Insights
What the decks argued, one item at a time — every insight, finding, implication, recommendation and idea, each pointing back to the slide it came from.
474 items from all 19 decks. Every item quotes the slide it came from.
Indian consumers are shifting away from the colonial assumption that imported whisky is superior, instead judging quality based on the product itself.
“A new generation has grown up without the colonially ingrained assumption that imported goods are superior to Indian products. They go by their judgment of quality rather than origin of the product.”
(Final) Rampur Indian Single Malt_Planning Piece_V2 · slide 5
Indian consumers are actively expressing national pride on digital platforms regarding the quality and global recognition of Indian single malts.
“They are showcasing Pride on digital as they witness India making a mark in the Single Malt game”
(Final) Rampur Indian Single Malt_Planning Piece_V2 · slide 6
Whisky consumption in India is driven by an 'elder figure' or hero, typically a father, who initiates the consumer and establishes early brand loyalty.
“A recurring theme among whisky consumers in India is the introduction to whisky by a respected elder or a hero figure, most notably their fathers. This initiation creates a lasting impression and often establishes brand loyalty from the first experience.”
(Final) Rampur Indian Single Malt_Planning Piece_V2 · slide 12
Whisky is perceived as a drink for the strong and sophisticated, leading consumers to choose it to cultivate a specific personal identity.
“Whisky is often perceived as the beverage of the strong and serious, appealing to those who aspire to project a distinct and sophisticated image.”
(Final) Rampur Indian Single Malt_Planning Piece_V2 · slide 12
Peer recommendations are a primary driver for exploring new whisky brands, while non-whisky drinkers purchase the category for social status and hosting.
“Whisky drinkers exhibit a strong propensity to explore new brands based on recommendations from their social circle. Conversely, non-whisky drinkers frequently purchase whisky to stock their home bars for entertaining friends or as a gift, driven by the social status associated with the drink.”
(Final) Rampur Indian Single Malt_Planning Piece_V2 · slide 12
To increase brand consideration, the agency must integrate digital touchpoints with the identified social and emotional triggers.
“To ensure we reach the single malt lovers of India and increase consideration towards our brand, we must tap into their digital triggers and inculcate their emotional and social triggers in our communication.”
(Final) Rampur Indian Single Malt_Planning Piece_V2 · slide 12
Glenfiddich balances traditional heritage with a progressive brand tonality to appeal to a younger, modern consumer.
“Glenfiddich balances traditional heritage and craftsmanship with a progressive, creative brand tonality and social strategy designed to appeal to a modern, younger whisky consumer.”
(Final) Rampur Indian Single Malt_Planning Piece_V2 · slide 16
Glenfiddich uses luxury lifestyle imagery and product rarity to signal prestige to HNI consumers.
“Showcasing whisky in an exquisite setting and creating a sense of prestige through rarity and longer aging”
(Final) Rampur Indian Single Malt_Planning Piece_V2 · slide 17
Glenfiddich should leverage celebrity collaborations to tell 'Where Next' stories.
“Collaborating with influential figures from various creative spaces of India for inspiring stories on “Where Next””
(Final) Rampur Indian Single Malt_Planning Piece_V2 · slide 19
The Glenlivet targets sophisticated consumers who seek experiences beyond the drink itself.
“Sophisticated, discerning whisky connoisseurs who appreciate consistency, quality and heritage, often seeking experiences beyond the drink itself.”
(Final) Rampur Indian Single Malt_Planning Piece_V2 · slide 22
The Glenlivet should use gamification to engage consumers with the brand's history and craft.
“Offering an engaging new experience through a gamified virtual tour of the Glenlivet Experience Center, featuring unknown stories and hidden clues throughout the areas to keep the audience intrigued and actively engaged”
(Final) Rampur Indian Single Malt_Planning Piece_V2 · slide 24
The Glenlivet should utilize exclusive, invite-only clubs to engage HNI and UHNI audiences.
“An invite only exclusive and private club for the HNIs and UHNIs of India called Le Cercle, providing unique experiences to its patrons”
(Final) Rampur Indian Single Malt_Planning Piece_V2 · slide 26
The Macallan positions itself as a status-first brand that uses artistic expression to communicate luxury.
“The Macallan is status-first focusing on commitment to excellence highlighting legacy, luxury and sophistication through art of expression.”
(Final) Rampur Indian Single Malt_Planning Piece_V2 · slide 28
The Macallan should partner with cultural institutions to create emotional connections with its audience.
“Leveraging cultural anchors such as performing and visual arts to connect emotionally with the audience through collaborations with national art festivals and theaters.”
(Final) Rampur Indian Single Malt_Planning Piece_V2 · slide 29
The Macallan utilizes niche themed collections to maintain audience engagement.
“Continuously innovating new collections inspired by themes like movies and ingredients, such as the Harmony Coffee Collection and the James Bond 60th Anniversary Collection, to keep the audience engaged and eagerly anticipating new releases”
(Final) Rampur Indian Single Malt_Planning Piece_V2 · slide 31
The Macallan leverages co-creation partnerships to combine brand values and expertise.
“Co-creating a limited edition single malt whisky in partnership with Bentley to leverage each other's values, heritage, and expertise.”
(Final) Rampur Indian Single Malt_Planning Piece_V2 · slide 31
The Macallan uses music partnerships to deliver brand values through immersive experiences.
“Collaborating with musicians, singers, and composers to create music that conveys the emotions, story, and heritage of the brand and product, thereby emotionally delivering the brand’s values in the form of an evocative and immersive auditory experience”
(Final) Rampur Indian Single Malt_Planning Piece_V2 · slide 31
Paul John targets mature, experienced whisky enthusiasts.
“Paul John users are whisky enthusiasts who appreciate the experience of whisky consumption. Typically, these are older demographics with a refined palate and extensive experience with single malt whiskies”
(Final) Rampur Indian Single Malt_Planning Piece_V2 · slide 34
Paul John uses award highlights in its visual strategy to establish itself as a pioneer.
“Flaunting the awards from around the world to establish Paul John as a leading single malt whisky recognized on the global stage and celebrated as a pioneer in the industry”
(Final) Rampur Indian Single Malt_Planning Piece_V2 · slide 35
Paul John uses nature-inspired imagery to convey a premium brand image.
“Stimulating a sense of tranquility through product highlights that feature nature-inspired backgrounds or conceptual elements, such as smoke, to convey a premium and sophisticated brand image”
(Final) Rampur Indian Single Malt_Planning Piece_V2 · slide 35
Amrut uses educational content regarding ingredients and craft to engage inquisitive consumers.
“Creating educational posts around the brand’s story, product’s ingredient story and cocktails online to tap into their inquisitive consumers.”
(Final) Rampur Indian Single Malt_Planning Piece_V2 · slide 41
Amrut leverages experiential distillery tours to educate consumers on the production process.
“Offering a tour of the Amrut Distillery to select visitors who sign up on website to learn the art behind the bottles.”
(Final) Rampur Indian Single Malt_Planning Piece_V2 · slide 42
Indri uses a 'slice of life' visual approach to show consumption occasions.
“Giving a glimpse of various moments and moods in which Indri is usually savoured.”
(Final) Rampur Indian Single Malt_Planning Piece_V2 · slide 45
Indri should use educational social content and podcast appearances to engage new whisky drinkers.
“Answering FAQS around whisky in their social content. Participating in category led podcasts like "Inside Indri Whisky with Madhu Kanna””
(Final) Rampur Indian Single Malt_Planning Piece_V2 · slide 46
Indri should leverage its global awards and testimonials to establish itself as the premier Indian Single Malt.
“Showcasing all their awards, achievements, testimonials from across the globe to position themselves as the best in Indian Single Malt category.”
(Final) Rampur Indian Single Malt_Planning Piece_V2 · slide 46
Indri should use pop culture collaborations to generate buzz and reach new audiences.
“An official collaboration with HBO & Game of Thrones to tap into the trending buzz around House of Dragons upon its season 2 release.”
(Final) Rampur Indian Single Malt_Planning Piece_V2 · slide 47
Indri should partner with brands in lifestyle sectors to create on-ground experiences.
“Collaborating with brands and people in various niches like hospitality, food, music and art to create on ground experiences and penetrate new audiences.”
(Final) Rampur Indian Single Malt_Planning Piece_V2 · slide 47
Whisky brands are using their heritage to create emotional connections with consumers.
“Brands are effectively using their heritage to forge strong emotional connections with consumers, with Indian brands highlighting local roots and Scottish brands emphasizing authentic origins.”
(Final) Rampur Indian Single Malt_Planning Piece_V2 · slide 48
Rampur should use its Indian heritage to create culturally resonant messaging.
“Leverage your brand’s deep connection to the Indian roots to create culturally resonant messaging that taps into national pride and authenticity.”
(Final) Rampur Indian Single Malt_Planning Piece_V2 · slide 48
Rampur should become a guide for consumers by providing educational content with influencers.
“Enhance brand credibility and consumer knowledge by offering insightful, educational content in collaboration with influential figures.”
(Final) Rampur Indian Single Malt_Planning Piece_V2 · slide 48
Rampur should develop a consistent visual identity to signal luxury status.
“Create a visual mood board for Rampur that defines the premium status of the brand through a consistent color palette, well defined premium consumers in luxury settings, and imagery that showcases exclusive and sophisticated experiences”
(Final) Rampur Indian Single Malt_Planning Piece_V2 · slide 48
Global brands in India are using purpose-driven narratives to build communities.
“Global brands are successfully navigating the landscape in India by leveraging purpose-driven narratives that resonate with broader social themes.”
(Final) Rampur Indian Single Malt_Planning Piece_V2 · slide 48
Rampur should build a loyal community through exclusive access and purpose-led campaigns.
“Foster a sense of belonging through community and enhance brand loyalty and implement purpose-led campaigns that extend beyond digital storytelling to create meaningful on-ground experiences that deepen consumer engagement”
(Final) Rampur Indian Single Malt_Planning Piece_V2 · slide 48
Indian consumers have shifted from necessity-driven local buying to globally-minded consumption that demands purpose and value.
“Consumers in India have journeyed from necessity to aspiration, from buying local to thinking global, and now, to demanding purpose and value, thereby also transforming their relationship with money.”
Young Indians experience a tension between non-conformist lifestyle choices and the need for future financial security.
“A tug-of-war between indulgence and restraint, desire to live in the moment, but also brace for the future and control their destiny tomorrow.”
Modern Indian consumers view money as a tool for personal autonomy and lifestyle curation rather than just status or survival.
“Money isn’t just a transactional or survival tool—it represents autonomy, choice, and the ability to ‘curate one’s lifestyle’ – that feels uniquely theirs”
The Indian market is shifting from traditional capital preservation to active wealth creation and financialisation.
“it is no longer just about preservation but about active wealth creation, shaped by increased financial literacy, digital accessibility & exposure to global economic narratives”
Life insurance is being redefined as an active tool for wealth building and lifestyle maintenance rather than just a passive emergency safety net.
“It is no longer just a fallback for dependents in case of an emergency—it is now a calculated component of long-term wealth creation, risk management, and legacy building.”
Insurance buyers face significant decision paralysis due to product complexity, distrust of agents, and fear of long-term commitment.
“While, there is a growing realization that financial planning & insurance is essential, many still face significant mental blocks & barriers, that can delay the decision-making process or make it feel like a daunting task.”
Insurance decision-making is split into 'Coach-Me' seekers who value human advisors and 'Self-Guided' researchers who prefer digital autonomy.
“LEADING TO TWO DISTINCT WAYS OF DECISION-MAKING”
The YouTube research journey for insurance is non-linear and fragmented, characterized by constant oscillation between curiosity and doubt.
“The user journey while researching for life insurance is highly fragmented, not a linear progression, rather a constant oscillation, marked by the ebb and flow of curiosity, doubt & decision-making.”
Brands should act as a guiding compass on YouTube to help consumers set direction and encourage exploration.
“BE THEIR GUIDING COMPASS – SET THE DIRECTION, ENCOURAGE EXPLORATION”
Retail investors and insurance buyers actively look for practical, data-driven tools like Excel calculators and scenario-based guidance to independently evaluate financial products.
“Retail investors and insurance buyers actively look for practical, data-driven tools like Excel calculators and scenario-based guidance to independently evaluate financial products.”
Consumers engage deeply with practical, example-driven financial content and calculation tools, meaning brands must frame broad financial planning while enabling personalised journeys.
“Consumers engage deeply with practical, example-driven financial content and calculation tools, meaning brands must frame broad financial planning while enabling personalised journeys.”
Consumers trust independent financial content creators who expose hidden insurance clauses and scams, signaling that brands must empower audiences with transparency, actionable foresight, and un-gatekept knowledge.
“Consumers trust independent financial content creators who expose hidden insurance clauses and scams, signaling that brands must empower audiences with transparency, actionable foresight, and un-gatekept knowledge.”
Consumers are overwhelmed by regulatory changes and complex policy math, requiring the brand to provide clear updates and simplified product comparisons.
“Consumers are overwhelmed by regulatory changes and complex policy math, requiring the brand to provide clear updates and simplified product comparisons.”
Consumer queries on Reddit reveal widespread unaddressed information gaps and friction points regarding insurance eligibility, disclosure rules, agent integrity, and non-standard coverage needs.
“Consumer queries on Reddit reveal widespread unaddressed information gaps and friction points regarding insurance eligibility, disclosure rules, agent integrity, and non-standard coverage needs.”
Unaddressed conversations in mainstream insurance discourse create a white-space opportunity for Aditya Birla Sun Life Insurance to establish thought leadership and drive brand affinity.
“The conversations highlighted here reflect critical gaps in the mainstream insurance discourse and present valuable white space opportunities for Aditya Birla Sun Life Insurance to establish themselves as thought leaders and start building brand affinity.”
