State of Digital Advertising in India 2026 Report
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– All Rights Reserved2Sensor Tower Introduction/OverviewSensor Tower is the leading source of mobile app, digital advertising, retail media, and audience insights for the largest brands and app publishers across the globe. With a mission to measure the world’s digital economy, Sensor Tower’s award-winning platform delivers unmatched visibility into the mobile app and digital ecosystem, empowering organizations to stay ahead of changing market dynamics and make informed, strategic decisions. Founded in 2013, Sensor Tower’s mobile app insights have helped marketers, app, and game developers demystify the mobile app landscape with visibility into usage, engagement, and paid acquisition strategies. Today, Sensor Tower’s digital market insights platform has expanded to include Audience, Retail Media, and Pathmatics Digital Advertising Insights, helping brands and advertisers understand their competitor’s advertising strategies and audiences across web, social, and mobile.Press Inquiries: press-apac@sensortower.com Business Inquiries: sales@sensortower.com
– All Rights Reserved3Indian market leaders trust Sensor Tower insights to grow their business
– All Rights Reserved4Sensor Tower SolutionsSensor Tower App Advertising Insights For those who need visibility into paid user acquisition strategies. Enjoy insight into: global and regional share of voice (SOV) across apps and the biggest mobile app ad networks, top advertisers, publishers, creatives, and more.Sensor Tower App Performance Insights For those who need visibility into the mobile app ecosystem. Enjoy insight into: app rankings, downloads, and revenue; active users, demographics, retention, sessions, and time spent; app ratings and reviews, keywords, search ads, and more.Sensor Tower Audience Insights For those who need visibility into your existing, competitor, and potential new audiences. Enjoy insight into: which apps consumers are actually interacting with (app engagement) AND which ads they’re seeing (ad exposure).Sensor Tower Pathmatics Digital Advertising Insights For those who need visibility into the digital ad ecosystem. Gain insight into: ads served, spend and impression estimates, SOV, and more across key channels, like: Facebook, Instagram, X (formerly Twitter), OTT, YouTube, display, video, and others.
– All Rights Reserved5Sensor Tower SolutionsSensor Tower Pathmatics Retail Media Insights For those who need industry-first insight into on- and off-site retail media network investments Enjoy insight into: ad spend, media mix, share of wallet, impressions, and SOV for brands and products across retailers – gaining a coveted view into the co-branded digital ad ecosystem and retail media networks.Sensor Tower Advanced Usage Insights For those who need the deepest look into app user engagement. Enjoy insight into: sessions per user; time spent; time of day; days used per time period; new, retained, resurrected, and churned user trends; and cohort usage overlap.Sensor Tower Gaming Insights For those who need the deepest look into the mobile gaming ecosystem. Enjoy insight into: downloads, revenue, RPD, and ARPDAU beyond the top-level category (Lifestyle & Puzzle) and can drill deeper into genres (Puzzle, Arcade, etc.) and sub-genres (Swap, Word, etc.).Sensor Tower Video Game Insights Discover top game trends on PC and Console platforms Get deep insights into key metrics like sales, revenue, DAU, and MAU for over 140,000 PC and Console games across 100+ global markets. Analyze shifts in player behavior to uncover critical intelligence on player acquisition and retention.
– All Rights Reserved6Sensor Tower’s Pathmatics empowers you to uncover insights into the digital advertising ecosystem, minimize ineffective ad spend, and enhance the precision of your advertising campaigns. With Pathmatics, you gain visibility into the digital advertising landscapes across markets including the United States, Australia, Brazil, Canada, France, Germany, Italy, India, Japan, Mexico, New Zealand, Spain, South Korea, and the United Kingdom. Pathmatics provides comprehensive estimates on ad placements, spending, impressions, and share of voice (SOV), as well as in-depth analysis of brands’ advertising strategies on platforms like Facebook, Instagram, X (formerly Twitter), YouTube, and TikTok, across formats such as display banners, videos, mobile, and OTT. Pathmatics collects digital ad samples from the web and utilizes statistical sampling methods to estimate the impressions, cost-per-thousand impressions (CPM), and expenditure associated with each creative.Sensor Tower Data & MethodologyDigital Advertising Channels Supported by Pathmatics Across MarketsDesktop Display and VideoFacebook InstragramLINELinkedinMobile App Ad NetworksMobile Display and VideoOTTPinterestRedditSnapchatTikTokXYo uTu b eUnited States············Australia········Brazil······Canada··········France·······Germany··········India·····Italy······Japan······Mexico···New Zealand····South Korea····Spain·······United Kingdom···········
– All Rights Reserved7Sensor Tower Executive SummaryThis report delivers a comprehensive strategic analysis of India’s digital advertising landscape in 2025, evaluating market scale, hyper-growth trajectories, and evolving seasonal fluctuations. It provides a data-driven overview of ad spend and impression dynamics, with a dedicated focus on high-impact sectors: Shopping, CPG, Automotive, and Financial Services. By examining the digital advertising activity of leading advertisers— Big Billion Day (Shopping), Marico (CPG), Hyundai (Automotive), and Wint Wealth (Financial Services)—the report explores patterns in creative execution, audience focus, and overall advertising presence.Clarification on Downloads Data Sensor Tower’s downloads figures are derived from estimated downloads on the App Store and Google Play, excluding pre-installs, duplicate downloads, and downloads from third-party Android app-store. Google Play is not available in Mainland China.
