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The Indian marketing and communications (MarCom) landscape has been evolving rapidly, driven by digital transformation, changing consumer behaviors, and regulatory shifts. Here are five MarCom trends that shaped 2023 in the Indian market:
1. Hyper-Personalization through AI & Data Analytics
With the explosion of digital data, brands focused on delivering highly personalized content and experiences. AI-powered chatbots, recommendation engines, and predictive analytics helped businesses understand customer preferences better. Regional language content also gained traction, catering to India’s diverse linguistic landscape.
2. The Rise of Video-First Content & Short-Form Platforms
Short-form video content continued to dominate, fueled by platforms like Instagram Reels, YouTube Shorts, and Moj. Brands increasingly leveraged snackable content, influencer collaborations, and live-streaming to engage younger audiences.
3. Social Commerce & Conversational Marketing Boom
E-commerce integrated with social platforms (WhatsApp, Instagram, and Facebook Shops) became mainstream. Consumers preferred seamless shopping experiences through direct messaging, voice-based search, and AI-driven recommendations, making MarCom more conversational and direct.
4. Purpose-Driven & Sustainability-Focused Branding
Consumers, especially Gen Z and Millennials, demanded brands with social and environmental responsibility. Companies focused on green marketing, ethical sourcing, and CSR-driven storytelling to build deeper connections and trust.
5. Regional & Vernacular Content Explosion
With over 500 million Indian internet users preferring regional languages, brands aggressively invested in vernacular content, voice search optimization, and AI-driven translations to tap into Tier 2 and Tier 3 markets.
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1) Regional is the new global
Response 1
1) Regional is the New Global
In India, the demand for regional language content has skyrocketed, making it a critical part of marketing strategies. With over 500 million internet users consuming content in languages other than English, brands have realized that localization is no longer an option—it’s a necessity.
Key Drivers of the Trend
✅ Rise of Digital Penetration in Tier 2 & 3 Cities – Affordable smartphones and cheap data (thanks to Jio) have empowered non-metro audiences.
✅ Social Media’s Regional Push – Platforms like YouTube, Instagram, and ShareChat are investing in regional content, making it more accessible.
✅ Voice Search & AI Translation – Google and other tech giants are enhancing voice search and AI-driven translations, making regional content seamless.
✅ Consumer Trust & Engagement – People trust brands more when they communicate in their native language, leading to higher engagement and conversion rates.
How Brands Are Adapting
- OTT Platforms – Netflix, Amazon Prime, and Disney+ Hotstar are investing heavily in regional shows and dubbing international content in multiple Indian languages.
- E-commerce Players – Flipkart, Amazon, and Meesho now offer interfaces and customer support in multiple Indian languages.
- D2C & FMCG Brands – Companies like Dabur, Amul, and Zomato are localizing their content to cater to regional audiences effectively.
- Influencer Marketing – Brands are collaborating with regional influencers to create more relatable content for specific markets.
What’s Next?
The regional-first approach will continue shaping the MarCom landscape, with brands using AI-driven personalization, hyper-localized campaigns, and vernacular storytelling to build deeper consumer connections.
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2) OTT ads in media plan
2) OTT Ads in Media Plans – The Game Changer in Indian MarCom
With India’s OTT audience surpassing 450 million, brands integrated OTT (Over-the-Top) advertising as a core element in their media plans. The rise of platforms like Disney+ Hotstar, JioCinema, MX Player, SonyLIV, and Zee5 made it crucial for marketers to leverage connected TV (CTV) and programmatic advertising.
Why OTT Ads Became a Must-Have in 2023
- Cord-Cutting & Mobile-First Viewership
- India saw a significant shift from traditional TV to OTT streaming, especially in Tier 2 & Tier 3 cities.
- Ad-supported free content models (AVOD) on platforms like JioCinema and MX Player allowed brands to reach a massive audience without subscription barriers.
- Personalized & Data-Driven Targeting
- Unlike traditional TV, OTT ads enabled hyper-personalization based on demographics, behavior, and interests.
- AI-powered programmatic advertising ensured that brands reached the right consumers at the right time.
- Shoppable OTT & Interactive Ads
- Clickable & interactive ads allowed viewers to engage directly with brands while watching content.
