ADS, ADS EVERYWHERE, BUT NO ONE STOPS TO CARE

Thak gaya hu main bhaagte bhaagte (I am tired of running)," said Ranbir Kapoor's character Bunny in Yeh Jawani Hai Deewani.

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If that had to resonate with today's advertising scenes, it would sound like, "Thak gaya hu main ads dekhte dekhte (I am tired of watching ads)." India's booming digital economy and one of the largest Internet user bases make it a great option for marketers looking to reach their target audience. However, given overexposure and repetition, these attempts are encountering pushback from the same audiences. Brands must focus on figuring out why consumers are becoming disinterested in their offerings and how to encourage them to come back.

Think of Riya, who is 18. Her day began with a push notification from one of the food delivery applications that sought her attention with a promo code to get a discount while purchasing her favourite pizza. By the time she opened YouTube to play videos of her favourite music in the background while studying, she had skipped five ads. Everything became dull for Riya, and she lost interest.