Ananya Damodaran
Jun 27, 2025

The anti-algorithm movement: Authenticity as our new imperative

True personalisation isn't just reflecting a user's preferences; it is understanding the human desire for growth, challenge, and surprise, says Quantum Consumer Solutions associate.

Like Bertie Bott’s Every-Flavoured Beans in Harry Potter, unpredictability sparks deeper emotional engagement than perfectly curated brand experiences ever can.

Please sign in or register

Access limited free articles a month after free, fast registration.

Existing users sign in here

Forgotten Password?

Having trouble signing in?

Contact Customer Support at
[email protected]
or call+91 022 69047500

Related Articles

Just Published

10 hours ago

Dentsu bets on podcasting as India’s audio market ...

Amidst tightening margins worldwide, the global holding company launches a podcast network in India to test audio’s value in branded storytelling.

12 hours ago

Moves and wins: Week of 18 Aug

Our weekly roundup of the latest appointments and account wins from Dept, Bloomingdale, Fyon, IAA, ICCPL, and many more.

13 hours ago

Pipes get a punchline as Ashirvad by Aliaxis ...

The company swaps product-heavy plumbing ads for humour and cultural hooks, aiming to stand out in a crowded $19.8 billion market.

13 hours ago

Breaking the ice with stories that stick

Pocket FM turns the spotlight on women ice hockey players, blending sport, grit, and narrative in its latest brand film.