– All Rights Reserved8AgendaIndia Digital Advertising Overview Market Trend Spotlight : India’s Digital Ad Seasonality in 2025 Case Study: India Digital Advertising in Focus Key Takeaways / Highlights09 15 22 27
– All Rights Reserved9India Digital Advertising Overview
– All Rights Reserved10India’s Digital Advertising Spend Exceeded $4B in 2025Source: Sensor Tower – Advertising Insights by Pathmatics as of Feb 3, 2026 Note : This report includes data from Facebook, Instagram, LinkedIn, Pinterest, Reddit, Snapchat, X, Mobile Apps, and YouTube , covering the period from January to December 2025 . YouTube data is available from April 2025 onward. Ad spend estimates as of December 31, 2025. General spend includes creatives that aren’t associated with a particular subcategory, creatives that feature products from several subcategories, or corporate ads. *YouTube is excluded from the 2025 YoY calculation.$4.2 BillionDigital Ad Spend+20% Year-over-Year*FY 2025$8.6 TrillionDigital Ad Impressions+18% Year-over-Year*FY 2025Facebook#1 Ad Channel#1 $1.88B #2 $1.70B #3 $0.37B by Ad spend among included ad channels in this marketShopping#1 Category#1 Shopping #2 Jobs & Education #3 Consumer Packed GoodsBy Ad Spend FY 2025Flipkart#1 Advertiser #1 Flipkart #2 Reliance #3 Amazon by Ad Impression FY 2025
– All Rights Reserved11Throughout 2025, digital advertising spending in India followed a steady upward trajectory, driven by sustained growth in shopping, software, and app-based services competing for consumer attention. Strong festive-season demand pushed monthly spend to over $430 million in October. Impression delivery improved in H2 as advertisers scaled campaigns across performance and brand channels. The expansion of digital advertising platforms, with greater creative diversification and the growing importance of online channels, contributed to an 11% increase in total impressions versus H1, with average monthly impressions in H2 exceeding $780 billion . India’s Digital Ad Spend Continues to Scale, Projected to Exceed $5B by 2026Source: Sensor Tower – Advertising Insights by Pathmatics as of Feb 3,2026 Note: This report includes data from Facebook, Instagram, LinkedIn, Pinterest, Reddit, Snapchat, X, Mobile Apps, and YouTube , covering the period from January to December 2025 . YouTube data is available from April 2025 onward. *YouTube is excluded from the 2025 YoY calculation.Quarterly Digital Ad SpendUS$0BUS$0.5BUS$1BUS$1.5BQ1 2024Q2 2024Q3 2024Q4 2024Q1 2025Q2 2025Q3 2025Q4 2025Q1 2026Q2 2026Q3 2026Q4 2026Quarterly Spend($)Forecast Quarterly Spend($)Quarterly Digital Ad Impressions0B1000B2000B3000BQ1 2024Q2 2024Q3 2024Q4 2024Q1 2025Q2 2025Q3 2025Q4 2025Q1 2026Q2 2026Q3 2026Q4 2026Quarterly ImpressionForecast Quarterly Impression
– All Rights Reserved12In 2025, Shopping remained the largest category in India’s digital advertising market, accounting for 28% of total ad spend. Jobs & Education and Consumer Packaged Goods (CPG) ranking as the second-largest spending categories. Other notable categories included Media & Entertainment, Gaming, and Food & Dining Services, each contributing a meaningful share to overall digital advertising spend. While Shopping continued to lead all categories by total ad spend, it also recorded a solid 18% year-over-year increase. Software emerged as the fastest-growing category, with ad spending rising 84% YoY, followed by Food & Dining Services, which saw a 38% increase. Notably, the Automotive category also entered the top-spending rankings and posted positive year-over-year growth, with ad spend increasing by 4% . Decoding India’s Digital Ad Growth Engine: Shopping Drives Scale, Food & Dining Fuels Growth MomentumSource: Sensor Tower – Advertising Insights by Pathmatics as of Feb 3, 2026 Note: This report includes data from Facebook, Instagram, LinkedIn, Pinterest, Reddit, Snapchat, X, Mobile Apps, and YouTube , covering the period from January to December 2025 . YouTube data is available from April 2025 onward. *YouTube is excluded from the 2025 YoY calculation.India Share of Digital Ad Spend 2025 India Top Categories by Digital Ad Spend ShoppingJobs & EducationConsumer Packaged GoodsMedia & EntertainmentGamingFood & Dining ServicesFinancial ServicesHealth & WellnessSo !ware Travel & TourismAutoUS$0MUS$400MUS$800M20252024+18%+35%+25%+37%+37%+38%+17%+20%+84%+28%+4%Advertising Spend Others 9% Auto 2% Travel & Tourism 4% So !ware 5% Health & Wellness 5% Financial Services 5% Food & Dining Services 6% Gaming 7% Media & Entertainment 9% Consumer Packaged Goods 10% Jobs & Education 10% Shopping 28%
