The column was originally published in BW Businessworld. 

In the realm of media evolution and digital transformation, Anita Kotwani, CEO Media, South Asia at dentsu highlights India's advancement over other developing nations, underlining the role of digital progress in shaping consumer trends.

The Digital Transformation

Kotwani emphasises the significant shift in consumer behaviour, with digital platforms taking the lead in reshaping the media landscape. "We've witnessed a huge shift in consumer trends, with digital leading the pace from an India standpoint," she notes, recognising the enduring role of traditional media alongside the digital surge.

Underlining the symbiotic relationship between media and evolving consumer behaviours, Kotwani remarks, "The mobile-first screen is becoming the calling card for most consumers." She stresses the future of media, driven by personalised content and technological integration to boost consumer engagement and ROI. 

"At dentsu, the mix varies. However, in many new-age businesses, it's almost an equal split between digital and traditional media", remarks Kotwani.

Looking Ahead

Looking ahead, Kotwani outlines dentsu's focus on expanding services into gaming, branded content, influencer marketing, tech-led retail solutions, sports and partnerships. "We aim to go beyond media and creating creative," she concludes, affirming the organisation's commitment to innovation and integration.