Gloom lifts, India Inc ready: Consumer cos step up festive ad spends after slow H1; expect 15–20% jump
Media buyers said companies from the personal care, food, automobiles, retail, electronics, hospitality and real estate sectors have taken the lead in booking advertising slots.
Explore courses from Top Institutes in
Please select course:
Select a Course Category
Others
MCA
Degree
Product Management
CXO
Digital Marketing
Healthcare
others
Technology
Data Science
Public Policy
Project Management
Management
Leadership
Operations Management
Data Analytics
Design Thinking
PGDM
MBA
Artificial Intelligence
Finance
healthcare
Data Science
Cybersecurity
Skills you'll gain:
Duration:
16 Weeks
Indian School of Business
CERT-ISB Transforming HR with Analytics & AI India
Starts on
undefined
Get Details
Skills you'll gain:
Duration:
28 Weeks
MICA
CERT-MICA SBMPR Async India
Starts on
undefined
Get Details
Skills you'll gain:
Duration:
9 months
IIM Lucknow
SEPO - IIML CHRO India
Starts on
undefined
Get Details
Skills you'll gain:
Duration:
7 Months
S P Jain Institute of Management and Research
CERT-SPJIMR Exec Cert Prog in AI for Biz India
Starts on
undefined
Get Details
Beverage maker Coca-Cola's global chief executive James Quincey said on an investor call earlier this week, "In India, after a strong start to the year, volume declined as our business was impacted by early monsoons and geopolitical conflict in the important summer season. In response, Coca-Cola is developing more granular, execution strategies... tailored to festivals and regional needs," he said.
Discretionary sectors, which saw subdued sales growth of 4-5% in the past 12 months owing to a combination of factors, are pinning hopes on the next five months for momentum to pick up, hoping that the income tax relief on salaries of up to ₹12 lakh annually, favourable monsoon, easing of some commodity inflation and stability in geopolitical sentiment could bring back demand.
"While the auto industry has faced subdued demand, we expect good revival in the coming months backed by favourable monsoon and upcoming festive season starting with Onam from August. We will enhance our marketing campaigns and introduce product updates to catch this uptick in buying season," said Kunal Behl, vice president, marketing and sales, Honda Cars India.
Banking on demand revival
The festive season, comprising a series of festivals in different parts of the country, from Raksha Bandhan and Janmashtami in August to Dussehra and Diwali in October and Christmas in December, is traditionally associated with an uptick in spending and provides businesses an opportunity to push sales on these auspicious occasions.
'Companies that had held back ad budgets so far this year, are expectedly ploughing them back into the next two quarters, hoping for demand recovery in the second half of the year,' said Shashi Sinha, chairman at media planning and buying firm IPG Mediabrands, which represents companies such as
ITC
, Mahindra Group and PhonePe digital wallet app.
Car and two-wheeler sales in India, the world's third largest automobile market, slipped in the June quarter, snapping a four-year growth streak. 'But a busy pipeline of new model launches in the run-up to the festive season and a weak demand is prompting auto companies to jack up advertising, marketing and sales promotion spend,' an executive at a large passenger vehicle maker said on condition of anonymity.
'Automakers are leveraging digital-first strategies to drive festive demand and clear elevated inventory levels.'
Launching ahead
Summer-centric companies such as those making cold beverages, air-conditioners, ice-cream and refrigerators, in particular, were caught off guard in the crucial April-June quarter, which contributes more than half to their annual sales, on account of consistent unseasonal rains.
Many such companies, which had stalled launches during the season and hence ad and marketing spends, are now reviving their plans, supported by an advertising push.
'With the festive season bringing a wave of optimism and increased consumer spending, we will now introduce Jumpin's ready-to-drink portfolio, to capitalise on the favourable environment,' said Piruz Khambatta, group chairman of concentrate mix and fruit drinks maker Rasna.
The company had acquired Jumpin from Hershey's India this year in peak summer in May for a valuation of an estimated Rs 350 crore. 'Given how much hinges on the festive quarters this year, we are seeing advertising focusing on exchange schemes and financing offers for additional incentives to urge consumers to spend, instead of routine seasonal festive campaigns that usually focus on launches and new collections,' said an executive at a creative agency, which is currently creating such advertising for two large brands.