– All Rights Reserved13India Top Advertisers by Impressions | FY2025 Leading India Advertisers by Engagement in 2025: A Local-Led LandscapeLeading e-commerce players like Flipkart , Amazon , and Reliance firmly occupied the top three positions among India’s leading advertisers, reflecting sustained investment in digital advertising and ongoing competitive intensity within the shopping category. Food delivery and grocery platforms—including Blinkit, Instamart (Swiggy), and BigBasket —also ranked among the top advertisers, reflecting the growing role of on-demand and essential services. Notably, Instamart rose 18 positions year over year and recorded strong gains in digital ad attention. The top advertisers also included leaders from other retail verticals, such as CPG player Unilever , apparel platform Myntra , and beauty retailer Nykaa . Meanwhile, Adobe emerged as the leading software advertiser, entering the top 10 by impressions following strong YoY growth. Overall, 2025 reflects a competitive and increasingly diversified digital ad landscape in India.Rank By ImpressionsAdvertiserKey Categoryvs FY20241FlipkartShopping2AmazonShopping13RelianceShopping =4BlinkitFood & Grocery Delivery 15Adobe SystemsSoftware106UnileverConsumer Packaged Goods17Swiggy LimitedFood & Grocery Delivery188MyntraApparel49NykaaBeauty Retail310Tata DigitalGrocery Delivery2Source: Sensor Tower – Advertising Insights by Pathmatics Note: This report includes data from Facebook, Instagram, LinkedIn, Pinterest, Reddit, Snapchat, X, Mobile Apps, and YouTube , covering the period from January to December 2025 . YouTube data is available from April 2025 onward. 1
– All Rights Reserved14From Scale to Momentum: Subcategory Drivers Across Shopping, CPG, Financial Services and Auto While Shopping and CPG remain the two largest contributors to India’s digital ad spending in 2025, growth dynamics at the subcategory level highlight shi !ing sources of momentum. Within CPG, Personal Care stands out as the top-spending subcategory, driven by an increasingly competitive beauty and skincare landscape. This trend is echoed in Shopping, where Beauty Retail recorded a solid 26% YoY growth , underscoring sustained advertiser investment in beauty-led demand. Auto has also emerged as a top-ranked category. While overall Auto spending has grown steadily, top subcategories are scaling much faster—most notably Automotive Marketplaces & Retailers , which posted 28% YoY growth—positioning Auto as an important source of incremental market momentum. In Financial Services, growth is primarily driven by Consumer Finance, Credit & Lending, and Insurance , highlighting the growing prominence of mobile-based consumer finance services.Source: Sensor Tower – Advertising Insights by Pathmatics as of Feb 3,2026 Note: This report includes data from Facebook, Instagram, LinkedIn, Pinterest, Reddit, Snapchat, X and Mobile Apps , covering the period from January to December 2025 . General ShoppingHome & Garden ShoppingBeauty RetailUS$0MUS$150MUS$300M20252024Personal CareFood & BeveragesGeneral Consumer Packaged GoodsUS$0MUS$80MUS$160M20252024Motor VehiclesAutoAutomotive Marketplaces & RetailersVehicle Parts & MaintenanceUS$0MUS$15MUS$30M20252024General Financial ServicesCredit & LendingConsumer FinanceUS$0MUS$30MUS$60M20252024Top Subcategories by Digital Ads Spending in ShoppingTop Subcategories by Digital Ads Spending in Consumer Packed Goods Top Subcategories by Digital Ads Spending in AutoTop Subcategories by Digital Ads Spending in Financial Services+4%+5%+28%-11%vs FY2024vs FY2024vs FY2024vs FY2024+20%+12%+18%+23%+26%+20%+31%+71%-17%+23%+81%+38%+107%
