In India, media fragmentation presents a double-edged sword for brands. While it makes it more challenging to reach large, undifferentiated audiences through a single platform, it also provides new opportunities to engage consumers with hyper-targeted, personalised content. To be ahead in the game, brands must now adopt a multi-channel approach, utilising a blend of TV, digital media, social platforms, OTT, and regional content to ensure they are connecting with consumers at the right moment, on the right device, and with the right message.

In a fireside chat on “Vantage point: Navigating media fragmentation” at the ETBrandEquity’s Media and Entertainment Summit 2025, Apte discussed the maturity of the Indian media landscape, noting equal TV and digital penetration. The session was moderated by Anirban Roy Choudhury, senior associate editor and lead-product, ET BrandEquity.com.

“The market is becoming increasingly addressable, with digital out-of-home and television players innovating to become more addressable,” said Apte. He also highlighted the shift in the consumer behavior, with vertical videos becoming common and anyone can now create content.

The importance of measuring success through business growth is emphasised. Speaking about the changes in media consumption and measurement, Apte explains that the principle of media planning remains the same, focusing on driving business growth. “Metrics have evolved, with digital offering additional metrics like CTRs and view-through rates, but the ultimate goal is market share or brand growth,” he added.

Tossing up the topic of Al and its impact on media and marketing in the session, Apte stated that Al is no longer a buzzword but a reality, with significant advancements in computing power. “Al is used in various functions, including recruiting, marketing, media decisions and procurement. The company is exploring Al-based tools for media planning and other functions,” he added.

Discussing the challenge of identifying insights from the vast amount of data available, Apte explained that Al helps in structuring data and drawing insights quickly, reducing the time from days to minutes.

“Al allows the company to analyse data from multiple sources to understand consumer behavior and purchase triggers. The company collects data from various touchpoints, including e-commerce apps and home-to-home sampling campaigns,” Apte explained.

In the more addressable market, agencies are evolving into crucial partners that not only create and distribute marketing content but also leverage data, technology, and consumer insights to help brands connect with hyper-targeted audiences across a variety of channels. Apte emphasises the importance of getting the right agency and ensuring they are tech-savvy and data-driven.

“The role of agencies will evolve, but their expertise will still be crucial,” he added.

Speaking about the role of retail media in the new media landscape, Apte noted that retail media is already significant, with Amazon's advertising revenue in India rivaling that of TV channels. “Retail media is crucial for converting consumers at the point of purchase, especially for brands in the consideration set,” he said.

“The effectiveness of retail media depends on the marketing activities done through other channels,” Apte added.

While digital is growing, the ecosystem is still wide, and traditional media still plays a role in building brand consideration. When asked whether brands can be built solely on digital media, Apte believes that digital can reach as many people as TV, and brands can be built on digital platforms. “The key is to create the right message that resonates with the audience on the chosen platform,” he added.

Sharing his excitement and challenges for 2025, Apte stated that he is excited about the mainstream adoption of Al and the rapid pace of technological change. “I am curious about how digital platforms will evolve and how companies will shift their strategies. The potential for super apps in India, similar to China, is a significant area of interest,” he concluded.