brand-playbook

Niche creators displacing celebs in brand playbooks?

Why are niche creators displacing celebs in India's brand playbook??blur=25

The scarcity of credible niche creators is the new constraint brands are solving for, say experts

Shalinee Mishra May 20, 2026 9:05 AM

Marketing that works: How utility is reshaping brand playbooks

Marketing that works: How utility is reshaping brand playbooks?blur=25

With attention spans shrinking and media consumption splintered across platforms, marketers say utility cuts through by being inherently useful

Sunidhi Vijay Apr 22, 2026 8:16 AM