– All Rights Reserved15Market Trend Spotlight India’s Digital Ad Seasonality in 2025
– All Rights Reserved16India Monthly Digital Ad Spend Trends and ForecastIndia’s Festive Season Drives Sustained Growth in Digital Ad SpendingIndia’s digital advertising market has demonstrated strong and sustained growth, with the first noticeable peak in advertising investment emerging as early as July , reflecting early campaign activity ahead of the festive season in 2025. Across key consumer-facing categories—including shopping, CPG, media, and education —brands consistently scale up large- scale marketing campaigns during the festive season, driving a sharp increase in advertising investment. This seasonal dynamic intensified further in 2025, with digital ad spending in October surpassing $430 million , underscoring the growing importance of festive-led advertising strategies. Looking ahead to 2026, the market is expected to reach new highs, with an initial peak in July followed by a stronger surge in October, when ad spending is projected to approach $500 million —signaling continued momentum and another record festive season.Source: Sensor Tower – Advertising Insights by Pathmatics Note: This report includes data from Facebook, Instagram, LinkedIn, Pinterest, Reddit, Snapchat, X, and YouTube , covering the period from January to December 2025 . YouTube data is available from April 2025 onward. US$0MUS$150MUS$300MUS$450MUS$600MJan-24Apr-24Jul-24Oct-24Jan-25Apr-25Jul-25Oct-25Jan-26Apr-26Jul-26Oct-26202420252026 Forecast
– All Rights Reserved17India Digital Ad Spend by Sub Category in H2 2025Discover Which Subcategories Make the Biggest Push During the Festive SeasonBuilding on this seasonal pattern, H2 performance within the Shopping category shows broad-based subcategory growth in 2025. Beauty Retail emerging as the fastest-growing at +31% period-over-period (PoP), followed by General Shopping at 27% PoP, Apparel at 23% PoP and Computers & Consumer Electronics at 20% PoP. Non-Shopping categories also ramped up spend at the second half of the year, including Generative AI with the fastest- growing at +204% PoP, followed by Movies& TV Shows , Investing and Food Delivery Services . This pattern indicates that these categories concentrate digital advertising in the festive-heavy second half to capture heightened seasonal demand.Source: Sensor Tower – Advertising Insights by Pathmatics Note: This report includes data from Facebook, Instagram, LinkedIn, Pinterest, Reddit, Snapchat, X , and Mobile Apps, covering the period from January to December 2025 . General-ShoppingApparel-ShoppingEducation & Training-Jobs & EducationPersonal Care-Consumer Packaged GoodsFood Delivery Services-Food & Dining ServicesVideo Game Publisher-GamingMovies & TV Shows-Media & EntertainmentFood & Beverages-Consumer Packaged GoodsGenerative AI-So !ware Computers & Consumer Electronics-ShoppingHome & Garden Shopping-ShoppingInvesting & Financial Management-Financial ServicesVitamins & Supplements-Health & WellnessMedia & Entertainment-Media & EntertainmentHealth Care Services-Health & WellnessBeauty Retail-ShoppingUS$0MUS$40MUS$80MUS$120MUS$160M+27%+23%+10%+27%+47%+25%+88%+36%+204%+20%+18%+51%+24%+7%+12%+31%vs H1 2025
– All Rights Reserved18As the two largest Shopping subcategories, General Shopping and Apparel exhibit the most pronounced festive- seasonality, with clear spend acceleration and strong growth during the festive period. Together, these subcategories act as the primary growth engines of the broader Shopping category, anchoring overall performance during H2.2025 India Digital Ad Spend by Top Subcategories in ShoppingIndian domestic advertisers—such as Flipkart, Reliance Retail, Nykaa, and Myntra —hold leading positions across key Shopping subcategories. Among them, Reliance Retail stands out for its diversified presence, ranking among the top advertisers in General Shopping, and Apparel, highlighting its multi-category scale and breadth. Nykaa , meanwhile, maintains a strong leadership position within the Beauty vertical, reinforcing