'This is happening across sectors, whether it's jewellery, phones, electronics or cars.' A report by Sam Balsara-owned Madison Advertising, along with Pitch, forecasted that India's advertising expenditure would increase 11% year-on-year to Rs 1,19,857 crore in 2025. The report referred to 'positive market sentiment following the budget as a key driver for recovery'.
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Time of India
an hour ago
- Time of India
‘Kitne aadmi the': CP Gurnani explains why TCS layoffs are a sign that the ‘Sholay era' of IT companies is over
Tata Consultancy Services ' (TCS) recent decision to lay off around 12,000 employees is being viewed by industry leaders as a sign of a major shift in how Indian IT firms operate. Former Tech Mahindra CEO CP Gurnani said the move signals the end of evaluating IT companies based on workforce size, calling for a stronger focus on outcome-based models driven by artificial intelligence (AI). Shift from headcount to output-led metrics Speaking to CNBC-TV18, IT veteran CP Gurnani said Indian IT firms will increasingly move away from being measured by employee numbers. 'The focus on the Sholay dialogue 'Kitne aadmi the' or judging the Indian IT industry based on headcount—that period will be over,' Gurnani told CNBC-TV18 . Explore courses from Top Institutes in Please select course: Select a Course Category Product Management Healthcare MBA healthcare Data Analytics Design Thinking Project Management Data Science CXO Digital Marketing Artificial Intelligence Operations Management Data Science Management Public Policy others Leadership MCA Cybersecurity Others Finance Skills you'll gain: Product Strategy & Competitive Advantage Tactics Product Development Processes & Market Orientations Product Analytics & Data-Driven Decision Making Agile Development, Design Thinking, & Product Leadership Product Strategy & Competitive Advantage Tactics Product Development Processes & Market Orientations Product Analytics & Data-Driven Decision Making Agile Development, Design Thinking, & Product Leadership Duration: 40 Weeks IIM Kozhikode Professional Certificate in Product Management Starts on Jun 26, 2024 Get Details Skills you'll gain: Product Strategy & Roadmapping User-Centric Product Design Agile Product Development Market Analysis & Product Launch Product Strategy & Roadmapping User-Centric Product Design Agile Product Development Market Analysis & Product Launch Duration: 24 Weeks Indian School of Business Professional Certificate in Product Management Starts on Jun 26, 2024 Get Details Skills you'll gain: Product Strategy & Competitive Advantage Tactics Product Development Processes & Market Orientations Product Analytics & Data-Driven Decision Making Agile Development, Design Thinking, & Product Leadership Duration: 40 Weeks IIM Kozhikode Professional Certificate in Product Management Starts on Jun 26, 2024 Get Details Skills you'll gain: Product Strategy & Roadmapping User-Centric Product Design Agile Product Development Market Analysis & Product Launch Duration: 24 Weeks Indian School of Business Professional Certificate in Product Management Starts on Jun 26, 2024 Get Details He added, 'We will have to rewire ourselves to focus on output and outcome-based business models, outcome-based pricing, and more importantly what it does for business and customers, instead of looking at IT and systems in isolation.' Human-centric AI will reshape jobs, not just cut them Addressing concerns over job losses, Gurnani noted that although some roles may be cut due to automation and AI integration, new types of jobs are also emerging. He pointed out that hiring in AI roles is already on the rise. 'If you see the job openings at these companies, they have only increased since the previous year. This is because they need more AI engineers, more data scientists, prompt engineers and people who can collapse few functions of an organisation,' he said. Live Events You Might Also Like: TCS layoffs 2025: Why India's biggest IT co is asking 12,000 techies to leave, who's at risk, and what severance package they will get 'There is no point of having an HR organisation. Ultimately, it will become how do I serve my employee. That means it is a data-centric organisation, with a human touch,' Gurnani added. TCS trims workforce amid shift in business priorities TCS recently confirmed that it would reduce its workforce by about 2%, affecting nearly 12,000 employees, over the course of 2025. The company cited changing technology demands, client expectations, and strategic realignment as key reasons for the move. The layoffs are expected to mainly impact employees in mid-level and senior roles across various business units. According to the company, the job cuts are part of its long-term plan to become more agile and focus on emerging areas like artificial