Brands in the life insurance space engage audiences either as educational 'Creator Brands' that guide decisions or 'Promoter Brands' focused on direct promotional messaging.
“Brands in the life insurance space engage audiences either as educational 'Creator Brands' that guide decisions or 'Promoter Brands' focused on direct promotional messaging.”
Fintech brands can establish deep customer trust and loyalty by operating as educational creators with authentic in-house experts across the entire marketing funnel rather than relying on overt sales tactics.
“Fintech brands can establish deep customer trust and loyalty by operating as educational creators with authentic in-house experts across the entire marketing funnel rather than relying on overt sales tactics.”
Promoter life insurance brands divide YouTube content into two complementary pillars: high-reach brand/policy amplification campaigns to drive awareness, and always-on consumer education to foster product discovery and confidence.
“Promoter life insurance brands divide YouTube content into two complementary pillars: high-reach brand/policy amplification campaigns to drive awareness, and always-on consumer education to foster product discovery and confidence.”
Online financial influencers strongly favor pure term insurance while actively discouraging consumers from investment-linked insurance products like ULIPs and savings plans by framing them as poor financial choices.
“The phenomenon surrounding investment-linked insurance products on YouTube is one where financial influencers act as educators, consumer advocates, and whistleblowers. These products are framed as ‘Scam’ and ‘Fraud’”
India's drinking culture is shifting from traditional sodas to artisanal, botanical-infused mixers, driven by conscious and progressive consumers.
“Artisanal, handcrafted, ‘good-for-you’, stuffed with botanicals and aromatics – we have come a long way from Coke and lime cordial when it comes to what we mix our drinks with.”
New-age consumers define their values through individuality, self-discovery, conscious choices, and a blend of global influences with local roots.
“These new-age consumers have their own unique value systems, driven by their increasingly connected context…”
Alcohol consumption is shifting from a casual 'just-for-kicks' social act to an intentional, savored experience characterized by experimentation and mindfulness.
“These traits also reflect in their alcohol consumption choices, ushering a shift in in attitude towards drinking being a “just-for-kicks” social act to savoring the experience itself”
Consumer attitudes toward alcohol are segmented into four distinct mindsets based on their level of experimentation: Chameleons, Sober Curious, Classics & Romantics, and Purists.
“These Evolving dynamics and drivers of alcohol consumption have given rise to multiple consumer mindsets…”
Digital and social media are actively reshaping social norms and the consumer journey for alcohol consumption.
“Digital & Social Media Exposure have had an influential effect on the evolving social norms of alcohol consumption”
Brands must provide tailored assistance across digital micro-moments—from inspiration to purchase—to capture consumer intent.
“Winning hearts & driving product need, will therefore require serving up complete assistance in such micro-moments.”
Consumers are actively searching for specific cocktail recipes, pairings, and mixer alternatives, representing a significant opportunity for brands to capture intent.
“This is 100% b2b consumer intent share available to brands. In these moments, consumers are forming opinions, shaping preferences & making decision by doing their own research online.”
To win share of intent, brands must identify and commit to being present, useful, and fast during consumer micro-moments.
“Thus, to win the hearts, minds and intent, capturing maximum share of consumer intent will be key by… Identify the micro-moments of prospective customers that fit the business, then commit to being there to help when they happen.”
Beverage choice acts as a symbolic vehicle that signals social status, defines the context of an occasion, and communicates group affiliation.
“Choice of beverage however isn’t just a matter of personal taste, but is also a symbolic vehicle…”
The mixer market is polarized into 'Specialist' brands (focused on craftsmanship and subtle luxury) and 'Mainstream' brands (focused on trendiness and social validation).
“The current market landscape can be broadly mapped into… Specialists Mainstream”
Specialist brand consumers prioritize intrinsic benefits and sensory experiences, using brands to signal expertise and taste.
“Aspire to become luxury experts, sophisticates in aesthetic taste, chief minglers within the luxury zeitgeist”
Mainstream brand consumers prioritize social signaling and trend-alignment, seeking brands that provide a sense of control and identity.
“Driven by the desire to project a chic & aspirational image, staying ahead of the curve and embracing what is currently in vogue.”
Specialist brands should emphasize heritage, authenticity, and commitment to quality to appeal to consumers seeking meaningful products.
“Embodiments of tradition, heritage, authenticity & creativity, bringing a personality & richness to your identity”
Mainstream brands should position themselves as reliable lifestyle companions by balancing quality, accessibility, and trendiness.
“By combining quality, accessibility, and trendiness, mainstream brands position themselves as the ultimate & reliable lifestyle companions”
The mixer market is divided into two distinct groups: Specialist brands focused on craft and heritage, and Mainstream brands focused on trendiness and lifestyle.
“The current market landscape can be broadly mapped into… Specialists Mainstream”
Mainstream consumers are driven by a desire for social status and staying current with trends.
“Driven by the desire to project a chic & aspirational image, staying ahead of the curve and embracing what is currently in vogue.”
Specialist consumers value authenticity, tradition, and the projection of a sophisticated identity.
“Aspire to become luxury experts, sophisticates in aesthetic taste, chief minglers within the luxury zeitgeist”
The mixer market segments across four pillars: Lifestyle Payoff, Taste, Ingredient Story, and Creativity with Convenience.
“TASTE I Ingredient Story I Creativity & Convenience I Lifestyle Payoff”
Bombay99's brand identity is built on a combination of established legacy trust and a bold, India-inspired aesthetic.
“Design that is Lively, Intricate yet bold, India-inspired”
Bombay99 should position itself as a bridge between mainstream accessibility and specialist allure.
“The Brand takes the essence of mainstream appeal, but with a specialist allure, embodying a fusion of accessibility, legacy, elevation, with authenticity & a refined aesthetic.”
Bombay99 should manifest its brand canvas by focusing on simplifying and stylizing the drinking experience for social tastemakers.
“Simplifying & Stylizing Drinking Experience”
India's beverage market is shifting toward artisanal and botanical mixers, driven by a new generation of conscious and progressive drinkers.
“India's booming alternative beverage market is driven a growing crop of conscious and progressive drinkers.”
Modern consumers are guided by a complex value system centered on individuality, self-discovery, global inspiration, and conscious choices.
“These new-age consumers have their own unique value systems, driven by their increasingly connected context…”
Alcohol consumption is shifting from casual social drinking to a mindful experience focused on experimentation, premium ingredients, and local pride.
“These traits also reflect in their alcohol consumption choices, ushering a shift in in attitude towards drinking being a “just-for-kicks” social act to savoring the experience itself”
Consumers rely on a fragmented, non-linear journey of digital micro-moments to find inspiration, recipes, and purchasing guidance.
“Winning hearts & driving product need, will therefore require serving up complete assistance in such micro-moments.”
Brands must align with consumer micro-moments by being present, useful, and providing a frictionless experience to capture intent.
“Thus, to win the hearts, minds and intent, capturing maximum share of consumer intent will be key by…”
Beverage choices function as symbolic vehicles that signal social status, define the context of an occasion, and express group identity.
“Choice of beverage however isn’t just a matter of personal taste, but is also a symbolic vehicle…”
The spirits market is segmented into 'Specialist' brands for connoisseurs and 'Universal' brands for broader, casual social drinkers.
“The market landscape can be broadly mapped into two… Specialists Universals”
The Indian modern-mixer market is highly segmented across price tiers (Accessible, Aspirational, Super Premium) and strategic propositions (Universals vs. Specialists).
“Therefore, mapping the modern-mixer landscape of India…”
Bombay 99's product attributes, such as its 'powerful, punchy & intense' taste, are intended to symbolize an 'unapologetic' and 'bold' brand impact.
“Taste that is Powerful, Punchy & Intense / Impact Bold, Unapologetic (taste that makes a statement)”
Bombay 99 is positioned to bridge the gap between mainstream universal appeal and specialist mixer craft.
“The Brand takes the essence of mainstream appeal, but with a specialist allure, embodying a fusion of accessibility, legacy, elevation, with authenticity & a refined aesthetic.”
Bombay 99 should define its brand space around an 'effortlessly euphoric' drinking experience to guide future messaging.
“Therefore manifesting the brand canvas… Effortlessly Euphoric Drinking Experience”
The target audience for Bombay 99 consists of aspiring tastemakers who value social validation and elevated entertaining.
“Aspiring tastemakers in Social Circles / Effortlessly, elevating their entertaining experiences”
Fungal skin infections are on the rise in India, with dermatologists reporting 8-10 cases daily.
“dermatologists are facing a significant upswing and encountering 8-10 cases daily”
The spread of fungal infections in India is driven by a combination of environmental factors, dense demographics, poor awareness, antifungal resistance, and skin vulnerability.
“Embedded within India's health scenario, this rise is influenced by a complex interplay of various factors, each playing a role in the spread of these infections”
Consumer attitudes toward fungal infections are shifting from viewing them as a source of social stigma to prioritizing proactive self-care and early medical intervention.
“From Hush-Hush to Health: Gone are the days of considering fungal infections a mere social embarrassment. Today, it's all about proactive self-care and awareness.”
Younger consumers are moving beyond surface-level appearance concerns and now expect brands to support broader personal empowerment.
“Younger consumers are driving a phenomenal metamorphosis that goes beyond surface appearances, embracing a broader idea of 'personal empowerment'”
Candid should adopt a social media strategy that moves beyond product features to foster emotional connections with consumers.
“Candid must assume a distinct role on social media – one that transcends product limitations and fosters a connection catering to emotional needs of consumers across mindsets.”
Candid's social media emotional positioning should be segmented into four pillars: quick resilience, enduring comfort, empowered wellness, and proactive protection.
“Therefore, the emotional lens for Candid on social will be an embodiment of…”
Abzorb's social media presence is primarily focused on YouTube, with additional activity on Twitter.
“https://twitter.com/myabzorb More active on Twitter”
Candid's current online presence is restricted to YouTube, which limits its ability to connect with consumers on other platforms.
“Candid's online presence is limited to YouTube, primarily for brand campaigns, potentially hindering the establishment of a deeper connection with consumers across broader social media platforms”
The fungal infection category risks commodification, making it essential for brands to define a unique role.
“The fungal infections category can get commodified making it crucial for Candid to uniquely define its brand role and strengthen its distinct role in the life of its users.”
Candid's brand identity is visually blurred due to color similarities with the competitor brand Canesten.
“Candid's similarity in brand color to Canesten blurs its distinct identity, resulting in reduced brand recognition”
Candid should partner with influencers outside of the category to better reach younger demographics.
“Expand its reach by collaborating with influencers beyond the category who resonate with the younger audience.”
Candid needs to develop unique visual assets to differentiate itself from competitors.
“We will also have to create ownable and distinct visual assets to overcome the challenge of the similarity in brand colors with our peers.”
Influencers are becoming more effective than traditional celebrity ambassadors at building authentic connections with younger audiences.
“In the contemporary digital landscape, influencers are gaining traction as authentic and relatable voices, particularly among the younger demographic”
White Rivers Media has 12 years of experience, 600+ employees, and 450+ awards.
“12 / 600+ / 450+ / Years / Fam / Awards”
DBS Pitch Deck with Creative Strategy_After Revisions · slide 4
White Rivers Media was the first Indian agency to win the Global Independent Digital Agency of the Year award from Campaign.
“Created history / as the first-ever / Indian agency / to win this honour”
DBS Pitch Deck with Creative Strategy_After Revisions · slide 5
White Rivers Media won five Campaign Agency of the Year South Asia 2024 awards.
“South Asia's Top Agency / AGENCY OF THE YEAR / SOUTH ASIA / 2024”
DBS Pitch Deck with Creative Strategy_After Revisions · slide 6
SMFG India Credit's #BadloApniPehchaan campaign video achieved over 8 million views.
“8M+ / VIEWS & COUNTING”
DBS Pitch Deck with Creative Strategy_After Revisions · slide 10
5paisa was the first financial brand in India to launch a campaign using an Instagram grid puzzle.
“We became the / 1st Financial Brand in India / to launch a campaign / with Instagram Grid Puzzle.”
DBS Pitch Deck with Creative Strategy_After Revisions · slide 11
By 2025, over 50% of banking transactions in India will occur on digital channels.
“Over 50% of banking transactions in India occur on digital channels, driven by the demand for real-time processing and approvals.”
DBS Pitch Deck with Creative Strategy_After Revisions · slide 23
75% of the Indian workforce will be comprised of Millennials and Gen Z by 2030.
“75% of India's workforce will consist of Millennials and Gen Z”
DBS Pitch Deck with Creative Strategy_After Revisions · slide 23
55% of Gen Z in India prefer AI-driven recommendations for financial management.
“55% of Gen Z in India prefer AI-driven recommendations for managing their finances”
DBS Pitch Deck with Creative Strategy_After Revisions · slide 23
36% of banking customers are willing to switch banks if their needs are not met through personalized services.
“36% of customers are willing to switch banks if their needs aren't met through personalized services.”
DBS Pitch Deck with Creative Strategy_After Revisions · slide 23
Indian banking consumers are increasingly using online community forums to evaluate and critique bank platforms.
“Indian Consumers are increasingly seeking higher-value banking experiences while turning to trusted communities and going beyond peer recommendations”
DBS Pitch Deck with Creative Strategy_After Revisions · slide 24
Consumers prioritize seamless digital features and UI/UX over traditional banking factors like interest rates.
“These consumers, while diverse, are united by the common search for seamless banking features and promises beyond interest rates”
DBS Pitch Deck with Creative Strategy_After Revisions · slide 25
The target audience is segmented into four tiers based on income and financial mindset: Early Earners, Aspiring Planners, Wealth Builders, and Experience Seekers.