its strength in this fast-growing subcategory.Top Advertisers by Impressions for Shopping SubcategoriesShopping Top Subcategories Show Strong Festive Seasonality and Volatility, Led by Indian Domestic PlayersSource: Sensor Tower – Advertising Insights by Pathmatics as of December 31, 2025. Note: This report includes data from Facebook, Instagram, LinkedIn, Pinterest, Reddit, Snapchat and X, covering the period from January to December 2025 . RankOverallGeneral ShopingApparelComputer & Consumer ElectronicsHome&Garden ShoppingBeauty Retail1FlipkartFlipkartMyntraAppleAmazonNykaa2RelianceRelianceTitan CompanySamsungThe Sleep CompanySmytten3NykaaMeeshoAditya Birla FashionVivoLivspaceSephora4MyntraBlueStoneSNITCHOnePlusAsian PaintsAmazon5MeeshoThe Souled StoreRelianceRelianceIKEAWOMAN CARTUS$0MUS$8MUS$15MUS$23MUS$30MJanFebMarAprMayJunJulAugSepOctNovDecShoppingApparelHome & Garden ShoppingComputers & Consumer ElectronicsBeauty Retail
– All Rights Reserved19India’s CPG digital ad spending increased steadily through the year, reaching a festive peak in October. Personal Care dominated with nearly 60% of total spending, led by Unilever (16% SOV) alongside local players such as Honasa, Tatvartha Health , and Reliance Retail (each ~6% SOV). Marico showed strong momentum with nearly 70% YoY growth in impression. Food & Beverages expanded 30% YoY, led by Mondelez (12.5% SOV), while ITC followed at 6% SOV with a sharp 106% YoY surge in impressions.Consumer Packed Goods Ad Spend Maintains Steady Upward Trajectory, Culminating in October Festive PeakSource: Sensor Tower – Advertising Insights by Pathmatics as of December 31, 2025. Note: This report includes data from Facebook, Instagram, LinkedIn, Pinterest, Reddit, Snapchat and X, covering the period from January to December 2025 . 2025 India Digital Ad Spend by Top Subcategories in CPGTop Advertisers by Impressions for CPG SubcategoriesUS$0MUS$5MUS$10MUS$15MUS$20MJanFebMarAprMayJunJulAugSepOctNovDecPersonal CareFood & BeveragesConsumer Packaged GoodsRankOverallPersonal CareFood & BeveragesGeneral CPG1UnileverUnileverMondelezHimalaya2MondelezHonasaITCBombay Shaving Co.3HonasaTatvarthaUnileverBeiersdorf AG4RelianceRelianceCoca-ColaUnilever5TatvarthaL’OrealTa t a Consumer ProductsGalderma6Mosaic WellnessMaricoNestleReckitt Benckiser7MaricoManashDiageoColgate-Palmolive8L’OrealDot & KeyBritanniaGuiltfree9ITCInnovistFarmleyAmrutam10ManashRENEEWellversedThe Magnum
– All Rights Reserved20In 2025, digital ad spending in India’s automotive sector showed steady month-on-month growth, with a clear double peak in August and October. While overall market trends followed this pattern, timing varied by segment: Cars & Trucks (4W) peaked in August, while Two-Wheelers reached their high point in October during the festive season. The competitive landscape continues to be led by domestic players such as Maruti, Tata Motors, and Mahindra , which rank highest in both Share of Voice and YoY growth. They are followed by global brands including H yundai, Toyota, and Honda. In the two-wheeler segment, Bajaj Auto and TVS Srichakra also stand out, showing strong YoY growth in digital presence.Auto Ad Spend Reflects Strong Seasonality, with Strategic Peaks in August and October Driven by Motor VehiclesSource: Sensor Tower – Advertising Insights by Pathmatics as of December 31, 2025. Note: This report includes data from Facebook, Instagram, LinkedIn, Pinterest, Reddit, Snapchat, X, and Mobile Apps, covering the period from January to December 2025 . US$0MUS$1.65MUS$3.3MJanFebMarAprMayJunJulAugSepOctNovDecAuto (General)US$0MUS$0.75MUS$1.5MJanFebMarAprMayJunJulAugSepOctNovDecCars & TrucksMotorcycles, Scooters & Mopeds2025 India Digital Ad Spend by Top Subcategories in AutoTop Advertisers by Absolute Impressions RankAdvertiser1Maruti Suzuki India2Tata Motors3Mahindra4Eicher Motors5Hyundai6TVS Motor Company7Toyota8Honda9Volkswagen Group10Jaguar Land RoverRankAdvertiser1Maruti Suzuki India2Tata Motors3Honda4Eicher Motors5Jaguar Dealer Association6Bajaj Auto7Harley Davidson8Ford9Renault10TVS SrichakraTop Advertisers by Impressions Growth YoY Growth
