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The rapid expansion of OTT platforms, social media, and mobile-first content has transformed media audience behaviour in India, compelling planners to rethink how integrated campaigns are designed and executed. Indian audiences today are fragmented, platform-agnostic, and increasingly active participants rather than passive receivers of messages. This shift, combined with rising media literacy, directly influences how campaigns are planned across channels to ensure relevance, credibility, and engagement within the contemporary Indian consumer environment. Indian media audiences have moved from mass consumption to personalised and on-demand media usage. OTT platforms such as Netflix, Amazon Prime Video, and Hotstar have enabled viewers to choose content based on individual preferences, time convenience, and language, weakening the dominance of fixed _________ ________ _____ _________ ____ ______ _______ ________ __________ _____.
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