January 2025

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A New Chapter for Marketing and Innovation in 2025

As 2025 begins, the marketing and advertising landscape continues to evolve, shaped by innovation, sustainability, and the power of storytelling. A highlight of this transformation was Boris Brejcha’s electrifying Sunburn Arena tour, organized by Laqshya Media Group and Spacebound. With over 20,000 fans across Delhi-NCR and Mumbai, the event showcased the power of live experiences in creating unforgettable memories and fostering vibrant communities.

India’s online ad market is projected to reach ₹62,045 crore this year, driven by dynamic, data-led strategies and technology-led personalization. Sustainability also remains a priority, with initiatives like India’s first lignin-based bio-bitumen road and the Border Solar Village in Gujarat exemplifying how innovation can address environmental challenges while fostering growth.

On the creative front, AI-powered storytelling is reshaping advertising, allowing brands to connect with audiences in more meaningful ways. Campaigns like RXBAR’s bold messaging and Nike’s animated retelling of the Air Jordan story highlight the importance of authenticity and creativity in capturing attention.

Seth Godin’s timeless wisdom—“People do not buy goods and services. They buy relations, stories, and magic”—reminds us of the essence of impactful marketing. As we step into this year, let’s create strategies that inspire, innovate, and build lasting connections.

Wishing everyone a successful, creative, and prosperous new year!

Best wishes,

Yuvrraj Agarwaal

Chief Strategy Officer, Laqshya Media Group

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A New Benchmark in Workplace Excellence and Industry Evolution

Hi all,

Welcome to the July 2024 edition of Clickthru, where we bring you the latest developments and achievements from the media and advertising industry. This month, we are thrilled to highlight the dynamic events and innovations that are shaping our future.

Our cover story features the vibrant ABFL Day 2024, orchestrated by Laqshya Live Experiences, which brought together over 1400 employees of Aditya Birla Finance for a memorable two-day celebration. This event, filled with cultural showcases and inspiring talks from personalities like Boman Irani and K.L. Rahul, exemplifies the power of live experiences in fostering community and corporate spirit.

As we reflect on these developments, it becomes evident that our industry is at a critical juncture where creativity meets technology. The fusion of traditional and digital marketing techniques is not just a trend but a necessity for staying relevant in a rapidly changing landscape. It is essential for us to continually adapt and embrace these innovations, as they offer new avenues for engagement and growth.

Best wishes,

Laqshya Media Group

Cover Story

Boris Brejcha lights up his Sunburn Arena Tour with his high-tech minimal magic!

Boris Brejcha, the pioneer of the high-tech minimal genre, concluded his electrifying two-city Sunburn Arena tour, organised by Spacebound & Laqshya Media Group, with show-stopping performances in Delhi-NCR and Mumbai recently. Drawing close to 20,000 fans, the German DJ and producer delivered an unforgettable spectacle filled with pulsating beats, ethereal melodies and breathtaking visuals, reaffirming his legendary status in the global electronic music scene.

Kicking off the tour in Delhi-NCR, Boris ignited the stage with electrifying energy. Fans were treated to an immersive musical journey, swaying to chart-topping tracks like ‘Gravity’ and ‘Up Down Jumper’. The stunning visuals and pulsing beats transported the audience to a euphoric high, setting the perfect tone for the weekend.

Shaju Ignatius, Chief Evangelist – Live Events & Content at Laqshya Media Group, said, “Partnering with Sunburn Arena for Boris Brejcha’s India tour has been a wonderful collaboration. Boris’ unmatched energy and the magic of his music created a truly unforgettable experience for fans in Gurugram and Mumbai. At Laqshya Media Group we’re committed to curating events that go beyond entertainment, creating memories and building a vibrant community of concert-goers. Being part of this journey and contributing to the vibrant cultural landscape has been remarkable.”

Indian Marketing News

Inventech Launches Groundbreaking Johnnie Walker Campaign Featuring Priyanka Chopra

Inventech, a division of Laqshya Media Group, is excited to announce its latest milestone in advertising with an innovative campaign for the iconic Johnnie Walker brand, featuring the inspirational Priyanka Chopra. Read More

How impactful regional campaigns are changing the game of marketing in India

Regional campaigns act as a catalyst for fostering deeper connections with the local target audience helping the brand and the organisation increase its penetration. Read More

Kumbh Mela: High ad rates stopping brands from taking the plunge?

Ad rates for the 45-day fair, expected to draw over 50 crore attendees, are 8-10 times higher than the typical advertising costs in Prayagraj, advertisers point out Read More

Decathlon partners with Zepto: Gear up and get moving in no time!

