India's Ad Shift: 2025's Viral Obsession, 2026 Demands Return to Meaning

• In 2025, India's advertising prioritized virality, short-term metrics, and performance over traditional brand building and emotional storytelling.
• Brands heavily leaned on influencers and short-form content (Reels economy) for reach, often sacrificing long-term affinity and memory.
• Festive campaigns, like Diwali ads by Swiggy Instamart and Zepto, shifted focus to speed, discounts, and meme-worthy moments instead of emotional warmth.
• Industry consolidation (e.g., Omnicom–IPG) and media math led to performance metrics overshadowing creative leadership and storytelling craft.
• Experts suggest 2026 will require a balanced approach, integrating data with creativity and treating creators as co-architects of meaning.

Why It Matters: India's ad industry must balance virality and metrics with meaning and long-term brand building.