How Indian Brands Can Save Crores — and Dominate

The ₹15 Crore Question
Picture this: You spend ₹15 crore on a fancy TV commercial. It airs during Kaun Banega Crorepati, and…

Nothing happens!

Meanwhile, your competitor spends ₹50 lakh on an AI-powered Instagram campaign and goes viral overnight.

Sound familiar?

Indian brands are stuck in a TV ad time warp, splurging crores on campaigns that fewer and fewer people are watching. With Gen Z glued to Instagram Reels, YouTube Shorts, and ChatGPT, it’s time to ask: Are TV ads still worth it in the age of AI?

Let’s break it down — desi style.

Section 1: TV Ads in India Are a Money Pit

The Harsh Reality

• Cost: ₹10-15 crore per ad is the average price for a Bollywood-celebrity-led TV commercial. With that budget, you could run 10 AI-powered campaigns or even fund a small startup.

• Audience: Linear TV viewership in India is declining rapidly. Gen Z and millennials are binge-watching YouTube and Instagram instead of tuning into traditional TV channels.

• ROI: TV ads are expensive and hard to ignore, yet they often fail to deliver the desired impact. Brands continue to spend on TV ads while their audience scrolls past on their phones.

Section 2: AI is the New MVP of Indian Marketing

Why AI is Winning Over Traditional TV Ads:

1. Hyper-Personalized Ads for Every Gaon and Sheher

   • AI doesn’t guess what your audience wants—it knows.

   • Example: A chai brand uses AI to create ads in 10 regional languages, tailored to local tastes. The result? 4x higher sales in Tier 2 cities.

2. Ads That Adapt Like Jugaad

   • Facing a heatwave in Delhi? AI can swap visuals in your Thums Up ad to keep it fresh.

   • During Mumbai’s monsoon, the same tool can switch out visuals to resonate with local cravings.

3. Lower Production Costs

   • No need for a superstar like Shah Rukh Khan; AI-generated synthetic influencers cost virtually nothing.

   • AI can handle editing, scriptwriting, and testing multiple versions overnight, making production cheaper and faster.

Bottom Line: AI isn’t replacing creativity — it’s making it smarter and more cost-effective.

Section 3: The Data Doesn’t Lie

TV ad execs often claim, “TV builds brand love!” Yet, consider this:

• AI campaigns can A/B test 50 headlines in an hour, while a TV commercial is stuck with one tagline for months.

• Swiggy uses AI to tweak ads based on your order history, ensuring the right food reaches the right person.

• Myntra’s AI-generated copy outperformed human-written content, boosting conversions by 40% during the Big Billion Days sale.

If your CMO isn’t demanding AI-driven metrics, it’s time for a serious discussion.

Section 4: Indian Brands Already Winning with AI

• Amul: Leveraged AI to create regional ads that went viral across 10 states, resulting in 30% more clicks and a cult-like fanbase.

• Zomato: Employed ChatGPT to brainstorm campaign ideas, saving weeks of traditional brainstorming.

• Nykaa: Uses AI to generate virtual try-on ads, converting shoppers 11x faster than static TV spots.

These brands aren’t just saving money—they’re dominating the conversation!

Section 5: TV’s Last Stand (And How to Hack It)

Is TV dead? Not yet—but it’s on life support. Here’s how smart brands are adapting:

• Repurpose TV Content: Transform that ₹15 crore TV commercial into 1,000 Instagram Reels, YouTube Shorts, and WhatsApp forwards.

• Retarget Engaged Viewers: Use TV to build brand awareness, then follow up with AI-personalized digital ads targeting the 3% who care.

• Go Guerilla: Reserve TV budgets for major cultural moments (like IPL or Diwali) while letting AI handle the day-to-day.

The Final Word: Adapt or Get Left Behind

The marketing landscape is changing—and AI is the hero. Brands clinging to traditional TV ads are like companies stuck with outdated technology. In 2024, playing it safe with TV commercials is a strategy for failure.

Your Move:

• Audit your ad spend. If TV is dominating, sound the alarm.

• Pilot one AI campaign—test personalized videos, dynamic copy, or synthetic influencers.

• Shift budgets ruthlessly. Focus on strategies that deliver measurable conversions.

The future isn’t “TV vs. AI.” It’s TV powered by AI. The brands that understand this will own the next decade.

Agree or disagree?

SBN Media is your go-to solution for Effective Videos
For brands ready to transform their marketing strategy with cutting-edge AI, get in touch with SBN Media Mumbai. Let us help you create campaigns that truly connect and convert.