For marketing, we keep testing, learning, and scaling up what works: Kartik Sharma

The Indian marketing landscape is transforming, driven by demographic shifts and rapid technological advancements. This evolution is reflected in advertising campaigns, media strategies, and brand investments. At e4m Auto Marketing Summit 2025, Kartik Sharma, Group CEO of Omnicom Media Group, highlighted how brands are navigating this changing environment through a 'test, learn, scale up' approach to emerging trends and technologies.

As consumer media consumption becomes more fragmented, brands must adapt to the multitude of choices available. No longer confined to a single platform, audiences engage with content across digital, TV, print, outdoor, cinema, and even audio streaming. This complexity necessitates data-driven decision-making to optimize investments across all relevant channels.

Sharma emphasized the importance of continuously testing new media formats. "Any new format that emerges, we test it. If the results align with our goals, it becomes part of the plan," he stated. The growing role of influencer marketing and social commerce exemplifies this approach, as brands tap into digital communities to drive engagement and sales.

While cricket remains India's dominant sport, there is a rising interest in non-cricketing sports like the English Premier League (EPL) in specific regions and table tennis in others. Marketers are recognizing these shifts and diversifying their sports sponsorships accordingly.

In the realm of technology, Connected TV (CTV) is an emerging area where brands are actively experimenting. AI-driven creativity is also gaining traction, allowing marketers to personalize content and optimize engagement. Sharma noted that while some technologies, like the Metaverse, showed promise initially, they have not scaled as expected. "Some innovations play out well, others don’t—so we keep testing, learning, and scaling up what works," he remarked.

The key takeaway from Sharma’s session was the necessity of an agile approach in marketing. Brands, agencies, and consumers must continuously evolve as new technologies and consumption habits emerge. With rigorous testing and data-driven insights, successful strategies can be scaled effectively, while those that do not yield results can be phased out.

Sharma’s insights underscore the need for brands to remain adaptable, ensuring that their marketing investments are aligned with India's ever-changing consumer landscape.