Gen Z tunes out vague 'authenticity' pitches; India's Rs 2.01 lakh crore ad market stuck on TV-era logic

Jigsaw Brand Consultants argues Indian advertisers keep applying reach-and-frequency thinking to feed-based Gen Z consumers who demand specificity. With digital now 68% of ad spend, the mismatch between creative approach and platform behaviour is widening — a warning for retail brands leaning on generic lifestyle messaging.

— FiledThu, 14 May, 2026, 07:02 IST·First seen Thu, 14 May, 2026, 06:37 IST·Source Financial Express · BrandWagon

What happened

Jigsaw Brand Consultants · Opinion piece argues Gen Z rejects vague 'authenticity' messaging and responds to specificity. India's Rs 2.01 lakh crore ad

Key facts

  • Rs 2.01 lakh crore
  • 68%

Why this matters

Creative agencies and martech shops with proven Gen Z segmentation playbooks become attractive tuck-ins as incumbents scramble to retool.