As we stand on the brink of 2025, the marketing landscape continues its rapid evolution, fueled by advancements in technology, shifting consumer preferences, and the complexities of a digital-first world. Abhishek Gupta, Chief Marketing Officer at Edelweiss Life Insurance, shares his vision of the key trends poised to dominate marketing strategies in the coming year.
1. Emergence of New Media Channels
The fragmentation of traditional media, coupled with increased digital penetration, is paving the way for Connected TV (CTV) as a vital marketing channel. Smart TVs, now a staple in urban homes, are accelerating the adoption of CTV and streaming platforms. According to a Kantar report, 55% of global marketers plan to boost their CTV investments. With rising interest in sports and on-demand video content, brands are set to create targeted campaigns specifically for CTV audiences, especially smaller brands seeking cost-effective advertising options.
2. The Creator Economy’s Uneven Boom
The creator ecosystem will reflect the broader digital economy, where a few dominate the market while the rest vie for niche opportunities. Top-tier creators will command the lion’s share of brand partnerships, leaving smaller influencers struggling to bridge the gap. However, micro-creators will remain essential for hyper-targeted campaigns, providing brands with access to specific and engaged communities.
3. The Rise of the 50+ Consumer Market
While India is often seen as a youthful market, its aging population is becoming a critical demographic. Consumers aged 50 and above, with their high disposable incomes and willingness to experiment, represent a significant opportunity for brands across sectors like healthcare, beauty, lifestyle, and discretionary products. Expect the emergence of new brands tailored exclusively to this demographic, catering to their unique needs and preferences.
4. Religion and Spirituality as Marketing Themes
The Kumbh Mela, set to take place in early 2025, will serve as a springboard for campaigns rooted in religion and spirituality. Brands will focus on emotional and cultural resonance, incorporating themes of faith and community into their messaging to connect deeply with Indian audiences.
5. Generative AI’s Continued Rise
Generative AI (Gen AI) will revolutionize marketing further in 2025, enabling brands to streamline decision-making and create personalized content at unprecedented speeds. From content creation to data analysis, Gen AI will empower marketers to deliver high-quality campaigns on tighter budgets. The challenge lies in pushing beyond current applications, discovering innovative uses to outpace the competition.
6. Hyper-Personalization at Scale and Speed
AI-driven personalization will remain a cornerstone of effective marketing in 2025. Brands like Spotify have demonstrated how tailored experiences, such as Spotify Wrapped, can drive engagement and loyalty. In sectors like life insurance, AI has transformed how customer insights are leveraged. The focus for 2025 will be innovating personalization strategies to ensure they remain fresh and impactful.
7. PR as a Dual-Edged Sword
Public relations will evolve into two distinct approaches:
- Deceptive PR for Virality: Some brands will craft calculated controversies to spark virality. Instances like actor Ranbir Kapoor’s staged phone-throwing stunt, later revealed as a smartphone campaign, illustrate how negative attention can be repurposed as effective marketing.
- Authentic PR for Emotional Connection: Conversely, brands will continue to focus on genuine storytelling that resonates with audiences. Initiatives like Zomato’s CEO delivering food alongside delivery partners exemplify how authenticity and empathy can strengthen a brand’s image.
Adaptation is Key
As Gupta notes, the marketing landscape in 2025 will be defined by those who not only adapt to these trends but also anticipate the next wave of transformation. In an industry that thrives on innovation and agility, staying ahead is the only way to stay relevant.
For marketers, the year ahead promises challenges and opportunities in equal measure—a dynamic mix of creativity, technology, and strategy that will shape the future of brand communication.