The partnership will offer Decathlon’s sporting goods in 16 cities, including Mumbai, Bengaluru, Delhi-NCR, Chennai, and Hyderabad Read More

Understanding Generation Beta: Future of 2.1 billion lives shaped by technology and climate

Generation Beta, born from 2025 to 2039, is expected to be highly influenced by unpredictable technological advancements and climate crises. This generation will have significant impacts from AI tech Read More

How Adidas earned its stripes in India

During the annual investor call, when Bjørn Gulden, CEO, Global Brands, Adidas was asked about gowing the brand's presence Read More

2025: DOOH set for a data-driven, dynamic year

Industry heads say AI will become an integral part of the outdoor advertising landscape with tech delivering more precise and personalised experiencesRead More

Urban Indian consumers gear up for increased spending this Diwali: Report

As brands prepare for the upcoming festive season YouGov's Diwali Spending Index reveals a spending propensity of 117.37 among urban Indians- the hihest in four years.Since 2020 Read More

India's Online Ad Market to Hit Rs 62,045 Cr By 2025: Report

70 per cent of SMBs now use more than two online advertising platforms to maximise reach and ensure consistent brand visibility Read More

Gen Z to help India's travel spending expand 9% a year: McKinsey Report

New Delhi: A new generation of travellers benefitting from India's strong GDP growth of over 6% a year Read More

Red Light, Green Light: How Squid Game shaped brand strategies

Brands are keen to tap into the trends inspired by the show, increasing ad spends and creating campaigns that merge entertainment with marketing Read More

From Dadar to Delhi: How AI-powered storytelling is reshaping Indian advertising

A light breeze drifted through a small creative agency in Mumbai’s Dadar district one summer morning. The design team, huddled around their laptops, felt the pressure mounting: Read More

Advertising forecast: Happy, Hopeful, Hyperlocal and Heuristic New Year

2024 was marked by dynamic shifts and rapid innovation. The world of marketing evolved at an unprecedented pace, shaped by technologies such as artificial intelligence, shifting consumer behavioursRead More

Technology-led personalisation is transforming ecommerce

Powered by advanced technologies like AI, VR, and GenAI, customisation can create deeply tailored shopping experiences. These innovations enhance ecommerce by offering personalised recommendations, virtual try-ons, and immersive browsing. Read More

Global Marketing News

RxBar’s campaign for the new year calls BS on self-improvement messaging

The protein snackmaker is one of a few Kellanova brands starting the year with snark. RxBar is starting the new year by helping people keep it real and block the B.S. Read More

How Coca-Cola bottled the vibrancy of Africa for its latest creation

Coca-Cola today (May 23) unveiled its latest flavor from its Creations platform, Coca-Cola Wozzaah Zero Sugar,which looks to celebrate the vibrancy and dynamism of the entire African continent. Read More

What 2024 OOH advertising trends could reveal about the coming year

From retail media's rise to the race to automate global OOH transactions, and increasing experimentation with AI, OOH technology is rapidly evolving. These shifts are poised to transform how OOH is bought, sold, and measured. Read More

Global ad spend to grow 10.5% this year

Global advertising spend will grow 10.5% this year to a total of $1.07 trillion. This is the best performance in six years if the post-Covid recovery of 2021 (+27.9% year-on-year) is disregarded. Read More

Global ad industry to grow 9.5% this year as revenue flows to tech giants

GroupM has again upwardly revised its global ad revenue forecast for 2024, now predicting a 9.5% increase in revenue to reach $1.04tn this year.

Kickstarter Takes Over NYC in Search of the Next Crowdfunding Success Story

“Kickstarter was born in Bed-Stuy, Brooklyn, and our first office was located in the Lower East Side,” she explained. “Later, we moved our headquarters to Greenpoint, Brooklyn. Read More

Nike retells Air Jordan tale in animated ‘Origin Story’

As Nike prepares to celebrate the 40th anniversary of the shoe and player that ostensibly put the brand on the map, the Air Jordan 1, they’ve been releasing a string of films to tease not just the monumental milestone, but also the controversy that sparked its success. Read More

Why Asics continues to focus on mental health to differentiate itself from competition

Inspired by Dove’s 20-year Real Beauty campaign, Asics intends to build a mental health platform that spans decades. Read More

Trivia

According to the Household Consumption Expenditure Survey (HCES) 2023–24, released in December 2024 by the Ministry of Statistics and Programme Implementation (MoSPI), the average Monthly Per Capita Consumption Expenditure (MPCE) in India has been estimated at Rs 4,122 for rural areas and Rs 6,996 for urban areas.
In December 2024, India’s first sustainable road using lignin-based Bio-bitumen was inaugurated by Union Minister Nitin Gadkari, under the Ministry of Road Transport and Highways (MoRTH), at the Nagpur-Mansar Bypass on National Highway (NH) 44.
Aditya Birla Capital Limited has recently become the first Banking, Financial Services, and Insurance (BFSI) company to offer all three core financial services on the Open Network for Digital Commerce (ONDC) platform.
In December 2024, Masali village in the Banaskantha district of Gujarat became India’s first Border Solar Village, aiming to achieve self-reliance in the energy sector and contribute to a sustainable future through renewable energy.
India will host the International Shooting Sport Federation (ISSF) Junior World Cup 2025.
In December 2024, the Government of India (GoI) and the Asian Development Bank (ADB) signed a USD 500 million loan to support green and sustainable infrastructure projects aligned with India’s climate commitments.
In December 2024, the Vice President of India, Jagdeep Dhankhar, inaugurated the state-of-the-art Geoscience Museum of the Geological Survey of India (GSI) in Gwalior, Madhya Pradesh.

Laqshya Media Group Campaigns

In December 2024, Laqshya Media Group executed various campaigns for Jockey, Raga by Titan, Maruti Suzuki, Toyota, Brigade Group, National Payments Corporation of India (NPCI), bauma CONEXPO, Johnnie Walker, Chola MS General Insurance, Yamaha, Knauf, Adani Realty, Odisha Tourism, Acko, HSBC, Godrej Enterprises Group, Hockey India League, TATA Realty, and Santoor (Handwash and Soaps)