Published on: April 16, 2026
15 April 2026 – WARC, the global authority on marketing effectiveness, has released The Pace Principle: India at Two Speeds, a new report examining how marketers can drive growth in India by balancing brand building with performance marketing in an increasingly digital landscape.
Drawing on insights from WARC’s global Pace Principle study, along with expert perspectives and case studies, the report contextualises these findings for India’s complex and rapidly evolving market. It highlights how brands can operate at two speeds—delivering short-term performance while building long-term brand value.
Biprorshee Das, India Editor, WARC, said: “This report is an India-focused extension of The Pace Principle, contextualising its APAC findings for the realities of advertising and marketing in one of the world’s most complex and fast-evolving markets. India’s scale, diversity and deep cultural fragmentation make applying global effectiveness principles more nuanced and more demanding in practice.
“At the heart of it is a simple idea: marketing today operates at two speeds. The ‘twin pace’ of growth demands that brands deliver short-term results through performance, while building long-term value through brand.
“What makes this more urgent in India today is its digital tipping point. As measurement becomes more immediate and visible, there is a growing risk that effectiveness is judged by short-term signals rather than long-term value. In this environment, the challenge is not choosing between brand and performance, but making both work together.”
The report notes that while India has a strong tradition of building culturally resonant brands, increasing short-term pressures are reshaping marketing decisions. Data from Kantar BrandZ shows that India’s top 75 brands have grown 6% faster than the broader market over the past decade. However, research indicates that 60% of CFOs question the commercial value of marketing, highlighting a growing shift toward short-termism.
WARC’s findings suggest that a balanced 50:50 investment between brand and performance delivers the most effective growth outcomes globally, a principle that remains relevant in India despite its more demanding operating environment.
The report also highlights how digital transformation is reshaping marketing effectiveness. With a mobile-first ecosystem and commerce-driven platforms, digital channels now dominate advertising investments. As a result, performance-led channels such as search, social, and ecommerce are increasingly central to media planning, with effectiveness often judged through immediate, measurable outcomes.
However, WARC cautions that over-reliance on short-term metrics may undermine long-term brand equity, mental availability, and sustained business impact. The report calls for marketers to adopt more comprehensive measurement frameworks that balance both immediate returns and long-term value creation.
India’s cultural diversity adds another layer of complexity, requiring brands to tailor messaging across regions, languages, and consumer segments. According to WARC, brands that build strong cultural connections can achieve up to 25% more growth. At the same time, 35% of brands and 42% of APAC agencies cite the lack of a unified brand platform as a key barrier to consistency.
The report concludes that as India reaches a digital tipping point, marketers must move beyond choosing between brand and performance, instead integrating both into a cohesive strategy that delivers sustainable growth.
The full report is available to WARC members and includes detailed case studies and expert insights on navigating India’s evolving marketing landscape.
Read more: WARC Rankings 2026: Effective 100 Revealed – Top Campaigns, Brands & Agencies
