Dentsu India has released the 10th edition of its Digital Advertising Report, marking a decade of tracking India’s evolving media and advertising landscape. The special edition, ‘Next 10: Forces Shaping the Next Decade of Indian Media’, highlights a market shifting from scale-driven growth to strategic maturity, where capturing attention, building trust, and leveraging technology are key drivers of impact.
India’s advertising industry closed 2025 at ₹1,21,339 crore and is projected to reach ₹1,40,001 crore by 2027, growing at a CAGR of 7.41%. Digital advertising remains the growth engine, expanding 19% to ₹71,621 crore in 2025 and expected to hit ₹98,034 crore by 2027, accounting for nearly 70% of total ad spend. While television and print are gradually losing share, out-of-home advertising shows steady growth thanks to digitized networks and modern infrastructure.
The report highlights the rise of commerce-led media ecosystems, with e-retail platforms integrating content, discovery, and transactions. FMCG remains the largest advertising spender, while e-commerce is the fastest-growing sector. Social media and online video dominate digital spend, reflecting India’s mobile-first audience.
Looking ahead, Dentsu identifies three phases shaping the next decade: short-term commerce-led and AI-powered personalization (2025–27), mid-term culture-led storytelling and brands as media owners (2028–31), and long-term immersive, AI-governed environments (2032–35).
Harsha Razdan, CEO South Asia, and Narayan Devanathan, President & CSO, emphasize the human shift in attention, the convergence of creativity, data, media, and technology, and the need for relevance, resilience, and long-term value in India’s advertising future.
