In an era dominated by digital-first strategies, many Fast-Moving Consumer Goods (FMCG) brands are making a surprising yet strategic shift—reinvesting in mainline media. While digital advertising offers precision and data-driven targeting, traditional platforms like television, print, and radio continue to deliver unmatched mass reach and credibility, especially in Tier II and III cities and rural India. This renewed focus on mainline media is reshaping the FMCG advertising landscape in 2025.

Why Mainline Media Is Making a Comeback

1. Unmatched Reach in Diverse Markets

FMCG brands target a wide demographic—urban, rural, young, old, literate, and semi-literate. Despite the digital boom, TV still enjoys over 900 million viewers in India, and print media continues to thrive in regional languages. For mass-market products like soaps, snacks, and detergents, mainline media ensures deeper market penetration than many digital platforms.

2. Building Brand Trust and Legacy

Trust is vital for FMCG categories. Television commercials and newspaper ads carry higher perceived credibility than digital banners. Consumers often associate legacy brands with iconic jingles and emotional storytelling found in traditional media—think of how Nirma, Surf Excel, or Amul cemented their place in households.

Strategies FMCG Brands Are Using in Mainline Media

1. High-Frequency TV Spots During Prime Time

Brands like Hindustan Unilever, ITC, and Dabur are investing heavily in prime-time TV slots during popular serials, reality shows, and sports events. These slots guarantee visibility to millions within a short time span.

2. Localized Print Campaigns

Leading brands now run region-specific print campaigns in multiple languages, aligning with festivals, regional needs, and cultural nuances. FMCG players like Marico and Emami are using print dailies to build strong regional resonance.

3. Radio as a Trustworthy Companion in Rural Areas

Radio remains relevant, especially in semi-urban and rural belts. Short, catchy jingles and product mentions on local FM channels create strong audio recall and influence buying decisions at local kirana stores.

Examples of Successful FMCG Mainline Media Campaigns

  • Tata Salt’s “Desh Ka Namak” TV campaign drove emotional resonance while reinforcing national reach.
  • Godrej No.1’s print-heavy approach during Holi and Diwali targeted families through vernacular newspapers.
  • Parle-G’s consistent TV presence continues to cement its brand image in both urban and rural homes.

Balancing Digital with Mainline

Rather than choosing one over the other, modern FMCG brands are integrating digital and traditional strategies. For example, a TV ad may debut during IPL, followed by social media amplification, influencer reactions, and digital contests to create a full-funnel effect.

Conclusion

As the marketing ecosystem matures, FMCG brands are recognizing that mainline media is far from obsolete. Instead, it remains a powerful ally in brand-building and mass communication. By blending traditional reach with modern tactics, FMCG marketers are ensuring their products remain household staples—both in cities and the heartlands of India.

 
Elyts Advertising and Branding Solutions | www.elyts.in  (India) | www.elyts.agency  (UAE)