Digital Agencies

Marketing modules set to gain importance in 2020

Published

6 years ago

February 23, 2020

MUMBAI: Over the last decade we’ve witnessed the field of marketing transform in previously unimaginable ways. Much of this transformation has been driven by the breakneck advance of technology, leaving marketers struggling to catch up. But before the profession starts pinning all its woes on these unprecedented changes, it’s important to take a step back and view the broader picture. Marketing has always been at the very forefront of technological development and advancement.

Every era has seen the technologies of the day co-opted and put to use in service of the profession, from SMS marketing of the 90s and media buying during the internet boom, through to the more recent introduction of social media marketing. If we are to stay at the top of our game, it is our duty to remain constantly aware of new and evolving technologies and their applicability to our sector. As such, these are the marketing trends for 2020 that we expect will see the most traction:

Crowd Marketing

At its heart, crowd marketing is simply the next step in the natural evolution of influencer marketing. But whereas influencer marketing targets brand endorsements by actors, athletes, and other celebrities, crowd marketing is all about converting regular customers into brand ambassadors across their personal social media channels, regardless of follower numbers. Crowd marketing can serve as the digital analogue of word-of-mouth marketing, and stimulated by rewarding user-generated content and positive online mentions of the brand. In this way, brand loyalty is built and a vocal online community of online supporters is cultivated. This approach has resulted in the democratisation of influencer marketing and completely changed the paradigm. Marketing tools such as Brandie help companies tap engage with this segment, with leading businesses across India (including Air India, The Bowl Company, Godrej Nature’s Basket, and Raw Pressery) all reaping the benefits.

Meme Marketing

Memes have long been the mode of communication of choice for millennials and Gen Z-ers. Despite this, you’d be forgiven for never having heard of them before. Memes, for the uninitiated amongst us, are essentially images or videos accompanied by a humorous caption. The more socially relevant and relatable the meme, the more viral its spread across the internet. Meme culture has grown to such an extent that the most popular memes have jumped the bounds of the internet, with people incorporating them into their day-to-day conversations. As such, their allure to marketers should be immediately understandable.

Meme marketing attempts to integrate the virality of memes and turn them to the benefit of a brand or company. The most recent high-profile use of meme marketing was by Netflix to promote Sandra Bullock-starrer ‘Bird Box’ in 2018. The film’s striking imagery, and promotional efforts that included a Bird Box themed blindfold challenge with prominent Twitch streamers, saw the internet community produce tremendous numbers of memes, with knowledge of the film spreading through a form digital cultural osmosis. The result was an internet phenomenon and an unmitigated marketing success. According to figures released by Netflix following the film’s launch, Bird Box was viewed by more than 45 million accounts within the first week of its release – a statistic touted as the platform’s best-ever debut for an original film.

Dynamic Content Marketing

Dynamic content, otherwise known as adaptive content, refers to any online content or material which changes based on a user’s behavior, preferences, and interests. By personalising a user’s interactions with a website and the marketing material they receive based on available user data, this form of marketing provides visitors with an engaging and customised experience. Once again, streaming services provide us with an example of this method done right. Through various proprietary algorithms, OTT platforms such as Netflix and Amazon Prime provide us with a selection of media tailor-made for us. These algorithms determine our viewing preferences by analysing various factors such as the genre and setting of the content we view, and then compiling a thematically similar set of options.

Video Marketing

The introduction of streaming services over the past decade has led to a surge in the public’s appetite for video content. This phenomenon has spread to social media as well, with both social networking sites such as Facebook and Instagram (via Facebook Live and IGTV) and standalone video-streaming apps such as TikTok and Dubsmash carving a space for themselves in the market. A direct result of this is the emergence of a glut of video marketing tools, all trying to utilize this opportunity to develop their customer base. The popularity of video content amongst both the public and businesses is easy to understand – it provides the former with a simple, easily digestible form of content, while providing the latter with an engaging and insightful avenue through which to reach their target audience. Social media networks serve as the ideal platforms for this sort of content, and allow for video marketing to target specific audiences and groups. Startups such as online video creator InVideo are thriving in this environment, by helping companies create marketing videos quickly and affordably through their software.

