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Marketing, Brand, Advertising, Digital Marketing, Retail, Shopping | The HinduBusinessLine

Has your brand become an everyday habit? Cannes dichotomy: The lion and the login screen Private radio’s fight to get its voice heard Red hot mystery We are nearing a fair value zone, says Elara Capital's MD, Harendra Kumar The changing Indian kitchen countertop Brands and the beautiful game India fails to roar Gujarati movie Laalo’s word-of-mouth ascent to blockbuster status Celebrating the iconic Bengali brands The cockroach brief: Why virality is not a marketing strategy Nike rips the script We’re increasingly acting as consultants rather than just advertisers: Innocean COO Sirona’s Act II: Breaking more taboos The ASCI report is an uncomfortable but necessary reading: Chtrbox head Raj Mishra Bapu and Bajaj Prices are going up, so let’s buy lots more! Coming up next, the AI political candidate? The beauty category’s big transformation The future of shopping India’s first denim brand gets a Gen-Z makeover ‘Helping out’ is not enough The hot seat Adobe’s brand visibility tools for an AI-powered world Ikea’s omni-channel retail transformation Gen-Zers and their extraordinary new/old pastimes Steering a new course, wearing a little magic and Tvarra Weaving together ITC Fiama is lathering up its premium reach Iran just won the (meme) war How creators are making curiosity cool Ballooning up Taking a sweet break Hansa’s second act for a scroll-first audience Inside Kerala’s meme-fuelled poll battle Lego aces, brick by brick, in the age of Nvidia Authenticity and influence Fandom economy Sustainability, spirituality and a good sleep Spykar’s cut Green, gourmet and regional: Flavours of the AAHAR 2026 exhibition Another brick in the (fire)wall Goafest dates announced The changing face of loyalty and rewards Dennis the Menace and the simple joys of childhood How millennials and Gen Z are redefining timekeeping Carefree celebration Well paired! ‘Profit-ad spend link appears broken’ Behind the scenes, the quiet threshold moments at the AI Impact Summit Quick commerce fires up ad industry A new ‘brand’ of B-school comes to Bengaluru The next 10 years in advertising Of culture, collaborations and commerce ‘Our college campuses are with us forever’ Claude vs ChatGPT Painting 50 years of stardom AI Impact Summit: What’s in it for the Indian start-up ecosystem Why building fandoms, not funnels, matters in the Gen Z era For marketers, the New Year begins in the third week of January A new sparkle in oral care, as it moves beyond hygiene to aesthetic needs Baking evergreen loyalty with cakes, puffs and khara buns Scent of soil Analytics fuels surge in market research The zeitgeist... in 2026 words for 2026 The best of times, and the worst of times... to come Inclusive journeys Not quite black-and-white The ‘going out’ economy Dentsu India’s true eigyo pitch to CMOs Moving ahead with AI Human connection, crafted by Piyush Pandey Daggers drawn between AI evangelists and doomsayers When bio-hacking enters the supermarket aisles Apps — billboards under your thumb Imprinting their way into readers’ minds Fanning loyalty The first season is always the most difficult to get past: Raj Nayak Volkswagen: Driving a goofy viral trend Falling in love with tea, all over again How digital marketing is incomplete without the Piyush Pandey doctrine Algo branding: Simplify and surprise New youth labels, pop-ups, stories that are wooing Gen Z Desi ‘horror’ takes hold on ads The Great Indian LinkedIn Circus — of uplift, hustle and performance art How byproduct brands valorise waste in a virtuous cycle The circle of generosity The festival of lights is also a celebration of mithai When brands think out of the box for a Diwali sparkle The drawer economy Tea industry bets on repositioning the brew to woo Gen Z
GST, GenZ, AI and a man named Piyush Pandey
By Harish Bhat · 2025-12-15 · via Marketing, Brand, Advertising, Digital Marketing, Retail, Shopping | The HinduBusinessLine
LESS IS MORE: Festival shopping turns extra joyful with GST cuts

LESS IS MORE: Festival shopping turns extra joyful with GST cuts | Photo Credit: Dhiraj Singh

My wife and I shop for groceries at a department store in the South End Circle area of Bengaluru. A few weeks ago, as we entered the store, we saw prominent stickers on many shelves, highlighting lower prices and the quantum of GST reduction. The shopkeeper proudly told us, “Prices have come down, so you can buy more now!”

Consumption rebound

The consumption rebound we have seen in many categories across India during the last quarter of 2025, after the GST reduction took effect on September 22, is among the foremost themes I would like to call out, as I reflect on this year. Post the reduction, sales of cars increased by over 40 per cent during October, and have remained robust. Sales of electronic products, such as air conditioners and television sets, also surged during the Dussehra and Diwali season.

Not all categories benefited similarly, but it is quite clear that the GST cut has, overall, struck a positive note for the Indian consumer economy. What also helped was the widespread communication about the price drops, as seen in my neighbourhood department store.

GenZ confusion

While GST came down, confusion about GenZ remained high. Brands wish to target the significant spending power of this 377-million strong cohort in India — in fact, one out of every four people in our workforce is GenZ, and they are driving massive consumption of $860 billion this year, which is more than 40 per cent of the total Indian consumption spend.

However, many brands are yet to evolve clear marketing plans for GenZ and remain awash in questions. Is GenZ casual and lazy, living in a meme-driven world or is it as serious about life and career as the millennials have been? What exactly does it mean when GenZ-ers say they are “100 per cent authentic” or “just in the moment”? If deep traditions and constant experimentation are both integral parts of their lives, if fantasy-driven visuals and real-life stories both appeal equally to them, what should marketers do? A sharp understanding of GenZ will be critical for Indian marketers in the years ahead.

Commoditisation of AI

As Microsoft CEO Satya Nadella told us during his recent visit to India, there are more than 11,000 AI models available from the Microsoft foundry alone. Other tech companies have a huge collection of AI models too. With such a vast menu on offer at competitive prices, baseline AI services appear to have commoditised themselves in 2025. Therefore, brands have to work extra hard at putting the right slices of AI to the best use to derive a differential advantage.

This requires human agency, and the current year has made it clear to me that marketers who are able to deeply couple their native intelligence with the power of AI are most likely to win. AI tools are becoming a utility, much like electricity or the internet, which marketers should use smartly to fuel the two ‘I’s that really matter — insight and imagination.

Big and bold ideas

One of my defining experiences during the year was listening to outstanding speakers at the Cannes Lions Festival of Creativity 2025. My biggest takeaway was actually quite simple — great brands are built by investment in big, bold ideas and not by a hamster wheel of content. David Lubars, who won the Lion of St Mark award for his lifetime achievements in advertising, was asked whether big ideas matter more than little ones today. His answer: Big ideas build brands. What we need are lots of little executions of a big idea, to carry across all touchpoints. By far the best marketing advice I have heard this year.

A fond farewell

I was deeply saddened by the passing away this year of Piyush Pandey, advertising legend and a personal friend. Piyush led the transformation of Indian advertising over the past few decades. He combined insightful observation and child-like simplicity with the power of the Indian idiom to create memorable advertising that built multiple brands such as Cadbury, Asian Paints, Titan and Fevicol. Even as we wrap up this year, I would urge all marketers to heed Piyush’s words and get back to simple, insightful, emotive storytelling as the currency of brand communication. Because that is where the real magic lies.

Goodbye, Piyush. Farewell, 2025.

(Harish Bhat is an avid marketer and bestselling author)

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Published on December 15, 2025