India’s leading Fast-Moving Consumer Goods (FMCG) companies experienced moderate growth in advertising and marketing expenditures in the fourth quarter of fiscal year 2025. The growth was impacted by food inflation and sluggish demand in urban markets. Hindustan Unilever Limited (HUL), one of the largest FMCG companies, reduced its advertising spend by 6.5% to Rs 1,510 crore in Q4 FY25. Despite this, the company plans to increase its media spending and digital advertising to drive growth for key brands such as Lifebuoy, Glow & Lovely, and Nutrition Drinks.
Other FMCG companies also adjusted their advertising budgets. Dabur Ltd reduced its advertising spend to Rs 176.40 crore in Q4 FY25, while Godrej Consumer Products witnessed a marginal increase to Rs 310.07 crore. Marico, on the other hand, increased its advertising and promotional spends by 35% year-on-year to Rs 305 crore. Patanjali Foods, owned by Yoga guru Baba Ramdev, spent Rs 325.66 crore on advertisement and promotional activities in Q4 FY25.
The FMCG companies have shifted their focus from traditional advertising media to more targeted and digital channels. According to TAM AdEx, television advertising for FMCG brands declined by 12% in FY25, while print media ad space reduced by 20% year-on-year. Marketers are now opting for “high-impact, measurable platforms” such as Connected TV, choosing relevance and effectiveness over visibility.
The Q4 uptick in ad spending highlights a more strategic approach by FMCG companies. They are focusing on digital advertising and targeted marketing to drive growth and improve brand performance. As Managing Director and CEO of HUL, Rohit Jawa, stated, the company has taken initiatives such as heavy media spending, extensive digital advertising, and product relaunching to improve brand performance in fiscal year 2026. The shift towards digital advertising is expected to continue, with FMCG companies allocating more resources to targeted and measurable platforms.