An average consumer’s attention span is around eight seconds. While billions are being spent to keep the consumer glued to a brand’s promotion for more than that, a new paradigm is slowly emerging —neuroscience-backed advertising. With a market size valued at $1.57 billion in 2023, neuromarketing is growing at a CAGR of 8.87% and is expected to reach $3.56 billion in 2032, according to Straits Research. “As the Indian advertising landscape becomes increasingly competitive, neuromarketing tools play a vital role in helping brands create more emotionally resonant campaigns. While the adoption is still in its early stages, there is a growing interest in high-consumer sectors,” Partha Sengupta, managing director and India GCC Head, Nielsen, told BrandWagon Online. But as global brands experiment with tools like brain scans and emotional analytics, the question looms large: Is India, with its complex cultural fabric and burgeoning digital economy, prepared to embrace this sophisticated form of marketing?
Clicks or cortex?
For decades, traditional metrics like click-through rates (CTRs), impressions, and surveys have been the backbone of advertising strategies. “Traditional metrics like impressions and CTRs are still important, but they don’t tell the whole story. Neuromarketing can reveal deeper emotional responses that traditional methods might miss. For example, an ad might have a high CTR, but neuromarketing could show that it’s creating negative emotions. This kind of insight is crucial for creating truly effective campaigns,” Gopa Menon, chief growth officer, APAC, Successive Technologies, said. These traditional metrics offer a surface-level understanding of consumer behaviour—useful but not infallible. CTRs, for instance, reveal intent but fail to explain the emotional resonance of an ad. Neuromarketing tools such as eye tracking, facial coding, and functional magnetic resonance imaging (fMRI) attempt to address this gap by measuring subconscious reactions. Experts opine that neuromarketing provides actionable insights before campaigns go live. “Traditional metrics fail to capture the emotional impact on consumers. To truly understand campaign effectiveness, a hybrid approach is necessary, combining traditional data with neuroscience insights to measure both – reach and emotional resonance. For instance, Cheetos once tested an ad using EEG and focus groups. While participants claimed they disliked the prank in the ad, EEG results revealed they enjoyed it, exposing insights traditional methods missed. Educating marketers and showcasing measurable ROI through such examples can drive broader adoption,” Rajiv Lamba, founder, CEO, of NeuroSensum, said.
For example, eye-tracking technology reveals which elements of a webpage or advertisement draw the most attention, while EEG measures moments of cognitive engagement. Furthermore, ads with strong emotional resonance drove a 23% increase in sales compared to informational ads, a report by Nielsen stated. India’s advertising industry presently holds a market size of $14.2 billion approximately, according to Dentsu’s report.
The AI factor
With Artificial Intelligence creeping into every fold of the digital universe, neuromarketing isn’t left behind. “Research shows that 85% of consumer decisions are made subconsciously, making it critical to understand these hidden triggers. AI-powered tools analyse brain responses, behavioural cues, and emotional triggers to craft campaigns that resonate deeply. Additionally, AI helps brands customise digital experiences subconsciously through website designs, app layouts, and marketing content. This holistic approach is centred on emotional engagement rather than clicks,” Jacob Joseph, VP, Data Science, CleverTap, said. For instance, AI can interpret large datasets in real time, providing actionable insights at a fraction of the cost of traditional methods. For instance, Spotify’s Discover Weekly playlist is an example of AI-driven personalisation. Imagine a similar approach for display ads that adjust based on real-time emotional feedback.”These AI tools are like having a digital Sherlock Holmes, decoding your emotions in real-time by analysing your facial expressions, how you look at things, and even the tone of your voice,” Pradeep Singh, COO, Brand Street Integrated, said. AI’s role in neuromarketing isn’t just about precision; it’s about scalability. By lowering costs and enhancing accessibility, AI and ML are making it feasible for mid-sized and even small businesses in India to experiment with neuromarketing tools, Lamba added. “By using predictive AI, brands can predict how users will behave by analyzing data sets such as social media trends, website traffic, as well as by tracking emotional responses (eye tracking, EEG based brain activity, facial coding). These brands can then use generative AI to generate effective content and dynamic messaging that will best resonate with different cohorts of users, and increase the likelihood of them interacting with the brand. By delivering dynamic personalized ads, brands can deliver sequential messaging to users and move them down the marketing funnel,” Manya Parakh, senior director, streaming monetisation, Moloco, said.
