The most common mistake in India CTV creative is repurposing mobile video — fast-paced, short, with tap-through CTAs — and running it on a 55-inch living room TV in front of a family. It fails on every dimension: the pacing is wrong for lean-back viewing, the CTA mechanism does not translate to a remote control, and content built for individual viewing becomes awkward when a family is watching together.
CTV creative for India's co-viewing environment needs: (1) broadcast-quality production — the large screen shows every compression artifact; (2) household-appropriate content — no material that creates awkwardness in mixed-age family viewing; (3) 30-second length with deliberate pacing — use the time to build narrative; (4) CTAs designed for the TV-to-phone hand-off: "Search [brand] on Google", a visible QR code for the last 5 seconds, or a memorable offer. The living room creative brief is different from the mobile brief — design for the room, not the individual. Brands that create TV-native CTV ads consistently outperform those that re-cut mobile assets.
Full guide
For a complete explanation, read: CTV creative strategy for co-viewing in India: designing ads for shared household screens