India Outlook 2025: Mohit Joshi & Nikhil Kumar chart the road ahead for digital ecosystem
The 8th edition of MOBEXX Summit 2024, held in Delhi yesterday (November 27), saw Nikhil Kumar, Chief Growth Officer, mediasmart, engage in an insightful fireside chat with Mohit Joshi, CEO, Havas Media India. The discussion revolved around the evolving digital landscape, key trends shaping the Indian media ecosystem, and what lies ahead in 2025.
Reflecting on the dynamic shifts in the recent years, Nikhil Kumar began the conversation by highlighting how 2024 has been marked by unexpected global developments that reshaped economies and fundamentally altered the digital landscape. He noted that even the largest digital adtech companies were taken by surprise, serving more as recipients of outcomes than as forecasters of change. The evolution within the digital ecosystem, he emphasized, has been profound.
Sharing his thoughts, Mohit Joshi described 2024 as a unique year that built upon the long-term impact of the pandemic. “The pandemic from 2020 to 2022 changed the entire business ecosystem. By 2023, as we started to recover, it became evident that the landscape had undergone a significant transformation,” he said. Speaking from an India perspective, Joshi illustrated these changes with simple yet telling examples.
He explained how consumer behaviour shifted drastically during the pandemic. “Earlier, if I had to buy something, I would turn to Google. Now, I go directly to Amazon. This transformation, driven by pandemic realities, has reshaped the ecosystem. E-commerce media, which used to be just one line in digital plans, has now become a central focus. Agencies have adapted, with divisions like Havas Market addressing the unique demands of e-commerce, recognizing it as a category distinct from digital.”
Joshi also delved into the changing dynamics of television consumption. “The way we view television has been democratised. Linear TV is no longer the default. Today, we watch on connected TVs (CTV), OTT platforms, and other avenues. While some debate whether TV is dead, I believe it remains an integral part of India’s media mix, especially with the affordability of large TVs. However, its use has evolved, necessitating strategies like TV++ or AV plans that integrate linear TV, CTV, YouTube, and even cinema.”
He further highlighted the resurgence of print media, citing innovative campaigns by brands like Swiggy Instamart and Flipkart. “For instance, Swiggy’s scented mango ad on The Times of India Mumbai edition went viral, thanks to digital amplification. Similarly, Flipkart’s creative print ad garnered significant attention. These examples underscore the potential of integrated tech, digital, and print campaigns.”
Nikhil Kumar added his perspective on evolving consumer habits, particularly in the mobile-first era. “Mobile phones are no longer a luxury – they are affordable and ubiquitous. With 91% of mobile time spent on apps, the ecosystem has shifted. Whether it is buying products, booking tickets, or consuming news, apps dominate. Mobile web, in contrast, is largely used for quick searches or specific needs.”
He also addressed the growing prominence of CTV. “There’s a lot of hype around CTV, but many viewers don’t even realize it’s called connected TV. It’s simply a shift in habit, where the way we consume content has changed.”
The fireside chat concluded with a lighthearted rapid-fire round, where Nikhil Kumar posed quick questions to Mohit Joshi. When asked what Bollywood title could represent India’s historic T20 World Cup win, Joshi promptly answered, “Lagaan”. On who would win a hypothetical cage fight between Elon Musk and Mark Zuckerberg, Joshi placed his bet on Musk. As for a question about a recent Poonam Pandey stunt, Joshi diplomatically replied, “No comments”!
These are edited excerpts from an interesting fireside chat conversation between Nikhil Kumar and Mohit Joshi at MOBEXX Summit. Watch the entire video below:
Share
Facebook
YouTube
Tweet
Twitter
LinkedIn