Indian consumer buying behavior can be divided into several phases.
First is the before flipkart cash on delivery model’s and after.
Next phase is India before JIO mobile services and post Jio.
Next is decline in tv viewing since the emergence of amazon prime and Netflix.
So with all these the traditional channels of media and communication will find decline.
The 5 second ad, is what will detrmine if your ad needs to be seen futher.
Consider the reduced concentration span of current mobile addicts if you cannot convey the message in first 5 seconds then your communication is not successful.