India's Ad Industry Shifts Focus: From Fleeting Attention to Lasting Retention

• Indian advertising is moving from an 'attention economy' to a 'retention economy', prioritizing relevance, value, and longevity over momentary virality.
• Creative impact now involves solving human problems and integrating into culture, rather than just disrupting attention.
• AI offers personalization but risks standardized imagination; human intuition and risk-taking remain crucial for true creative impact.
• Success metrics are evolving beyond immediate clicks to focus on brand resilience, mindshare, and long-term value.
• Regional storytelling, like the Mohanlal ad for Vinsmera Jewels, demonstrates the power of cultural fluency and authenticity in engaging audiences.

Why It Matters: Indian ad industry redefines creative impact, prioritizing long-term retention, cultural relevance, and human-led innovation.