India has surged ahead of Japan to become the 4th largest economy globally, as reported by the IMF.
But as the nationโs economic engine accelerates, is Indian advertising keeping pace with its global potential?
To explore this, we bring you an exclusive conversation with three of the industryโs top voices:
Mr. Rishad Tobaccowala โ Industry veteran, bestselling author, and global speaker
Mr. Gopa Menon โ Industry leader and Chief Growth OfficerโAPAC at Successive Digital
Dr. Kushal Sanghvi โ Industry leader and Chief Revenue Officer at iCubesWire.
1. Now that India is the worldโs 4th largest economy, do you think our advertising ambitions match our economic strength?
Rishad:
No. We should dominate and lead – not copy.
Goafest should be a global festival – โWorld Festโ would be a better name and it should aim to replace Cannes in a decade.
Stop being subservient. Roar.
Gopa:
Frankly, thereโs a significant gap.
While India has achieved the 4th largest economy status, our advertising thinking remains largely domestic-focused.
Weโre still creating campaigns that speak to India rather than campaigns that speak from India to the world.
Our media spends, creative ambitions, and strategic thinking need to scale up dramatically.
Weโre punching below our weight โ our economic muscle should translate into bolder, more globally-minded advertising investments.
Kushal:
We canโt deny that India has immense potential – but we must work not just hard, but fast, because the world isnโt waiting.
Weโre the fastest-growing economy and also the fastest-growing advertising market.
Multiple global reports show that India is the only advertising market growing at a rate of 9 to 10 percent year-on-year.
While print and radio may have slowed, the overall momentum remains strong โ and 10% growth is remarkable compared to markets like Europe or the U.S., where some segments are actually declining.
2. Do you believe Indian brands are ready to take a stronger position on the global stage?
Rishad:
Yes.
Korea, with just 10% of our population, has more soft power.
We are too fixated on becoming doctors, engineers, and consultants but all at risk of AI disruption.
Instead, we should be creative, inspiring storytellers – which AI can turbocharge.
Kushal:
Yes – the tide is changing.
Many Indian agencies are now challenging global holding groups in places like Australia and London.
Our talent is world-class, and weโre now being represented at major international festivals – One Show, Cannes, and more.
Even during Goafest, the Cannes Film Festival had strong Indian presence.
India is becoming increasingly important on the world creative stage but this is the time for India to not just participate, but to build its own global platforms and lead the narrative.
Gopa:
The readiness is mixed.
Tech brands like Zomato, Byjuโs, and Paytm, or automotive giants like Mahindra and Tata, have shown glimpses of global ambition.
But most Indian brands still lack the confidence and strategic framework for international expansion.
The infrastructure is there talent, technology, capital but whatโs missing is the mindset shift from being a cost-effective alternative to a premium global choice.
3. At Goafest 2025, Rishad Tobaccowala noted that India is often โunderestimatedโ in terms of global power and influence – calling it central to the future of talent, technology, and media consumption. What is your perspective on this in light of Indiaโs GDP standing?
Rishad:
Yes as I already said that Indians need to understand:
We are the worldโs largest population, one of the five fastest-growing economies, a tech powerhouse whose immigrants run Google, Microsoft, Adobe, and IBM.
Unleash India. We are world-class.
The future belongs to China, India, and America and India is the only one that doesnโt strut as it should.
Stop cowering.
Gopa:
That observation is spot-on.
Indiaโs GDP ranking now provides the hard data to back what weโve intuitively known weโre not just a market to be served, but a powerhouse shaping global trends.
From content creation to tech innovation, from talent export to consumption patterns, India is setting the pace.
The ad industry needs to position India as a dominant force not an emerging one.
Kushal:
I agree completely.
Just like when India became a tech hub 20โ25 years ago, weโre now entering a phase where we become a creative technology talent pool.
Weโre already exporting talent, setting up independent agency shops abroad, and seeing global giants investing in India.
The next 5 to 10 years are critical, ย India is becoming a centre of gravity, not just a node in the global network.
4. What mindset shift do agencies and marketers need to embrace to build truly world-class brands out of India?
Rishad:
Strut. Step up.
We are a mongrel mix and that makes us global.
China is for the Chinese. America is for itself.
India is for humanity.
Gopa:
First, move from jugaad to precision embrace data-driven decisions and better measurement.
Second, invest in long-term brand building, not just performance marketing.
Third, build cultural fluencyย Indian stories, when told authentically, have universal appeal.
And lastly, agencies must stop under-pricing and start commanding premiums that reflect their true value.
Kushal:
Itโs about belief and consistency.
Indian agencies are already winning global business but now they need to continue shifting from being execution partners to creative leaders.
Weโre capable of building and owning global narratives, not just adapting them.
5. Looking ahead to the next big shift: AI in Advertising โ Superpower for Growth or the Industryโs Slow Poison?
Rishad:
Superpower.
It turbocharges creativity.
It empowers the consumer.
Step up. Step out.
Kushal:
Itโs a definitely a Superpower but wonโt decline as of now India is mix of both.
India will take a middle path not overly aggressive, not too slow.
Advertising is still a people-driven, communications business.
Weโll use AI more and more, but we wonโt go full throttle by 2026.
Itโll be gradual, thoughtful, and integrated into human creativity.
Gopa:
Itโs a superpower, but only if approached strategically.
AI gives smaller Indian agencies the power to compete globally on creativity and data.
But the poison lies in over-dependence without understanding.
Our strength lies in storytelling and cultural nuance where human insight still matters most.
6. As India steps into a global leadership role, what would you like to see more ofย from brands, platforms, or creative talent?
Rishad:
Talent is everything.
Talent creates everything.
India has 17.5% of the worldโs talent so why arenโt we behaving like it?
Gopa:
From brands: More authentic Indian stories with global-quality production.
From platforms: Better monetization tools and support for vernacular creators.
From creative talent: A shift away from mimicking the West to creating work the West wants to emulate.
We need more Indian case studies at Cannes not as curiosities, but as strategic masterstrokes.
Kushal:
We need more confidence and originality.
Indian brands must own their identity and lead globally.
Platforms should invest in our creatives. Talent must push boundaries โ not just support, but lead international narratives.
7. As Indiaโs middle class expands and digital access deepens, how do you see consumer behavior evolving over the next 3โ5 years?
Rishad:
Indian consumers will have god-like power.
We use U.S. tech products more than Americans we should influence their design.
We must demand respect.
Why should I have to ask HarperCollins to release my book in India on the same date as in the U.S.?
Are we second-class? Take Charge.
Kushal:
Consumerism is rising fast.
The middle class, upper, and lowerย is becoming aspirational.
They want better products, experiences, and stories.
This is why D2C is booming.
Every categoryย from shampoo to denim will see 50 to 100 new brands emerge.
Weโre not just catching up, weโre about to lead.
Gopa:
Weโre heading toward hyper-localized personalization, powered by AI.
Consumers will expect brands to understand their language, cultural context, and micro-moments.
The vernacular internet will explode.
Social commerce will mature.
Weโll see the rise of a globally aware, locally rooted consumer with global aspirations and deep Indian values.