intelligence, data science, cloud computing, and automation. Revised bench policy puts pressure on unallocated staff Amid layoffs, TCS has also introduced a stricter deployment policy that limits bench time to 35 business days per year. Employees are now required to be billed for a minimum of 225 working days annually. Failing to meet these expectations may affect their salary progression, promotion prospects, and continued employment. You Might Also Like: TCS layoffs: Job cuts due to skill mismatch, not AI automation, says CEO K Krithivasan During their time on the bench, employees must attend office and spend four to six hours daily on upskilling through internal and external learning platforms. The company has asked staff to take initiative and work closely with the Resource Management Group (RMG) to find project opportunities. Workers' group flags mental health and job security concerns The Nascent Information Technology Employees Senate (NITES) recently raised concerns over the pressure faced by employees under the revised bench policy. In a letter to the Union Labour Minister, the group described the policy as 'inhumane' and said it was causing mental stress among skilled professionals who were temporarily without assignments. 'Instead of support, they are met with suspicion, coercion, and threats,' NITES president Harpreet Singh Saluja wrote in the letter. The organisation also accused TCS of withholding experience letters from those unable to secure new roles within the prescribed time. Hiring slows across India's top IT companies The layoffs come at a time when the overall hiring outlook in India's IT industry has weakened. Data from recent quarters shows that job additions at leading IT companies have dropped significantly. In the April–June 2025 quarter, the top six Indian IT firms added only 3,847 employees, compared to 13,935 in the previous quarter. You Might Also Like: TCS layoffs: IT major to mass fire 12,000 senior, mid-level staffers amid AI push With rising costs, automation, and global economic uncertainty, industry analysts expect more firms to adopt tighter workforce management strategies. As AI continues to replace repetitive tasks, companies are increasingly looking for employees with specialised skills in digital transformation, cybersecurity, and advanced analytics.
Time of India
an hour ago
- Time of India
NYT Connections Hints July 28: Crack the Monday puzzle #778 with this complete guide
The New York Times' popular word association puzzle Connections continues to challenge and delight players worldwide. With game number 778 released on Monday, July 28, 2025, enthusiasts once again flocked to decipher the latest puzzle built around grouping 16 words into meaningful categories. As always, players leaned on subtle clues, clever intuition, and daily hints to conquer the day's riddle. The Puzzle Format: A Daily Linguistic Test The NYT Connections game, which gained traction following the success of Wordle , invites players to organize 16 seemingly unrelated words into four connected groups. These groups vary in complexity, color-coded from Yellow (easiest) to Purple (hardest). Available for free on both desktop and mobile platforms, the game is widely appreciated for its mental stimulation and vocabulary challenge. NYT Connections Hints Today: Four Categories, One Goal For players seeking guidance, hints play a pivotal role in easing the solving process. The hints for Connections on July 28, as mentioned in a report by Beebom, were as follows: Explore courses from Top Institutes in Please select course: Select a Course Category Digital Marketing Leadership healthcare MCA Finance Cybersecurity Data Science Degree Healthcare Technology Others Project Management Data Science Data Analytics CXO Product Management others Operations Management Public Policy MBA Management PGDM Design Thinking Skills you'll gain: Digital Marketing Strategies Customer Journey Mapping Paid Advertising Campaign Management Emerging Technologies in Digital Marketing Duration: 12 Weeks Indian School of Business Digital Marketing and Analytics Starts on May 14, 2024 Get Details Skills you'll gain: Digital Marketing Strategy Search Engine Optimization (SEO) & Content Marketing Social Media Marketing & Advertising Data Analytics & Measurement Duration: 24 Weeks Indian School of Business Professional Certificate Programme in Digital Marketing Starts on Jun 26, 2024 Get Details Yellow – A clue for something Green – What comes before everything Blue – Things one collects Purple – Genres or types of movies These clues help guide players in identifying shared characteristics among groups of four words. by Taboola by Taboola Sponsored Links Sponsored Links Promoted Links Promoted Links You May Like Join new Free to Play WWII MMO War Thunder War Thunder Play Now Undo Categories Decoded