Philips moves to fully digital-first marketing strategy in India

With digital screens growing in relevance, global major Philips has pulled its entire personal health media spend off traditional TV, moving to a fully digital-first strategy in India from 2025. This would be supported by targeted out-of-home and on-ground activations, Smit Shukla, consumer marketing lead, Philips Personal Health, ISC Zone, said.

“For us, the TV spends are zero,” Shukla told FE on the sidelines of the launch of a new Philips Avent electric breast-pump. “We did only one campaign in 2024 only to realise TV is not working.”