PMAR 2026 launch on Feb 24: Experts to decode the evolving dynamics of media & marketing

The much-awaited Pitch Madison Advertising Report (PMAR) 2026 is set to be unveiled on February 24 in Mumbai, drawing some of the most influential names from India’s media, advertising, and marketing ecosystem. The report is expected to provide fresh perspectives on advertising expenditure, emerging platforms and market trends shaping the advertising and marketing landscape.

Alongside the report launch, the event will feature a series of panel discussions designed to decode the rapidly evolving dynamics of media and marketing. These conversations are expected to address some of the most pressing questions facing brands, agencies, and marketers amid changing consumer behaviour.

The first panel, titled ‘Scale, Speed and Control: Are Clients Better Off with Holding Cos, Independents, or In-housing?’, will examine the shifting agency-client relationship and the growing debate around operational efficiency, flexibility, and strategic control. Industry experts are likely to share contrasting views on the advantages and limitations of each model. The panellists include Sahil Rawal, VP – Marketing, Axis Max Life Insurance Limited (Formerly known as Max Life Insurance Co. Ltd.); Ashwath Swaminathan, Chief Operating Officer, Indira IVF, Raja Chakraborty, Chief Marketing Officer, Continental Coffee and Sarina Menezes, Senior Vice President & Head – Marketing & Corporate Communication, Oberoi Realty. The panel will be moderated by Vikram Sakhuja, Partner and Director Madison Media.

The subsequent sessions will turn the spotlight on measurement and creativity. Panel two, ‘Reach vs Sales: What Should the Advertising KPI Be?’, will explore the ongoing tension between brand-building metrics and performance outcomes. The panellists include Sandeep Tanwani, Chief Marketing Officer, Pidilite, Kartik Johari, Chief Marketing and Growth Officer, Nobel Hygiene, Sudipto Roy, Co-founder, Emergent Labs, Hemant Arora, VP – Global Ad Business, Truecaller Ads and Raghavendra Katte, Assistant Vice President Media, Jyothy Labs while the moderator will be Pulkit Trivedi (Snapchat).

PMAR 2026 launch on February 24: Unlocking industry shifts with power-packed sessions

The third panel discussion of the day will focus on the topic ‘Are Short-form Content & AI Killing the 30-Second Spot?’. In this panel, the industry experts will discuss how new content formats and AI-driven tools are reshaping storytelling, audience engagement, and traditional advertising approaches. The speakers include Vimal Sumbly, Business Head Premium & Head Premium Marketing, TVS; Girish Hingorani, Vice President - Marketing (Consumer Products) & Corporate Communications, Blue Star; Varun Mohan, Chief Commercial Officer India, MiQ, Apoorva Maheshwari, Head of Marketing- India, Bestseller.  The panel will be moderated by Vivek Das, Chief Digital Officer, Madison World.

PMAR 2026 Preview: India’s Rs 1.55 Lakh Crore ad market is already 60% digital

Pitch Madison Advertising Report is launched by Pitch in partnership with Madison World. The report tracks and analyses how and where advertising monies were spent last year, and projects the future growth. It aims at understanding the challenges and opportunities that lie ahead for marketers and various media, such as print, TV, radio, OOH, Internet, and cinema.