How digital disruptors are rewriting India’s advertising playbook

The rise of digital media continues to erode the dominance of traditional mediums, with quick commerce emerging as a major catalyst for change. As advertisers increasingly shift their budgets towards digital platforms, traditional strongholds like television, print, and radio are under mounting pressure to stay relevant.

According to a report by Elara Capital, the rapid adoption of digital platforms, coupled with evolving consumer behaviour, is accelerating this transition. “Digital advertising expenditure (adex) growth remains robust, driven by increased spending from key sectors such as quick commerce, fintech, and gaming,” says Karan Taurani, senior vice president at Elara Capital.

Q-commerce reshaping ad strategies

One of the key disruptors in the media landscape is quick commerce, with companies like Blinkit, Zepto, and Swiggy Instamart aggressively ramping up their ad spends. These players have fundamentally altered how brands engage with consumers, prioritising targeted, real-time marketing over traditional mass media.

“Quick commerce players are among the largest advertisers today, with digital being their primary medium of choice due to its ability to drive immediate conversions and enable hyperlocal targeting,” Taurani explains. This shift is forcing legacy media platforms to rethink their strategies, as digital offers superior measurement capabilities and higher engagement levels.

Key trends driving digital adex growth

The report highlights several factors fuelling digital’s rapid expansion. The rise of short-form video content, influencer marketing, and AI-driven personalisation has made digital platforms indispensable for brands. Increasing smartphone penetration and affordable data plans are further accelerating digital consumption.

“Short-form video and influencer marketing are growing at an exponential rate, capturing a significant share of digital adex. These formats offer brands a direct and engaging way to reach their target audiences,” Taurani notes.

Programmatic advertising—allowing for real-time bidding and precision targeting—is also gaining traction, further diverting ad spends away from traditional channels. Additionally, the rapid adoption of digital payment ecosystems and the rise of direct-to-consumer (D2C) brands are reinforcing the dominance of digital-first advertising strategies.

Interestingly, regional digital consumption is experiencing strong double-digit growth, with advertisers focusing on local languages to expand their reach beyond metro markets.

Challenges for traditional media

While traditional mediums still command a substantial audience, they face mounting challenges, including declining viewership and measurement gaps. Television, long the dominant advertising medium, is witnessing a slowdown, particularly in urban markets where digital adoption is higher.

“Television adex growth has been muted in recent quarters, largely due to rising digital competition and reduced ad spends by FMCG players,” Taurani observes. Similarly, print media is struggling to maintain ad revenue as more brands favour digital’s cost-effective and targeted reach.

Radio, once valued for its local appeal, is also feeling the heat. “The medium has struggled to recover post-pandemic, with ad rates still below pre-COVID levels,” the report notes.

The evolving role of traditional media

Despite the shift, traditional media is not entirely out of the game. Hybrid strategies that integrate digital with traditional channels are emerging as a viable approach. TV networks, for instance, are expanding their presence on OTT platforms, while print publications are strengthening their digital offerings.

“A balanced media mix is essential, as traditional mediums still offer strong brand recall and credibility. However, their role is evolving to complement rather than compete with digital,” Taurani adds.