Philips goes digital-first to boost personal health biz

WITH DIGITAL SCREENS growing in relevance, global major Philips has pulled its entire personal health media spend off traditional TV, moving to a fully digital-first strategy in India from 2025.

- URVI MALVANIA

WITH DIGITAL SCREENS growing in relevance, global major Philips has pulled its entire personal health media spend off traditional TV, moving to a fully digital-first strategy in India from 2025. This would be supported by targeted out-of-home and on-ground activations, Smit Shukla, consumer marketing lead, Philips Personal Health, ISC Zone, said.

"For us, the TV spends are zero," he told FE on the sidelines of the launch of a new Philips Avent electric breast-pump. "We did only one campaign in 2024 only to realize TV is not working."