Business · Companies · 6 hrs ago
India’s advertising spending is expected to grow at a high-single-digit rate in 2026
India’s advertising spending is expected to grow at a high-single-digit rate in 2026, according to Publicis Media’s South Asia chief.
Advertisers are spending cautiously this festive season as businesses continue to recover from the effects of the Gulf war, with some plans delayed for approval.
The festive season is expected to match or exceed last year’s, though external uncertainties could affect actual spending.
It is an important period for businesses selling cars, electronics, beauty products and home decor.
Ad money is shifting from celebrity-led productions to creators, while quick-commerce platforms are attracting investment from food, beauty and clothing brands.
Connected TV is also growing, and clients increasingly want agencies to help solve business problems and plan for their future, not just find cheaper advertising.
India's advertising expenditure is expected to grow at a high-single-digit rate in 2026, according to Publicis Media's South Asia chief.
Advertisers are cautiously optimistic but have delayed or held back some spending approvals.
Businesses are still recovering from the aftereffects of the Gulf war, while external uncertainties could affect actual spending.
Spending is shifting from large celebrity-led productions towards creators, and quick commerce is attracting investment from several categories.
India's annual advertising expenditure is estimated at Rs 1.5 lakh crore to Rs 2 lakh crore.
- Who
- India's advertisers and the advertising industry.
- What
- Advertising expenditure is expected to grow at a high-single-digit rate in 2026.
- When
- 2026.
- Where
- India.
- Why
- Advertisers are cautiously optimistic as businesses recover from the aftereffects of the Gulf war, but external uncertainties could affect spending.
This story does not have two clearly opposing sides.
Publicis Media led India's new business rankings, securing $218 million in total new business and $157 million in net new business.
India's advertising expenditure is expected to grow at a high-single-digit rate.
- Growth outlook
- High single digits in 2026
- Annual advertising expenditure
- Rs 1.5 lakh crore to Rs 2 lakh crore
- Ad-to-GDP ratio
- 0.5%
- Publicis Media total new business
- $218 million in the first half of 2026
- Publicis Media net new business
- $157 million in the first half of 2026
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What people are saying
There is cautious optimism. Advertisers were initially enthusiastic about spending more, but as plans have taken shape, I have seen some caution and delays in approvals
However, external uncertainties could affect actual spending
The more interesting development is the shift in expenditure. Money is moving from large celebrity-led productions towards creators, and quick commerce is attracting investment from categories such as food, beauty and clothing
What we need to look at is advertising expenditure in relation to GDP per capita. That is the more relevant measure