Himalaya, Britannia and Mars test CTV-retail media plans built around outcomes
Indian FMCG marketers are linking connected TV, retail media and quick-commerce campaigns to improve outcome measurement. CTV ad spend is growing around 47%, though data-sharing gaps and incomplete full-funnel attribution remain constraints.
Indian FMCG marketers including Himalaya Wellness, Britannia and Mars Pet Nutrition are testing integrated CTV, retail-media and quick-commerce campaigns, shifting toward outcome-led measurement. Data-sharing gaps and incomplete full-funnel attribution remain key constraints.
Why this matters
No related recent signals are provided; Himalaya Wellness's CTV, retail media and quick-commerce testing aligns with the steady omni-channel theme.
Omni-channel is steady, with 1,374 signals recorded in the past 90 days.
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