(The author is co-founder Brandie. The views expressed are his own and Indiantelevision.com may not subscribe to them.)

Related Topics:Brandie crowd marketing marketing meme marketing Pranav Kosuri video marketing

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GUEST COLUMN: Deepankar Das on the feedback problem slowing creative teams

Published

2 weeks ago

February 2, 2026

indiantelevision.com Team

BENGALURU: For years, creative teams have learned to live with ambiguity. Vague comments, last-minute changes, feedback that arrives without context, clarity, or conviction. It became part of the job – something teams worked around rather than getting it solved.

But as we head into 2026, that tolerance is wearing thin.

Creative work today moves faster, scales wider, and involves more stakeholders than before. Teams are producing more content across more formats, often with distributed collaborators and tighter timelines. In this environment, guesswork is no longer a harmless inconvenience. It’s a cost – to time, to budgets, and to creative mindspace.

The real problem isn’t feedback, it’s how it’s given

Most creative professionals you see today will tell you they’re not against feedback. In fact, they rely on it. Good feedback sharpens ideas, strengthens execution, and pushes work forward. The problem is ‘unclear’ feedback. When someone says “this doesn’t feel right” without context, they aren’t just revising – they’re basically decoding. They’re guessing what the problem might be, trying different directions, and burning time in the process. Multiply that by a few stakeholders and a few rounds, and suddenly days disappear.

In 2026, when teams are expected to deliver faster without compromising quality, interpretation is a luxury most can’t afford.

Scale has changed rverything

Creative projects used to be smaller and simpler. A designer, a manager, maybe one client contact. Feedback loops were short, even if they weren’t perfect.

Today, the same project might involve internal marketing teams, agencies, freelancers, brand reviewers, and regional teams. Everyone has a say. Everyone leaves comments. And often, those comments don’t agree. More people reviewing work means alignment matters more than ever. Clear feedback isn’t just about being nice to creative teams, it’s about keeping projects moving when complexity increases.

Guesswork quietly wears teams down

One of the less talked-about impacts of unclear feedback is what it does to people.

When feedback is vague or contradictory, creatives second-guess their decisions. They hesitate. They overwork. They keep extra time buffers “just in case.” Over time, confidence drops. Ownership fades. Work becomes safer, not stronger. Creative energy gets spent on managing uncertainty instead of pushing ideas forward. And in an industry already grappling with burnout, unclear feedback adds unnecessary mental load.

Actionable feedback is a shared skill

Clear feedback doesn’t mean controlling creative decisions or dictating every detail. It means being specific enough that someone knows what to do next.

Actionable feedback answers three basic questions:

What exactly needs attention?
Why does it matter?
What outcome are we aiming for?
This applies whether you’re reviewing a video frame, a design layout, or a copy draft. The clearer the feedback, the fewer follow-ups it creates. In 2026, teams that treat feedback as a skill and not an afterthought, will move faster with less friction.

Tools shape behaviour (whether we admit it or not)

The way feedback is delivered is often dictated by the tools teams use. Comments buried in long email threads, messages split across chat apps, or notes detached from the actual work all contribute to confusion.

When feedback lives outside the work, context often gets lost. When it’s disconnected from versions and timelines, decisions get questioned. When it’s scattered, accountability disappears. More teams are starting to realise that feedback problems aren’t just communication issues, they’re workflow issues. How work moves between people matters just as much as the work itself.

From Opinions To Alignment
One of the biggest shifts happening in creative teams is a move away from purely opinion-driven feedback. Instead of “I like this” or “I don’t,” teams are asking better questions:

● Does this meet the brief?

● Does this solve the problem?

● Does this align with the goal?

This change reduces unnecessary back-and-forth and helps feedback feel less personal and more productive. It also makes decisions easier to explain and defend. As creative work becomes more strategic, feedback has to support that shift.

