viral-content

Is Indian advertising trading depth for viral moments?

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As brands chase real-time relevance with topical campaigns, industry leaders debate whether long-form storytelling is taking a back seat to performance-driven, shorter formats in the digital age

Aryendra Khan Oct 17, 2025 9:13 AM

How consistency has taken the centre stage in brand communications

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While the pandemic has managed to change the way brands communicate, experts weigh on the importance of maintaining consistency in a brand’s messaging across channels

Nafisa Shaheen Oct 30, 2020 8:48 AM

40% of our revenues come from IPs like OK Tested & Unscripted: Rishi Pratim Mukherjee

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Rishi Pratim Mukherjee, Co-founder & COO at ScoopWhoop Media, says data enables them to figure out what topics are trending on the search and social media

Nafisa Shaheen Oct 13, 2020 9:14 AM

Govt finalising guidelines to hold social media platforms liable for unlawful content

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The new norms will prevent these platforms from using end-to-end encryption as an excuse against weeding out harmful content

exchange4media Staff Apr 11, 2020 9:26 AM