Cracking the Indian code
India presents a unique combination of opportunities and challenges for neuromarketing. As one of the world’s fastest-growing consumer markets, the potential is immense. Direct-to-consumer (D2C) brands are already experimenting with innovative marketing strategies. For D2C brands, where customer loyalty and personalisation are critical, tools that analyse emotional responses help refine messaging, visuals, and offers to drive conversions. For instance, a leading luxury lifestyle player witnessed a 159% revenue increase by aligning messaging with user context and emotional triggers. Brands are increasingly realising that deeper emotional insights, powered by AI, help build long-lasting customer relationships while delivering measurable ROI,” Joseph added. Experts opine that D2C and FMCG brands are constantly undergoing A/B tests to churn out a better way to sell their products.”Some market leaders have experimented with it, for example, HUL used EEG and facial coding to understand how consumers reacted to their ads and packaging. They found that matte-finished packaging with images of ingredients was more appealing than glossy finishes. Amul uses neuromarketing by way of humor and wit in their ads (creative way of building brand recall and establishing an emotional bond with customers), as well as Moment marketing – using current events and trends to start conversations with customers. A newer marketing tactic – brands collaborating on ads in a humorous manner – is also proving to be a great way to elicit an emotional response from customers. The recent Zepto and Shaadi.com collaboration on a wedding ad showed how two seemingly disparate brands co-created a message on 10-minute delivery and finding love, which propelled them to virality on social media and made their customers a part of the conversation,” Parakh added. However, barriers to adoption remain significant. Data privacy concerns loom large, with 78% of Indian consumers expressing apprehension about how their data is collected and used, according to a KPMG report on consumer trust. Tools measuring brain activity or emotional responses may be perceived as invasive. “They’re constantly experimenting, tweaking colours, layouts, and even fonts to see what clicks. Neuromarketing tools let them A/B test emotions—how does ‘joy’ perform against ‘nostalgia’? D2C brands are leveraging neuromarketing to fine-tune product packaging, website design, and ad creatives based on consumer emotions,” Singh commented.
Additionally, there is limited awareness among Indian marketers about the potential of advanced neuromarketing tools. “Industries like FMCG, D2C, and retail are at the forefront of neuromarketing adoption in India. These sectors rely heavily on understanding consumer behaviour to create personalised and compelling campaigns. While working extensively with FMCG and retail brands, we have leveraged tools like facial coding and EEG to test packaging designs, ad campaigns, and shelf layouts,” Rahul Baghel, digital marketing manager, MARS Cosmetics, added. Ethical considerations, too, remain a grey area. How much subconscious influence is too much?
The ethical debate is compounded by the absence of clear regulations governing neuromarketing in India. Globally, industry bodies like the Neuromarketing Science and Business Association (NMSBA) advocate for transparent practices, but India lacks a comparable framework. Overcoming these challenges will require a concerted effort by both the advertising industry and policymakers. Despite these barriers, the appetite for innovation is undeniable and driven largely by digital-first brands, positioning India as a fertile ground for neuromarketing adoption.
While the promise of neuromarketing is undeniable, its ethical implications demand careful scrutiny. Manipulating subconscious triggers raises questions about consumer autonomy. In India, where consumer awareness about neuromarketing is limited, the risk of backlash is high. Brands must disclose how they use neuroscience tools and ensure compliance with data protection regulations such as India’s Digital Personal Data Protection Act (DPDP). Another practical challenge is cost. Advanced neuromarketing tools like fMRI machines typically cost about five million dollars with high overhead and EEG machines cost around $20,000, according to Harvard Business Review. While scalable solutions like AI-powered facial coding and EEG offer more affordable alternatives, widespread adoption in India will depend on cost reductions and clear ROI demonstrations.
The way ahead
As India strides toward neuroscience-backed advertising, the allure of decoding consumer minds must be tempered with caution. While the promise of real-time emotional insights seems like the Holy Grail for marketers, it risks reducing consumers to mere data points, stripping away their agency under the guise of personalisation. In a market as diverse and sensitive as India, where cultural nuances shape buying behaviour, the success of these tools hinges not on their sophistication but on the ethical finesse with which they are deployed. For brands, the challenge isn’t just adopting the technology—it’s ensuring they don’t cross the thin line between engagement and exploitation.