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FMCG brands have long dominated the Indian advertising industry, consistently allocating massive budgets to increase brand visibility, maintain consumer loyalty and drive sales. The dentsu-e4m Digital Advertising Report 2025, unveiled today in Mumbai, has revealed that in 2024 the FMCG sector contributed 31 per cent to the Indian advertising expenditure (AdEx), amounting to Rs 31,467 crore.
With intense competition and low consumer switching costs, strategic, narrative-driven creative campaigns help FMCG brands stay ahead of the competition in a highly price-sensitive market. FMCG brands maximise their reach among consumers, existing and potential by spending significantly across mediums.
The FMCG segment allocated 53 per cent of its media budget to digital media in 2024. The second most important medium for FMCG was television, where the sector spent 40 per cent of its media budget. While Print’s share stood at 4 per cent, OOH got 3 per cent and Radio 0.4 per cent of its ad spends. FMCG brands have been experimenting with formats that allow immersive storytelling, helping build better recall and customer relationships, the report stated.
Holding a 24% share, FMCG was the biggest contributor to digital AdEx in 2024. The sector spent Rs 16,606 crore on digital media, growing its budget by 13% over 2023.
The FMCG segment spent 44% of its digital media budget on online video, 30% on social media, 16% on display banners and 8% on paid search, the dentsu-e4m Digital Advertising Report 2025 states. Online video and social media are critical for the FMCG sector as the formats allow brands to showcase their products, build connections with consumers and encourage user-generated content.
The e-commerce sector stood second among the verticals contributing at 15% (Rs 15,509 crore), followed by consumer durables at 7% (Rs 6,614 crore). Mirroring the AdEx trends, e-commerce (21%) and consumer durables (5%) were the biggest contributors to digital AdEx after FMCG (34%).
To read the complete report, click here.
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