Digital is dominating media spends, and it will keep growing: Amit Pratihari

At the dentsu-e4m Digital Advertising Report 2025 launch event, Amit Pratihari, Managing Director, De Beers India, talked about the evolving digital advertising landscape

by e4m Staff
Published: Feb 5, 2025 11:27 AM | 2 min read

At the dentsu-e4m Digital Advertising Report 2025 launch event, Amit Pratihari, Managing Director, De Beers India, shared his insights on the evolving digital advertising landscape, the rising costs of IPL sponsorships, and the growing dominance of digital media in brand strategies.

With this year’s theme centered on the ‘Power of Now,’ Pratihari emphasized the importance of present-day relevance for businesses. “Staying relevant now is critical because if you are not relevant today, the future remains unpredictable and ever-evolving,” he explained. “If you resonate with your customer and business today, your future path naturally takes shape from there.”

IPL advertising rates for 2025 have reportedly increased by 10-30%, leading to industry-wide discussions on whether brands are prepared to invest at such escalated costs. Pratihari views this as a positive development, stating, “It’s a great thing to have, and I see this trend growing further.” His optimism aligns with the broader industry sentiment that IPL remains one of the most impactful platforms for brand visibility.

Looking ahead, Pratihari sees digital advertising as the driving force behind media investments. “Digital marketing and advertising are now dominating overall media spends, and this shift reflects how end consumers are engaging with content,” he noted. With an increasingly device-first approach, where users consume content on a single screen, he predicts that digital ad spends will continue their upward trajectory.

As brands navigate 2025, the emphasis on real-time relevance, premium ad opportunities like IPL, and digital-first strategies will be key to success.