Advertising Opinion
Chandan Bagwe
Jul 25, 2025

Why India’s smartest marketers are blurring category lines

In digital India, cultural storytelling trumps category boundaries. C Com Digital’s founder and director finds how marketers tap lifestyle-led convergence to drive relevance, recall, and revenue.

Chai Point rebranded chai for modern professionals—carving out a new cultural niche and charging up to 40% more than generic tea vendors.

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