sharanya sitaraman

Opinion: The future of brand purpose
Mar 24, 2022
Sharanya Sitaraman

Opinion: The future of brand purpose

Gen Z consumers are more likely to ‘see through’ or dismiss brands who have big claims and emotional advertising around their purpose, says the author

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Most Read

Googlies on Google: A curiosity-driven game for search

1 Googlies on Google: A curiosity-driven game for search

Reliance Disney merger: A game-changer for ad agencies, not without risks

2 Reliance Disney merger: A game-changer for ad agencies, not without risks

Weekend Fun: The Blue Film Festival

3 Weekend Fun: The Blue Film Festival

Kia's Sonet embarks on a journey of uncharted thrill

4 Kia's Sonet embarks on a journey of uncharted thrill

Eknath Shinde's message to advertising, marketing and media professionals

5 Eknath Shinde's message to advertising, marketing and media professionals

Kotak Mahindra Bank seeks digital creative agency

6 Kotak Mahindra Bank seeks digital creative agency

Independent agencies rewrite the rules to stay relevant and take on industry Goliaths

7 Independent agencies rewrite the rules to stay relevant and take on industry Goliaths

Logi5 launches in India, taps into location-based advertising opportunities

8 Logi5 launches in India, taps into location-based advertising opportunities

From ads to experiences: How experiential marketing is shaping brand-consumer relationships

9 From ads to experiences: How experiential marketing is shaping brand-consumer relationships

Cracking the crypto code for mass adoption

10 Cracking the crypto code for mass adoption