Meet the modern myth: the fourth monkey, lost in his screen, thumb glued to “scroll.” While his cousins just refused to see, hear, or speak evil, he’s taken it up a notch—he simply ignores reality altogether! Thanks to his endless scrolling, India’s online advertising business has exploded, reaching ₹22,350 crore in 2025.
This growth isn’t magic—it’s every eyeball glued to a mobile, every thumb that can’t stop swiping. Mobile screens have become the new playground for advertisers. Brands fight for attention in a world where the only thing more addictive than sweets at Diwali is the next notification! PwC’s data proves it: mobile’s share of internet ad revenue keeps growing as our attention spans keep shrinking.
But, as the fourth monkey gets fatter, our minds and bodies pay the price. Is this digital monkey business worth it? The ad industry is winning, but at the cost of real connection, calm, and health. So beware—every scroll fattens his wallet and thins your peace!