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The cricketer seeks exclusive rights to ‘Captain Cool’, as celebrity trademarks become essential assets in brand-led marketing ecosystems.
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An AI-led animated campaign reimagines India’s icons in vivid hues—but emotional resonance may not be part of the palette.
Dom Hyams, global client director at Purple Goat Agency, was unable to access the stage via the usual route.
From teary posts to trending causes, marketers now trade in emotion. But in the attention economy, Interbrand India and South Asia’s CEO wonders where's the line between impact and exploitation?
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