“They are driven by their financial goals and distinguished mindsets towards banking & finance”
DBS Pitch Deck with Creative Strategy_After Revisions · slide 26
Indian consumers rely heavily on digital platforms for research and decision-making, necessitating a synchronized multi-platform presence for brands.
“Indian consumers heavily rely on digital touchpoints and social research during their decision-making journeys, requiring brands to maintain a synchronized, robust multi-platform digital presence.”
DBS Pitch Deck with Creative Strategy_After Revisions · slide 31
High digital adoption rates among Indian consumers include 87% mobile banking app usage, over 91% active on digital platforms, and 73% using social media for research.
“87% of consumers have adopted mobile banking apps, more than 91% consumers are active on various digital platforms, while 73% consumers have used social media for research before making decisions.”
DBS Pitch Deck with Creative Strategy_After Revisions · slide 31
HSBC's social media strategy uses Instagram and YouTube to engage high-net-worth individuals through a mix of pop-culture resonance and financial education.
“Social media serves as a dynamic platform to entertain, engage, and captivate individual customers—including professionals, HNIs, and UHNIs—with a strong emphasis on Instagram, followed by YouTube.”
DBS Pitch Deck with Creative Strategy_After Revisions · slide 33
HSBC extends offline event sponsorships into digital content to create an omnichannel engagement experience for high-end customers.
“HSBC extends its event sponsorships online with teasers and reel-format content, recreating on-ground experiences.”
DBS Pitch Deck with Creative Strategy_After Revisions · slide 34
Standard Chartered focuses its social media communication on wealth maximization to appeal to 'Wealth Progressors' and 'Empowered Elites'.
“The brand is clearly focused on ‘Wealth Progressors’ and ‘Empowered Elites,’ shaping its communication strategy around wealth maximization to align with the mindset of this audience.”
DBS Pitch Deck with Creative Strategy_After Revisions · slide 40
Standard Chartered utilizes recurring digital content IPs to drive brand recall and deliver value to its audience.
“With education as a key focus, they have strategically developed recurring IPs such as #WealthWise, #IndiaMarketOutlook, and #MoneyInsights to drive recall—delivering value through podcasts, webinars, and expert insight videos.”
DBS Pitch Deck with Creative Strategy_After Revisions · slide 40
ICICI Bank uses a light-hearted, product-focused content strategy on social media to target mass-market consumers.
“Primarily targeting mass-tige individuals, the brand curates light-hearted content that highlights app features and offers to drive consideration.”
DBS Pitch Deck with Creative Strategy_After Revisions · slide 41
ICICI Bank leverages regional influencers and local-language content to deepen brand affinity in South India.
“ICICI strengthens regional engagement by featuring faces of influence like Samantha and Murli Sharma in and curating content in regional-language (DVCs), enhancing brand affinity in South India”
DBS Pitch Deck with Creative Strategy_After Revisions · slide 44
DBS defines its brand philosophy as being a 'different kind of bank' that prioritizes simplicity and effortlessness to allow customers to focus on their lives.
“At DBS, we believe that banking should be simple and effortless, so that you can spend more time with the people and things that you care about. Through good and tough times, we want to be the constant that helps you live more, live better, and bank a little less.”
DBS Pitch Deck with Creative Strategy_After Revisions · slide 46
DBS should tailor its social media content to match platform-specific user expectations, such as light-hearted, lo-fi content for Instagram.
“Instagram is a platform where audience goes for creative inspiration and connect with their interests. They expect light hearted, lo-fi, entertaining content on Instagram. We need to curate our content accordingly.”
DBS Pitch Deck with Creative Strategy_After Revisions · slide 49
DBS should develop content IPs to improve content navigation and drive brand recall.
“Create content IPs to facilitate easy navigation and drive recall / Content IPs to drive recall and easy navigation of content.”
DBS Pitch Deck with Creative Strategy_After Revisions · slide 49
Banking competitors in the market are positioned along a spectrum of consumer mindsets ranging from 'Early Earner' to 'Experience Seeker'.
“every brand in our category targets specific individual customer mindsets, creating distinct positioning within the industry”
DBS Pitch Deck with Creative Strategy_After Revisions · slide 52
DBS must pivot its target audience focus from early earners to aspiring planners and wealth builders to support its 'masstige' positioning.
“we must shift our focus to an audience that aligns with a masstige mindset”
DBS Pitch Deck with Creative Strategy_After Revisions · slide 53
DBS needs to shift its social media strategy from a B2B focus toward individual retail customers.
“While business customers remain important to us, our focus is now on expanding our business towards individual customers, therefore the pivot on social”
DBS Pitch Deck with Creative Strategy_After Revisions · slide 56
DBS should leverage its technological leadership to demonstrate to individual customers how the bank enables them to 'Live More, Bank Less'.
“Given our brand's leadership in digital transformation, which sets us apart as 'A Different Kind of Bank,' we should leverage our technology to demonstrate to individual customers how we empower them to 'Live More, Bank Less.'”
DBS Pitch Deck with Creative Strategy_After Revisions · slide 60
DBS must align its communication across three pillars (Brand, Ally, Life) to successfully transition from serving business customers to expanding into the individual consumer market.
“Given our residual equity and the goal of expanding our business to individual customers, we must align our communication efforts across three key pillars”
DBS Pitch Deck with Creative Strategy_After Revisions · slide 63
DBS should position itself as an effortless ally that integrates banking into the background of customers' lives.
“At DBS, banking blends seamlessly into life, requiring no extra effort. We simplify finances through real-life scenarios, making transactions intuitive and insights actionable.”
DBS Pitch Deck with Creative Strategy_After Revisions · slide 64
DBS needs to increase its focus on individual consumers and build cultural relevance to resonate with diverse Indian audiences.
“While we focus on business consumer equally, social focus needs to shift more towards individual consumers / BRING CULTURAL RELEVANCE / With our approach becoming more masstige, we need to build cultural relevance to resonate with the diverse Indian audiences”
DBS Pitch Deck with Creative Strategy_After Revisions · slide 65
Consumers value and feel positive about digital technologies that provide seamless, effortless micro-conveniences in the background.
“Doesn’t it feel amazing when the Wi-Fi connects instantly? / Or when your map reroutes you to the fastest route... / Or when your password autofills right when you need it?”
DBS Pitch Deck with Creative Strategy_After Revisions · slide 67
The #LiveMoreBankLess platform is defined by the promise that when a bank handles financial tasks in the background, the customer is freed from stress and effort.
“Only when your banking needs are taken care of by someone in the background, you are truly able to live more and bank less.”
DBS Pitch Deck with Creative Strategy_After Revisions · slide 75
Positioning the bank as an enabler that handles financial tasks so customers can focus on life goals.
“Positioning the bank as an enabler that seamlessly handles financial tasks so customers can focus on enjoying their life goals and experiences.”
DBS Pitch Deck with Creative Strategy_After Revisions · slide 76
DBS should adopt a 'Dependable Friend' personality on social media to make banking feel approachable and effortless.
“DBS will not be just a bank; it will be a reliable friend who’s always got your back in organizing plans, handling the details, and making sure things run smoothly.”
DBS Pitch Deck with Creative Strategy_After Revisions · slide 77
DBS should use Instagram as an 'Inspiration Corner' to showcase how banking works in the background.
“Ultimately becoming the ‘Inspiration Corner’”
DBS Pitch Deck with Creative Strategy_After Revisions · slide 78
The content strategy should utilize owned 'snackable' formats and paid influencer/meme collaborations.
“Our owned content brings this to life with binge-worthy, snackable formats that seamlessly integrate DBS into everyday moments.”
DBS Pitch Deck with Creative Strategy_After Revisions · slide 79
The campaign should be structured into three phases: Campaign, Amplification, and Sustenance.
“Dividing the campaign into 3 phases”
DBS Pitch Deck with Creative Strategy_After Revisions · slide 81
Pop culture figure Orry represents the 'liver' lifestyle by delegating tasks to others.
“Known for living his best life, attending every major event, and always having his Minions (a.k.a. his personal team) take care of things for him.”
DBS Pitch Deck with Creative Strategy_After Revisions · slide 84
A viral campaign featuring influencer Orry 'firing' his minions to find a 'Chief Do-It-All Officer' (DBS).
“He uploads an Instagram story and says, “Time to let go of my beloved minions, I need someone who can do it all for me so that I get to be a ‘liver’.””
DBS Pitch Deck with Creative Strategy_After Revisions · slide 87
Using a fake LinkedIn job post to generate speculation about a 'Chief Do-It-All Officer'.
“Orry takes to his LinkedIn and puts up a job posting as he’s looking out for a “CDO - Chief Do-It-All Officer””
DBS Pitch Deck with Creative Strategy_After Revisions · slide 88
The reveal that the DBS Card is the 'Chief Do-It-All Officer'.
“He sits comfortably sipping coffee and pulls out his DBS Card saying “DBS does it all—banking, payments, investments, so I can just #LiveMoreBankLess and be the ultimate liver.””
DBS Pitch Deck with Creative Strategy_After Revisions · slide 90
A DVC execution featuring influencer Orry that uses fast-paced cuts to show banking tasks being completed simultaneously with his daily activities.
“In typical fast paced motion style, we showcase that how Orry goes about his daily tasks and with every activity he does, we interject quick cuts of his banking needs being sorted simultaneously.”
DBS Pitch Deck with Creative Strategy_After Revisions · slide 92
A 30-day YouTube content series where 30 real people document their lives to show how DBS handles banking in the background.
“To find out, we’re launching “30 Days, 30 Ways To Live More” / A youtube series where we show how to go all-in on living life to the fullest, because you bank is doing it all in the background.”
DBS Pitch Deck with Creative Strategy_After Revisions · slide 95
Consumers today prioritize experiences and outings, but these activities are inherently tied to financial transactions.
“People today crave experiences—weekend getaways, concerts, trendy cafés—but every outing involves transactions.”
DBS Pitch Deck with Creative Strategy_After Revisions · slide 99
Place hyperlocal billboards at travel and lifestyle hotspots to provide location-specific recommendations while reinforcing the 'Live More, Bank Less' brand promise.
“The idea is to strategically place billboards in locations where people are heading towards and give them a reason to live more at that place.”
DBS Pitch Deck with Creative Strategy_After Revisions · slide 99
Initiate a social media conversation where other brands create their own versions of the 'Live More, Bank Less' hashtag, followed by a final DBS post claiming their bank does it all.
“DBS will initiate a social media conversation by creating a fun post on Instagram where we say “From transactions to forex to investments—We Do It All. #LiveMoreBankLess””
DBS Pitch Deck with Creative Strategy_After Revisions · slide 102
A two-page interactive print ad using a die-cut window to show a customer passing their financial burdens to a DBS representative.
“What if banking was as easy as passing the burden on? This interactive 2 page print ad visually demonstrates how DBS seamlessly takes over financial tasks, allowing people to truly Live More, Bank Less.”
DBS Pitch Deck with Creative Strategy_After Revisions · slide 106
A print ad execution that highlights key terms in news headlines to demonstrate how everyday events tie back to the bank's services.
“We highlight all the words that matters from these headlines— Travel, Insurance, Home Loan — and place one simple message in the ad: "Every story points to us. That’s why we do it all. #LiveMoreBankLess””
DBS Pitch Deck with Creative Strategy_After Revisions · slide 107
A pop-up activation featuring a 'Do-It-All' squad that assists people with daily tasks to demonstrate how the bank makes life effortless.
“Introducing the DBS Do-It-All Squad Concierge a pop-up activation at high-footfall locations where a dedicated DBS team helps people complete everyday tasks in real-time, just like the bank does for them digitally.”
DBS Pitch Deck with Creative Strategy_After Revisions · slide 110
An IPL-themed social media campaign using vox-pops and debates to position DBS as the 'all-rounder' of banking.
“While DBS bank pitches in saying that while on field the cricketer might be the one doing it all but when it comes to banking, DBS is here to do it all so that you can live more and bank less.”
DBS Pitch Deck with Creative Strategy_After Revisions · slide 114
A social-first content series providing curated 3-part playbooks for long weekends to help customers enjoy their time off.
“Introducing ‘Your Long Weekend Ally for Living More’—a social-first content series where DBS does all the planning, so you just do the living.”
DBS Pitch Deck with Creative Strategy_After Revisions · slide 115
A collaborative DVC/Reel featuring characters from the TV show CID to illustrate DBS handling background banking tasks.
“In classic CID-style fahion we collaborate and make a fun DVC/Reel where we highlight how DBS does it all while everyone #LiveMoreBankLess.”
DBS Pitch Deck with Creative Strategy_After Revisions · slide 118
A podcast integration with Mashable India where influencers and audience members revisit nostalgic locations while DBS handles their banking needs.
“DBS collaborates with Mashable India for an experience where one lucky audience member and an influencer revisit their favorite spots, reliving stories, nostalgia, and laughter. While they immerse themselves in the experience, DBS ensures their banking needs are seamlessly taken care of”
DBS Pitch Deck with Creative Strategy_After Revisions · slide 120
When a bank offers comprehensive services, the entire customer experience, even mundane tasks like presentations, feels effortless.
“When your bank does it all, / Even wrapping up a presentation feels / seamless.”
DBS Pitch Deck with Creative Strategy_After Revisions · slide 151
Reinforce the brand's positioning of seamless service through witty closing messages and visual cues.
“Uses a witty closing message and loading indicator graphic to reinforce DBS Bank's positioning around seamless service.”
DBS Pitch Deck with Creative Strategy_After Revisions · slide 151
Shaping brand perception is a challenge with new-age consumers who are mobile-centric and digitally native.
