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At the Digital Entertainment Summit 2025 hosted by Storyboard18, Dr. M.C. Sarangan, Member of the Tamil Nadu Online Gaming Authority (TNOGA), emphasized the need to shift India’s online gaming narrative from regulation to responsibility. Stressing that the core issue lies not in gaming itself but in compulsive overuse, Sarangan called for a nationwide push toward public awareness, early intervention, and collaborative governance to foster a safer digital gaming ecosystem.

“The problem isn’t gaming. It’s excessive and compulsive gaming. We promote responsible gaming, and every action we take is based on research,” Sarangan said, outlining TNOGA’s core philosophy.

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WATCH: TNOGA's Dr. M.C. Sarangan on gaming addiction as a collective fight

India is fast emerging as a global creative force, no longer just a consumer of international content, said Minister of State for Information & Broadcasting; and Parliamentary Affairs, Dr. L Murugan at Storyboard18’s Digital Entertainment Summit 2025. 

Highlighting the scale of the digital economy—powered by 971 million internet users and 562 million smartphones—Murugan identified streaming, gaming, AVGC-XR, and live events as key drivers of the ₹2.5 trillion media and entertainment industry. He also underscored the role of government-led initiatives like WAVES 2025 and the Indian Institute of Creative Technology in building talent and cultural influence worldwide.

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WATCH: MoS I&B Dr. L Murugan on India emerging as a global creative powerhouse

India’s media and entertainment industry is undergoing a digital revolution, driven by the country’s mobile-first youth, widespread smartphone usage, and affordable internet access. 

Speaking at Storyboard18’s Digital Entertainment Summit 2025, Sanjay Jaju, Secretary, Ministry of Information and Broadcasting, revealed that over 55% of all advertising spends are now directed towards digital platforms. With emerging technologies like AI, XR, and VR entering the mainstream, the future of storytelling, production, and content consumption in India is being fundamentally reshaped.

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WATCH: I&B Ministry's Sanjay Jaju says on gaming, creators and India's digital entertainment economy at Storyboard18's DES 2025

For over 20 years, Happydent has stood out in a crowded confectionery market, not by shouting the loudest, but by shining the brightest. From iconic television commercials featuring palace chandeliers lit by sparkling teeth to whimsical public service spots on city buses, the chewing gum brand has built an advertising legacy rooted in wit, visual flair and a distinctive storytelling voice.

Now, Happydent is returning to the spotlight with a new campaign that aims to re-engage a younger, fast-moving audience while staying true to the fantastical DNA that made it famous. The revival is being steered by longtime creative partner McCann Worldgroup India and the brand’s parent company, Perfetti Van Melle.

In a recent conversation with Storyboard18's editor Delshad Irani, two key architects of the brand - Prasoon Joshi, Chairman, CEO & Chief Creative Officer of McCann Worldgroup India, and Nikhil Sharma, Managing Director of Perfetti Van Melle India, reflected on the origins of the Happydent legend, the enduring power of narrative, and why their creative collaboration still shines.

When Happydent first launched in the early 2000s, the Indian chewing gum market was a tough sell. "You have to understand, this is a country that eats supari," said Joshi, referring to the widespread use of areca nut as a breath freshener. “People weren’t buying gum to get a date. So a straightforward ‘before and after’ ad wasn’t going to cut it.”

Instead, Joshi and his team leaned into absurdist visual metaphors. In one of the brand’s most famous commercials, men with dazzling teeth are used as literal light bulbs, illuminating opulent palaces and studios. “We created a world of exaggerated whimsy,” said Joshi. “It was unlike anything seen before in Indian advertising, and Perfetti had the courage to back it.”

In an industry where agency-client relationships are notoriously fleeting, the collaboration between McCann and Perfetti Van Melle has endured for over two decades. Sharma credits that longevity to trust and shared risk-taking.

“The Happydent campaign is often cited on college campuses. People still say it gives them goosebumps,” Sharma said. “That kind of long-term brand affection doesn’t happen by accident. It’s a result of consistent creative excellence and belief in each other’s instincts.”

The partnership, Sharma added, has become something of a model for the industry. “It’s not just about awards or virality. It’s about creating work that breaks through the clutter and stays lodged in public memory.”