2026 Is About Fewer Loops, Not Faster Loops

There’s a misconception that speed means moving through feedback cycles faster. In reality, the most creative teams aren’t just accelerating loops, they’re reducing them. Clear, actionable feedback upfront leads to fewer revisions later. Clear approval stages prevent last-minute surprises. Clear decisions stop work from circling endlessly.

In 2026, efficiency won’t come from working harder or longer. It will come from designing workflows that respect creative time and attention.

Ending guesswork is a mindset change

Ultimately, ending creative guesswork isn’t just about better tools or processes. It’s about mindset. It’s about recognising that clarity is an act of respect – for the work, for the people doing it, for the time invested and for the mindspace used. It’s about moving from “figure it out” to “here’s what we’re aiming for.”

Creative teams that embrace this shift will find themselves not only delivering faster, but also enjoying the process more. And in an industry built on imagination, that might be the most valuable outcome of all.

Digital Agencies

Kunal Wanvari steps up as senior brand and digital marketing manager at Franklin Templeton India

Published

4 weeks ago

January 19, 2026

indiantelevision.com Team

MUMBAI: Franklin Templeton India has elevated Kunal Wanvari to senior brand and digital marketing manager, signalling a continued push towards data-driven brand building and digital-first engagement in a crowded asset management market.

Wanvari has spent nearly eight years with Franklin Templeton India, steadily rising through the marketing ranks. Prior to this role, he served as marketing manager and assistant marketing manager, working across brand strategy, content, digital media and campaign execution from the firm’s Mumbai office.

Before joining Franklin Templeton, Wanvari built his digital credentials at WATConsult, where he handled brand strategy and account leadership roles, and earlier at Kush Infosystems, focusing on SEO and performance marketing. His career began in sales and marketing roles, giving him a ground-up understanding of commercial storytelling.

A computer engineer by training with deep digital marketing expertise, Wanvari’s elevation reflects Franklin Templeton’s bet on hybrid marketers—equal parts brand, data and digital—as competition for investor attention intensifies.

Digital Agencies

PSB Xchange appoints Ankush Aggarwal as CXO, Sahil Sikka as CBO and CFO

Published

1 month ago

January 2, 2026

indiantelevision.com Team

MUMBAI: PSB Xchange, India’s digital marketplace for financial solutions and a flagship platform of Veefin Solutions Limited, has reinforced its leadership team with two senior appointments as it prepares for its next phase of growth.

Ankush Aggarwal has been named chief experience officer, bringing with him more than 20 years of experience across corporate banking and the SME ecosystem. In his new role, he will focus on shaping simple, seamless and results-oriented experiences for banks, corporates and ecosystem partners. Aggarwal has previously held leadership roles at Kotak Mahindra Bank, IndusInd Bank and SG Finserve, where he led initiatives across customer onboarding, credit processes, servicing operations and digital transformation.

Widely recognised for connecting technology, operations and business strategy, Aggarwal has consistently built scalable and compliant experience models. At PSB Xchange, his focus will be on strengthening platform thinking, governance and continuous improvement to enhance efficiency and customer outcomes.

Alongside him, Sahil Sikka joins PSB Xchange as chief business officer and chief financial officer. With over 15 years of experience in banking and financial services, Sikka has played a key role in building and scaling businesses. He was part of the founding leadership team at SG Finserve, where he helped create a listed NBFC, overseeing business strategy, capital planning, product development and governance. His work earned him the best CFO financial services award at the India CFO Awards 2024.

Earlier in his career, Sikka worked with HDFC Bank, Aditya Birla Finance and Kotak Mahindra Bank, driving growth across corporate banking and structured finance. In his dual role at PSB Xchange, he will focus on strengthening growth strategy, scaling operations sustainably and delivering long-term value through strong governance and collaboration.

Commenting on the appointments, PSB Xchange and Veefin Solutions Limited CEO Sorabh Dhawan, said the additions reflect the platform’s ambitions as it expands its engagement with banks and financial institutions. He added that Aggarwal’s experience-led approach and Sikka’s strategic and financial expertise will be central to driving sustainable growth and value creation in the years ahead.