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Advertising

How Indian advertising works and where it is heading: scripts and print craft, the numbers behind the media mix, and what decades in agencies teach about selling.

Where the money went: rows of newspaper column copy on the left break apart into rows of small screen tiles on the right, almost half of them in terracotta, standing for Indian ad spend moving from print to digital between 2016 and 2025.

Advertising·7 October 2026

Indian Advertising Spend, 2016 to 2025: Where the Money Went

Indian ad spend grew 2.3 times between 2016 and 2025, and digital took 70% of that growth. The decade by medium, from two industry reports, side by side.

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Overhead view of a studio table strewn with print layouts, typography proofs and sticky notes, hands working across it — with the words 'What Print Taught Digital Forgot'

Advertising·16 July 2026

What Print Advertising Taught Me That Digital Forgot

I learnt copywriting in print advertising, when space cost money and nobody could scroll. Those habits make digital copy sharper, and most are being unlearnt.

Film crew at work on a TVC shoot: secrets of the 30-second TVC script

Advertising·12 July 2026

What Makes a 30-Second TVC Script Work

A television commercial is not copy read aloud. It is a film on paper, and thirty seconds is less time than it sounds. Here is how a script earns its airtime.

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