While Ganesh Chaturthi celebrations are happening in full flow across Maharashtra, the state of Kerala is busy preparing for its grand Onam feast. The festive season is officially here, and brands and media houses are gearing up for one of the most critical quarters of the year. Typically, this period sets the tone for ad spends, consumer sentiment, and content consumption. But this year, things look different as advertisers are balancing optimism with caution, new regulations are reshaping ind ustries, and innovative content formats are capturing audiences’ attention like never before.

Here are the top stories shaping Media & Entertainment this week:

Festive quarter may be cautious, but outlook remains strong

Navin Khemka, president- client solutions at WPP Media South Asia, noted that while advertisers may approach the early festive months with restraint, spending is expected to pick up momentum in November and December. He pointed out structural trends like retail media, AI-driven discovery, and vernacular content as key growth drivers for the industry.

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Why you should care: If you’re a marketer or media planner, this insight is crucial for campaign timing. The first half of the festive season may not deliver big spikes, but the latter months could surpass expectations. Aligning budgets to this consumer sentiment curve could help brands capture maximum ROI.

Dream Sports won’t legally fight real-money gaming ban

Harsh Jain, CEO of Dream Sports, announced that the company will comply with the Indian government’s ban on real-money gaming instead of engaging in legal challenges. This decision comes amid rising scrutiny on online gaming and the industry’s future in India.

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Why you should care: The gaming sector is one of the fastest-growing segments in M&E, and government regulations can make or break its trajectory. Dream Sports’ move shows how even market leaders are choosing compliance over confrontation, signalling a reset in how gaming businesses will operate, innovate, and sustain in India.

Branding in the Meme Age: Why humor-led visual content is serious business

Memes have evolved from internet jokes into a potent marketing tool. For brands, meme-led content isn’t just about humour—it’s about building relatability, humanising communication, and driving organic virality at scale.

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Why you should care: With short attention spans and digital-first audiences, meme marketing offers brands a cost-efficient way to connect with consumers in real time. Ignoring this trend could mean missing out on cultural moments that shape conversations online.

Here’s more to read:

Ashish Sehgal exits Zee; Laxmi Shetty steps up to head ad revenue

Signpost India wins Bengaluru Metro ad contract for 9 years

Broadcasters lining up big shows to reel in advertisers

The rise of the microdrama

Inside A23’s petition challenging India’s online gaming ban

That’s a wrap for this week in M&E! As Ganpati and Onam set the festive tone, the industry is gearing up for a season of experimentation, recalibration, and opportunity.

What M&E trends are you watching?

We’d love to hear your thoughts! Connect with us on LinkedIn and tag @ETBrandEquity to share your perspective.

Until next Friday
Team ETBrandEquity

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