“ensuring the right perception is being built, is a challenge with the new-age consumers”
Non-metro Gen Z consumers spend a higher proportion of their income on e-commerce compared to urban peers.
“51% Bharat Gen Z spend twice as much at 16% of their income on e-commerce platforms as a contrast to their urban counterparts who spend 8%”
Authenticity is a primary driver for 80% of Indian Gen Z when choosing brands.
“For 80% of Indian Gen Z authenticity plays an influential role in their choice of brands”
Gen Z invests with long-term goals like homeownership and entrepreneurship, rather than just short-term impulses.
“While most believe that they are oscillating between YOLO and FOMO, they are looking for long-term dreams”
To connect with Gen Z on digital platforms, brands must tap into their needs for expression, building, and belonging.
“to truly connect with this consumer on digital, we need to leverage the common thread that ties these consumers together / and that's their need to express, build and belong”
Engaging with subcultures allows brands to reach highly immersed audiences through authentic connections.
“Engaging subcultures bound by shared cultural capital enables brands to achieve authentic connection and high-impact resonance with deeply immersed audiences.”
India is the world's second-largest gaming market, with 94% of the gamer base using mobile devices.
“Home to the world’s 2nd largest base of gamers , E-gaming has become a leading subculture in India”
Indian women comprise over 45% of the gamer base on smartphones.
“Indian women are just as present, making up >45% of the gamer base with their smartphones”
50% of gamers form positive attitudes toward advertising that is tailored, entertaining, and creates a meaningful bond.
“50% of gamers said that they form positive attitudes towards advertising that creates a more meaningful deeper bond, is tailored to them and is entertaining.”
70% of Indians believe influencer marketing impacts their decision-making.
“70% of Indians believe that influencer marketing impacts their decision making”
Influencer partnerships are shifting toward long-term co-creation and away from one-off gig work.
“They want to steer clear of doing just gig work as it forces them to endorse competition brands, diluting their credentials. They want to have a say in the brand they are lending their voice to”
1 in 4 consumers save or share AR lenses, making them a path to purchase.
“While brands think AR is for fun, 1 in 4 consumers save or share lenses making it an important path to purchase”
Brands should engage with micro-communities through strategic partnerships and sponsorships to connect with passionate audiences.
“Engage with communities through strategic partnerships, sponsorships, or on culture integrations to authentically connect with this passionate and deeply engaged audience.”
Brands should leverage platforms like Snapchat to create immersive experiences and integrate social commerce.
“Leverage platforms like Snapchat to create immersive experiences and integrate social commerce.”
RTD mango-based beverages are a revered category in India, with over 77% of consumers drinking them multiple times a week.
“77.4% respondents consumed their preferred mango drink at least 2-5 Times in a week, leading to making the RTD mango-based drinks a revered category in India”
Consumer motivation for mango drinks is split between physical needs (hydration/satiation) and emotional needs (relaxation/escape).
“The appeal for mangoes and its derivatives are deeply rooted in cultural significance, versatility and seasonality stemming from both physical and emotional motivators”
The category evolved from a focus on the convenience of tetra-packs to a focus on high-quality flavor and sensory experience.
“Brands started to realize that only enhancing the packaging and the novel way of enjoying these beverages would not be enough to maintain relevance or connect with their audiences”
Mango drinks have shifted from being purely functional products to serving as symbols of social togetherness and joy.
“Today, Mango drinks have transcended the mere taste and convenience baits / It has become a symbol of joy, camaraderie, and togetherness”
Frooti needs to analyze the specific characteristics and needs of its youth target audience to successfully shift its brand appeal.
“Looking ahead, as Frooti is shifting to build greater appeal for the youth, it’s crucial to deep dive into our core TG, their characteristics and needs from the category”
The target audience for mango drinks is characterized by a mix of modern, individualistic traits and traditional values like family and cultural pride.
“Our TG is a melting pot of nuances / Content chasers / Admire hustlers / Seek windows to express individuality / Cheer for Purpose-driven brands / Rooted in family / Take pride in Indianness”
Young consumers in the RTD category seek emotional payoffs and holistic brand experiences that go beyond functional refreshment.
“Winning young consumers in the RTD category requires going beyond functional refreshment to deliver emotional payoffs through a holistic brand experience.”
Young consumers look to beverage brands to provide escape, peace, emotional connection, trust through quality, and a sense of community.
“They look to beverages as a window to escape, seeking peace, and emotional connections, triggered by product rituals”
Digital consumers utilize specific media touchpoints to fulfill distinct personal motivations.
“Young digital consumers engage with specific media touchpoints to fulfill distinct personal motivations, ranging from self-reflection and connection to agency and micro-entertainment.”
Competitor brands Slice and Maaza have established distinct brand archetypes: Slice as the 'Lover' and Maaza as the 'Everyman'.
“Each of our peers embodies a unique personality crafting a distinct space in the mind of the consumers”
Frooti is currently perceived as a 'Jester' archetype, characterized by playfulness and entertainment.
“We observe our current personality to be that of a JESTER”
Frooti needs to evolve its brand positioning to move beyond product-centric messaging to celebrate its broader brand ethos.
“Build a brand that moves beyond celebrating the product to celebrating what we stand for and our universe of users who are young, vibrant and aspirational”
Frooti's social media strategy should focus on creating entertaining content through compelling stories.
“The essence of our social media platforms will be to create content that truly entertains our audience through compelling and fun stories”
WRM's intelligence vertical 'Behind The Wheel' uncovers how Gen Z personality steers auto sales, backed by over 400 insights.
“Gen Z folks at / WRM / Our very own intelligence / vertical / Behind The Wheel / How Personality Steers Auto Sales”
The challenge with Gen Z is not about comprehending who they are, but rather shifting the prejudiced lenses through which we observe them.
“The struggle is rarely about understanding Gen Z. / It's how we have learned to see them”
Young people do not lack attention spans; rather, they have high standards and filter out low-quality content, meaning attention must be earned through relevance and value rather than merely captured.
“But today, attention is earned and filtered through relevance, identity fit, and immediate value.”
Brands fail when they adopt Gen Z slang without understanding its cultural context, resulting in inauthentic expressions that youth reject.
“But it fails because we’ve stripped of the cultural context that gave it meaning.”
While marketing often portrays Gen Z through a single monolithic and stereotypical lens, their actual identity is fluid, contextual, and constantly negotiated.
“In reality, the Gen Z identity is fluid, contextual, and constantly negotiated. They like to see themselves that way.”
Brands often hide behind humor and the pursuit of virality rather than communicating their actual message and value.
“They use it to express discomfort, vulnerability, and truth in a way that feels safe to share.”
Gen Z increasingly reject traditional 9-to-5 employment as a default, prioritizing autonomy, entrepreneurship, and passion-driven work over standard career paths.
“The 9-to-5 is no longer a default. It’s a constraint.”
Indian Gen Z suffers from self-inflicted financial distress as a direct price to maintain digital social capital and peer validation.
“Indian Gen Z has turned peer validation into a regressive tax. Today, nearly 30% of their financial distress is self-inflicted. It is a direct price paid to maintain digital social capital.”
Nearly two-thirds of Gen Z are pivoting back to their Indic roots as a rejection of Western lifestyle burnout, using cultural heritage to ground their identity.
“Having found the Western lifestyle to be a source of burnout and 'cultural untethering,' nearly 2/3rd of the generation is pivoting back to Indic roots”
Indian Gen Z experience high levels of decision paralysis and actively avoid confrontation to maintain social safety.
“45% of Indian Gen Z experience "Acute Decision Paralysis" / 62% fell into the "Silent Witness" or "Self-Preserver" categories—actively avoiding confrontation to maintain their own social safety”
Social media has evolved from shallow connection and performative expression into deep social, where identity and emotional utility are intertwined.
“Social 3.0 / Deep Social / "Where identity and emotional utility are intertwined"”
Modern social media behavior is defined by co-authorship, networked intimacy, contextual expression, and content companionship.
“Modern social media behavior is characterized by co-authorship, networked intimacy, contextual expression, and content companionship.”
82% of Gen Z are more receptive to brands that carry a personality and act human.
“82% are more receptive to brands that carry a personality and "act human"”
85% of Gen Z want to invest their time in brands that are purposeful and stand for something they believe in.
“85% want to invest their time in brands that are purposeful and stand for something they believe in”
9 out of 10 Gen Z prefer brands that are entertaining.
“9/10 Gen Z prefer brands that are entertaining.”
80% of Gen Z lean more into brands that take content as cultural commentary and actively engage with the things they are speaking of than brands that show up late.
“80% Zoomers lean more into brands that take content as cultural commentary and actively engage with the things they are speaking of than brands that show up late and feel like an outsider looking in”
83% of Gen Z identify as creators.
“83% Gen Z identify as creators - illustrating their creative ambition”
Brands should adopt an 'everyday speak' approach to build long-term familiarity and recall.
“They are owning the “Everyday speak” approach. It may look off-the-cuff, but underneath is a consistent, pre-defined voice and strategy that builds long-term familiarity and recall.”
Brands should join existing internet conversations with a distinct perspective rather than interrupting them.
“These brands don't try to echo every conversation, they step into ones the internet is already invested in by adding a distinct, brand-led perspective.”
Brands should treat comments and mentions as content rather than backend support.
“They treat engagement as content, not backend. By responding to mentions and audience content, they stay present in real-time culture.”
Brands should involve audiences in decisions and brand moments to create a sense of ownership.
“By involving audiences in conversations, decisions and brand moments, they create a sense of ownership that turns passive consumers into active brand advocates.”
Brands should align their behavior with six strategic pillars: Zeitgeist, Selfhood, Participation, Ownability, Tensions, and Signals.
“ZEITGEIST / Be a part of the emotional and cultural mood of the moment / SELFHOOD / Know what role your brand plays in identity construction of the consumer / PARTICIPATION / Turn your audience into collaborators / OWNABILITY / Build recognisable brand behaviour / TENSIONS / Tap into real contradictions of everyday life of the consumer / SIGNALS / Understand what choosing your brand means to them”
Brands must integrate into consumer identity and culture rather than just seeking attention.
“Brands are no longer competing for attention. They are competing to become part of people’s identities, conversations, and culture.”
Relevance in the current social media landscape is not a static claim but a continuous process.
“In Social 3.0, relevance is not claimed. It is continuously earned.”
White Rivers Media is an independent digital marketing agency with over 600 employees based in Mumbai and Delhi.
“Based out of Mumbai and Delhi, we are now a team of 600+ passionate digital marketers”
White Rivers Media was the first Indian agency to win Campaign's Global Independent Digital Agency of the Year award.
“Created history as the first-ever Indian agency to win this honour”
The agency advises using dynamic, match-contextual creative content to engage audiences during major sports events like the IPL.
“JK Tyre engaged IPL audiences using dynamic, match-contextual, and culturally localized creative content across social media channels.”
The agency recommends using topical wordplay and puns related to player names and match events to drive engagement in sports marketing campaigns.
“JK Tyre capitalized on real-time IPL 2024 match moments through topical social media creatives featuring player-name puns to promote its various tyre offerings.”
India ranks poorly on global water quality and gender equality metrics.
“INDIA IS RANKED 120th out of 122 Global Water Quality Index 127th out of 146 WEF Gender Gap Report”
White Rivers Media asserts that their in-house production team enables the creation of storytelling content for TV and integrated platforms.
“With an in-house video and media production team, we have deftly weaved witty stories in moving images, that bring out the brand essence on integrated platforms including TV.”
White Rivers Media asserts that their in-house production capabilities allow them to create content that effectively connects brands with consumers across various formats.
“Widely known for creating market-leading content that creates effective and deep links between brands and consumers using anything from six-second bumper ads to a completely digital film.”
White Rivers Media asserts its capability to execute influencer and content creator campaigns across diverse industry categories.
“With access to multiple categories of influencers/content creators, / both exclusive and otherwise, we have launched efficient and / creative campaigns for clients ranging from apps to consumer / durables.”
Swiggy's map integration for the Fast X campaign generated significant buzz and positive interaction.
“Swiggy Map Integration Become One Its Kind Innovation In Indian Marketing Creating Buzz Around Movies And In Hearts Of Audience. / In-image Campaign Also Generate Positive Interaction”
Use face recognition technology to serve ads alongside content featuring specific recognizable personalities to increase relevance.
“Face Recognition Technology Ensured That The Ads Were Presented Alongside Recognizable Personalities, Increasing The Campaign's Appeal And Relevancy,”
Leverage food-related character traits for brand integrations on food delivery platforms to enhance movie awareness.
“Our Dragon Warrior Being One Of Biggest Foody Character In Animated World, Leveraging This Characteristics And Promoting Kung Fu Panda 4 On India's Top Food Delivery Platform with 2M+ DAU Become Hero Idea Behind This Integration.”
WeTransfer provides access to a niche audience of educated, professional users with high spending potential.
“WeTransfer Offers A Niche Audience Of Corporates, Working Professionals, Educated, Technologically Savvy, And Spending Potential NCCA/A+. And has 1M+ DAU”
Use opt-in reward video ads in gaming to reach a receptive audience.
“Reward Videos are opt in advertising method where users are given opportunity to have extra life or move in exchange of Willingly View Advertisements This Voluntary Opt-in Approach Results In A More Receptive Audience.”
90% of consumers in Tier 2 and 3 Indian markets prefer content in vernacular languages.
“90% Of Tier 2&3 Prefer Content In Vernacular Or Language Familiar To Them.”
Use full-screen interactive quiz interstitials on premium websites to engage audiences and introduce new characters.
“Utilizing Full Screen Quiz Interstitials To Attract The Audience On Various Premium Websites And Providing Them A Unique Opportunity To Engage With Content And Learn About Movie.”
