- To deal with competitor agencies & brands, you always have to stay updated with new technologies, inventories, and innovations. How do you stay informed about best practices and new developments in media trends?
With over 24 years as a media professional, the ever-evolving world of media continues to inspire and excite me. This constant transformation has ingrained in me the importance of maintaining a mindset that is curious, connected, and adaptable traits that are essential for thriving in such a dynamic industry.
I’ve always been a voracious reader, immersing myself in everything relevant to our ecosystem from industry blogs to in-depth reports. It’s not just about staying informed; it’s about sparking new ideas and uncovering deeper questions.
Conversations are another powerful source of learning. Whether it’s a quick coffee chat with a colleague or a deep discussion with a media partner, these interactions often lead to breakthrough ideas. I’ve learned that some of the most valuable insights come from simply exchanging thoughts and listening to those around me.
Curiosity is at the core of everything I do, and I’ve made learning a daily habit. Whether it’s taking a course, watching a tutorial, or diving into a new challenge, I embrace every opportunity to grow.
One principle I hold dear is to never hesitate to ask questions—no matter how basic they may seem. I’ve learned to set aside ego, age, or seniority, and simply seek knowledge from anyone willing to share. Often, the most enriching lessons come from unexpected sources—whether through observation, engagement, or learning from others.
For me, staying ahead is about staying engaged—with ideas, people, and the world. This mindset fuels my passion and keeps me ready to embrace and lead through the next wave of change in the media landscape.
On the strategy front, I feel AI-driven tools will revolutionize planning by offering predictive insights into consumer behavior and media performance. Media planners will leverage these insights to design smarter, data-driven campaigns, optimize budgets, and even simulate outcomes before launch, minimizing waste and maximizing ROI.
2. AI has been a buzzword for a while, but as we look ahead to 2025, how do you envision artificial intelligence transforming media, advertising, and consumer behaviour? What are the potential risks and rewards?
By 2025, I believe AI will redefine media and advertising, transforming how brands connect with consumers, craft strategies, and deploy campaigns. In my opinion, AI’s ability to analyze vast amounts of data in real-time will enable hyper-personalized ads and precise trend predictions, delivering tailored messages at the perfect moment. For instance, imagine AI detecting subtle online behaviors to suggest travel plans before a consumer even begins their search. A few of these trends are already happening, but we expect them to gain even more momentum in the years to come.
When it comes to media deployment, I see AI identifying the most effective platforms, timings, and formats for engaging specific audiences. This could mean real-time adjustments making campaigns more agile, reallocating budgets to amplify performance. Picture AI shifting resources to boost a high-performing video ad mid-campaign, ensuring maximum impact.
On the strategy front, I feel AI-driven tools will revolutionize planning by offering predictive insights into consumer behavior and media performance. Media planners will leverage these insights to design smarter, data-driven campaigns, optimize budgets, and even simulate outcomes before launch, minimizing waste and maximizing ROI.
I think immersive experiences powered by AI, such as AR-powered ads or VR shopping environments, will make media consumption more engaging and interactive.
However, while these advancements hold immense promise, they also pose risks. Privacy concerns, algorithmic bias, and the potential loss of human touch could challenge AI’s adoption. Despite these challenges, I believe the rewards of efficient campaigns, innovative storytelling, and deeper consumer engagement are too significant to ignore.
In my view, the key lies in balance. AI should enhance human creativity and strategy, not replace them. As we embrace this technology, a thoughtful approach will ensure that AI builds trust, fosters innovation, and creates meaningful connections in media and advertising.
By 2025, I feel marketers should continue to focus on data-driven decision-making, using advanced analytics and AI to gain deeper insights into consumer behavior and anticipate emerging trends. The trends we’ve seen picking up in 2024 are only going to gain momentum, delivering more data to shape and back media decisions.
3. With digital media evolving rapidly, what advice would you give brands and marketers to stay ahead of the curve in 2025, especially when it comes to innovation and adapting to new technologies?
In my view, digital marketing is an ongoing journey, where innovation and discovery unfold every day. To thrive in this ever-evolving landscape, I believe brands must prioritize continuous learning, embrace cutting-edge technologies, and refine their strategies to stay relevant. Building strong enablers, like robust data capabilities and adaptable technology, is key to navigating change effectively.
By 2025, I feel marketers should continue to focus on data-driven decision-making, using advanced analytics and AI to gain deeper insights into consumer behavior and anticipate emerging trends. The trends we’ve seen picking up in 2024 are only going to gain momentum, delivering more data to shape and back media decisions.
I think experimenting with technologies such as AR, VR, and conversational AI can create immersive, engaging experiences that captivate audiences. In my opinion, personalization will remain a cornerstone of effective marketing, striking a balance between automation and the human touch to build genuine connections.
Agility, I believe, is paramount. Brands must be prepared to pivot quickly in response to shifting trends and evolving consumer expectations. I feel transparency and ethical data usage will also play a critical role in fostering trust as privacy becomes a growing concern.
