Superman has an easier job than the modern-day marketer.
Sure, he saves the world, but at least he doesn’t have to prove his ROI on social media or figure out which of his AI-generated content violates copyright laws. Today’s marketers juggle sustainability goals, influencer collaborations, and tech-driven innovations while trying to keep customers emotionally invested. There’s no threat of Kryptonite, but there are no capes either – just the endless crusade of campaigns against a ticking timeline.
It may seem like a thankless job, but it has its moments. There’s an undeniable thrill in watching your ideas light up social media, win accolades, and most importantly, drive conversions! While there are plenty of shortcuts to hit your brand-marketing goals in 2025, hopping on these three emerging trends is a smart way to get there.
1. Branding with a purpose: All eyes on sustainability
Today’s consumers aren’t just buying products; they’re buying values. Sustainability isn’t a "nice-to-have" anymore; it’s a dealbreaker. In India, the Business Responsibility and Sustainability Reporting (BRSR) mandates companies to provide metrics on their sustainability-related commitments – meaning the heat is on. But it’s not just the regulatory authorities, it’s beyond that. 60% of consumers are willing to pay more for eco-friendly products, and brands that deliver are reaping the rewards.
Tata Tea’s "Jaago Re" campaign didn’t just sell tea; it sold the idea of waking up to social change and battling the climate crisis at hand.
Then there’s the award-winning nostalgia brand Paper Boat, which not only built it business on a sustainable value chain that promotes local produce but also transformed packaging with its eco-conscious, recyclable and efficient materials.
It’s a tough crowd, though. Miss the mark, and you risk being called out for greenwashing faster than you can say "eco-friendly”.
2. The power of many: Brands + creators + AI
Remember when selecting an influencer was as easy as taking stock of their follower count? That’s ancient history. AI is now the matchmaking guru, analyzing engagement patterns, audience sentiment, and even predicting ROI before the first post goes live.
As brands join the influencer movement, they are increasingly leveraging AI to identify the right influencers for their brands. Contrary to past practices, they often bypass the mega content creators in the process, to micro and nano segments who they feel will resonate better with their niche audience groups.
And then we have AI influencers – a controversial yet high-potential segment within the content creator industry. BoAt and its recent viral campaign with AI influencer Kyra, which amassed 25 million impressions and 3.8% CTR, come to mind. While the jury is still out on AI influencers, there’s definitely a storm brewing on the horizon.
Brands are also joining forces amongst themselves to craft campaigns that hit all the right notes. Picture this: luxury heavyweights like YSL partnered with Indian giants like Nykaa to create marketing highs. We’re talking the likes of 53% YoY growth in fragrance sales in 2024. Come 2025, brands won’t just dip their toes into collaboration; they’ll dive headfirst into them to reel in niche audience segments.
3. The rise of voice tech and the allure of AR/VR
There’s no denying that 2024 was the year of AI. But as AI nudges the boundaries of innovation, it’s propelling a host of other technologies – voice tech, IoT and AR/VR among them. Voice shopping in India is taking off, thanks to platforms like Flipkart, which even pioneered regional language options for voice commands. It’s not just smart; it’s inclusive.
As Indian consumers embrace tech, brands that offer seamless, immersive experiences are building not just loyalty but a new benchmark for convenience.
Lenskart, a pioneer in this realm, is now letting customers try on glasses virtually, using AR to turn every smartphone into a mini showroom. The experience is addictive. Who doesn’t want to shop from the comfort of their couch while pretending to be in a high-end boutique?
Companies like Reliance Retail are diving into IoT-powered innovations to transform in-store experiences. Younger brands like mooMark have fully embraced IoT at every step of the milk collection process to track and analyze data in real time, ensuring full traceability for FMCG customers who prioritize quality, nutrition, and sustainability.
In the fast and ever-elusive marketing world, standing still is the quickest way to disappear. Whether it’s championing sustainability, creating AI-powered campaigns, or embracing tech-driven experiences, the key is to evolve and fast.
So, to all the marketers out there: keep juggling. Superman might save the world, but you’re shaping it – one campaign at a time.
To learn more about tech-powered marketing experiences and how we can help you leverage them, write to us: getme@markiverse.com