– All Rights Reserved21Ad spending of the Financial Services sector peaked in October , fueled by explosive YoY spending growth in Consumer Finance (+107%), Credit & Lending (+81%), and Insurance (+38%). While local giants like SBI, ICICI, and Kotak lead the rankings, the prominence of Binance highlights a shifting competitive landscape. ICICI’ Investing and General Finance reflects its broad-based digital footprint. Meanwhile, Wint Wealth emerged as a strong new entrant in 2025, securing positions among the top advertisers. Financial Services Ad Spend Peaks in Q4, Led by a Strategic Surge in Investing & Financial ManagementSource: Sensor Tower – Advertising Insights by Pathmatics as of December 31, 2025. Note: This report includes data from Facebook, Instagram, LinkedIn, Pinterest, Reddit, Snapchat and X, covering the period from January to December 2025 . 2025 India Digital Ad Spend by Top Subcategories in CPGTop Advertisers by Impressions for CPG SubcategoriesUS$0MUS$2MUS$3MUS$5MUS$6MJanFebMarAprMayJunJulAugSepOctNovDecFinancial Services(General)Investing & Financial ManagementCredit & LendingInsuranceConsumer FinanceRankOverallGeneral Financial ServicesInvesting&FinanceCredit & LendingInsuranceConsumer Finance1BinanceState Bank of IndiaBinanceScapiaStar HealthKotak Mahindra2State Bank of IndiaExnessRaiseSliceState Bank of IndiaIDFC FIRST Bank3ICICI GroupBajaj FinservICICIUniorbitAxis Max Life InsuranceNPCI4Kotak MahindraICICIDelta ExchangeArthvitTata CapitalPOPtech5RaiseMax GroupGrowwState Bank of IndiaACKOScotiabank6Exness GroupPaytmFunding PipsTransUnionReligare Health InsuranceEresolution7Bajaj FinservAxis BankINDmoneyFinnovationDittoSorare SAS8Delta ExchangePolicyBazaarKotak MahindraShriramLife InsuranceBharatPe9GrowwVisaCoinDCXFPLHDFCInCred Money10Star HealthSmartex InternationalWint WealthGrant ThorntonBajaj AllianzCashfree
– All Rights Reserved22Case Study India Digital Advertising in Focus
– All Rights Reserved23In 2025, Flipkart kicked off its festive ad push in early September, peaking on September 23. Daily impressions neared 1.1B that day, alongside a DAU high. During Big Billion Day, ICICI Bank’s iMobile app also saw downloads peak, pointing to a mutually reinforcing dynamic between e- commerce promotions and banking partners.Flipkart: Driving Festive-Season Impact with Story-Led Creatives and Bank PartnershipsData Source: Sensor Tower App Performance Insights as of December 31, 2025. Notes: Sensor Tower’s data is based on estimates from App Store and Google Play, excluding pre-installs, re-downloads, and third-party Android stores. iOS Only for China. Ahead of Diwali, major shopping festivals led by Flipkart’s Big Billion Day drove sharp spikes in digital advertising activity. In September, impressions rose 50% PoP alongside a 31% lift in WAU, marking the strongest engagement levels of the year. Beyond deal-led messaging, Flipkart positioned the festival as a cultural moment, combining story-driven, celebrity-led creatives with bank-partnered discount offers to amplify engagement and conversions. Flipkart DAU and Ad Impressions in September 2025 (Big Billion Day Period) Audience Demographics & Creative Gallery for Flipkart India Flipkart ’s audience skews young , with 77% under 34 and a relatively higher female share at 30%. In 2025, the brand centered its campaign on “Yahaan Kuch Bhi Ho Sakta Hai” (“Anything can happen here”), featuring local celebrities and influencers to tell story-led tales. Combined with low-price and no-cost EMI messaging, Flipkart reinforced an image that blends affordability, style, and warmth.0%50%100%MaleFemale0%50%100%18-2425-3435-4445-4455+iMoble(ICICI Bank) Downloads Spiked during Big Billion Day PeriodTotal Impressions 29% 71% 0.8% 4.8% 20.1% 44% 30%
