AdTech Today successfully hosted the second panel discussion of its premier event, Future Forward: Digital 2025, at the Taj Santacruz, focusing on the transformative topic, “CTV & OTT: Future Forward 2025.” The panel brought together some of the most influential voices in media, marketing, and advertising, who collectively shed light on the accelerated growth of streaming platforms and the evolving strategies required to reach today’s digital audiences.
The panel was moderated by Vikram Chande, National Sales Head – Digital, ZEE5, who set the stage for a dynamic discussion around the evolving digital video landscape, audience behavior, and content strategies tailored for a CTV/OTT-first world.
Jaikishin Chhaproo, Head – Media & Brand PR, ITC, spoke on the evolving role of marketers in the streaming era and the importance of campaign continuity for actionable insights.
“Don’t stop at one campaign because you will never get learning out there.”
Punit Dharamsi, Senior Vice President – Marketing and Investor Education, AMFI, emphasized the significance of localized strategies and measurable visibility.
“Content creation works well in Tier 2 & Tier 3 cities; also, creating visibility and impact is important.”
Sujay Ray, Head – Digital & Media, Professional Products Division, L’Oréal, shared a structured approach to audience targeting and holistic media planning.
“Who we are trying to target, whom we are reaching out—everything needs to complement how we are doing the 360-degree media.”
Suruchi M. Kore, Head – Digital & Social Strategies, Bajaj Group, spoke on the agility required in digital planning and the growing role of CTV in B2B ecosystems.
“Digital is dynamic and new. Trends are always changing. Targeting the right audience is the key.”.
Chinmay Chandratre, Senior Vice President – Media, FCB/SIX India, reflected on the positioning of CTV within integrated media strategies.
“Be sure CTV is an extension of linear TV, or CTV as an extension of the digital media ecosystem.”
Closing the session, Vikram Chande shared a succinct takeaway on CTV/OTT success.
“Audience targeting & measurement along with the fine-tuning of strategies can lead to better experiences on CTV/OTT.”
AdTech Today’s Future Forward: Digital 2025 continues to serve as a platform for industry innovation, thought leadership, and collaborative dialogue. The CTV & OTT panel was a testament to the shifting paradigms in media consumption and the new opportunities emerging for brands and marketers alike.