for July 28 Puzzle According to the official release, the NYT Connections categories for game #778, as per a report by Beebom are: Yellow (Easiest) – Indication Green – Foremost Blue – Item in a Collection Purple (Hardest) – _ _ _ Movie These categories were reportedly straightforward for most solvers, with words matching intuitively to their groupings. Players noted that the puzzle lacked deceptive terms, making it easier than usual. Live Events Today's NYT Connections Answers For those unable to crack the grid, the complete breakdown of answers for July 28 is as follows, as mentioned in a report by Beebom: Indication: EVIDENCE, HINT, SIGN, TRACE Foremost: FIRST, INITIAL, ORIGINAL, PRIMARY Item in a Collection: COIN, COMIC, RECORD, STAMP _ _ _ Movie: BUDDY, CULT, DATE, SILENT Each category revealed a specific pattern—some logical, some semantic, and others phonetic. How the Game Works At its core, NYT Connections requires players to discover four-word groupings that share a logical link. This could stem from a shared definition, usage, or phrase structure. The simplicity of the interface—four-by-four word grid—contrasts with the mental effort demanded to sort the words correctly. To win, players must make precise guesses, as the game only allows four incorrect submissions. Thus, careful thought and pattern recognition are essential. Tips for Mastering NYT Connections Experts offer the following strategies for daily success: Embrace Simplicity: Don't overthink. Words are usually linked by basic, recognizable themes. Use the Shuffle Button: Rearranging the board can offer fresh perspective and reveal unexpected groupings. Limit Guesses: With only four chances, avoid hasty selections. Take a moment to consider all combinations. A disciplined approach increases the likelihood of success, even on trickier puzzles like those in the purple category. FAQs What is NYT Connections? Connections is a daily word association puzzle by The New York Times where players must group 16 words into four related categories. Each group shares a common link, such as meaning, usage, or theme. Was the July 28 puzzle considered difficult? Players found puzzle #778 to be relatively straightforward, with intuitive groupings and no misleading decoys. The challenge level was considered easier than usual, especially for experienced solvers.
Time of India
an hour ago
- Time of India
TCS layoffs 2025: Why India's biggest IT co is asking 12,000 techies to leave, who's at risk, and what severance package they will get
Tata Consultancy Services (TCS), the country's largest IT services firm, is laying off about 2% of its workforce, over 12,000 employees, during the course of 2025. The decision comes as the company adjusts to global business uncertainties and rapid changes brought by artificial intelligence (AI). Why is TCS reducing jobs? TCS said the layoffs are part of its larger plan to become more future-ready and improve how it delivers technology services. It cited lower business demand and the impact of AI-led changes as key reasons behind the decision. Explore courses from Top Institutes in Please select course: Select a Course Category Others Public Policy Data Science healthcare Operations Management MCA Digital Marketing Product Management PGDM Cybersecurity Data Science Finance Data Analytics Management Design Thinking Project Management Healthcare CXO Leadership others Degree MBA Technology Skills you'll gain: Duration: 28 Weeks MICA CERT-MICA SBMPR Async India Starts on undefined Get Details Skills you'll gain: Duration: 9 months IIM Lucknow SEPO - IIML CHRO India Starts on undefined Get Details Skills you'll gain: Duration: 16 Weeks Indian School of Business CERT-ISB Transforming HR with Analytics & AI India Starts on undefined Get Details Skills you'll gain: Duration: 7 Months S P Jain Institute of Management and Research CERT-SPJIMR Exec Cert Prog in AI for Biz India Starts on undefined Get Details The company stated, 'TCS is on a journey to become a future-ready organisation… As part of this journey, we will also be releasing associates from the organisation whose deployment may not be feasible.' by Taboola by Taboola Sponsored Links Sponsored Links Promoted Links Promoted Links You May Like Aussies Ditching Expensive Health Cover for This Smarter Choice Senior Savings Learn More Undo The job cuts follow a broader trend in India's IT sector, which has seen a major slowdown in hiring. Between April and June 2025, the top six IT companies added only 3,847 employees—down over 72% from the previous quarter, according to an ET report. TCS Layoff: Senior or junior, who will be affected? The layoffs will mainly affect mid-level and senior employees. TCS clarified that the workforce reduction would happen gradually over the year and would not impact client service delivery. Live Events You Might Also Like: TCS layoffs: IT major to mass fire 12,000 senior, mid-level staffers amid AI push The company had 613,069 employees on its rolls at the end of June. What will laid-off employees receive? TCS said it is providing multiple support measures to the employees who are being let go. These include full notice period payments, an additional severance package, extended insurance benefits, and outplacement assistance. 