- Platforms like Amazon miniTV and YouTube integrated shoppable ad formats, making it easier for brands to drive conversions.
- Regional & Vernacular OTT Growth
- Regional content on platforms like Aha (Telugu), Hoichoi (Bengali), and Sun NXT (Tamil) boosted vernacular advertising.
- Brands created customized ad campaigns in multiple languages to engage diverse audiences.
- Live Sports & Big-Ticket Events Driving Ad Revenues
- IPL streaming on JioCinema (free for all users) disrupted the market, attracting record-breaking ad investments.
- Global brands and D2C companies leveraged OTT for real-time sports sponsorships and in-stream ads.
What This Means for Brands
- OTT is no longer optional—it’s a key part of integrated media plans.
- CTV adoption is growing, allowing brands to tap into premium audiences.
- Regional + Interactive ads on OTT = Higher engagement & conversions.
Would you like insights on OTT ad formats that worked best in India? 🚀
3) Deep personalisation of all content
3) Deep Personalization of All Content – The New Standard in Indian MarCom
In 2023, one-size-fits-all marketing became obsolete as brands embraced AI-driven hyper-personalization to deliver tailored content, ads, and experiences. With Indian consumers demanding relevance and exclusivity, companies used data analytics, AI, and behavioral insights to create highly customized communication across channels.
Why Deep Personalization Took Over
✅ Explosion of First-Party Data – With privacy concerns growing, brands relied on first-party data (website behavior, purchase history, and preferences) to personalize experiences.
✅ AI & ML-Powered Customer Insights – Advanced algorithms helped brands predict what customers want, like, and need before they even asked.
✅ Rise of Regional & Cultural Personalization – Beyond just names, brands personalized content based on language, location, festivals, and local trends.
✅ Higher ROI on Personalized Campaigns – Studies showed that personalized marketing increased engagement by 80% and improved conversions significantly.
How Brands Leveraged Deep Personalization
🔹 E-commerce: Amazon, Flipkart, and Myntra provided dynamic homepages, AI-based recommendations, and location-specific deals for individual users.
🔹 OTT & Music Apps: Netflix, Spotify, and JioSaavn curated watchlists and playlists based on past interactions, even personalizing thumbnails.
🔹 D2C & FMCG: Nykaa, Mamaearth, and Boat personalized product suggestions, skincare routines, and email marketing based on user behavior.
🔹 Banking & FinTech: Paytm, PhonePe, and HDFC tailored offers, investment suggestions, and notifications based on transaction history.
🔹 Food & Beverage: Zomato and Swiggy used AI to predict cravings, offer hyper-localized deals, and send meal-time push notifications.
Next-Level Personalization Strategies in 2024 & Beyond
📌 Conversational AI & WhatsApp Marketing – Brands will use AI-driven personalized chatbots to recommend, remind, and resolve queries.
📌 Emotion-Based Personalization – Brands will track user mood (via sentiment analysis) and adjust content accordingly.
📌 AR & VR Personalization – Virtual try-ons and immersive experiences will get hyper-personalized to individual preferences.
Bottom Line
Deep personalization isn’t just a trend—it’s the future of marketing in India. The brands that personalize at scale will win consumer trust, engagement, and loyalty.
Would you like insights on specific tools & AI solutions driving personalization? 🚀
4) The profitability of privacy
4) The Profitability of Privacy – Turning Compliance into Competitive Advantage in India
In 2023, India’s data protection landscape underwent a significant transformation with the enactment of the Digital Personal Data Protection Act (DPDPA), 2023. This legislation not only emphasized the importance of data privacy but also highlighted how robust privacy practices can enhance profitability for businesses operating in the Indian market.
Key Drivers of Privacy as a Profit Center
- Regulatory Compliance and Avoidance of Penalties
- The DPDPA mandates strict adherence to data protection norms. Non-compliance can result in substantial fines and legal repercussions.
- Proactively aligning with these regulations helps businesses avoid financial penalties and potential operational disruptions.
- Building Consumer Trust and Loyalty
- Indian consumers are increasingly aware of their data rights and prioritize engaging with brands that demonstrate a commitment to protecting personal information.
