Indian brands now demand ROI guarantees on every ad spend, says WPP Media's Priti Murthy
WPP Media's South Asia client solutions head says inflation is pushing advertisers to seek ROI-guaranteed spends. FMCG budgets stay conservative but steady, while the festive season remains the biggest bet with strong H2 momentum expected in consumer durables and automobiles.
WPP Media's Priti Murthy says Indian brands now demand ROI-guaranteed ad spends amid inflation. FMCG spend stays conservative but continues; festive season is the biggest bet, with strong action expected in durables and automobiles in H2.
Why this matters
Follows WPP Media's projection that India's ad market will cross ₹2 lakh crore in 2026, led by AI and quick commerce, and its South Asia bet on brand-building and AI agents under new president Banerjee.
Retail-company signals are accelerating, up 538000% QoQ.