Under new ASCI rules, every consumer-facing AI-generated variant must stand on its own, even if master creative was compliant - a practical problem fo...
Latest News
7 Articles
AI can make 100 versions of an ad. Who checks version 63?
Kaacon Sethi appointed CEO of MRUCI
Sethi brings over 35 years of experience across India's media, entertainment, sports, content and marketing ecosystem
ShareChat & Moj’s Microdrama Report by Kantar Signals New Opportunity for Brands
ShareChat and Moj, in partnership with Kantar, launched the ‘State of Microdrama in India’ Report at the Culture Intelligence Summit 2026
As microdramas take off, brands move from placement to participation
From JK Super Cement to Meesho and RuPay to Tinder and P&G, brands are moving beyond product placement, betting on serialised storytelling to build de...
Middle age is the new youth. But guess who hasn’t noticed?
Guest Column: Shveta Singh, founder of Iridescent Lens and independent marketing consultant, explores the growing gap between how middle age is experi...
ShareChat CBO Neha Markanda decodes India’s microdrama boom
With 100 million users in under a year and microdrama already contributing 30% of revenue just months after monetization began, Neha Markanda breaks d...
The Experience Economy: Why Treatonomics is rewriting the rules of marketing
Guest Column: As discretionary spending shifts from long-term asset ownership towards everyday indulgences, brands must rethink their campaigns and bu...
AI Insights
AI
-
Emergence of Microdramas. Kantar's collaboration with ShareChat and Moj to launch a report on microdramas indicates a significant trend in how brands are engaging with audiences through serialized storytelling.
-
Consumer Engagement Shift. Brands are moving from traditional product placements to more participatory storytelling formats, suggesting a shift in marketing strategies to enhance consumer engagement.
-
Leadership Appointment. Kaacon Sethi has been appointed as CEO of MRUCI, bringing extensive experience in the media and marketing sectors, which may influence Kantar's strategic direction.
FAQs
AI
Kantar is focusing on the trend of microdramas, collaborating with ShareChat and Moj to analyze and report on this emerging storytelling format.
Kaacon Sethi has been appointed as the CEO of MRUCI, bringing over 35 years of experience in the media and marketing ecosystem.
The report highlights the growing popularity of microdramas and their impact on brand engagement strategies in India.
Brands are shifting from product placements to serialized storytelling to create deeper engagement with mobile-first audiences.
Microdramas are becoming a key area of interest for brands looking to enhance consumer interaction and engagement in the digital space.
AI-assisted summary, reviewed by our newsroom
AI
Kantar has been actively involved in analyzing the emerging trend of microdramas in India, collaborating with ShareChat and Moj to launch the 'State of Microdrama in India' report. This initiative highlights the shift in brand engagement strategies towards serialized storytelling, reflecting the changing dynamics of consumer interaction in the digital landscape.
Key Executives
1 People
KS
Kaacon Sethi
CEO of MRUCI