'This transition is being planned with due care to ensure there is no impact on service delivery to our clients… We understand that this is a challenging time for our colleagues likely to be affected. We thank them for their service and we will be making all efforts to provide appropriate benefits, outplacement, counselling, and support as they transition to new opportunities,' the company said. What else is changing at TCS? The company is also working on strategic shifts. These include deploying AI at scale, investing in new technologies, exploring new global markets, and updating its internal workforce model. You Might Also Like: Explained: Why TCS firing 12,000 employees may be a canary in the mine and what it means for investors TCS has also been running internal reskilling and redeployment programmes to adapt to these changes. The company recently introduced a new bench policy requiring employees to maintain 225 billable days annually, with only 35 days allowed without deployment—a move that has led to employee concerns and legal complaints. India's IT sector under pressure India's software services industry, which employs millions and generates over $283 billion in revenue, is facing a shift as automation and AI tools start to replace traditional tech work. TCS's move marks one of the biggest workforce adjustments by any single company this year. TCS's new bench policy sets 35-day limit for project deployment Tata Consultancy Services (TCS) has introduced a revised deployment policy effective from June 12, 2025, which requires employees to be assigned billable work for a minimum of 225 business days each year. This effectively limits the time employees can remain on the bench—without a project—to 35 business days annually. Policy outlines consequences for extended bench time As per internal communication, employees who remain unallocated for long durations may face negative impacts on their salary, future promotions, chances of international assignments, and even continued employment. The document states, 'Long periods of remaining unallocated shall adversely impact associate compensation, career growth, avenues of overseas deployment in future, and continuity of employment with the organisation.' Employees must take initiative during bench period TCS expects employees to actively look for project assignments during their bench time. Associates are directed to coordinate with the Resource Management Group (RMG) and explore opportunities available within the company. 'In the event an associate is unallocated, it is the primary responsibility of the associate to proactively engage with the Unit/Regional RMG for seeking allocation and take initiative towards pursuing suitable opportunities provided by the organisation,' the company stated. Mandatory training and office presence during bench During the bench period, employees are required to spend four to six hours daily on upskilling through platforms such as iEvolve, Fresco Play, VLS, or LinkedIn Learning. TCS has also made in-office presence the default, limiting remote work for those not assigned to a project. Summary of TCS's deployment rules Element Requirement Minimum billable work 225 business days per year Allowed bench period 35 business days per year Penalties Risk to salary, promotions, overseas postings, continued employment Employee role Must seek assignments via RMG During bench Daily upskilling (4–6 hrs), in-office attendance How many employees could be affected? While TCS has not disclosed specific numbers, industry estimates suggest that 15–18% of employees at large IT firms in India are typically on the bench at any given time. With a total workforce of over 613,000, the potential number of impacted employees at TCS could be substantial. Labour group terms policy 'exploitative' Last week, the Nascent Information Technology Employees Senate (NITES) sent a formal request to Union Labour Minister Mansukh Mandaviya seeking intervention against the new policy. 'These are not non-performing employees, but skilled professionals who find themselves temporarily without allocation… Instead of support, they are met with suspicion, coercion, and threats,' said NITES president Harpreet Singh Saluja in the letter. The organisation accused TCS of pressuring benched employees with the threat of job loss and withholding experience certificates if they fail to secure a project within the defined time limits.
