In an age where digital media continues to surge, mainline media—comprising TV, print, and radio—remains a powerful force for brands aiming to build mass appeal and long-term trust. The resurgence of traditional platforms in 2025 has been largely shaped by a handful of powerhouse agencies that are redefining creativity, scale, and performance in the mainline domain. Here's a look at the top media agencies leading the mainline space this year.

1. GroupM India (Mindshare, Wavemaker, EssenceMediacom)

Headquarters: Mumbai, India
GroupM continues its stronghold in the mainline segment through its powerful sub-agencies like Mindshare, Wavemaker, and EssenceMediacom. With marquee clients in FMCG, automotive, and telecom, GroupM's leverage across print and television has been unmatched. In 2025, their predictive buying tools and hybrid media models have helped brands scale faster with higher ROI.

Notable Clients: Unilever, PepsiCo, Maruti Suzuki, ITC

2. Madison World

Headquarters: Mumbai, India
Founded by media veteran Sam Balsara, Madison World remains a cornerstone in mainline advertising, especially in print and television. Their agency arms—Madison Media, Madison BMB, and Madison OOH—have helped brands execute 360-degree campaigns with impeccable integration between traditional and digital.

Strength: Strong expertise in regional media planning and election campaigns.

3. Dentsu India

Headquarters: Gurugram, India
Dentsu India, via Carat, Dentsu X, and iProspect, has doubled down on media innovation in mainline. In 2025, the agency’s focus on audience-first buying and contextual placements on TV and radio has led to campaign effectiveness even in tier-2 and tier-3 markets.

Flagship Campaign: "Aapka Sheher, Aapka Brand" for a major banking client across vernacular newspapers and TV.

4. Lodestar UM (Part of IPG Mediabrands)

Headquarters: Mumbai, India
Lodestar UM has become a go-to partner for brands wanting seamless integration between creative storytelling and media placements. Their deep alliances with leading broadcasters and publications have made them vital players in India's mainline revival.

2025 Win: Expanded their portfolio with several pharma and BFSI brands looking for TV-heavy campaigns.

5. Havas Media Group India

Headquarters: Mumbai, India
With a positioning rooted in "meaningful media," Havas Media continues to craft emotionally resonant campaigns across TV and print. In 2025, its unique use of consumer sentiment data has helped brands make strategic buys in newspaper front pages and prime-time TV slots.

Key Sectors: Healthcare, BFSI, Personal Care

6. Initiative (IPG Mediabrands)

Headquarters: Mumbai, India
Initiative has become a favorite among lifestyle and fashion brands for its sharp media planning and culture-driven campaign strategies. Known for its bold print creatives and high-impact TV buys, the agency has been a dominant player in festival campaigns throughout 2025.

7. Publicis Media (Starcom, Zenith)

Headquarters: Mumbai, India
Starcom and Zenith, under the Publicis Media umbrella, are regaining market share with high-impact media buys and data-driven planning. Their campaigns have leveraged TV+Print combos effectively for product launches and brand repositioning.

Recent Highlight: Executed a pan-India print blitz for a top mobile phone brand across 80+ cities in one day.

Why These Agencies Lead in 2025

  • Data-Driven Planning: They’re using AI-powered media intelligence to optimize every rupee spent on TV and print.
  • Regional Penetration: Strong local language capabilities ensure higher relevance and reach.
  • Creative + Media Sync: Collaboration with creative agencies under the same umbrella enables high-impact storytelling.
  • Tier-2 & Tier-3 Focus: With rural India contributing to massive consumption growth, these agencies are betting big on regional TV and vernacular print.

Final Thoughts

While digital continues to rise, mainline media has reaffirmed its value in brand building and scale marketing in 2025. The top agencies dominating this space are doing more than buying spots—they're crafting narratives, understanding consumer sentiment, and engineering visibility where it matters most. Brands looking for reach, trust, and legacy would do well to watch (and work with) these media giants.

 

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