– All Rights Reserved24Marico’s digital ad impression peaked in September , making it the most important month of the year. This surge was largely fueled by a sharp increase in Saffola’s digital ad investment , positioning the brand ahead of the festive season.Marico: Scaled Growth Through Portfolio RebalancingSource: Sensor Tower – Advertising Insights by Pathmatics as of December 31, 2025. Note: This report includes data from Facebook, Instagram, LinkedIn, Pinterest, Reddit, Snapchat and X, covering the period from January to December 2025 . In 2025, Marico’s digital ad impressions increased 87% YoY, in line with higher digital ad spend. Saffola accounted for 29% of incremental impressions, followed by FPLiX (21%) and Beardo (19%). This accelerated investment lifted Saffola’s SOV from 6% to 17% , signaling a clear pivot toward health-led categories. Marico Limited Digital Ad Spend & Brands Breakdown in 2025 Geography Breakdown & Creative Gallery for Marico Limited India Comparing Jan–Aug with September, Marico rebalanced its geographic mix —expanding reach across high-population North Indian states while maintaining efficient presence in core metros. Creatively, leadership shifted from Parachute’s evergreen and seasonal messaging to Saffola-led health narratives , highlighting healthy edible oils, convenient foods, and family wellbeing. MaharashtraDelhiUttar PradeshWest BengalKarnatakaGujaratRajasthanTamil NaduTelanganaBihar0%7.5%15%Jan-Aug 2025Sep 2025
– All Rights Reserved25The year 2025 marked a watershed moment for the platform, as a massive surge in digital ad impressions fueled an unprecedented explosion in user acquisition. Cumulative downloads soared to nearly 1.8 million , representing a staggering YoY growth of over 4,700% , a direct result of Wint Wealth’s aggressive and synchronized digital marketing offensive.Wint Wealth: Driving Exponential Growth with Strategic Digital ScalingData Source: Sensor Tower App Performance Insights as of December 31, 2025. Notes: Sensor Tower’s data is based on estimates from App Store and Google Play, excluding pre-installs, re-downloads, and third-party Android stores. iOS Only for China. Wint Wealth has emerged as a disruptive force in the Indian fintech landscape, leveraging a high-impact digital strategy to democratize fixed-income investments. By bridging the gap between traditional FDs and volatile equity, the platform has successfully established itself as a go-to destination for yield-focused retail investors.Wint Wealth Monthly Digital Ads ImpressionsAudience Demographics & Creative Gallery for Flipkart India The platform attracts a young, 92% male audience (70% under age 34) concentrated in top metros like Bengaluru and NCR who favor stable investment apps like FDs and bonds. To convert this group, creatives strategically highlight bold “11% returns” and short-term tenures , successfully capturing the demand for high-yield, liquid assets.Wint Wealth Monthly Downloads and Total Cumulative DownloadsAll-time Downloads0M0.4M0.9M1.3M1.8MQuarterly Downloads0M0.1M0.2M0.3MJanFebMarAprMayJunJulAugSepOctNovDecQuarterly DownloadsCumulative Downloads0%25%50%75%100%MaleFemale0%50%100%18-2425-3435-4445-4455+ 9% 92% 1.5% 4.8% 30.1% 52% 12%
– All Rights Reserved26In India, Hyundai increased its digital visibility in 2025, moving up one position to rank 5th by impressions in the Auto category, with annual impressions approaching 5B and clear seasonality, peaking in November during the year-end festive period . Nearly 70% of impressions were delivered via Facebook, followed by Instagram, while Hyundai’s channel mix varies across other key markets, reflecting localized strategies . Festive Peaks and Regional Focus Lift Hyundai’s Digital Visibility in 2025Data Source: Sensor Tower App Performance Insights as of December 31, 2025. Notes: Sensor Tower’s data is based on estimates from App Store and Google Play, excluding pre-installs, re-downloads, and third-party Android stores. Pathmatics channel coverage varies across the U.S., South Korea, and India.In 2025, Hyundai strengthened its digital presence in India through higher impression volumes and a more targeted regional allocation, leveraging a Facebook-led channel mix and concentrating exposure in high-intent northern and northwestern markets while maintaining national reach.Hyundai Monthly Digital Ads Impressions in IndiaGeography Breakdown for Hyundai’s Digital SpendingIn 