On 19 September 2025, Nielsen, a global leader in audience measurement, data, and analytics, participated in the India Brand Summit organized by Indian Television. The summit brought together a dynamic and influential mix of attendees, including senior marketers from top FMCG brands and advertising agencies, media buyers, policymakers, and digital visionaries. The participants explored how India is reshaping the branding playbook by developing strategies that are both cost-effective and visionary while embracing cutting-edge innovation.

Representing Nielsen, Mr. Mridul Verma, Senior Director, presented on the theme “The Need for an Independent Audience Measurement System for Enhanced Reach Analysis,” highlighting its significance for the industry. In the session, Mridul Verma stressed the need for an independent audience measurement system to enhance reach analysis in today’s fragmented media landscape. He pointed out how siloed data and platform-specific metrics hinder a holistic view of impressions, leading to wasted ad spend and missed opportunities.

Citing a case study, he shared how Samsonite used Nielsen ONE Ads to optimize its in-flight advertising campaigns, underscoring the value of unified measurement. Mridul also emphasized the importance of Nielsen’s cross-platform solutions, which enable advertisers to measure their campaigns’ total impact across CTV, mobile, desktop, and beyond.