lifetime value rather than just immediate conversions.
The FSSAI crackdown on packaged food claims is leading Grapes to reassess its advertising strategies and media mixes.
Grapes is influenced by the shift towards digital advertising and the need to adapt to new measurement challenges in that space.
Yes, Grapes is exploring the balance between influencer reach and developing its own in-house creator teams.
Grapes is looking beyond immediate conversions due to rising customer acquisition costs, focusing instead on long-term profitability.
AI-assisted summary, reviewed by our newsroom
AI
Grapes is navigating a rapidly changing advertising landscape as brands reassess their marketing strategies in response to regulatory scrutiny and shifting consumer behaviors. The company is focusing on sustainable growth by emphasizing retention and lifetime value over immediate conversions, while also adapting to the increasing importance of digital platforms in media planning.