- Transparent data handling practices foster trust, leading to enhanced customer retention and positive word-of-mouth.
- Competitive Differentiation
- In a crowded marketplace, companies that prioritize data privacy can distinguish themselves from competitors.
- Marketing privacy as a core value proposition appeals to discerning consumers and sets a brand apart.
- Operational Efficiency and Data Management
- Implementing structured data protection measures streamlines data management processes.
- Efficient data handling reduces redundancies, lowers storage costs, and enhances decision-making capabilities.
- Facilitating International Business Opportunities
- Adherence to global data protection standards opens avenues for international collaborations and market expansions.
- Businesses compliant with the DPDPA are better positioned to navigate cross-border data transfer requirements, attracting global partners and customers.
Case in Point: Meta’s Regulatory Challenges
In January 2025, Meta Platforms faced significant regulatory scrutiny in India. The Competition Commission of India (CCI) imposed a five-year ban on data sharing between WhatsApp and other Meta entities for advertising purposes, citing concerns over user consent and data practices. Meta warned that this directive could adversely affect its advertising business and might necessitate the rollback of certain features. This situation underscores the critical importance of aligning business practices with data privacy regulations to maintain operational continuity and profitability. citeturn0news13
Conclusion
Embracing data privacy is not merely a compliance requirement but a strategic business move in India’s evolving digital landscape. By integrating robust data protection measures, companies can enhance profitability through increased consumer trust, operational efficiencies, and expanded market opportunities.
navlistMeta Faces Regulatory Challenges in India Over Data Privacyturn0news12,turn0news13
Also Read: Netflix and Disney poised to shake up TV ad world
5) SEO for humans before machines
5) SEO for Humans Before Machines – Prioritizing User Experience in 2023
In 2023, the landscape of Search Engine Optimization (SEO) shifted significantly towards prioritizing human-centric content. Search engines, particularly Google, refined their algorithms to reward content that offers genuine value to users, emphasizing the importance of creating content for people rather than solely for search engine crawlers.
Key Drivers of Human-Centric SEO
- Google’s E-E-A-T Framework
- Google expanded its E-A-T (Expertise, Authoritativeness, Trustworthiness) guidelines to include an additional ‘E’ for Experience. This update underscores the importance of content creators demonstrating first-hand experience and expertise on the topics they cover. Content that reflects genuine insight and practical knowledge is favored in search rankings. citeturn0search1
- The ‘Helpful Content’ Update
- Google’s ‘Helpful Content’ update aimed to elevate content that is informative, relevant, and tailored to user needs. This algorithm change penalized content created primarily for search engine rankings without providing substantial value to readers. As a result, content that directly addresses user queries and offers actionable insights saw improved visibility. citeturn0search9
- Audience-Targeted Content Over Traffic-Targeted
- The focus shifted from generating high traffic volumes to attracting the right audience. Creating content that resonates with specific user groups, addressing their unique needs and pain points, became paramount. This approach not only enhances user engagement but also fosters brand loyalty and trust. citeturn0search1
- Integration of Multiple Content Formats
- Diversifying content formats to include videos, infographics, podcasts, and interactive elements catered to varied user preferences. This multimedia approach enriched user experience, making content more accessible and engaging, which in turn positively influenced search rankings. citeturn0search3
- Emphasis on Author Authority
- Establishing and showcasing the credibility of content authors became crucial. Profiles highlighting authors’ qualifications, experience, and expertise helped build trust with the audience and search engines alike, leading to improved content performance. citeturn0search1
Implications for Marketers
- Quality Over Quantity: Producing fewer pieces of high-quality, insightful content is more beneficial than churning out numerous low-value articles.
- User Intent Focus: Understanding and addressing the specific intentions and needs behind user searches leads to more meaningful content creation.
- Continuous Engagement: Encouraging user interaction through comments, feedback, and discussions fosters a community around the content, enhancing its relevance and reach.
By aligning SEO strategies with human-centric principles, brands can build stronger connections with their audience, leading to sustained engagement and improved search performance.
navlistNetflix and Disney Transform TV Advertising Landscapeturn0news22,turn0news24
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