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From gaming hubs and retail media to IoT homes and creator studios, EY-Parthenon's Raghav Anand laid out why the television screen is rapidly becoming the most powerful commercial real estate in India
The report, titled ‘Beyond Attention. Into Immersion’, explores how experiential marketing is moving from the margins of marketing plans to the centre of brand strategy
e4m Staff Mar 12, 2026 6:03 PM