Opinion
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India’s OTT boom: Big streams, bigger monetisation hurdles
India’s OTT platforms face a tough balancing act—compelling content, smart pricing, and data-driven ads—all while battling churn and piracy, notes Moloco’s director of product management for MSM business.
Challenging gender stereotypes through powerful PR storytelling
It's time to eliminate barriers and shift gender narratives through authentic PR campaigns, says Key Communications's founder and director.
What makes India the happiest country in the world
In today’s complex world, while Gen Z seem to be the happiest lot, the Gen Z men are happier than women, as per the Ipsos India’s Happiness Index 2025 report.
Dark humour, desensitisation, and the Gen Z disconnect
Raised in chaos, shaped by algorithms, Interbrand India and South Asia’s CEO wonders whether the young truly cynical, or just mirroring a world we built for them?
From TV to OTT: Redefining brand advertising with AI and personalisation
With OTTs dominating TV advertising space, brands must adapt to AI-led, precision-targeted campaigns for deep engagement, says Mashrise co-founder.
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Beyond IWD: Marico’s CMO on why gender conversations can’t be a one-day affair
The gender gap in leadership isn’t about a lack of talent but rather about workplace biases, flawed hiring practices and rigid expectations. Marico’s Somasree Awasthi talks to Campaign on what needs to change and why companies can’t afford to wait.
AI agents: The smart marketer’s key to unlocking new martech coordination possibilities
Given the rigidity and siloed nature of traditional martech tools, marketers must embrace AI agents to make their martech systems dynamic and adaptable, says CleverTap co-founder and chief product officer.
Transforming IPL brand engagement through gamification and rewards
Successful IPL marketing goes beyond just logos on jerseys. Brands must actively engage the fans during and after the matches, says BigCity Promotions co-founder.
The storyteller’s responsibility: Crafting narratives for inclusion and progress
Advertising narratives must transcend tokenism and drive real change for inclusivity, says the principal consultant for Impact at OAG India.
Transparency: A critical ingredient for brands to ride the wellness boom
As consumers expect greater transparency from wellness brands, they must embrace it in their messaging to succeed, says Design Bridge and Partners' senior brand strategist.
Mind your language: How inclusive communication can reshape workplaces
Organisations that embrace inclusive communication achieve higher employee engagement and improved decision-making, says Teamwork Communications Group's co-founder.
Why humour in B2B advertising works
In an era of information overload, brands that evoke genuine feelings, particularly laughter, are likelier to succeed, says Art-E Mediatech founder.
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Beyond the jingle: The power and challenges of sonic branding
As digital interactions get increasingly audio-driven, brands that master sound today will resonate the loudest with consumers tomorrow, says BrandMusiq's founder.
Influencer marketing: From endorsements to authenticity and live experiences
As brands navigate the evolving influencer partnership landscape, Quantum Consumer Solutions' associate urges them to consider fundamental shifts in nature of influence, technology's role, and consumer preferences.
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Unlocking new creative frontiers for design agencies using AI
AI can help design agencies simultaneously test multiple creative directions, saving time and boosting efficiency, says the chief technology officer at Social Donut.
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Time to tune in: Why digital audio must be in your media mix this year
Often underrated, digital audio provides brand marketers with a powerful way to connect with audiences, says Pocket FM's vice president of branding and communications, in this myth-buster.
A marketer at the Maha Kumbh: Faith, footfall, and brand lessons from Earth’s grandest gathering
Attending Maha Kumbh as a marketer revealed a masterclass in brand engagement for Haymarket Media Group—India’s country head.
Marketing in a trust-deficit era: How transparency can be your brand's superpower
The future belongs to brands that can transform transparency from a marketing catchphrase into a living value, says the CMO of Livpure.
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How creative agencies are humanising brands in the digital age
In a world overflowing with content, the brands that truly connect are the ones that feel like they belong in the conversation, says itch's co-founder and creative head.
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Take a peak: How marketers can turn digital noise into lasting loyalty
In an attention-starved and price-sensitive market, brands are battling for fleeting consumer focus. NP Digital's Neil Patel shares how leveraging emotional resonance through the 'peak-end rule' can create powerful moments that stick.
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