Despite its lofty creative ambitions, Happydent remains a product of the fast-moving consumer goods world, an impulse buy.

“No one’s going to walk into five shops to look for chewing gum,” said Sharma. “If it’s not available, the sale’s lost. But once it's on the shelf, that’s when the ad kicks in. It has to be top-of-mind.”

That insight has guided the brand’s marketing approach for years: create something so unforgettable that it stays with the consumer long after the screen fades to black. “It’s the intersection of a compelling story and excellent distribution,” he added. “You need both to win in this category.”

With its new 2025 campaign, Happydent is hoping to recapture old magic while staying relevant to a new generation—one raised on Instagram Reels and TikTok virality. Yet the team insists the strategy isn’t about chasing trends.

The brand makers emphasize that Happydent is not trying to out-meme the internet. They are still telling stories, just in formats and tones that today’s audiences relate to. The core belief remains the same: imagination, humor, and heart.

“When you take people on a journey you truly believe in, they come with you,” Joshi said.

WATCH 

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Prasoon Joshi and Nikhil Sharma on how a chewing gum brand rekindled the love for imaginative advertising

In a blend of Bollywood star power and personal finance, Federal Bank named actress Vidya Balan as its first-ever brand ambassador, launching the partnership with a campaign titled “Savings ki Vidya.” The initiative seeks to marry cinematic familiarity with financial literacy, positioning Balan as a relatable guide offering practical insights.

The campaign marks a strategic shift for the private sector lender, which is undergoing a broader transformation under new leadership. MVS Murthy, Chief Marketing Officer of Federal Bank, described the move as part of an effort to innovate and expand the institution’s reach across India’s diverse regional markets.

For Balan, the partnership carries both personal and professional significance. Known for her portrayals of resilient women on screen, she shared that her financial journey began with a lesson in prudent saving when she invested in her first home. Despite a successful career and a strong public presence following her breakout role in The Dirty Picture in 2011, the actress noted that endorsement offers from banks had long eluded her.
Time and again, Balan's team was told that banks didn’t typically use female ambassadors, which was disappointing, especially when women are often the key financial decision-makers at home. Fourteen years later, that narrative appears to be shifting.

The collaboration also holds geographical resonance. Although raised in Mumbai, Balan has familial roots in Kerala, where Federal Bank is headquartered. She cited the bank’s blend of modern digital services and traditional, relationship-oriented banking as a compelling factor in her decision to join the campaign.

With “Savings ki Vidya,” Federal Bank aims to reframe saving not as sacrifice, but as empowerment, a message delivered through one of Indian cinema’s most recognizable voices.

WATCH

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Vidya Balan reveals what she splurged on after her first film

At the Storyboard18, Global Pioneers Summit, Kunal Shah, founder and CEO of CRED, offered a candid reflection on artificial intelligence, positioning curiosity—not expertise—as the key to navigating the accelerating technological landscape.

“The advantage of being ‘dumb’ is that you ask unlimited questions,” Shah said. “AI is magical for people like me who are perpetually curious.” Far from self-deprecating, his remarks underscored a broader point: those who embrace not knowing are often better equipped to harness the power of emerging tools.

Shah criticized what he called “expert denialism” of AI, contrasting it with his own relentless inquiry—“I ask around 100 questions a day,” he noted — fueled by AI’s capacity to deliver instant insight. He predicted that the technology will redefine creativity by enabling “hybrids,” individuals who use AI to think deeper and faster.

“True creatives will thrive,” he said. “AI offers prompts, feedback, and new perspectives. But those who rely on rote processes will be exposed.”


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Asked whether AI has lowered the creative bar, Shah offered a more nuanced view: “Originality is just connecting more dots across broader contexts. AI helps gather those dots faster. The challenge is making meaning from them.”

The advertising world, he argued, has already been reshaped. “You once needed a top agency to produce a good ad. Now, an intern with AI can replicate 80 percent of that.” As tools improve, so too will our ability to filter mediocrity and sharpen creative taste.

Shah also touched on shifting cultural dynamics, noting that digital saturation has dulled attention spans. “Younger people are perpetually bored. They’ve consumed everything - Korean dramas, global memes, TikToks. It takes more to move them.”