The WeTransfer takeover for Oppenheimer used a cursor-based interactive animation to showcase content and drive ticket sales.
“FIRST OF IT'S KIND A CURSOR-BASED INTERACTIVE EXPERIENCE ON WETRANSFER”
The campaign utilized a custom L-shaped frame on Connected TV to provide an engaging way for users to book tickets via QR code.
“Along With Movie Trailer, We Used Customize L Shaped Frame On Connected TV Providing User A Engaging Option To Book Ticket By Scanning QR Code.”
Inshorts has a high penetration among premium English-speaking audiences, including industry experts and decision-makers.
“Inshorts Features Highest Penetration Among Premium English Speaking Audience, A Niche Segment Of Readers, Ranging From Renowned Personalities, Industry Experts, Politicians And Cxos To A Wide Range Of Influencers.”
The campaign used a 2-in-1 interstitial ad format on Inshorts to combine trailer viewing with a direct call-to-action for ticket booking.
“To Enhance The Audiences Trailer Experience, We Employ A inshorts 2in1 Interstitial. / This Design Features A Horizontal Split, Where The Upper Half Presents The Movie Trailer, While The Bottom Half Showcases A Movie Creative That Highlights The Release Date Along With A Call To Action.”
Zomato's post-order tracking screens provide high-attention inventory for video and banner ads.
“During Time Users Actively Track Their Meal's Progressad We Utilizes Inventories Like Post Order Banners & Videos Which Boost Recall And Attract The Audience”
Indian Gen Z are dominant in influence and decision-making, yet brands currently lack sufficient understanding of this cohort.
“Indian Gen Z have emerged as the dominant players in influence and decision making but brands have limited representation and understanding of the cohort.”
Marketers should utilize the 'Scrolling With Feelings' report to understand the emotional social media habits of Gen Z.
“This report encapsulates the essence of the emotional tapestry of the generation and shed lights on intel that can help unlock the secrets to captivate and connect with the next generation of consumers.”
The WRM headquarters is a 15,000 square-foot, 400-seat facility designed to facilitate barrier-free creative work.
“The 15,000 square-feet WRM HQ is designed for ideas to flow without barriers and be based upon clear, creative judgment and complete humanity.”
New-age consumers prefer brands that understand their interests and use shared language to build trust.
“New age consumers are drawn to brands that understand their interests and tap into their cultural codes.They prefer relatable, unpolished, and human language, which helps establish trust and a sense of community through shared language.”
Consumers look to automotive brands as experts to simplify complex technologies and services.
“With the rapidly evolving automotive technology and services, consumers look up to brands as experts to simplify the complexities for them.”
Modern consumers prefer brands that demonstrate social responsibility and sustainability.
“New age consumers desire to associate with brands that are ‘doing their part’ for the society. They prefer brands that lead in sustainability, social responsibility, sustainability education and other purpose driven narratives.”
Consumers use branded content to combat micro-boredom while seeking authentic, value-aligned narratives.
“Brands curate such content to feed into customer's need to kill micro-boredom while subtly integrating brand values and product experiences into the narrative.”
Modern consumers prioritize authenticity and rely on brand advocates to translate brand promises into trustworthy narratives.
“Modern consumers place a premium on authenticity, seeking products that resonate with their personal values. Brand advocates play a pivotal role as mediators, translating brand promises into compelling narratives that enhance customers' trust in the brand”
Automotive consumers are shifting from cost-based to value-based purchasing.
“They are shifting from cost-based choices to value-based choices…”
Cars are increasingly viewed as holistic experiences rather than just transportation.
“... cars are now becoming an experience rather than just a means of transport”
Young Indian consumers are defined by a mix of digital habits, hustle culture, and a desire for purpose-driven brands, while remaining rooted in family and national identity.
“They are a melting pot of nuances”
Young car buyers prioritize design, social media presence, personal expression, tech, and brand legacy.
“Young car buyers are driven by strong design first impressions, fandom/social media presence, personal customization, seamless tech connectivity, and family brand legacy.”
90% of the youth belong to a particular fandom.
“90% of the youth belong to a particular fandom.”
Hyundai should use the DRIVE framework (Design, Reliability, Innovation, Versatility, Eco-Friendly) as content pillars.
“These form our Content Pillars, the foundation of our content strategy”
Hyundai should position itself as a bold, innovative brand that resonates with the adventurous spirit of the youth.
“To show Hyundai not just as a brand for older generations but as the one that is bold, innovative and carries the same adventurous spirit as the youth.”
The campaign idea is 'Break The Mold', a strategic direction for social media content.
“Break The mold is not the positioning or tagline for Hyundai. It is a strategic direction that sets the tone for our content and the overall approach on social media.”
The 'Break The Mold' campaign will utilize CGI and ASMR content on social media.
“Break the mold not only signifies the brand values of Hyundai but also hints at a groundbreaking approach to content on social through CGI and ASMR.”
The campaign will use 'The Old vs The New' visual comparisons to highlight Hyundai's modernization.
“THE OLD THE NEW”
The campaign will use the tagline 'Objects in the mirror are BOLDER than they appear' for the Hyundai Exter.
“Objects in the mirror are BOLDER than they appear.”
Hyundai's long-standing presence in India has created a multi-generational legacy that resonates with consumers who value trust and reliability.
“The enduring legacy of Hyundai in India resonates with consumers who value reliability and trustworthiness.”
Connecting Hyundai's evolution from the Santro to the IONIQ 5 allows the brand to appeal to the youth's sense of heritage and national pride.
“Highlighting Hyundai's evolution alongside India's growth, from the iconic Santro to the modern IONIQ, connects with the youth’s sense of heritage and pride”
Appoint Suhana Khan as the face of the IONIQ to mirror her father Shah Rukh Khan's historic 1998 launch of the Santro, symbolizing generational continuity.
“The idea leverages the iconic launch of the Santro in 1998 by Shah Rukh Khan (SRK) and transitions to the present where his daughter, Suhana Khan, becomes the face of the Ioniq”
Launch the campaign around Father's Day to emphasize the emotional bond of passing down brand loyalty.
“Launching this campaign around Father’s Day adds a sentimental value, emphasizing the bond between father and daughter. It illustrates how values, preferences, and brand loyalties are often passed down through generations.”
Create a film featuring Shah Rukh Khan and Suhana Khan reminiscing about the Santro launch to bridge the gap between Hyundai's past and its electric future.
“SRK sits with Suhana, reminiscing about the day he launched the Santro in 1998. He talks about the excitement and significance of that moment. Suhana surprises SRK with the news that she will be the face of the Ioniq, continuing the legacy he started with the Santro.”
Create a video campaign featuring SRK and Suhana Khan to demonstrate Hyundai's heritage and evolution.
“Proposes a video campaign featuring Shah Rukh Khan and Suhana Khan to highlight Hyundai's heritage and evolution from classic models to modern electric vehicles.”
Adopt a social media tone that balances innovation with everyday relatability.
“The tone is meant to be aspirational yet grounded, speaking to both the innovative spirit and the everyday realities of our audience.”
Utilize CGI animations for business-as-usual content to showcase vehicles in diverse environments.
“CGI videos offer an immersive way to showcase Hyundai vehicles through realistic 3D animations. This execution method allows for dynamic presentations of the car in various environments and scenarios”
Produce ASMR-style content to highlight the tactile and sensory quality of Hyundai vehicles.
“ASMR videos provide a unique sensory experience by focusing on the subtle sounds and tactile elements of Hyundai vehicles.”
Partner with BTS and host Sakshma Srivastav for a branded content series and vehicle tour.
“Series with BTS band and popular host Sakshma Srivastav, where we will integrate discussions about Hyundai cars and their top picks.”
Collaborate with digital media outlets to produce a Carpool Karaoke series featuring influencers.
“Collaborate with communities like Mashable India or Curly Tales to integrate and build engaging content with internets fav influencers in a Carpool Karaoke series.”
Partner with Kamiya Jani and Curly Tales to leverage their audience reach and engagement.
“Proposes partnering with creator Kamiya Jani and Curly Tales to leverage their combined reach of over 1.68M Instagram followers and a 4.67% engagement rate.”
Collaborate with influencers to create exclusive YouTube review videos at Group Landmark's dealership to improve search visibility.
“Elevate influencers into powerful advocates by collaborating with them to produce exclusive review videos. These videos will center on Group Landmark's car dealership, showcasing their latest car releases, the local surroundings, and seamlessly incorporating the brand.”
MotorOctane is a significant automotive media partner with over 4 million YouTube subscribers.
“MOTOR OCTANE 4.19M - YOUTUBE SUBSCRIBERS”
Autocar India is a key media partner with over 2.3 million YouTube subscribers.
“AUTOCAR INDIA 2.34M - YOUTUBE SUBSCRIBERS”
Rajni Chaudhary is an automotive and travel creator with 1.49M YouTube subscribers.
“RAJNI CHAUDHARY 1.49M - YOUTUBE SUBSCRIBERS”
Automotive brands typically position themselves within three thematic territories: heritage, extreme off-roading, and overlanding/cruising.
“Automotive brands largely try to own the spaces of... Heritage & Legacy / Extreme Off-roading / Cruising / Overlanding”
Hyundai Explorers' current content strategy relies on high-quality production, scenic locations, and creator collaborations.
“1. High Quality Footages: Professional, well-shot videos and photos showcasing scenic drives and beautiful locations. 2. Access to Amazing Locations: Featuring breathtaking and diverse locations that appeal to travel enthusiasts. 3. Access to Explorers: Collaboration with explorers who bring their unique perspectives and experiences to the content.”
The current content strategy lacks emotional storytelling, interactive formats, behind-the-scenes authenticity, cultural depth, and trending social media formats.
“1. Storytelling through Videos: The content lacks narrative depth and personal stories that engage the audience emotionally. 2. Engaging Formats of Content: Needs more interactive and varied content formats to keep the audience engaged. 3. BTS (Behind-the-Scenes): Missing behind-the-scenes content that adds authenticity and relatability. 4. Tapping into Cultural Nuances of the Locations: Lack of content that explores the cultural aspects of the destinations. 5. Trending Reels: Not utilizing trending formats and styles on platforms like Instagram and TikTok to increase reach and engagement.”
Adopt an influencer-first approach to improve storytelling, reach, and engagement through established communities and trending content formats.
“Take an Influencer First Approach / Narrative to the Entire Trip: Influencers can provide a continuous storyline, making the content more engaging by sharing their personal experiences and perspectives.”
Brands can foster deeper connections with younger audiences by bridging communities centered around shared passions like food, art, dance, and music.
“Brands are bridging communities with diverse affinities like food, art, dance, and music to appeal to a broader audience. This approach fosters deeper connections with younger audiences by turning communities into a vibrant camaraderie of shared passions.”
Segment influencers into three categories—car enthusiasts, travellers, and travel aspirers—to tailor messaging around performance, community, and comfort.
“Car enthusiasts - Talk about Hyundai’s performance, engineering, and innovative features appeals to those passionate about automotive details. / Travellers - Subtle integrations through vlogs documenting their journeys, engaging with communities and how exciting it is being part of the explorer community / Travel aspirer: Travel aspirers with busy work lives who vlog about exploring in their free time value Hyundai's blend of comfort and practicality, making every journey a seamless escape from their daily routine.”
Create a travel series featuring BTS engaging with local culture and food, presented by Hyundai and hosted by Sakshma Shrivastav.
“We Invite BTS who show their journey as explorers.. Experiences like them engaging with locals, eating local food / The series will include a small tour in the cars, presented by Hyundai.”
The agency must extend the JSW brand promise 'Better Everyday' to social platforms to help the audience understand the brand's role in their daily lives.
“Create an extension of the brand promise “Better Everyday” on social platforms so that the audience understands the role we play in their everyday life.”
The agency should leverage the pillars of technology and trust to facilitate authentic conversations on social media.
“Using the pillars of technology & trust we want to create authentic conversations.”
The campaign's primary goal is to generate brand awareness and brand love for JSW.
“In other words, we are here to to build awareness and brand love for JSW...”
Brand love is cultivated by consistently delivering on promises, engaging stakeholders authentically, and aligning brand values with customer values.
“Brands that successfully cultivate brand love distinguish themselves more effectively by consistently delivering on their promises, engaging authentically with their stakeholders, and aligning their values with those of their customers.”
Competitors in the category consistently utilize five specific content pillars: People of the Company, The Brand, Social Impact, Future Forwardness, and Beyond Business.
“Largely, Every brand in the category tends to focus on the same content pillars to convey their values… People of the Company Social Impact The Brand Future Forwardness”
Major Indian conglomerates differentiate themselves by adopting distinct communication lenses and archetypes, such as 'The Philanthropist,' 'The Bold Transformer,' and 'The Nation Builder.'
“By crafting a distinctive communication lens, they’ve set themselves apart, making the expression of their core values unique to themselves… “Leadership with Trust” “A Force for Good” “Growth with Goodness” THE PHILANTHROPIST THE BOLD TRANSFORMER THE NATION BUILDER”
Conglomerates translate their overarching brand narratives into platform-specific social media strategies and distinct tonalities.
“Clearly, their distinct brand narratives are getting translated into their social media too…”
JSW's current social media narrative is fragmented because it lacks depth and cohesion across its diverse content pillars.
“JSW showcases a diverse array of content pillars—leadership, CSR, brand initiatives, projects, accolades, innovation, employer branding, sports excellence, etc. —but the storytelling lacks depth and cohesion, leading to a fragmented narrative.”
JSW needs to anchor all content themes in its mission to unify its narrative and create a more purpose-driven story.
“Each content theme must be anchored in a clear articulation of its relevance to the JSW mission. By delving into the deeper significance behind these initiatives, JSW can unify its narrative”
JSW relies too heavily on third-party content, which hinders its ability to establish thought leadership.