2025, Hyundai’s digital advertising became more geographically concentrated, with a greater share of spend allocated to North and Northwest India compared with 2024. States such as Maharashtra, Uttar Pradesh, and Gujarat accounted for over 30% of total impressions.The shift reflects Hyundai’s move toward more targeted regional allocation, prioritizing high-intent markets and core audiences while maintaining broad national visibility.Hyundai Digital Impressions by Countries & PlatformsMaharashtraUttar PradeshGujaratDelhiWest BengalRajasthanKarnatakaTamil NaduBiharKeralaTelangana0%7%14%20252024IndiaKoreaUnited States0%50%100%FacebookInstagramLinearOTTNAVERDesktop DisplayDesktop VideoXMobile DisplayRedditTikTokLinkedInPinterestMobileApps 45% 9% 57% 30% 13% 26% 67%
– All Rights Reserved27ConclusionDiverse Categories Power Growth in India’s Digital Ad Market India’s digital ad spend continued to grow in 2025 and is projected to reach a new peak in 2026. Shopping remained the largest category by ad spend, followed by Jobs & Education, Consumer Packaged Goods, and Media & Entertainment, each holding meaningful shares. At the advertiser level, domestic players occupied most top-ranking positions, while rankings continued to shift over time, indicating a more dynamic digital ad landscape.1Seasonality Shapes India’s Digital Ad Spend Patterns India’s digital ad spend in 2025 followed a clear seasonal pattern, with investment ramping up from July and peaking during the festive-heavy Q4. During this period, advertisers across categories stepped up spending to capture consumer attention. While Shopping led in absolute spend, growth momentum extended beyond e-commerce, with Generative AI, Food Delivery, Movies, and Investing Services recording sharp increases in the second half of the year.2Festive Advertising Drives Engagement Surges Ahead of Diwali, Flipkart’s Big Billion Day drove peak engagement in September 2025, with impressions up 50% PoP and WAU rising 31%. Flipkart paired story-led creatives aligned with audience preferences with bank-partnered discounts, while Hyundai shifted festive advertising toward North and Northwest audiences, helping lift overall visibility during the festive season.3Audience Mix Shapes Creative Focus Advertisers are increasingly aligning creative approaches with audience composition. Marico strengthened its presence in North India by shifting from brand-led messaging to family- and health-focused narratives, while Wint Wealth targeted young, urban males with performance-led creatives emphasizing high-yield and short-tenure claims. Together, these examples highlight the growing importance of tailoring creative direction to specific audience segments.4
– All Rights Reserved28Sensor Tower Terms of UseThis report and all original content contained within are wholly owned by Sensor Tower, Inc. © 2025. Modification, republication, distribution, or other unauthorized usage violate this copyright, unless express permission has been granted. App icons, images, and other branding assets are property of their respective publishers and are used expressly for the purpose of editorial commentary. If you would like to republish any of the data contained in this report, please email info@sensortower.com for further information on how to do so. We’re always happy to work with news organizations to provide custom data, insights and commentary. Contact press-apac@sensortower.com for help. Interested in our latest mobile insights? Read and download our new analysis of the mobile ecosystem at: sensortower.com/blog
– All Rights Reserved29Donny Kristianto Principal Market Insights Manager SingaporeContributorNan Lu VP of Marketing, APAC San FranciscoContributorYena You Insights Strategist SeoulContributorHideyuki Tsuji Insights Strategist TokyoContributorRui Ma Senior Analyst, APAC HubeiContributorSara Tan Marketing Operations, APAC SingaporeContributorDaniel Zhang Field Marketing Manager, GCR BeijingContributorEve Chen Insights Analyst, APAC BeijingAuthorSensor Tower APAC Insights Team
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