Himalaya, Britannia and Mars test CTV-retail media plans built around outcomes

Indian FMCG marketers are linking connected TV, retail media and quick-commerce campaigns to improve outcome measurement. CTV ad spend is growing around 47%, though data-sharing gaps and incomplete full-funnel attribution remain constraints.

— Source publishedTue, 21 Jul, 2026, 12:38 IST·First seen Wed, 22 Jul, 2026, 19:58 IST·Source ET BrandEquity

What happened

Indian FMCG marketers including Himalaya Wellness, Britannia and Mars Pet Nutrition are testing integrated CTV, retail-media and quick-commerce campaigns,

Key facts

  • CTV AdEx growth: around 47%
  • Testing horizon: next 12 to 18 months

Why this matters

Prioritize partnerships or acquisitions in retail-media analytics, CTV identity and quick-commerce attribution to capture the emerging integrated FMCG media stack.

What to watch

  • Major Indian quick-commerce platforms launch self-serve CTV audience extensions, shoppable TV integrations or formal measurement partnerships.
  • Large FMCG advertisers publicly disclose incremental sales-lift results from CTV-to-commerce campaigns.
  • Retailers or CTV platforms introduce clean rooms, interoperable data standards or third-party measurement accreditation.
  • Growth in QR-led CTV creative, app-install lift and attributable quick-commerce orders during campaign windows.
  • Rising advertiser complaints about inconsistent attribution, opaque retail-media reporting or inability to deduplicate audiences.
  • Agency trading deals begin bundling CTV, retail media and quick-commerce inventory around outcome guarantees.
  • Pilot matched-market and geo-holdout studies comparing CTV-plus-retail-media plans against retail-media-only activity.
  • Negotiate clean-room, privacy-safe audience matching and standardized campaign identifiers across CTV, quick-commerce and retail-media partners.
  • Shift FMCG briefs from reach targets to incremental household penetration, repeat purchase, basket lift and cost per incremental buyer.
  • Build category-specific playbooks: CTV for discovery and trust, retail media for consideration, and quick commerce for immediate conversion and replenishment.
  • Pressure agencies and publishers to report deduplicated reach, frequency and independently validated sales lift.

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