India CTV ad spend jumps 42% to INR 9,900 crore as retail and D2C brands shift to connected TV
A FICCI-EY report shows brands like Croma, TBZ and Policybazaar moving television budgets to connected TV for targeted reach. India has ~40 million active CTVs and 68 million connected TV users in 2025, with broadband projected to hit 94 million by 2028. CTV campaigns are showing a 3% lift in ad awareness and purchase intent.
FICCI-EY report shows India CTV advertising growing 42% to INR 9,900 crore as retail, D2C, jewellery, fintech and real estate brands like Croma, TBZ and Policybazaar shift spend to connected TV for targeted, high-value audience reach.
Why this matters
Croma's CTV shift aligns with its aggressive promo cadence, including back-to-back 'Everything Apple' sales cutting iPhone 17 and MacBook Air M5 effective prices, where targeted connected TV reach can amplify deal-driven demand.
Omni-channel holding steady with 522 signals in the past 90 days.
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