At CRED, that insight led to a deliberate break from convention. “No one knew what we did at first. That confusion got people talking. That was the win.”

He observed a generational power shift in households, with teens often driving digital adoption. “Every home has a de facto CTO aged 10 to 18. They’re also becoming the procurement officers. Businesses will cater to them.”

This generational shift, coupled with AI’s rise, may upend how we spend time and money. Shah divides transactions into two categories: boring (bill payments, errands) and interesting (experiences, entertainment). AI, he believes, will increasingly automate the former, freeing people to invest in the latter.

He warned, however, that AI may deepen existing divides. “In India, 20 to 30 million people drive the bulk of consumption. These consumers are already global in their tastes—and increasingly difficult to engage.”

Shah imagines a near future with radically diminished advertising. “Soon, TVs will skip ads by default. AI agents will shop for us without seeing a single brand message. That changes everything.”

Looking ahead, Shah’s concern is not technological progress but human adaptability. “The tech is outpacing our ability to keep up. Most people aren’t wired for constant reinvention. But some are. The question is: which kind are you?”

WATCH: Kunal Shah on AI, creativity, and the future of human adaptation

As the 18th season of the Indian Premier League coincides with soaring summer temperatures, the soft drink market has become a battleground for an intensified modern Cola War. With Campa challenging industry titans Coca-Cola and PepsiCo, the competition has escalated, marked by aggressive pricing strategies and high-profile advertising campaigns.

<a href="https://www.storyboard18.com/special-coverage/democratisation-partnerships-and-purpose-driven-growth-to-achieve-viksit-bharat-jagrut-kotecha-of-pepsico-60598.htm">PepsiCo’s Jagrut Kotecha on collaboration, purpose, and the future of business in India</a>

<a href="https://www.storyboard18.com/special-coverage/in-photos-at-global-pioneers-summit-visionaries-chart-the-future-of-business-and-creativity-60703.htm">IN PHOTOS: At Global Pioneers Summit, visionaries chart the future of business and creativity</a>

In an effort to capture market share, all three brands have embraced an accessible pricing model, offering products at Rs 10. Campa Cola has positioned its 200 ml bottle at this price point, while Coca-Cola has reduced its 250 ml variant from Rs 20 to Rs 15. Meanwhile, both Coca-Cola and PepsiCo have expanded their portfolios with sugar-free options, trying to address health-conscious consumers and Campa's fast-paced growth and marketing. 

Coca-Cola, reinforcing its commitment to affordability, introduced a Rs 10 Coke Zero pack, while PepsiCo countered with Pepsi Black in a comparable price range. But the race to attract consumers is as much about nostalgia and branding as it is about affordability.

At the Storyboard18 Global Pioneers Summit, Jagrut Kotecha, PepsiCo’s CEO for India and South Asia, spoke about the company’s strategic evolution. "For PepsiCo, consumers are at the heart of every campaign, and we design products with them in mind," Kotecha said, positioning the company as a brand that goes beyond cola.

The competition has been highlighted by a series of advertising face-offs. Earlier this month, PepsiCo took a direct shot at Coca-Cola’s “Half Time” campaign during a marquee India-Pakistan match, flipping the narrative with: Why stop at halftime when it's ALWAYS Pepsi Time? The campaign leveraged nostalgia, which Kotecha described as a key driver of consumer engagement.

While the Coca-Cola and PepsiCo rivalry is decades-old, the reemergence of Campa Cola has added a new dimension. Kotecha acknowledged that while PepsiCo maintains a challenger mindset, adaptability remains key. "Whether as a market leader or follower, agility enables us to stay ahead," he noted.

“All our campaigns - past and present - are deeply consumer-centric. We are consumer mavericks, putting them at the core of everything we do,” he said. “The nostalgia factor resonated strongly. That’s why Pepsi remains a beloved trademark.”

Beyond competition, Kotecha emphasized collaboration on sustainability initiatives, particularly in plastic waste management. He highlighted PepsiCo’s role in the “WeCare” forum, an alliance of 25-27 companies dedicated to recycling efforts. "When we share a common goal, we can put competition aside," he said, citing the program’s success in achieving 100% recycling of materials.

