73% of Indians discover new brands while streaming on CTV/OTT
Marketers in India who rely on disconnected, multichannel advertising are causing soaring ad fatigue among consumers, according to new research published by The Trade Desk Intelligence. The report, The Untapped Opportunity of Omnichannel, argues that while marketers have shifted to using multiple channels, they often execute them in silos, leading to repetitive ads, wasted media spend, and audiences tuning out.
The research found that two in three Indians get annoyed when seeing the same ad repeatedly on a single channel, and 70% report tuning out altogether as a result.
The report contrasts this multichannel siloed approach with a connected omnichannel strategy, defined as an audience-first approach that unifies three or more channels on a single platform to coordinate a campaign. The study claims this connected experience is 2.2 times less fatiguing for audiences and 1.5 times more persuasive than disconnected campaigns.
YouTube tests retroactive cost cuts for underperforming Demand Gen campaigns
Google is testing retroactive cost reductions in Demand Gen tCPA campaigns, giving advertisers a financial buffer when early performance falls short.
YouTube is rolling out a beta feature that automatically lowers costs for underperforming Demand Gen Target CPA (tCPA) campaigns, aiming to keep advertisers closer to their desired CPA during the volatile learning phase.
Why we care. The update gives advertisers a financial cushion during the earliest — and often most unstable — phase of YouTube campaigns, where conversion predictions can swing widely. It’s a rare instance of Google proactively refunding spend to protect performance targets.
How it works:
- The system monitors new Demand Gen tCPA campaigns during the learning phase.
- If conversions fall below what Google predicted, it may retroactively reduce costs to keep CPAs more aligned with the advertiser’s target.
- The adjustment activates within five days of launch and can run for up to three weeks.
- Advertisers won’t see separate credits or line items — just a final reported cost that has been quietly recalibrated.
91% of Indian companies prioritise speed of AI deployment
India is hurtling into an AI-first future, with enterprises shifting decisively from experimentation to scaled adoption, according to the new EY report Is India Ready for Agentic AI? The AIdea of India: Outlook 2026. The study, based on a survey of 200 Indian C-suite leaders, outlines a national AI landscape marked by rapid deployment, rising confidence, and an emerging push toward sovereign AI capabilities.
India Moves Past the Pilot Phase
The report reveals a dramatic leap from last year’s exploratory stage. Nearly 47% of organizations now have multiple GenAI use cases live, while another 10% are scaling deployments enterprise-wide. Only 23% remain in early pilot stages, underscoring a shift from proof-of-concept to real operational impact.
- Data governance and security are ranked the most severe challenge (64.5%)
- Integration with core systems is cited as the top scaling barrier (78%)
- Talent shortages in AI engineering and MLOps affect 59% of organizations
- Operations (75%)
- Customer experience (68%)
- Customer service (54%)
- Marketing (51%)
- Innovation functions and R&D (over 30%)
92% of Indian marketers use AI, yet GEO readiness remains low
India’s communications and marketing sector is accelerating AI adoption at an unprecedented pace, with 92% of teams now using artificial intelligence for content creation. However, this enthusiasm is not matched by organisational preparedness, according to AI Adoption Among PR Professionals in Asia 2025, a new white paper by One Asia Communications (OAC).
Drawing insights from over 300 communications leaders across 12 Asian markets, the study reveals that while India is among the most optimistic adopters of AI in the region, it remains significantly underprepared for the emerging Generative Engine Optimisation (GEO) era.
India: High AI Use, Low Structural Readiness
The report highlights a growing “readiness gap,” where communicators are actively using AI but lack strategic frameworks to support long-term adoption. Key findings from India include:
- 68% of respondents view AI positively
- 75% of small organisations (<200 employees) rely heavily on free tools and deploy AI without a formal strategy
- Only 29% of large organisations have comprehensive AI guidelines
- Skills gaps (32%–67%) and budget constraints (25%–50%) remain the biggest barriers
- Investment in proprietary AI models, GEO-focused content systems and advanced monitoring tools is still limited
Google Ads Introduces Journey Aware Bidding for Lead Gen
Jyll Saskin Gales shared that Google Ads has announced a new Smart Bidding feature called Journey Aware Bidding, set to launch in 2026 for Search campaigns using Target CPA. This update allows advertisers to let secondary conversion actions, such as MQLs, SQLs, or form submissions, influence the bidding algorithm without counting them as actual conversions.
Myntra’s Social Commerce Now Contributes 10% of Revenue
Myntra’s social commerce ecosystem has emerged as one of the company’s fastest-growing verticals, now accounting for 10 percent of its total revenue. The platform has witnessed a 50 percent increase in contribution from social commerce in the past four months, marking a significant shift in how Indian consumers engage with digital fashion.
The growth underscores Myntra’s transition from a transactional e-commerce player to a creator-led retail ecosystem that blends content, community, and commerce. The platform’s social-first strategy focuses on a participatory model where shopping is influenced by creators, everyday users, and emerging cultural trends.
Myntra’s creator community continues to scale rapidly. Its “Ultimate Glam Clan” now includes 3.5 million shopper-creators, with Gen Z accounting for 66 percent of this base. Nearly one in five users on the platform engages with social-led content, highlighting a behavioral shift in how fashion discovery and purchase decisions are made online.
Flipkart Rolls Out 0% Commission Rate Card
Flipkart has introduced a Zero Commission Model for products priced below Rs 1,000, marking a significant change in its seller rate card aimed at small and medium businesses. The move is positioned as a way to lower the cost of doing business on the marketplace, simplify fees, and support sharper pricing in India’s value-focused e-commerce segment.
Under the new structure, eligible sellers listing products below Rs 1,000 on Flipkart will not be charged any commission fee on those items. For MSMEs and emerging brands that operate in popular price bands under Rs 1,000, this can directly improve margins or be passed on as lower prices for customers. By reducing a key cost component, Flipkart is encouraging more regional and early-stage sellers to list a wider assortment on the platform.
And from BC Web Wise:
Jaldi karo ! That’s right jaldi karo! Surely at some point in time we’ve all said this to some one in India, Jaldi karo. And on this insight we crafted a relatable and amusing narrative for the launch of JK Lakshmi Cements newest product. Jaldi karo! Watch the film below now !