Finally, I think investing in continuous learning and upskilling teams will empower marketers to harness innovation confidently and maintain a competitive edge in the fast-paced digital ecosystem. None of what I’m saying are different from 2024 trends, but the momentum will only increase.
These reflections are based on my observations and the trends I’ve noted. It’s an exciting time for digital marketing, and I believe that with the right approach, brands can navigate this landscape successfully.
I believe urban India will see OTT platforms like Netflix, Amazon Prime Video, JIO and Disney+ Hotstar continuing to dominate, with subscription-based models gaining further traction. India’s OTT market is projected to reach $4.49 billion by 2025, the appetite for high-quality, diverse content is undeniable.
4. Given the rapid rise of streaming platforms and connected TV, how do you foresee the shift in media consumption patterns in 2025? Are traditional TV and broadcast media at risk, or is there room for both to coexist?
In my view, the media consumption landscape in India is poised for a dynamic transformation by 2025, with streaming platforms and connected TV (CTV) driving much of this change. This shift is fueled by increasing internet penetration, affordable data, and the growing preference for on-demand content. GroupM’s TYNY 2024 report highlights that digital advertising revenue is expected to make up 58% of India’s total advertising revenue by 2025, which, in my opinion, underscores the rapid embrace of digital platforms.
I believe urban India will see OTT platforms like Netflix, Amazon Prime Video, JIO and Disney+ Hotstar continuing to dominate, with subscription-based models gaining further traction. India’s OTT market is projected to reach $4.49 billion by 2025, the appetite for high-quality, diverse content is undeniable.
In Bharat, encompassing rural and smaller urban areas, I feel mobile-first video consumption will play a pivotal role. Platforms like YouTube and regional OTT services are already popular and will further expand their reach as rural internet penetration grows by 12% annually. By 2025, over 500 million rural users are expected to be active online, which, in my view, presents a massive opportunity for mobile OTT platforms to cater to regional content preferences.
While traditional TV and broadcast media are not at immediate risk, I believe their survival hinges on adaptation. Connected TV advertising revenue growing by 20.1% annually shows that CTV is becoming a cornerstone of the evolving media ecosystem. In my opinion, live sports, news, and regional programming will keep TV relevant, but broadcasters must embrace digital integrations like interactive content, on-demand viewing, and multi-device compatibility. I also feel that in Bharat, TV will remain a dominant medium due to infrastructure limitations and the deep-rooted preference for traditional entertainment formats, especially in regional languages, with TV penetration standing at 62% in rural India compared to 87% in urban areas.
In summary, I believe that both streaming platforms and traditional media can coexist, but only if there is a balanced approach to innovation and adaptation. Urban areas will likely see streaming platforms dominate, while Bharat will maintain a strong TV presence alongside growing mobile video consumption. In my view, the key to thriving in this evolving landscape lies in understanding the diverse audience needs across India and Bharat and delivering tailored, innovative solutions that bridge traditional and digital media.
The use of Augmented Reality (AR) and Virtual Reality (VR) will further elevate property showcases, offering interactive and dynamic visualizations that appeal to tech-savvy buyers. At the same time, AI-driven personalization will help brands provide tailored recommendations, ensuring higher engagement and faster conversions.
5. With the rapid rise of digital platforms and new media channels, how do you see media consumption changing in the real estate industry by 2025? How can real estate brands leverage new platforms like social media, virtual tours, and augmented reality to stay competitive?
By 2025, the Indian real estate industry is set for a major digital transformation, with online platforms becoming the primary medium for property research, discovery, and decision-making.
In my opinion, social media platforms like Instagram, Facebook, and LinkedIn will continue to play a pivotal role in helping brands connect with broader audiences.
I feel virtual tours and 360-degree videos will become indispensable tools for showcasing properties, as seen with companies like DLF and Brigade Group. These immersive experiences not only enhance engagement but also accelerate the buyer’s journey. However, in my view, the in-person experience remains crucial. Site visits and model apartment tours are often indispensable for final decision-making in this high-involvement category.
The use of Augmented Reality (AR) and Virtual Reality (VR) will further elevate property showcases, offering interactive and dynamic visualizations that appeal to tech-savvy buyers. At the same time, AI-driven personalization will help brands provide tailored recommendations, ensuring higher engagement and faster conversions.
I also believe influencer marketing will gain momentum, as younger buyers increasingly value authentic endorsements. Brands like Godrej Properties have already started tapping into this trend, and I see it becoming an essential strategy for building trust and driving sales.
In conclusion, while digital platforms will dominate, I believe the real estate sector must embrace a balanced approach that integrates virtual tools and in-person experiences. By leveraging social media, virtual tours, AR/VR, and AI-driven personalization, real estate brands can effectively adapt to changing consumer behaviors, fostering deeper engagement and shortening the path to purchase.