In an era dominated by digital-first marketing, startups and new-age brands often question the relevance of mainline media. With social media, performance ads, and influencer marketing offering measurable and cost-effective reach, traditional channels like television, print, and radio are sometimes viewed as outdated. However, the reality is more nuanced. Mainline media still plays a strategic role—when used wisely—even for emerging brands with limited budgets.

Understanding Mainline Media in Today’s Context

Mainline media refers to traditional advertising platforms such as TV, newspapers, magazines, radio, and cinema. These channels are known for their mass reach, credibility, and ability to build brand trust at scale. While digital media excels at targeting and performance tracking, mainline media continues to influence consumer perception, especially in markets like India where traditional media consumption remains strong.

Why Startups Often Avoid Mainline Media

Most startups prioritize digital marketing for valid reasons:

  • Lower entry cost compared to TV or print ads

  • Precise audience targeting through data-driven platforms

  • Measurable ROI with real-time analytics

  • Flexibility to test, optimize, and scale quickly

These advantages make digital media ideal for early-stage growth. However, relying solely on digital channels can limit long-term brand building.

The Continued Relevance of Mainline Media for New-Age Brands

Despite the rise of digital platforms, mainline media still offers unique benefits that startups should not overlook.

1. Builds Instant Credibility and Trust

Being featured on TV, in a leading newspaper, or on popular radio stations adds legitimacy to a young brand. Consumers often perceive brands advertised on mainline media as more established and trustworthy.

2. Expands Reach Beyond Digital Audiences

Not all consumers are equally active online. Mainline media helps brands reach audiences in Tier 2 and Tier 3 cities, older demographics, and regional markets where traditional media consumption remains high.

3. Accelerates Brand Awareness at Scale

For startups entering competitive categories, mainline media can create rapid visibility. A well-timed TV or print campaign can introduce a brand to millions within days—something digital alone may take months to achieve.

4. Complements Digital Marketing Efforts

Mainline media works best when integrated with digital campaigns. Traditional ads drive awareness, while digital channels capture leads, retarget audiences, and convert interest into sales.

When Should Startups Consider Mainline Media?

Mainline media may not be suitable at the ideation stage, but it becomes relevant when:

  • The product-market fit is validated

  • The brand is ready to scale regionally or nationally

  • The startup wants to position itself as a serious, long-term player

  • There is sufficient budget for a focused, well-planned campaign

Strategic use—such as regional print ads, radio spots, or niche TV channels—can make mainline media more affordable and effective.

Smart Ways Startups Can Use Mainline Media

  • Start small with local or regional media instead of national campaigns

  • Choose formats wisely, such as radio, transit media, or city supplements

  • Align messaging with digital campaigns for consistent branding

  • Track impact indirectly through brand searches, website traffic, and inquiries

The goal is not to replace digital marketing but to strengthen the overall brand ecosystem.

Final Verdict: Is Mainline Media Still Relevant?

Yes—mainline media is still relevant for startups and new-age brands, but only when used strategically. While digital platforms remain essential for performance and agility, mainline media adds credibility, scale, and trust that digital alone cannot always deliver. For startups looking to evolve into established brands, a balanced mix of digital and mainline media can unlock sustainable growth and stronger brand equity.


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