We are at a unique juncture where progress and tradition coexist in harmony. As generative Al surges, traditional crafts are also gaining prominence. Retail Media 2.O and unifed commerce are transforming retail trends, while generational values are increasingly shaping brand engagement. This phase blends digital and traditional approaches, creating a dynamic landscape for businesses to engage with consumers in meaningful and innovative ways. Amid these developments, digital media is not only increasing its revenue share but also seamlessly integrating with traditional media, creating a harmonious blend of phygital (physical and digital) experiences. Going forward, we expect digital media to grow at a compounded annual growth rate of 19.09%, reaching α market size of Rs 69,856 crore by the end of 2026. By that time, digital media will contribute 61% of the total advertising spend in