As the Indian Premier League (IPL) continues to command attention across the nation, marketing experts are advocating for an omnichannel approach to advertising, urging brands to expand their presence beyond traditional platforms.
“Since IPL is omnipresent – with consumers simultaneously scrolling, tweeting, and shopping during matches—leveraging a cross-channel strategy is crucial to capturing fragmented attention across the open web, social media, and mobile platforms,” said Saurabh Khattar, Country Manager at IAS India. “Brands should move beyond a single-screen focus and adopt a multichannel approach.”
Speaking at the Storyboard18 Global Pioneers Summit 2025, Khattar emphasized the importance of contextual advertising, advising brands to align their campaigns with key IPL moments. “Beyond brand safety, marketers must prioritize measuring audience attention and optimizing ad spend to maximize returns on advertising investment (ROAS),” he noted.
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The shifting dynamics of media consumption were also a focal point of discussion. Tushar Malhotra, Director of Sales and Marketing at Bisleri India, highlighted the growing influence of younger consumers. “The digital landscape has evolved rapidly. Traditional metrics like Share of Voice (SOV) and Gross Rating Points (GRP) once dominated advertising budgets, but Gen Z audiences are moving away from television in favor of digital platforms. To engage this demographic effectively, brands must cultivate a strong digital presence,” Malhotra said.
He further emphasized the need for an integrated marketing approach, in which messaging is seamlessly distributed across multiple channels to reach a diverse consumer base.
MVS Murthy, Chief Marketing Officer at Federal Bank, acknowledged the challenges of engaging an increasingly fragmented audience. “My concern is whether a narrative designed for a 45-second television spot can be effectively translated into an Instagram Reel,” he said. With consumers engaging with media content around the clock, brands must find innovative ways to remain relevant and sustain audience engagement, he added.
Looking ahead, Murthy predicted that global brands will prioritize measurable advertising performance, while mid-sized companies may continue to allocate resources to non-digital channels. “We are witnessing a significant shift in above-the-line (ATL) advertising as mid-market and mid-tier segments in India experience growth,” he observed.
Khattar also highlighted the growing role of Connected TV (CTV) in digital marketing. “Digital and video marketing are expanding rapidly, and within this space, CTV has emerged as a premium channel,” he said. “In 2023, India had nearly 28 million CTV households, a number expected to reach 50 million by the end of 2025. As a result, ad-supported streaming is on the rise, offering brands enhanced measurability and real-time optimization capabilities.”
As digital media consumption patterns continue to evolve, marketers remain focused on devising innovative strategies to keep pace with an ever-changing landscape.
More about the Storyboard18 Global Pioneers Summit
The Global Pioneers Summit is a celebration and exploration of the transformative potential of creativity, empowering individuals and businesses to think differently, act boldly, and craft a future that resonates with purpose and vision. Creativity is not just about artistic expression — it is a force for solving real-world problems, innovating products, and creating connections in ways that traditional methods cannot. And there are pioneers behind this shift, who have dared to think different.
The Global Pioneers Summit stands as a premier celebration of the visionary forces propelling businesses forward, spotlighting the global brands emerging from India — an ever-growing hub of creativity and innovation on the world stage. From groundbreaking innovations to impactful storytelling, key decision-makers and innovators from business, marketing, advertising, tech, and academia exchange insights, build connections, and draw inspiration from some of the most compelling work driving industries forward globally.
In today’s rapidly evolving world, creativity can be a powerful force to drive business growth, shape industries, and influence societal behavior, culture, and values. Storyboard18 Global Pioneers Summit puts the spotlight on the true purpose and power of creativity and the pioneers leading the way.