“JSW’s reliance on third-party content diminishes its ability to establish itself as a thought leader.”
The 'Better Everyday' proposition is underutilized and lacks consistent expression across social media platforms.
“The "Better Everyday" proposition is currently underutilized, primarily surfacing in YouTube campaigns and lacking consistent expression across other social media platforms, which dilutes its overall impact.”
JSW should use 'Better Everyday' as a cohesive thread across all consumer touchpoints to improve brand consistency.
“Give a bigger purpose to the proposition "Better Everyday" and it should serve as a cohesive thread that interlinks all brand communications.”
JSW's current social media content is duplicated across platforms and lacks a human narrative, which limits audience engagement.
“Our content is duplicated across platforms with over-reliance on static visuals and video graphics, devoid of a human narrative, limits the emotional connection and engagement with the audience.”
JSW should design platform-native content experiences that align with social media behaviors to foster stronger engagement.
“Design immersive, platform-native content experiences that resonate with cultural trends and align with social media behaviors.”
The category content landscape is structured around five key pillars: people, the brand, social impact, beyond business, and future forwardness.
“The category content landscape is structured around five key pillars: people, the brand, social impact, beyond business, and future forwardness.”
Every company in the category emphasizes innovation as a core value.
“Every company in the category emphasizes on innovation as a core value, and they showcase product, process, and other technological advancements to reinforce their commitment to continuous progress.”
Use 'Better Everyday' as a strategic lens to guide the content landscape across the five pillars.
“The intent of this slide is to illustrate how "Better Everyday" can serve as a strategic lens that can guide our entire content landscape.”
JSW should consistently communicate its brand purpose and core values through the 'Better Everyday' lens.
“Consistently conveying our brand’s purpose and core values through a unique lens (“Better Everyday”).”
JSW should incorporate the varied perspectives and use cases of each social media platform effectively.
“Incorporating the varied perspectives and use cases of each social media platform effectively.”
Each social media platform has distinct user expectations regarding tone and content, such as seeking authenticity on Facebook or professional credibility on LinkedIn.
“Keep it real – Seek Authenticity - Approachable, empathetic, relevant and real - speak with & listen to them like a friend, not as a pushy salesperson.”
Define specific roles for each social media platform (Inspire, Connect, Immerse, Lead) to communicate the 'Better Everyday' promise.
“Inspire, Connect, Immerse And Lead to firmly engrain in customers' minds that Together with JSW, a BETTER EVERYDAY is not just promised—it's guaranteed.”
Growth in the clear spirits category is driven by the cultural roles they play in people's lives rather than product innovation alone.
“They rarely grow merely through product innovation. Over time, they evolve through the cultural roles they come to play in people’s lives.”
Vodka's historical identity has been limited to being a neutral mixer or a spirit for chaotic, high-energy party nights.
“For years, vodka’s identity was shaped by two dominant roles in drinking culture / The Neutral Mixer / Its neutral profile made it the perfect base for cocktails, but also meant it rarely carried the craftsmanship or heritage narratives associated with spirits like whisky or rum. / The “Rager” Spirit / Culturally, vodka also became strongly associated with chaotic celebrations.”
Vodka consumption in India is shifting away from nightlife toward casual home gatherings, social gifting, and flavour experimentation.
“Vodka is no longer limited to nightlife. It is increasingly appearing in: • house parties and home gatherings • casual celebrations and small wins • social moments among younger urban audiences”
Modern Indian drinkers prioritise the social experience over the beverage itself.
“For them, the drink is not the centre of the moment — the moment is.”
Modern vodka consumers are defined by a blend of global cocktail influences and local social drinking habits.
“Their tastes are shaped by exposure to global trends – cocktails, mixology, clear spirits, but their drinking occasions remain rooted in Indian social culture and friendships.”
Social media creators influence consumer choices through five archetypes that serve different needs: education, inspiration, exploration, evaluation, and entertainment.
“Creators on their social feeds constantly influence their curiosity and choices in their typically non-linear journey”
Social life for modern urban consumers is increasingly spontaneous and self-created rather than event-driven.
“For today’s urban drinking consumer, social life is not merely built around large planned occasions or traditional nightlife. Instead, it is more fluid, spontaneous and experience-led.”
Brands can achieve relevance by embedding themselves into specific, consumer-led social moments rather than relying on calendar-based events.
“Embedding the brand in these consumer-led moments can lead to brand relevance in an emerging cultural space.”
Vodka brands must shift from product-led messaging to cultural and experience-led positioning to secure mental market share.
“Vodka brands are moving beyond product-led messaging to position themselves as enablers of culture, experiences, and social moments.”
Magic Moments' social media presence is fragmented and lacks a clear role in consumers' daily lives.
“Magic Moments’ communication is largely driven by individual SKUs, resulting in a social presence that often highlights flavors and occasions We lack a clearly defined role on social in the everyday lives of consumers.”
The brand's social media content suffers from visual sameness, transactional messaging, and an over-reliance on AI imagery.
“While the brand’s verbal language highlights diverse moments, the visual execution often highlight similar settings and compositions that make the moments appear indistinguishable”
The brand currently lacks a consistent content strategy, relying on a campaign-led approach with limited recurring content.
“The brand currently follows a campaign-led, topical approach, with limited recurring content buckets to sustain ongoing audience interest and engagement.”
Shift from a product-catalog social strategy to a value-led content ecosystem rooted in a specific cultural space.
“Build a value-led content ecosystem rooted in a specific cultural space to drive recurring audience interest and intentional engagement with the platform”
Move beyond functional cocktail recipes to create a visually immersive cocktail universe.
“Tap into the audience’s growing interest in cocktail experimentation by building a visually immersive cocktail universe that showcases engaging, process-led recipes and creative drink experiences.”
The brand should pivot from a functional positioning to an intimate, culturally relevant space to premiumize perception.
“The white space for us to premiumise perception and be culturally distinct”
Position Magic Moments as 'The Moment Catalyst' to own the micro-moments within social experiences.
“Magic Moments becomes the catalyst of marking every moment that embody friendship, spontaneity, shared energy and laughter.”
The brand's core philosophy should be about reframing the ordinary rather than offering an escape.
“We sell the feeling of rediscovering the ordinary. Magic is not an escape. Magic is seeing the everyday differently.”
Young consumers are increasingly focused on creating their own informal micro-celebrations rather than waiting for major events.
“Today, young consumers aren’t waiting for big occasions, they are creating their own reasons to gather. Micro-celebrations define modern social culture.”
Cushion foundation gained initial popularity in India as a novel experience rather than a functional improvement over existing base products.
“Cushion foundation didn’t enter as a better foundation. It entered as a better experience — one that felt new, intuitive and visually distinct from anything in the base category.”
Early adoption of cushion foundation was driven by novelty and curiosity rather than a deeply evaluated need.
“Early adoption was fuelled by the desire to try something new. The format itself became the hook, drawing consumers in through novelty rather than a deeply evaluated need.”
Indian consumers currently view shade matching for cushion foundations as a low-confidence, frustrating exercise due to unreliable category cues.
“Shade matching has become a low-confidence exercise with consumers being frustrated on what works on their indian skin tones.”
Oxidation has become a significant barrier to trust, making shade credibility a primary concern for consumers.
“Oxidation has turned shade fit from a selection problem into a wearability problem. Across brands, oxidation has made trust fragile, turning shade credibility into a bigger concern than shade breadth alone”
The brand should leverage the existing Superstay ecosystem to build trust and provide transparent education regarding oxidation and shade selection.
“Make choosing and wearing shade feel more dependable -Borrow trust from the Superstay ecosystem and anchor it within “Superstay way to make it work””
Because the Indian market already has established 'easy skin' products like BB creams and tints, cushion foundation must define a unique role to avoid being seen as redundant.
“Cushion doesn’t introduce convenience, it enters a space where convenience is already expected and ends up fighting for relevance within a category of products that make the same promise in different ways”
The brand should position cushion foundation as an adaptable tool for everyday life, incorporating consumer 'hacks' into the product's value proposition.
“Build format around adaptable performance, where “hacks” are treated as extensions of product value”
Marketing narratives must prioritize performance-based proof in real-world conditions to address consumer skepticism.
“Lead with performance-first narratives rooted in lived realities, making proof in real conditions central to how Superstay Mattemax cushion is introduced”
Consumers perceive experimentation with cushion foundation as risky due to fears of mismatch, oxidation, or wasted trial.
“Fear of mismatch, oxidation, or wasted trial makes experimentation feel risky and raise the perceived cost of entry”
The brand must tailor content to three distinct consumer mindsets—Proof Seekers, Adapters, and Everyday Optimizers—to drive trial and retention.
“To drive trial, we need to serve different ways consumers seek value from the format”
Consumers are pushing back against influencer content when it feels disconnected from their actual product experience.
“Consumers weren’t rejecting influencer use per se, but pushing back when creator enthusiasm felt disconnected from lived product experience.”
The 'dupe' discourse can create relevance but also risks positioning a product as derivative rather than category-shaping.
“While dupe discourse can create relevance, it also subtly frames the product as derivative rather than category-shaping”
Consumers are increasingly using a 'troubleshooting' approach to product usage, sharing tips on application and maintenance.
“Consumers lead with a torubleshooting approach, sharing tips and trucks around application methods, layering fixes, sponge upkeep, shade adjustments and routine pairings”
The beauty category is shifting from simple claim-led communication to participative enablement where consumers expect support in 'working out' how to use a format.
“The category is beginning to move from claims-led communication to participative enablement”
Current market communication is often seen by consumers as 'endorsement scaffolding' rather than building authentic relevance.
“As a result, consumers often see these cues as endorsement scaffolding rather than authentic relevance-building”
The agency should shift from treating growth as a communications problem to treating it as a behaviour-shaping problem.
“We move from product marketing to adoption architecture where we don’t treat growth as a communications problem alone, but as a behaviour- shaping problem”
The brand should move from isolated product education to a system that helps consumers adapt and optimize the format.
“Move from isolated product education to a richer system that helps consumers use, adapt and optimise the format”
The brand should build stronger reasons for cushion to become part of everyday beauty behavior to move it beyond occasion-led use.
“Build stronger reasons for cushion to become part of everyday beauty behaviour”
Banking has shifted from a focus on access to a focus on engagement.
“banking has moved from a story of access to a story of engagement”
The financial inclusion index has grown significantly since 2021.
“Owing to their ecosystem, as of 2025, the financial inclusion index rose to 67.0, up 24.3% since 2021”
Account ownership in India has reached 89% as of 2025.
“Owing to its simpler onboarding and last-mile reach, account ownership has reached 89% since 2011”
Having a bank account does not equate to active engagement with the money in it.
“While access to banking has become increasingly widespread, account ownership alone does not determine how consumers engage with the money sitting inside those accounts”
Payments banks should position themselves as a 'financial firewall' for Cautious Transactors.
“Savings shield - a financial firewall for a life lived one tap at a time”
Payments banks should act as a co-strategist for household expense managers.
“Expense/ Spends Co-strategist - that helps organise, optimise and reward household spending”
Payments banks should serve as a financial wingman for young adults.
“A financial wingman for every step into adulting”
Payments banks should act as a business desk for small-format urban earners.
“A business desk that keeps collections, settlements and everyday business payments organised, so the business can keep moving”
Payments banks should act as a financial sidekick for migrant workers.
“Financial sidekick - keeps their hustle moving and responsibilities covered”
Payments banks should provide benefit assurance for social benefit recipients.
“Benefit assurance account — a dependable home for essential inflows, from receipt to access”
For migrant families, money is a form of presence that allows an absent earner to fulfill household responsibilities.
“Money is presence across distance. The remittance is not simply a transfer; it is the absent earner continuing to fulfil responsibilities at home.”
For family security savers, saving is a purposeful act of protecting future needs from being consumed by current expenses.
“Money is protection against having to start from nothing when life asks for more. They may not describe themselves as investors or financial planners, but they practise a deeply purposeful form of saving”
Payments Banks must shift communication from functional features to the distinct, purposeful roles they play in a consumer's financial life.
“Shift communication from what a Payments Bank does to the distinct role it plays in diverse aspects of a consumers' financial lives.”
Consumers struggle to categorize Payments Banks, leading to identity confusion against traditional banks, wallets, and payment apps.
“Payments Banks occupy an unclear space between banks, wallets and payment apps, making it difficult for consumers to understand their purpose.”
Payments Banks face a 'confidence deficit' due to rising fraud, regulatory scrutiny, and the absence of traditional physical banking cues.
“Rising fraud, scams and regulatory scrutiny have reinforced consumer reliance on traditional banks for financial confidence.”
Adoption for banked segments depends on integrating the Payments Bank into their existing financial ecosystem rather than just offering another product.
“For this segment, adoption depends less on introducing another banking product and more on establishing a meaningful role within an already mature financial ecosystem.”
For unbanked segments, perceptual barriers like fear of technology and lack of physical trust must be addressed alongside the product use-case.
“For this segment, even a strong product use-case can get overridden by deeper perceptual barriers. Adoption will require conviction in the use-case and confidence in the brand to move together.”
To drive adoption, the brand must solve for identity, relevance, habit, and confidence simultaneously.
“Adoption won’t move through proposition alone; brand must solve the interconnected frictions around it”
Transition from instructional financial education to entertainment-led storytelling.
“Brands are moving from instructional financial education to entertainment-led storytelling, using fictional narratives, relatable characters and serialized content to make financial literacy emotionally engaging and culturally consumable.”
Shift from campaign-based bursts to continuous cultural participation.
“From campaign bursts to continuous cultural participation”
Move from transactional messaging to platform-native storytelling.
