Local Media Pitches In 2023 Accounted For 91% Of Total Media Pitches In India: Report

Maruti, Reckitt, Swiggy, Pernod Ricard,Vivo Mobiles, were among some of the significant pitches that dominated the market

According to a recent report by COMvergence, an independent research and data consultancy, Maruti, Reckitt, Swiggy, Pernod Ricard, Vivo Mobiles Beiersdorf, Ferrero, Berger Paints and Jaguar Land Rover stood as some of the most dominating accounts in the Indian market from January 2023 to December 2023. 

Additionally, Wavemaker, Mindshare and Lodestar UM led the media agencies’ ranking, followed by EssenceMediacom and Havas Media.

The media agency groups were led by GroupM by a wide margin with a total new business value of $654 million, followed by IPG Mediabrands at $200 million new business value and Omnicom Media Group with a new business value of $128 million.

In 2023, COMvergence assessed an overall of 215 account moves and retentions, with media spends estimated to be around $1.5 billion. Out of these, local pitches dominated the Indian market, whilst 55 per cent of the total pitches held globally were local in nature (country-specific pitches), making India well above this average with 91 per cent of total pitches being local whereas global and multi- country pitches made up only 9 per cent of the pie for India.

2023 saw a whole of 192 local pitches estimated to be around $1399M and 23 global and multi market pitches were estimated to be around $132M in India.

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