Commerce-led advertising is emerging as the fastest-growing segment in India's advertising industry, with 24.2% growth expected in 2026, according to WPP's This Year Next Year (TYNY) 2026 report. As reported by Mint, this growth is driven by retail media, quick commerce, and social commerce platforms. India's overall advertising market is projected to grow 9.7% to over ₹2 trillion in 2026, with digital accounting for 68.1% of total ad revenue. Navin Khemka, president, South Asia, WPP Media, noted that this shift signals a broader change in where marketers believe purchase decisions are being made.
Millions of Indians are turning to quick commerce platforms such as Blinkit, Zepto, and Swiggy Instamart for groceries, gadgets, and daily essentials. According to Mint reports, companies are increasingly following consumers to these platforms with their advertising budgets. The trend represents a departure from traditional advertising that reaches consumers before the buying journey, as marketers now follow consumers closer to the point of purchase. Khemka explained that if sales are increasing at high proportions on these platforms, brands must be present there to capture consumer attention during shopping. Recent developments show Flipkart Minutes had scaled to 1,000 micro-fulfillment centers by June 2026, was processing 820,000 daily orders, and planned to reach 1,500 centers by the end of 2026, which demonstrates the pace at which fast-fulfillment infrastructure is being added.
Consumer behavior is reshaping retail trends across multiple dimensions, with 74% of consumers valuing in-person assistance for in-store service and 66% wanting human support during purchase decisions, according to recent consumer research. Convenience and speed remain top drivers, with consumers willing to pay more for frictionless experiences. Social influence and digital culture are shaping decisions, as Gen Z and Alpha now command $500 billion in discretionary influence through social networks and influencer micro-narratives. Emotional factors show consumers balancing restraint with intentional indulgence, with impulse restraint easing from 71% to 54% year-over-year, while 71% use small treats to cope with financial stress.
The shift has led to the rise of retail media, where marketplaces and shopping platforms earn advertising revenue by helping brands reach consumers while they browse or shop. As reported by Mint, connected televisions are emerging as an important platform for super premium audiences, with India having about 60 million CTV users. Khemka described connected TV as the premium screen, effective for reaching affluent households as more households stream content instead of relying solely on cable television. Beyond digital platforms, premium outdoor advertising at airports and metro stations is gaining traction for reaching consumers who spend less time watching traditional television.
Contrary to predictions, print media remains resilient in India, especially for categories such as automobiles, education, and real estate, according to Mint reports. Regional publications continue to attract readers, with Khemka stating that print still has very high credibility. Cricket continues to command advertiser attention, though marketers are increasingly looking beyond traditional men's cricket to women's cricket, which offers good ratings and effective entry-level costs. However, the industry faces challenges from geopolitical uncertainty, with companies tightening marketing budgets due to rising input costs.
The advertising industry faces disruption in television audience measurement, with the BARC TV ratings system paused amid concerns over audience measurement conduct. As reported by Mint, this absence of official viewership data is making it difficult for advertisers to evaluate where viewers are spending time. Additionally, geopolitical tensions, including the conflict in West Asia, have raised input costs for businesses, prompting companies to tighten marketing budgets. Khemka expects advertising growth this year to fall short of projections, with the industry's optimism tempered by macroeconomic uncertainty despite a strong start driven by sporting events.