“From transactional messaging to culture-hacked, platform-native storytelling”
Airtel Payments Bank needs to evolve its 'safe second account' proposition from a functional safeguard into a broader financial habit.
“OPPORTUNITY: Elevate the second account from a functional safeguard to a meaningful financial habit”
Current social media presence for Airtel Payments Bank is broad but lacks platform-specific differentiation.
“Instagram acts as the primary content source, with Facebook and X largely mirroring the same communication. YouTube remains largely functional, focused on campaign assets and “how-to” content, rather than building a differentiated long-form content proposition”
Use creator collaborations to build long-term brand affinity rather than just product awareness.
“We need to go beyond product awareness to build a brand world that helps us with creating long-term brand affinity by tapping on broader culture of modern money and behaviour”
The category's primary barriers are perceptual rather than functional.
“The category's biggest barriers are rooted in perception, not functionality.”
Urban and rural consumers have distinct financial needs that cannot be addressed by a single narrative.
“Urban consumers seek smarter money management, security and convenience, while rural consumers prioritise accessibility, reliability and tangible everyday value. A single narrative cannot address both realities.”
Consumers now expect financial brands to integrate into their everyday lives.
“Consumers now expect finance to fit seamlessly into everyday life.”
Adopt a two-pronged mechanic to build brand affinity and cultural relevance.
“Build distinct brand meaning for our consumers to build core affinity and mental association... Place the brand inside the culture to build relevance and go beyond the cluttered category communication”
People's banking needs are becoming more contextual as their lives become more dynamic.
“As life becomes more dynamic, people's banking needs become more contextual.”
Position the 'Safe Second Account' as a complementary banking relationship for urban consumers.
“Position the “Safe Second Account” as a banking relationship that complements consumers' banking ecosystem by fitting seamlessly into the different financial roles they navigate every day”
Position the 'Guarantee Subsidy Khata' as a dependable banking relationship for rural consumers.
“Position the “Guarantee Subsidy Khata” as a dependable banking relationship that fits naturally into people's everyday realities by making government benefits, household finances and essential transactions more accessible, reliable and relevant to the way life is lived.”
Use the creative lens 'The Home for Money’s Many Lives' to turn money separation into a modern digital habit.
“Airtel Payments Bank shows up wherever Indians are already separating, protecting, and assigning meaning to their money, turning an old instinct into a modern, digital habit”
Indians already use informal methods like envelopes or 'untouched' money to separate and protect their finances.
“Reflect existing behaviour - envelope habit, the untouched gold, the “that’s not touch money” rule- back so people see themselves in it”
Before persuading users to adopt a second account, the brand must first validate that money serves different roles in life.
“Before we can persuade someone that money needs a second home, we need to make the audience recognise: “Yes. My money isn’t all the same“”
For urban consumers, the opportunity is to show how APB complements an existing financial life rather than introducing banking for the first time.
“The opportunity is not to introduce banking, but to show how APB can complement an increasingly layered financial life by taking on distinct, purposeful roles”
For rural audiences, APB must be positioned as a dependable and integrated part of their everyday financial realities.
“APB must make banking feel dependable, understandable and naturally integrated into these realities”
Build trust with rural and semi-urban audiences through utility-first content and financial awareness.
“Build trust through utility-first content, financial awareness and community value; mainly for rural & semi-urban audience”
India is a major driver of global whisky consumption, accounting for nearly half of the world's production.
“Indians consume about 1.5 billion litres of whisky every year. It accounts for half of the world’s entire whisky production.”
Indian single malts are growing rapidly, capturing over a third of the market compared to 15% in 2017.
“Today homegrown single malts account for over a third of the market in India, compared to only 15% in 2017”
Aspirational millennials are a key driver for the growth of the Indian single malt category.
“the space is growingly lapped up by aspirational flavor curious millennials.”
India is the second-largest exporter of single malt whisky, with key markets in the US, Netherlands, and France.
“India has become the 2nd largest exporter of Single malt whisky in the World with most of its Single malt whisky going to the United States, Netherlands and France”
The Indian climate accelerates the aging process of whisky, contributing to a unique taste profile.
“India’s hot and humid climate helps age whisky much faster than the average brands outside”
Whisky consumers are complex and do not stick to a single brand.
“Whisky-drinking is not a monogamous pursuit”
Consumers are looking for guidance and education to navigate complex whisky flavor notes.
“The smoky flavor of some whiskies do not appeal to me. I am not sure how to navigate my way through the notes”
Whisky consumers range from digital-first newbies to experienced aficionados and hosts, requiring different engagement strategies.
“The whisky drinking spectrum is large and embodies multigenerational consumers”
Consumers like the 'Enthusiast' persona require radical transparency regarding the production process.
“He needs transparency from his brands to give detailed information around where and how the whisky was made like the age statement, the mash bill, the distillery, the backstory about the makers etc.”
The 'Host' persona relies on digital channels for recommendations and visual cues to make purchasing decisions.
“Sandra is usually looking for recommendations and actively exploring digital to purchase and evaluate her options”
Whisky is perceived as a multifaceted symbol of status, luxury, and success.
“Whisky is positioned as a multifaceted symbol of character, status, luxury, and success.”
Consumer engagement with whisky brands is driven by a need for rich experiences, depth of knowledge, and community.
“Consumer learnings indicate that whisky brand engagement is driven by the need for rich experiences, depth of knowledge, and a valuable community.”
Competitors in the single malt category occupy a spectrum between heritage-oriented storytelling and product-oriented cataloguing.
“Competitors in the single malt space occupy distinct positions along a spectrum from heritage-oriented storytelling to product-oriented cataloguing.”
Rampur's current social media presence is product-skewed and lacks a cohesive narrative.
“Product skewed presence gives a catalogue-type essence. Shifting the narrative scales to talk more about the story of the product would help build brand resonance”
Rampur should develop an overarching brand narrative rooted in its Indian lineage to differentiate itself.
“Thus, establishing a brand role stemming from the traditional roots of Rampur, providing users a window into a rich culture legacy will be the road to an ownable and distinguishable narrative.”
Rampur needs to implement a digital bridge to connect with international audiences and strengthen brand bonds.
“With our target audience residing internationally, it becomes crucial for us to introduce a digital bridge that helps strengthen brand association and further nurtures a deep bond with Rampur”
Whisky in India has historically functioned as a rigid symbol of social class and professional achievement, defined by inherited drinking rituals.
“Long dominated by blended whiskies and shaped by inherited drinking rituals, whisky in India has been the drink of arrival - poured at business gatherings, celebratory dinners and social occasions that signalled one had “made it””
The Indian whisky market is shifting from a 'badge of arrival' status symbol to an experiential space focused on craft, flavour, and discovery.
“Today, Whisky in India Is Entering a New Cultural Phase FROM BEING JUST BADGE OF ARRIVAL TO A SPACE OF DISCOVERY”
Modern Indian whisky reflects the nation's growing cultural confidence and a reimagined identity.
“The modern Indian whisky is a story of confidence and a new reimagined India”
A new generation of globally exposed Indian consumers is actively redefining whisky consumption codes.
“Globally exposed and culturally engaged, a newer grade of Indian consumers are rewriting the codes of whisky and redefining how they approach the golden elixir”
Modern Indian whisky drinkers are 'collectors of stories' who value curated experiences and novelty over simple brand status.
“They are collectors of stories, not just labels”
Consumers relate to whisky through four distinct archetypes: the Enthusiast (craft), the Ritualist (togetherness), the Socialist (lifestyle), and the Expressionist (identity).
“THE EXPRESSIONIST WHISKY AS AN IDENTITY STATEMENT / THE ENTHUSIAST WHISKY AS A CRAFT TO BE MASTERED / THE SOCIALIST WHISKY AS A LIFESTYLE SYMBOL / THE RITUALIST WHISKY AS AN ANCHOR FOR TOGETHERNESS”
Digital platforms and short-form video content have become the primary gateway for consumers to learn about and explore whisky culture.
“digital content has become a key space where drinkers learn, experiment and deepen their understanding of whisky”
Competitors are moving away from traditional product marketing toward cultural curation to embed their brands into specific consumer lifestyles.
“Category players are actively showing up in consumers lives by owning a cultural role in their world.They are behaving less like product marketers and more like curators”
The brand identifies a specific cultural tribe of urban youth who define their weekends through music, crowds, and the pursuit of good chaos.
“if your weekends are built around music, crowds, and the pursuit of good chaos, Monkey Shoulder is your kind of whisky”
Monkey Shoulder should prioritize cultural belonging through strategic brand collaborations over winning on taste superiority.
“The play is not to win on taste superiority, but to win on cultural belonging through strategic brand collaborations : to be the whisky that lives in the most fun rooms, with the most fun people, in the most fun moments.”
Johnnie Walker Black Label uses cocktail culture to modernize its legacy identity and engage younger, experimental consumers.
“By placing its whisky within cocktail recipes, bartender collaborations, and mixology- focused content, the brand signals that it understands how younger consumers are engaging with spirits today”
Sangam's current marketing efforts are product-focused and fail to establish a cohesive cultural identity.
“At the moment, the audience appears more like a generic premium lifestyle consumer rather than a distinct tribe with a recognisable worldview”
Sangam should transition from a generic premium positioning to a distinct 'citizen of the world' identity.
“Build a sharper portrait of the “citizen of the world” - culturally curious, globally influenced, collectors of experiences”
India's cultural identity is fundamentally shaped by the convergence of diverse global and local influences.
“From the sacred rivers of the Triveni Sangam to centuries of cultural exchange, influences have continually come together to shape the country.”
Sangam should organize its brand narrative and lifestyle engagement around two specific content pillars: 'The Sangam Story' and 'The Sangam Lifestyle'.
“SO HOW DOES SANGAM BRING THIS CONFLUENCE OF WORLDS TO LIFE? THROUGH TWO DEFINING PILLARS THAT SHAPE THE BRAND & THE LIFESTYLE AROUND IT.”
The 'Sangam Universe Film' is a cinematic story where different cultures and experiences converge into one shared moment.
“A cinematic story where different cultures and experiences converge into one shared moment.”
The brand philosophy is defined as a confluence where many worlds meet and converge into one seamless expression.
“The film ultimately brings Sangam's philosophy to life - where different worlds meet and converge into one seamless expression.”
The 'Sangam Journey' is a digital episodic series featuring an Indian and an international creator traveling across India to explore food, culture, and landscapes.
“A digital episodic series where one Indian and one international creator meet as strangers and travel across India together.”
The brand narrative frames Sangam as a product born from the meeting of Eastern heritage and Western craft.
“Sangam, born from Eastern heritage and Western craft.”
The brand asserts that travel and cultural exploration expand perspectives and that every place and culture acts as a meeting point of worlds.
“Travel expands perspectives. Every place and culture becomes a meeting point of worlds.”
The 'Sangam Stamp Book' is a collectible passport concept where consumers unlock stamps by exploring places, visiting bars, or attending brand experiences.
“Consumers unlock stamps by exploring places, visiting select bars or attending Sangam experiences.”
Whisky is a global spirit expressed through diverse cultural traditions, rituals, and ways of bringing people together.
“Across cultures, whisky has been shaped by different traditions, rituals, and ways of bringing people together.”
Sangam can position itself as a brand that belongs within global whisky culture by highlighting its intersection with international traditions.
“Sangam sits at the intersection of these global whisky traditions.”
Launch a digital video series featuring a cultural voice to explore global whisky traditions.
“A digital video series where a well-known Indian cultural voice hosts conversations exploring whisky traditions from around the world.”
Host a large-scale mixology showcase at Lord of the Drinks to demonstrate how bartenders reinterpret whisky.
“A large-scale mixology showcase at Lord of the Drinks (one of Asia’s largest bars), where top bartenders reinterpret global whisky traditions using Sangam.”
Create a secret menu of Sangam-based cocktails in select venues to drive discovery.
“A limited-time secret menu across select restaurants and bars featuring exclusive Sangam-based cocktails inspired by global whisky traditions.”
Natural elements like those in the Himalayas create rhythms of confluence that mirror the brand's identity.
“Much like Sangam itself, these moments of confluence create a rhythm that feels both natural and powerful.”
Develop a signature brand track by transforming natural Himalayan sounds into music.
“A unique musical collaboration that transforms the natural sounds of the Himalayas like rivers, wind and rain into a signature Sangam track.”
Curate a branded Spotify chart featuring cross-cultural musical influences.
“A Spotify Top 50 chart celebrating songs where musical worlds meet blending languages, instruments and cross-cultural influences.”
Capture natural Himalayan sounds and transform them into a collaborative musical project.
“Capture the natural sounds of the Himalayas and transform them into music. Live recordings of rivers, wind and mountain rain become the foundation for a collaborative musical project where renowned artists create one signature Sangam track.”
The brand's philosophy of harmony is mirrored by merging nature's raw sounds with musical artistry.
“Nature’s raw sounds merge with musical artistry, mirroring the philosophy of Sangam, where distinct elements come together in harmony.”
A live musical performance concept called 'The Sangam Symphony' that reinterprets Himalayan soundscapes.
“Bring The Sounds of Sangam to life through a live musical performance. Renowned musicians reinterpret the Himalayan soundscapes through classical and contemporary instruments.”
Launch a branded Spotify chart featuring cross-cultural music to reflect modern Indian listening habits.
“Introduce The Sangam Sound Chart in collaboration with Spotify. A curated Top 50 chart featuring songs where musical worlds meet through multiple languages, blended instruments and cross-cultural influences.”
The Sangam Sound Chart serves as a cultural snapshot of modern Indian music consumption.
“The chart becomes a snapshot of how modern India listens to music today.”
Create a personalized fragrance experience inspired by the aromatic notes of Sangam whisky.
