Philips India Shifts to Fully Digital-First Marketing Strategy, Reducing TV Spend and Focusing on Attention-Driven Content

A Landmark Shift in India’s Consumer Electronics Marketing

Philips India has announced a major transformation in its brand strategy — transitioning entirely to a digital-first marketing approach in 2025. As audiences migrate from traditional media to mobile-first platforms, the brand is reallocating budgets away from television and doubling down on attention-driven digital formats.

This shift marks a new chapter for the company as it moves toward precision marketing, real-time analytics, and deeper engagement across India’s fast-growing digital ecosystem. The move also signals a broader industry transition as consumer electronics brands prioritize personalized, measurable, and interactive storytelling.

Why Philips Chose a Digital-First Path

The decision to adopt digital-first marketing isn’t just a budget choice — it’s a response to evolving consumer behavior.
Indian audiences now spend more time on:

• YouTube
  
  
• Instagram Reels
  
  
• OTT platforms
  
  
• Google Search
  
  
• Shopping apps
  
  
• Social commerce storefronts

This makes digital the strongest channel for relevance, targeting, and conversion. Philips India recognized that its audience — especially Gen-Z, young families, and metro professionals — now prefers personalized, bite-sized, and interactive content.
A digital-first marketing strategy allows the brand to communicate with customers where they already are.

Reducing TV Spend for Smarter Media Efficiency

Philips India has significantly cut down its TV advertising budget — once a key pillar of consumer electronics marketing. With rising costs of GRPs and declining prime-time attention, the return on investment from television has weakened for many brands.

By shifting to digital-first marketing, Philips now invests heavily in:

• Short-video ads
  
  
• Influencer-led demos
  
  
• AI-personalized content
  
  
• Programmatic campaigns
  
  
• Voice-search optimized content
  
  
• Social commerce integrations
  
  
• Performance marketing funnels

This ensures the brand gains more measurable attention per rupee spent.

Building High-Attention Content Ecosystems

The core of Philips India’s digital-first marketing push is attention-driven storytelling — not just reach.
The brand is focusing on content formats that hold attention, including:

• 6–15 second product demos
  
  
• Real-life user scenarios
  
  
• Expert-led advice (dermatologists, chefs, grooming experts)
  
  
• ASMR-style appliance videos
  
  
• Comparison clips (before vs after)
  
  
• Regional-language voiceovers

These formats deliver strong completion rates and higher recall, especially for products like:

• Trimmers & grooming kits
  
  
• Air fryers & kitchen appliances
  
  
• Purifiers
  
  
• Personal care devices
  
  
• Home lighting solutions

Attention-driven content helps Philips stand out in India’s highly competitive appliance category.

Influencer Partnerships Across Regional Markets

A major pillar of Philips’ digital-first marketing strategy is influencer integration. The brand is collaborating with:

• Tech reviewers
  
  
• Food creators
  
  
• Beauty & grooming influencers
  
  
• Fitness coaches
  
  
• Home improvement creators

And importantly — regional creators in Tamil, Telugu, Malayalam, Kannada, Bengali, and Marathi.

This regional layer ensures Philips becomes culturally relevant across India, not just in metro cities.

Leveraging AI, Data, and Commerce Signals

Philips India’s digital-first marketing approach is powered by advanced analytics and AI-driven decision-making. The brand now uses:

• Predictive consumer intent modeling
  
  
• Dynamic retargeting
  
  
• AI-based product recommendation ads
  
  
• Voice SEO for smart appliances
  
  
• Commerce signals from e-commerce partners

With these tools, Philips ensures every impression contributes to either branding or conversion, making the strategy significantly more efficient than TV-heavy planning.

A Blueprint for the Future of Consumer Electronics Marketing

Philips India’s transition to digital-first marketing provides a roadmap for other consumer electronics brands looking to stay relevant in a mobile-first India. As attention becomes the new currency, high-impact micro-content, regional storytelling, and AI-led personalization will define the future of the industry.

Supercharge Your Digital Strategy with Digilogy

If your brand wants to adopt a digital-first marketing approach like Philips, Digilogy can help you build:

• Attention-driven content
  
  
• Regional-first campaigns
  
  
• AI-powered funnels
  
  
• Performance-focused strategies

Get started with Digilogy today and transform the way your brand engages India’s digital consumer.