Addressing the growing skepticism around purpose-driven brands, Kotecha argued that authenticity is critical. "Consumers are astute; they can sense when a brand's purpose isn’t genuine," he said, citing Lay’s partnerships with 27,000 farmers as an example of corporate social responsibility embedded in business strategy.

He also stressed the importance of risk-taking and innovation, asserting that “predictable ideas don’t lead to breakthroughs.” On failure, Kotecha offered a pragmatic view: "Failure is just the first attempt at learning. The real issue is not taking action; failing is part of the process."

<a href="https://www.storyboard18.com/special-coverage/dream11s-ipl-campaign-creators-unveil-behind-the-scenes-insights-at-storyboard18s-global-pioneers-summit-60662.htm">Dream11’s IPL campaign creators unveil behind-the-scenes insights at Storyboard18’s Global Pioneers Summit</a>

<strong>WATCH THE SPEECH HERE:</strong>

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PepsiCo's CEO says 'consumer maverick' mindset drives success amid Cola Wars

The enduring value of deep reading remains as vital as ever in an era defined by the rapid consumption of digital content. At the Global Pioneers Summit 2025, Michael Sheldrick, author and co-founder of Global Citizen, highlighted the transformative power of books—not just in his own life, but as a tool for fostering critical thinking and meaningful societal progress. In conversation with author and columnist Reeta Ramamurthy Gupta, Sheldrick made the case for reading as a vehicle for both personal and global change.

For Sheldrick, books have never been merely a pastime; they have been a guidepost. He credited The Road Less Traveled by M. Scott Peck as a foundational influence, one that encouraged him to embrace unconventional paths. That philosophy ultimately led him to establish Global Citizen, an advocacy organization committed to tackling global challenges through activism and policy change.

"A book that truly resonated with me as I was finishing high school was The Road Less Traveled by M. Scott Peck," Sheldrick said. "I struggled academically and athletically, often feeling like an outsider. But thanks to a teacher who believed in me, I made it to university to study law. That same teacher recommended The Road Less Traveled, which taught me about bravery, resilience, and the power of forging one’s own path. It became a source of comfort and clarity as I navigated law school and beyond."

A key theme that emerged from the discussion was the importance of engaging with literature that challenges one’s own viewpoints. Sheldrick pointed to Churchill’s Shadow, a book that offers a critical perspective on Winston Churchill, as an example of how reading can strengthen critical thinking and prevent historical idolization. This, he noted, aligns with the philosophy of John Stuart Mill, who argued that ideas grow stronger when they are rigorously debated.

"It’s important to read about leaders you admire—not just to celebrate their triumphs, but to understand their flaws," Sheldrick observed. "Society falters when we place individuals on pedestals without reckoning with their complexities. Churchill’s Shadow was eye-opening for me. Growing up with British parents, Churchill was revered in my household. But admiration must be accompanied by analysis. He stood firmly against fascism, but that does not absolve him of his missteps. As John Stuart Mill put it, our ideas gain strength when we challenge them."

Sheldrick also cited Same as Ever by Morgan Housel, which posits that enduring success is rooted in understanding unchanging principles rather than chasing fleeting trends. This insight, he suggested, is equally relevant in business and activism, where piloting ideas before scaling them can help organizations avoid costly missteps.

Moreover, he stressed the fundamental role of storytelling in advocacy and marketing. According to Sheldrick, the ability to articulate an organization’s mission compellingly is crucial for engagement and impact. He invoked a guiding principle: "No one can do everything, but everyone can do something."

In a nod to the evolving role of technology, Sheldrick acknowledged that artificial intelligence has the potential to enhance reading comprehension—but only if used judiciously. "AI can be a powerful tool for expanding our understanding, allowing us to wrestle with complex concepts more effectively," he said. "But it shouldn’t be a shortcut. The data is clear: over-reliance on summaries and digital shortcuts can erode cognitive abilities, critical thinking, and even mental health, leading to anxiety and apathy. More than that, it strips away the joy of reading. There is something irreplaceable about the act of immersing oneself in a book, about disappearing into another world. That kind of happiness is not easily replicated."

