Guest column: Religion and spirituality will be key marketing themes in 2025 and creator economy will boom unevenly, writes Abhishek Gupta, CMO of Edelweiss Life Insurance

The marketing landscape has been evolving rapidly, driven by the fast-paced digital world. Emerging technologies, shifting consumer behaviours, and changing regulations are keeping marketers on their toes. From the rise of AI tools to the demand for hyper-personalization, marketing is experiencing an exciting transformation. As we look to 2025, these trends will not only accelerate but also bring new challenges, such as navigating a complex digital ecosystem;

Here are the key trends that will shape marketing strategies in 2025: 

1. Emergence of new media: Fragmentation in traditional media and increased digital penetration will drive the adoption of Connected TV (CTV). Smart TVs are now a staple in urban households, giving rise to CTV and TV streaming as significant marketing channels. A Kantar report highlights that while broadcast TV remains dominant, 55% of global marketers plan to increase investments in CTV. Fuelled by growing interest in sports and video content, CTV will become a preferred medium for many brands, especially those with smaller advertising budgets. Expect a wave of content and initiatives specifically designed for CTV audiences. 

2. The creator economy will boom, but unevenly: The creator ecosystem will mirror the structure seen in the broader digital world. Much like Meta, Google, and Microsoft dominate their spaces, a few top-tier creators will command most of the attention and brand partnerships. This will result in a significant gap between the biggest creators and smaller, niche influencers. Top creators will continue to capture the largest share of the market, while smaller creators will struggle to bridge this divide. Brands will increasingly collaborate with these big players, though micro-creators will still play a role in niche micro targeted campaigns. 

3. The rise of the 50+ market: India is not just a young market; it is also a greying market. The consumer over 50+ age group will continue to grow in the coming years, turning this demographic into a major consumer segment. This group isn’t limited to healthcare needs - it represents a broader opportunity across healthcare, beauty, lifestyle, and more. With high disposable income and a higher propensity to consume discretionary products, this market is not only a key growth driver but is also likely to experiment with new offerings. Products and services catering to consumers aged 50 and above will become pivotal, and new brands focusing exclusively on this market are expected to emerge and thrive. 

4. Religion and spirituality as key marketing themes: With the Kumbh Mela kicking off early 2025, religion and spirituality will gain prominence in marketing. This event will set the tone for the year, as brands incorporate faith and cultural values into their campaigns. Expect marketing strategies that tap into the emotional and communal aspects of spirituality, resonating deeply with Indian audiences. 

5. Generative AI will continue to redefine marketing: Generative AI (Gen AI) will infiltrate almost every aspect of marketing, from data analysis to content creation. AI-driven insights will streamline marketing decisions and make personalization more accessible. Gen AI will help brands create high-quality, tailored content quickly, even with limited budgets. The key challenge in 2025 will be pushing beyond current capabilities and discovering innovative applications to stay ahead of competitors.

6. Hyper-Personalization at Scale and Speed: Hyper-personalization will remain a priority in 2025. AI-powered personalization has already proven transformative, even in sectors like life insurance, where products can seem intangible. Campaigns like Spotify Wrapped demonstrate how personalized experiences can create anticipation and engagement. AI’s ability to analyse customer behaviour at speed and volume will enable brands to deliver tailored experiences efficiently and at speed. However, the challenge will be to innovate beyond the current norms and ensure personalization remains fresh and impactful. 

7. PR a key tool for driving organizational agendas: PR will continue to be a powerful tool for brands in 2025, evolving in two distinct directions:
Deceptive PR for Virality: The lines between positive and negative publicity are increasingly blurred, with brands using calculated controversies to their advantage. By provoking online outrage or capitalizing on cancel culture, brands can create viral moments that drive attention. Examples like Ranbir Kapoor’s staged phone-throwing incident, the video went viral, and the actor was dubbed arrogant on social media. It was later revealed to be smartphone brand campaign for a new launch. Another such example is Poonam Pandey faking her death as a part of cervical cancer awareness campaign. 
Authentic PR for Connection: On the other hand, brands will focus on creating genuine, shareable stories that resonate emotionally with audiences. Zomato’s CEO delivering food alongside delivery partners, for example, became a viral moment that highlighted social issues while reinforcing a human, empathetic side of the brand.

As 2025 unfolds, marketers who thrive will be those who not only adapt to these trends but also anticipate the next wave—because in this dynamic landscape, staying ahead is the only way to stay relevant.