Campaign India in conversation with VivaKi's Rishad Tobaccowala

Rishad Tobaccowala, chief strategy and innovation officer at VivaKi, was in Mumbai recently on one of his quarterly visits to the country. We took the opportunity to ask him his views on the digital wave and the other trends he thinks we should look out for.

WATCH Tobaccowala answer our questions on what is the need of the hour for digital in India, what will happen to the turf war in digital, and why VivaKi is being run like a social network

WATCH Tobaccowala talk about the three mistakes that magazine publishers are making with regard to the iPad, the advice he would give marketers interested in getting on the tablet, and why he's optimistic about the retail renaissance and purpose-driven marketing as trends to look out for