As Prasar Bharati prepares for its annual DD Free Dish slot auctions for FY26, the long-running debate around artificial scarcity in broadcasting has resurfaced. Traditionally conducted between February and March, these auctions allocate channel capacity for the financial year starting April 1. Once again, broadcasters, industry bodies, and advertisers are keenly watching how the process…
Out-of-Home (OOH) advertising is often criticised for being one-directional. However, a recent coordinated campaign by Zepto and Otrivin proves that outdoor media can spark contextual storytelling when executed smartly. Published at the end of December 2025, the campaign turns a common winter problem—seasonal congestion—into a clever brand conversation played out across adjacent digital billboards. Rather…
One buzzword that dominated digital entertainment conversations last year was micro-dramas. From media executives and creators to platforms and brands, everyone is now experimenting with this snackable storytelling format. As attention spans shrink and mobile consumption peaks, micro-dramas have emerged as a format designed for continuity, habit-building, and emotional engagement. According to Viren Sean Noronha,…
As influencer marketing enters 2026, the creator economy finds itself facing a defining paradox. India has more creators than ever before, yet brands and audiences have become increasingly selective about who they trust. While the supply of influencers continues to grow across platforms, tolerance for surface-level influence is shrinking rapidly. This shift signals an important…
In an era where audiences scroll past ads in seconds, brands must work harder to earn attention. One advertising campaign that cracked this challenge was the viral launch of Anamika, the latest character from BGMI. Instead of following predictable gaming promotions, the campaign leaned into fear, curiosity, and realism. Conceptualised and executed by The Big…