Ultimately, Sheldrick’s message was one of urgency and optimism: reading is not merely a habit, but a cornerstone of leadership and innovation. By engaging with diverse perspectives, focusing on enduring truths, and embracing the art of storytelling, individuals can equip themselves to become sharper thinkers and more effective leaders. In an age of fleeting information, books remain a steadfast source of wisdom and transformation.

<strong>More about the Storyboard18 Global Pioneers Summit</strong>

<em>The Global Pioneers Summit is a celebration and exploration of the transformative potential of creativity, empowering individuals and businesses to think differently, act boldly, and craft a future that resonates with purpose and vision. Creativity is not just about artistic expression — it is a force for solving real-world problems, innovating products, and creating connections in ways that traditional methods cannot. And there are pioneers behind this shift, who have dared to think different.</em>

<em>The Global Pioneers Summit stands as a premier celebration of the visionary forces propelling businesses forward, spotlighting the global brands emerging from India — an ever-growing hub of creativity and innovation on the world stage.</em>

<em>From groundbreaking innovations to impactful storytelling, key decision-makers and innovators from business, marketing, advertising, tech, and academia exchange insights, build connections, and draw inspiration from some of the most compelling work driving industries forward globally.</em>

<em>In today's rapidly evolving world, creativity can be a powerful force to drive business growth, shape industries, and influence societal behavior, culture, and values. Storyboard18 Global Pioneers Summit puts the spotlight on the true purpose and power of creativity and the pioneers leading the way.</em>

<strong>Watch video here:</strong>

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The lost art of reading: Why Michael Sheldrick says books are the key to changing the world

India’s gaming industry is evolving at breakneck speed. With thriving communities and brands vying for attention, the next level looks like a massive opportunity for brands, storytellers, and communities to co-create. At Storyboard18's Global Pioneers Summit, Srinjoy Das, Associate Director of Marketing, Krafton India and Rahul Mathew, Chief Creative Officer & Executive Director, DDB Mudra Group discussed how creativity, community building, and brand partnerships are shaping the future of gaming in India.

Das stated, "We’re now a nearly $4 billion industry, with over 750 million internet users. Gaming was always poised to take center stage. At Krafton, BGMI was an early adopter at the cusp of India’s internet revolution, and that gave us a massive amount of community and brand love to work with. When brands engage with us now, the possibilities are vast. For example, an auto company recently integrated one of their car models directly into our game. Think about that—driving inside a high-emotion, high-involvement environment like a video game. It creates a deep emotional attachment to the brand.

While addressing the importance of marketing in gaming, Mathew reflected, "Gaming has become more than entertainment—it’s a cultural and social phenomenon. From a creative standpoint, brands need to integrate into gaming ecosystems without disrupting the user experience."

"The most amazing thing about gaming is how immersive it is. When a gamer is in, you’ve got 100% of their attention. But that also means brands must be authentic. Communities will reject you if you don’t align with who they are. It’s like what happened with LGBTQ+ representation. Initially, brands jumped in because it was the "right" thing. But eventually, communities asked, “Why are you talking to me? What are you really doing for us?” That reckoning will come to gaming too. The sooner brands start respecting and understanding the community, the longer their journey in gaming will last," Mathew explained.

On storytelling in the gaming world, Mathew noted, "There’s no one-size-fits-all approach. You just have to be interesting and relevant to the community. Gaming gives you enormous insights—stories, data, behaviors. You can customize stories to individual players based on how they behave in-game. That’s powerful."

"When I did my first campaign for BGMI three years ago, I was blown away. The commitment of the community is insane. Sometimes, all we need to do is drop something and step back—it takes on a life of its own. Recently, we found a couple who met and fell in love through BGMI. Not just friendships—actual love stories are emerging from this space. So we’re organizing a real wedding inside the game for them. It’ll be a hybrid offline-online event, complete with baraat, mehendi, and sangeet. We’re redesigning maps with the community to create a full shaadi experience," Mathew added.

