Retail Ad Boom: Vasanth & Co, Reliance, IKEA Lead the Way

India’s retail advertising scene witnessed a massive transformation in 2024, with brands like Vasanth & Co, Reliance Retail, and IKEA driving a surge in ad activity across television, print, radio, and digital platforms. According to TAM AdEx’s latest cross-media report, this year marked one of the most dynamic periods for retail advertising in recent memory, reflecting both the sector’s resilience and its ability to adapt to changing consumer habits.

TV: News Channels and Electronics Dominate

Retail ad volumes on television grew an impressive 65% in 2024 compared to 2020. The third quarter alone saw a 25% jump over the first quarter, underlining the sector’s robust momentum. News channels were the top choice for retail advertisers, accounting for nearly half (49%) of all ad volumes. The electronics and durables category led the way, making up 40% of retail TV ads.

Among brands, Vasanth & Co emerged as the top retail advertiser on TV, followed by Sathya and IKEA. Their campaigns focused on product launches, festive sales, and exclusive offers, helping them stay top-of-mind with Indian consumers.

Print: Reliance Retail Takes the Lead

Print media also experienced a boom, with ad space expanding by 79% since 2020. Reliance Retail led the pack, accounting for 13% of all retail print advertising. The southern region contributed to half of all print ads, while Hindi publications remained the most popular language choice for advertisers. Notably, sales promotions continued to be the main driver, making up 80% of print ad space.

Radio: Afternoon and Evening Ads Rule

Radio advertising volumes grew 2.36 times over 2020 levels. Reliance Retail again topped the list of advertisers, while Alishan led among brands. The most popular time slots for retail ads were the afternoon and evening, aligning with peak listenership and commuter hours. Clothing, textiles, and fashion retail outlets dominated radio ads, capturing 35% of the volume.

Digital: IKEA Sets the Pace

Digital advertising in the retail sector saw explosive growth, with ad impressions increasing 33.6 times since 2020, even though there was a 12% dip in 2024 compared to 2023. IKEA Services (India) dominated digital retail advertising, capturing a 27-30% share of impressions. IKEA’s success was driven by a heavy reliance on programmatic ad buying, which accounted for 78% of its campaigns.

The top digital retail categories were home, interiors, and furniture outlets, which secured 39% of all ad impressions. The top 10 retail brands together accounted for 66% of digital ad impressions, with three new brands breaking into the list in 2024.

Key Trends Behind the Surge

• Programmatic Advertising: Automation and data-driven targeting are now central to digital retail campaigns, with programmatic and ad network channels delivering 88% of impressions.
• Regional Focus: South India remains a hotspot for print and radio retail ads, while Maharashtra, Kerala, and Tamil Nadu lead in radio ad volumes.
• Sales Promotions: Across all media, sales events and promotions continue to be the biggest draw for retail advertising, especially in print.
• IKEA’s Creative Campaigns: IKEA’s marketing in India stands out for its local flavor, using clever wordplay and references to popular culture in its OOH and digital ads, helping the brand connect with urban audiences.

What’s Driving Retail Ad Growth?

The retail sector’s ad surge is powered by:

• Rising consumer demand for home and lifestyle products, especially as urbanization and digital adoption increase.
• Aggressive expansion by major players like Reliance Retail and IKEA into new markets and regions.
• Innovative campaigns that blend local culture, humor, and digital-first strategies to engage a diverse audience.

Looking Ahead

With India’s retail sector showing no signs of slowing down, advertising is set to remain a key battleground for brands seeking to win over the country’s vast and varied consumer base. The success of Vasanth & Co, Reliance Retail, and IKEA in 2024 demonstrates the power of multi-channel marketing, regional customization, and digital innovation in driving business growth and brand loyalty.