Our team from India recently attended GroupM’s flagship event Brew 2025, the definitive gathering that continues to shape the future trajectory of media, marketing, and technology across the Indian landscape.
This flagship event brought together an impressive constellation of thought leaders from every corner of the ecosystem: forward-thinking brand marketers, strategic agency partners, influential media leaders, cutting-edge tech innovators, and platform pioneers. For AnyMind, Brew 2025 served as a checkpoint to absorb industry signals, challenge our assumptions, and validate how our solutions align with emerging market needs.
Connected Intelligence: The New Marketing Imperative
The most compelling narrative threading through Brew 2025 was the decisive shift from fragmented tactical execution toward integrated intelligence — a seamless ecosystem spanning media, data, content, and commerce. This evolution maps perfectly to AnyMind’s product development philosophy in India and across our global markets.
Our ecosystem has been purposefully designed around this interconnected vision:
AnyTag empowers brands to discover and collaborate with precisely matched creators through algorithmic matching and performance analytics
POKKT delivers mobile advertising experiences that balance immersion and brand safety at unprecedented scale
AnyShop provides D2C brands with the infrastructure to streamline their e-commerce operations from production to fulfillment
What we witnessed at Brew 2025 confirms our strategic direction: the market increasingly demands unified, technology-enabled solutions capable of driving measurable performance across the entire marketing funnel from awareness to advocacy.
AI: Beyond the Hype Cycle
Perhaps the most nuanced conversation at Brew centered on artificial intelligence’s (AI) evolving role in marketing transformation. While enthusiasm remains high, the discourse has matured toward practical, value-driven implementation.
At AnyMind, we’ve deliberately positioned AI not as a stand-alone feature but as a foundational capability embedded throughout our ecosystem powering everything from creator-brand matching algorithms to predictive ad optimization, real-time performance analytics, and cross-border commerce intelligence.
The shift we observed at Brew 2025 reflects this maturation: brands are moving beyond theoretical discussions to focus on pragmatic integration. The questions have evolved from “What can AI do?” to “How can AI enhance our existing workflows and deliver quantifiable business impact?”
The Performance Imperative in Creator Partnerships
The creator economy, while established, is undergoing a profound transformation. Brew 2025 highlighted the growing expectation for influencer partnerships to deliver against concrete business objectives driving conversions, generating qualified leads, and building sustainable customer relationships.
This evolution underscores the strategic importance of platforms like AnyTag and AnyCreator, which bring structure, measurement, and accountability to influencer marketing. As creators increasingly function as both content channels and commerce gateways, sophisticated attribution and optimization capabilities have become essential rather than optional.
The Convergence of Commerce, Media and Community
Brew 2025 crystallized another fundamental shift: the dissolution of boundaries between previously distinct disciplines. Media planning, content creation, e-commerce optimization, and performance analytics are rapidly converging into an integrated ecosystem where success depends on orchestration rather than specialization.
This convergence mirrors what we’ve witnessed among our brand partners, who increasingly seek consolidated platforms capable of driving coordination, efficiency, and insight across traditionally siloed functions.
Our BPaaS (Business Process-a-Service) approach directly addresses this market evolution — unifying influencer marketing, mobile advertising, logistics, analytics, and e-commerce enablement within a single, scalable architecture adaptable to enterprises of any size.
Looking Forward: Acceleration and Integration
Brew 2025 wasn’t merely a glimpse of distant possibilities- it was a vivid illustration of how rapidly India’s marketing landscape is transforming. The velocity of change continues to accelerate, creating unprecedented demand for platforms that are intelligent, interoperable, and fundamentally performance-oriented.
For our India team, the event reinforced our commitment to building not just for today’s market realities but for tomorrow’s opportunities. As the distinctions between media, technology, and commerce continue to blur, our integrated approach positions us to help brands navigate complexity and capture value in India’s dynamic marketing ecosystem.
The conversations at Brew 2025 confirm what we’ve believed all along: the future belongs to those who can seamlessly connect intelligence across the entire marketing value chain.