<strong>Read More:</strong><a href="https://www.storyboard18.com/special-coverage/largest-employer-in-the-world-is-inefficiency-ai-is-eliminating-that-rapidly-creds-kunal-shah-60600.htm" rel="noopener" target="_blank">Largest employer in the world is inefficiency; AI is eliminating that rapidly: CRED's Kunal Shah</a>

Offering his perspective on gaming as a cultural platform, Das observed, "BGMI today isn’t just a game—it’s a cultural platform. When people play, they talk about everything: canteen gossip, friends, life. It’s becoming a space for bonding and expression. Sometimes I switch on voice chat just to hear what people are saying. They’re not discussing gameplay—they’re building connections. We’re unintentionally giving Tinder a run for its money! But jokes aside, this is an incredibly emotional space. Millions of people will watch that wedding—not on YouTube or Instagram—but inside the game."

Turning the focus to Indianization and Cultural Relevance of gaming, Das pointed out," For us, localization goes beyond language. For example, we’ve introduced voice commands in regional languages—Gujarati, Bengali, and more. That’s just one layer. We also partner with Indian brands—auto companies, QSRs, fashion labels—to bring their presence into the game’s menus and environments. Players can wear sherwanis or even play as Ranveer Singh, one of our ambassadors."

"We’ve created full shows based on the game, not just product placements. One of our series has an IMDb rating of 8.8 and millions of views. Last Diwali, we told a story of four friends from different parts of India who became a squad through BGMI. That short film earned 10 million views and was shortlisted at Spikes Asia. So yes, for us, localization is full Indianization. The "I" in BGMI stands for India," Das shared.

<strong>Read More:</strong><a href="https://www.storyboard18.com/special-coverage/colgate-palmolives-prabha-narasimhan-on-prioritizing-integrity-instead-of-metrics-in-business-60587.htm" rel="noopener" target="_blank">Colgate-Palmolive's Prabha Narasimhan on prioritizing integrity instead of metrics in business</a>

Shedding light on gamification of culture, Mathew noted, "It’s not just brands participating in culture—it’s games gamifying culture. Language, fashion, even memes come out of this world. Words like “OP” (overpowered) come from gaming, and now Gen Z uses it across social media. That’s deep cultural integration.
If brands want to tap into this, they need to live the culture. Our teams are led by actual gamers. They tell us what will work—and what won’t."

While discussing the future of BGMI and Indian Gaming, Das reflected, "You can’t rest. Attention spans are short, and competition is relentless. That’s why we break traditional marketing rules. Instead of 2–3 campaigns a year, we do 20–30. We’re planning everything from an anime series, to feature updates, and engagement-driven campaigns where YouTube, Instagram, and in-game experiences are all interconnected."

"The future of gaming marketing is symbiotic, social, and surprise-driven," Das added.

<strong>Read More:</strong><a href="https://www.storyboard18.com/special-coverage/wpps-daniel-hulme-on-how-ai-agents-are-the-future-of-marketing-60639.htm" rel="noopener" target="_blank">WPP's Daniel Hulme on how AI Agents are the future of marketing</a>

<strong>More about the Storyboard18 Global Pioneers Summit</strong>

The Global Pioneers Summit is a celebration and exploration of the transformative potential of creativity, empowering individuals and businesses to think differently, act boldly, and craft a future that resonates with purpose and vision. Creativity is not just about artistic expression — it is a force for solving real-world problems, innovating products, and creating connections in ways that traditional methods cannot. And there are pioneers behind this shift, who have dared to think different.

The Global Pioneers Summit stands as a premier celebration of the visionary forces propelling businesses forward, spotlighting the global brands emerging from India — an ever-growing hub of creativity and innovation on the world stage.

From groundbreaking innovations to impactful storytelling, key decision-makers and innovators from business, marketing, advertising, tech, and academia exchange insights, build connections, and draw inspiration from some of the most compelling work driving industries forward globally.

In today's rapidly evolving world, creativity can be a powerful force to drive business growth, shape industries, and influence societal behavior, culture, and values. Storyboard18 Global Pioneers Summit puts the spotlight on the true purpose and power of creativity and the pioneers leading the way.

<strong>Watch the video here:</strong>

<iframe width="560" height="315" src="https://www.youtube.com/embed/8tG5DH_ckBU?si=5UTnor1vRswwuMU7" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>

Krafton's Srinjoy Das at GPS 2025: Future of gaming marketing is symbiotic, social, and surprise-driven

As the Indian Premier League (IPL) continues to command attention across the nation, marketing experts are advocating for an omnichannel approach to advertising, urging brands to expand their presence beyond traditional platforms.

