Gen Z tunes out vague 'authenticity' pitches; India's Rs 2.01 lakh crore ad market stuck on TV-era logic
Jigsaw Brand Consultants argues Indian advertisers keep applying reach-and-frequency thinking to feed-based Gen Z consumers who demand specificity. With digital now 68% of ad spend, the mismatch between creative approach and platform behaviour is widening — a warning for retail brands leaning on generic lifestyle messaging.
Opinion piece argues Gen Z rejects vague 'authenticity' messaging and responds to specificity. India's Rs 2.01 lakh crore ad industry, with digital at 68% of spend, still applies outdated TV reach-and-frequency logic to feed-based consumers.