The way brands advertise has always evolved with media consumption habits. In India, a country with over 1.2 billion mobile users, the shift is undeniable—short-form video content, particularly Instagram Reels and YouTube Shorts, is quickly replacing traditional TV commercials. If brands want to stay relevant in 2025, adapting to this new paradigm is not an option; it’s a necessity.

The Decline of Traditional TV Commercials in India

TV commercials once held the undisputed throne in Indian advertising. Big-budget ad campaigns on prime-time television were the gold standard for brand visibility. However, several factors have led to their decline:

• Changing Viewership Habits: Streaming services like JioCinema, Netflix, and Amazon Prime have overtaken traditional TV, especially among younger audiences.
• Ad Avoidance: The rise of ad-free subscription models and second-screen distractions means fewer people are watching TV ads attentively.
• Cost vs. ROI: Producing and airing a TV commercial is expensive, whereas a well-executed Reel can go viral at a fraction of the cost.

Why Reels Are the New TV Ads

1. Higher Engagement & Shareability Reels are designed to be engaging, interactive, and easily shareable. Unlike TV ads, which are passive, Reels invite user interaction through likes, comments, and shares, making them far more impactful in today’s digital-first environment.
2. Algorithm-Driven Reach Instagram’s and YouTube’s AI-powered algorithms push engaging Reels to wider audiences, even beyond a brand’s followers. TV commercials rely on fixed slots, while Reels continuously gain traction long after posting.
3. Affordability & Scalability A TV commercial can cost lakhs or even crores to produce and air. In contrast, brands can create high-quality Reels at a fraction of that cost and scale up production with a strategic content plan.
4. Localized & Personalized Content With AI-driven tools, brands can tailor Reels to specific regions, dialects, and audience preferences, something TV ads struggle to do at scale.
5. Instant Analytics & Optimization Unlike TV ads, where impact is measured post-campaign, brands can analyze Reel performance in real time and tweak content accordingly.

How Indian Brands Are Winning with Reels

Brands across industries in India have already embraced Reels with impressive results:

• Zomato & Swiggy use snackable, humorous content to drive engagement and reinforce brand recall.
• Nykaa & Myntra leverage influencer-driven Reels to showcase products dynamically.
• Cred & Dunzo create quirky, viral Reels that keep audiences entertained while promoting their services.

Key Strategies for Brands to Succeed with Reels in 2025

1. Embrace AI-Powered Video Creation AI tools can assist with scriptwriting, editing, and even generating auto-captions to speed up content production.
2. Leverage Influencer Collaborations Partnering with influencers helps brands reach highly engaged niche audiences, boosting trust and conversion rates.
3. Create Story-Driven, Bite-Sized Content The best-performing Reels have a compelling hook, engaging storytelling, and a strong CTA within the first few seconds.
4. Optimize for Mobile & Multiple Platforms Brands should repurpose Reels across Instagram, YouTube Shorts, and even WhatsApp Channels to maximize reach.

The Future of Reels in Indian Advertising

By 2025, Reels will not just be an alternative but the primary format for brand storytelling in India. The ability to deliver impactful, cost-effective, and high-engagement video content makes Reels the new TV commercial. Brands that recognize this shift and act on it will stay ahead of the competition.