<a href="https://www.storyboard18.com/special-coverage/leading-with-purpose-creates-win-for-consumers-community-and-business-hina-nagarajan-of-diageo-india-60584.htm">Leading with purpose creates win for consumers, community, and business: Hina Nagarajan of Diageo India</a>

"Since IPL is omnipresent - with consumers simultaneously scrolling, tweeting, and shopping during matches—leveraging a cross-channel strategy is crucial to capturing fragmented attention across the open web, social media, and mobile platforms," said Saurabh Khattar, Country Manager at IAS India. "Brands should move beyond a single-screen focus and adopt a multichannel approach."

Speaking at the Storyboard18 Global Pioneers Summit 2025, Khattar emphasized the importance of contextual advertising, advising brands to align their campaigns with key IPL moments. "Beyond brand safety, marketers must prioritize measuring audience attention and optimizing ad spend to maximize returns on advertising investment (ROAS)," he noted.

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The shifting dynamics of media consumption were also a focal point of discussion. Tushar Malhotra, Director of Sales and Marketing at Bisleri India, highlighted the growing influence of younger consumers. "The digital landscape has evolved rapidly. Traditional metrics like Share of Voice (SOV) and Gross Rating Points (GRP) once dominated advertising budgets, but Gen Z audiences are moving away from television in favor of digital platforms. To engage this demographic effectively, brands must cultivate a strong digital presence," Malhotra said.

He further emphasized the need for an integrated marketing approach, in which messaging is seamlessly distributed across multiple channels to reach a diverse consumer base.

MVS Murthy, Chief Marketing Officer at Federal Bank, acknowledged the challenges of engaging an increasingly fragmented audience. "My concern is whether a narrative designed for a 45-second television spot can be effectively translated into an Instagram Reel," he said. With consumers engaging with media content around the clock, brands must find innovative ways to remain relevant and sustain audience engagement, he added.

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Looking ahead, Murthy predicted that global brands will prioritize measurable advertising performance, while mid-sized companies may continue to allocate resources to non-digital channels. "We are witnessing a significant shift in above-the-line (ATL) advertising as mid-market and mid-tier segments in India experience growth," he observed.

Khattar also highlighted the growing role of Connected TV (CTV) in digital marketing. "Digital and video marketing are expanding rapidly, and within this space, CTV has emerged as a premium channel," he said. "In 2023, India had nearly 28 million CTV households, a number expected to reach 50 million by the end of 2025. As a result, ad-supported streaming is on the rise, offering brands enhanced measurability and real-time optimization capabilities."

As digital media consumption patterns continue to evolve, marketers remain focused on devising innovative strategies to keep pace with an ever-changing landscape.

<a href="https://www.storyboard18.com/special-coverage/dream11s-ipl-campaign-creators-unveil-behind-the-scenes-insights-at-storyboard18s-global-pioneers-summit-60662.htm">Dream11's IPL campaign creators unveil behind-the-scenes insights at Storyboard18's Global Pioneers Summit</a>


<strong>More about the Storyboard18 Global Pioneers Summit</strong>

<em>The Global Pioneers Summit is a celebration and exploration of the transformative potential of creativity, empowering individuals and businesses to think differently, act boldly, and craft a future that resonates with purpose and vision. Creativity is not just about artistic expression — it is a force for solving real-world problems, innovating products, and creating connections in ways that traditional methods cannot. And there are pioneers behind this shift, who have dared to  think different.

The Global Pioneers Summit stands as a premier celebration of the visionary forces propelling businesses forward, spotlighting the global brands emerging from India — an ever-growing hub of creativity and innovation on the world stage. From groundbreaking innovations to impactful storytelling, key decision-makers and innovators from business, marketing, advertising, tech, and academia exchange insights, build connections, and draw inspiration from some of the most compelling work driving industries forward globally.

In today's rapidly evolving world, creativity can be a powerful force to drive business growth, shape industries, and influence societal behavior, culture, and values. Storyboard18 Global Pioneers Summit puts the spotlight on the true purpose and power of creativity and the pioneers leading the way.</em>

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