Mumbai, Aug. 14 -- Hindustan Unilever Ltd, Marico Ltd, Godrej Consumer Products Ltd, and other consumer goods companies are allocating 30-50% of their media budgets for online advertising, in a strategic shift away from traditional media such as television.

For Dabur India Ltd, digital is now a core pillar of its media strategy, accounting for over 30% of its advertising spending currently, up from about 10% in 2020-21. In FY25, the consumer goods company spent Rs.864.6 crore, or 6.9% of its Rs.12,563 crore consolidated revenue from operations, on advertising and publicity.

"This shift mirrors where our consumers are. They are spending more time on mobile, OTT (video streaming platforms), and increasingly on connected TV, which is emerg...