“Through The Cologne Of Confluence, the aromas within Sangam are reimagined as a personalized fragrance experience.”
Translating whisky aromas into scent allows the brand to extend its sensory ritual into a new format.
“As audiences explore flavour through multiple senses, Sangam extends this ritual of discovering aroma into a new format: scent.”
Use a digital microsite to allow users to blend whisky-inspired aromatic notes into a custom scent.
“Through a dedicated microsite, users explore aromatic notes from the whisky — citrus, fruit, spice, oak and honey, blending them to craft a unique scent.”
Creative ideas are most effective when they emerge from the intersection of two distinct perspectives.
“The most interesting ideas often emerge when two very different perspectives meet.”
A creator-led content platform pairing influencers from different cultural spaces to produce unexpected content.
“The Sangam Sessions is a creator-led content IP where influencers from completely different cultural spaces are paired together to create something unexpected.”
Use a creative challenge format where influencers are given a brief to merge their disciplines.
“Each episode presents a simple brief that forces both creators to merge their disciplines into one outcome.”
A digital museum platform that showcases multidisciplinary art representing cultural convergence.
“A digital cultural museum that celebrates art created at the intersection of influences.”
Launch a global call for entries on a microsite to invite emerging artists to contribute to the Sangam Museum.
“Alongside works by renowned creators, the platform opens a global call for entries, inviting emerging artists to submit their own interpretation of Sangam.”
A social media carousel campaign illustrating the brand's flavor profile through its ingredients.
“A visually striking carousel brings Sangam whisky’s layered flavor notes to life. Each slide features the Sangam bottle immersed in its key ingredients”
A split-screen visual campaign showing the contrast between a consumer's immediate environment and global landscapes.
“An engaging half-and-half treatment showcases how a sip of Sangam whisky can transport you to different worlds. One side shows an individual enjoying the whisky in a familiar setting, while the other transforms into landscapes”
A creative concept for a static advertisement featuring Sangam whisky in a refined dinner setting to evoke shared social moments.
“A refined static where Sangam whisky is at the center of a classy dinner setting. The image features an elegant table with the Sangam bottle placed alongside two to three filled glasses, hinting at a shared moment.”
An ASMR-style social media video concept showing the pouring of Sangam whisky with transitioning global landscape backgrounds to represent the brand's 'joining' of East and West.
“An ASMR-style reel captures the making of a Sangam drink, celebrating the joining that defines the whisky. As the drink is slowly poured and built in the glass with the Sangam bottle beside it, the background seamlessly transitions across iconic landscapes bringing the spirit of Sangam to life.”
A social media reel concept using a top-down shot of a whisky swirl that transitions into global landscapes to symbolize the blending of world influences.
“A short reel centers around the circular motion of a Sangam drink being stirred, symbolising how one glass brings together influences from around the world. Shot from a top angle, the swirling motion gradually transitions into iconic landscapes like Miyajima in Japan, Hawa Mahal in India and the green Scottish Highlands.”
India has the world's second-largest base of gamers, with over 560 million online gamers spending an average of 3.1 hours per week.
“560 M + ONLINE GAMERS IN INDIA SPEND AN AVERAGE OF 3.1 HOURS PER WEEK”
The number of professional gamers in India is projected to exceed 1.5 million by 2025.
“The number of pro gamers is set to cross 1.5M by 2025”
Esports athletes are viewed by youth culture as modern gladiators rather than just gamers.
“Esports athletes aren't just gamers; they're gladiators, battling it out for global glory”
In 2023, the Indian e-gaming sector saw a record cumulative prize pool of Rs 30-35 crore across online and offline tournaments.
“in 2023 organisers disbursed a cumulative prize pool of Rs 30-35 crore in both online and offline tournaments, the biggest in India's e-gaming history”
Gaming has evolved into a spectator sport, with the audience for gaming content in India expected to reach 85 million by 2025.
“It’s a spectator sport”
Mobile esports viewership is significant, with the BGMI Series 2023 in India reaching 26.81 million hours watched.
“India's BGMI Series 2023 hit 26.81 M hours”
Gaming creators are highly attractive to brands due to their ability to command entertainment, skill, and community.
“With their command on entertainment, skill, and community, gaming creators have lured brands to seek them out”
Female gamers are emerging as a disruptive force in the gaming category, driven by a desire for gender equity and inclusion.
“While young men still hold the mantle of the biggest majority in the category, gamer girls have emerged as disruptors / They are driven by a cultural shift towards equity and inclusion, breaking gender norms in the name of belonging and exerting influence on categories that make up their vibe”
The core gaming audience is predominantly young males aged 18-34, with a growing segment of teenagers and rural users.
“YOUNG MEN BETWEEN THE AGES OF 18 AND 34 WITH TEENAGERS RISING IN THE RANKS WITH MORE THAN 70% OF IT’S GAMERS BEING UNDER 34 YEARS, OUR GAMERS ARE YOUNG MALES, DRIVEN AND INCREASINGLY RURAL”
Gamers are motivated by a desire for achievement, immersion, downtime, social competition, and stress relief.
“They play to level up their skills and gain a sense of appreciation / For the WIN / They are in search of a different reality to reinvent their life / For the IMMERSION / For the DOWNTIME / They play to cocoon and prefer to be left alone in their own sphere / They play to fuel their competitive streak while building their social life / For the HYPE / They play to unwind and fight their mundane daily lives / For the REVIVE”
Brands should focus on co-creating culture with gaming creators rather than using passive sponsorship methods like logo placement.
“It’s not about slapping a logo on a jersey and calling it a day. It’s about building the culture with creators”
Entertainment is the primary driver for audience engagement in gaming, followed by tension release, community, skill building, and game discovery.
“SKILL BUILDING ENTERTAINMENT DISCOVERING NEW GAMES COMMUNITY TENSION RELEASE REASONS TO ENGAGE”
Brands must be present during specific consumer micro-moments, including watching, playing, sharing, discussing, buying, and connecting.
“BE PRESENT AND RELEVANT IN THEIR MOMENTS”
The agency recommends building brand fandom by expressing specific personality traits through content themes.
“Making the brand a geo tag in this space by actualizing category specific elements of the brand’s personality through content themes Power Bold Winning Mentality”
The gaming audience is segmented into three tiers: Elite Gamers (20%), Mass Enchanters (30%), and Gaming Bros (50%).
“20% / ELITE GAMERS / Agency in the category / Jonathan Gaming / 30% / MASS ENCHANTERS / Cross affinity conversations / Mythpat / 50% / GAMING BROS / Building resonance / Clutch God”
Energy drinks function as a social accessory during gaming sessions.
“Energy drinks are a third or fourth wheel during moments of friendly banter carving a place during gaming sessions”
Position the brand within group gaming streams to engage with audiences.
“Position Thums Up Charged in group streams with key players in the space that stream with their friends and engage with their audiences during these streams.”
Create custom digital assets and trading cards for popular games like Valorant featuring esports athletes.
“Create custom ownable digital assets that can be distributed by Streamers #ChargedCards Create unique trading cards for the popular games like Valorant with integration of esports athletes”
Co-create characters with game publishers for titles such as BGMI, Indus Royale, and Mobile Legends.
“Co-create characters with publishers for games like BGMI, Indus Royale, Mobile Legends”
The nature of influence has evolved from traditional celebrities to everyday individuals whose stories mirror daily life.
“The face of influence has transitioned from the red carpet to newsfeeds and is no longer just the famous, but also individuals with stories that are a reflection of everyday life”
A significant majority of Indian consumers trust social media influencers and have made purchases based on their endorsements.
“79% of Indians trust social media influencers / 90% have made purchases based on influencer endorsement”
Influencer marketing drives brand attitude and consumer behavior through the congruence of the consumer, the influencer, and the product.
“Influencers give character to a customer’s judgement, making decisions not just informed but personal. Thereby not only aiding decision-making, but also shaping brand perception.”
The 'Sparklers' creator archetype is proposed to embody the brand spirit of Vitaminwater, focusing on energy, fun, and relatability.
“Their presence a shot of adrenaline for the spirit—uplifting and irresistibly fun, perfect for when you need a pick-me-up. Authentic and relatable, they create a sense of belonging where everyone is invited to join the party.”
There is an inverse relationship between influencer follower count and engagement, necessitating different partnership roles based on campaign goals.
“As a general rule, targeted reach, cost-effectiveness, engagement, authenticity, and accessibility all go up as follower count goes down”
Whisky in India is shifting from a symbol of status to a medium for personal discovery.
“Today, Whisky in India Is Entering a New Cultural Phase FROM BEING JUST BADGE OF ARRIVAL TO A SPACE OF DISCOVERY”
A new generation of globally exposed Indian consumers is redefining whisky consumption codes.
“Globally exposed and culturally engaged, a newer grade of Indian consumers are rewriting the codes of whisky and redefining how they approach the golden elixir”
Consumers use digital platforms as a primary gateway to learn and experiment with whisky.
“Digital Has Become the New Gateway to Whisky Culture As consumers develop their own relationship with whisky, they increasingly turn to digital platforms to explore the category.”
The digital content ecosystem for whisky maps to four distinct consumer stages: inspiration, discovery, evaluation, and inquiry.
“Their digital contentverse serves as a segue into exploring their relationship with whisky Inspiration Discovery Inquiry Evaluation”
Successful whisky brands are moving away from product marketing toward acting as curators of rituals and environments.
“Category players are actively showing up in consumers lives by owning a cultural role in their world.They are behaving less like product marketers and more like curators”
Indri uses social media to position itself at the intersection of Indian heritage and modern sophistication.
“Indri positions itself at the intersection of Indian heritage and contemporary whisky craftsmanship, using social to demonstrate both cultural authenticity and modern sophistication”
Monkey Shoulder differentiates itself by positioning whisky as a playful, social accessory rather than a traditional, rule-bound category.
“The brand’s differentiation comes from reframing whisky as a social accessory that is playful, unpretentious and carries the promise of freedom from rules”
Monkey Shoulder's target audience values cultural belonging and social fun over traditional taste superiority.
“The play is not to win on taste superiority, but to win on cultural belonging through strategic brand collaborations : to be the whisky that lives in the most fun rooms, with the most fun people, in the most fun moments.”
Monkey Shoulder should adopt the tone of a 'cool instigator' to mirror its audience.
“Speaks like the cool instigator in the group chat who knows where the night’s going - mirroring the social tone of the audience it is trying to attract and make the brand feel like part of the same tribe”
Using cocktail culture allows the brand to appeal to younger consumers who are curious about whisky but not yet traditional enthusiasts.
“Through cocktail culture, the brand appeals to consumers who are curious about whisky but may not yet identify as traditional whisky enthusiasts.”
Sangam's current audience is perceived as a generic premium lifestyle consumer rather than a distinct tribe.
“At the moment, the audience appears more like a generic premium lifestyle consumer rather than a distinct tribe with a recognisable worldview”
Sangam's current storytelling is too transactional, which limits the brand's philosophy.
“the storytelling around it often stays within a transactional frame, limiting the larger brand philosophy to come forth”
Sangam should position itself as a meeting point of global cultures to create a distinct cultural universe.
“Sangam should become a meeting point of global influences - food, craft, music, travel meeting in one space.”
India's cultural identity is fundamentally defined by the confluence of diverse influences.
“India has always been a CONFLUENCE / From the sacred rivers of the Triveni Sangam to centuries of cultural exchange, influences have continually come together to shape the country.”
The Sangam brand currently lacks a strong narrative or cultural footprint.
“Yet today, the brand largely exists as a product, with little narrative or cultural footprint in its storytelling.”
Sangam is defined as a 'World Malt' for the progressive global Indian.
“A World Malt for the progressive global Indian. Culturally fluid Globally inspired Shaped by many worlds”
A cinematic brand film showing a protagonist moving through different cultural rooms to demonstrate the philosophy of convergence.
“A cinematic story where different cultures and experiences converge into one shared moment. THE SANGAM UNIVERSE FILM”
Cultures are best understood through shared experiences.
“Cultures are best understood through experience. The places we travel, the food we share and the people we meet reveal how worlds come together”
An episodic digital series following an Indian and an international creator traveling across India to explore culture and landscapes.
“A digital episodic series where one Indian and one international creator meet as strangers and travel across India together.”
Travel expands perspectives and creates meeting points for different cultures.
“Travel expands perspectives. Every place and culture becomes a meeting point of worlds.”
Across cultures, whisky is interpreted and enjoyed through distinct traditions, rituals, and techniques.
“Across cultures, whisky has been shaped by different traditions, rituals, and ways of bringing people together.”
A conversation-led video series exploring global whisky traditions.
“A conversation-led series where whisky makers, bartenders, and cultural voices share the traditions and rituals that shape whisky across the world.”
A large-scale mixology showcase featuring bartenders reinterpreting whisky traditions.
“A creator-led mixology series where bartenders from different cultures reinterpret whisky through their own ingredients, techniques, and traditions.”
A hidden menu of Sangam-based cocktails at select venues.
“A curated hidden menu at select restaurants featuring limited-time cocktails inspired by whisky traditions from around the world.”
The brand should position itself as a central, connecting element within global whisky culture.
“Sangam remains at the center of every conversation, positioning the brand as a whisky that belongs within the world’s whisky traditions.”
A musical brand expression inspired by the natural sounds of the Himalayas.
“In June, Sangam captures these sounds and transforms them into a musical expression of the brand; celebrating the moments, rhythms and sensory experiences that bring the spirit of Sangam to life.”
A Spotify chart featuring cross-cultural musical collaborations.
“THE SANGAM SOUND CHART A Spotify Top 50 chart celebrating songs where musical worlds meet blending languages, instruments and cross-cultural influences.”