Snitch shifts from one-size TVCs to targeted CTV creative as India’s connected-TV audience grows

India’s fast-growing connected-TV audience is pushing brands including Snitch and GoKwik toward modular creative tailored by geography, language, behaviour and purchase context, rather than a single hero TVC. The approach aims to raise relevance while keeping production costs in check.

— Source publishedTue, 22 Sept, 2026, 11:21 IST·First seen Tue, 22 Sept, 2026, 17:06 IST·Source ET BrandEquity

What happened

India’s expanding CTV audience is prompting brands including Snitch and GoKwik to replace single hero TVCs with modular, audience-specific creative versions by

Key facts

  • India CTV audience: 69.7 million in 2024
  • India CTV audience: 129.2 million in 2025, up 85% year-on-year
  • Projected India CTV audience: 206.9 million in 2026, up 60% year-on-year
  • CTV reaches an estimated 207 million viewers across 62-65 million Indian households

Why this matters

Prioritize partnerships or acquisitions in Indian CTV inventory, identity and measurement, multilingual creative production, and shoppable-video capabilities to help brands connect segmented viewing audiences to conversion.

What to watch

  • Whether India CTV audience growth translates into measurable monthly active viewing and addressable ad inventory, not just device ownership.
  • Availability of standardized cross-platform reach and frequency measurement across smart-TV OEMs, streaming apps and programmatic supply.
  • Changes in CTV CPMs relative to linear TV, YouTube, Meta video and retail-media placements during festive and sale periods.
  • Evidence that vernacular and regional creative variants improve conversion or brand lift enough to offset production and trafficking costs.
  • Growth in dynamic creative tools that can connect apparel catalogs, prices, promotions and local inventory to CTV ad units.
  • Privacy or consent rules that restrict household targeting, retargeting or exposure-to-purchase attribution.
  • Whether competitors use CTV to concentrate spending in high-value metros and emerging tier-2/3 fashion markets, raising auction prices and share-of-voice requirements.
  • Build a modular creative system with interchangeable product, offer, language, location, weather and occasion assets rather than producing campaign-specific TVCs.
  • Prioritize high-intent cohorts: recent site visitors, cart abandoners, repeat purchasers, tier-1 versus tier-2 city shoppers, and category-specific buyers.
  • Run geo-based incrementality tests measuring branded search, direct traffic, conversion rate, new-customer mix and store/app sales after CTV exposure.
  • Align CTV flighting with inventory depth, delivery promises and regional assortment so ads do not amplify out-of-stock or low-serviceability SKUs.
  • Use CTV for sequential messaging: broad style/brand story first, then product- and offer-led variants for exposed households across mobile and web.
  • Negotiate platform reporting for reach, frequency, completion, household overlap and post-view attribution before committing large budgets.

Also reported by