Leading with purpose creates wins for consumers, community and country: Hina Nagarajan of Diageo India

'Largest employer in the world is inefficiency': CRED's Kunal Shah at Storyboard18 Global Pioneers Summit

Unheard tales of Maggi’s redemption: How poetry and nostalgia revived an iconic brand

Content creator Raj Shamani’s journey: Prioritizing substance over virality

MIB’s Ashwini Vaishnaw at Storyboard18 DNPA Conclave: Govt working for fair compensation for media houses

Nobody’s Perfect Retro Porsche Ad

In Conversation With Raja Rajamannar, Mastercard

Shahid Kapoor And Varun Ganjoo Speaks On PokerBaazi's Campaign

In conversation with IHCL’s Puneet Chhatwal & GroupM’s Kate Scott-Dawkins

Why are brands including e-sports in their sports marketing itinerary?

Storyboard18 x The English Nut: How to pronounce these 10 brand names

Experts' Take On Reinvention Of Ad Campaigns Through Technology

Experts Speak On Key Emerging Trends In Cannes Lions Entries

Leaders of the future have to be outstanding human beings: Nestle MD

In conversation with VMLY&R’s Hari Ramanathan

In response to tepid urban consumption and persistent inflation, some of the country's largest FMCG companies have scaled back their presence in traditional advertising media over the past fiscal year, favoring more targeted and digital channels instead.

Television advertising for FMCG brands declined 12 percent in fiscal year 2025, according to data from TAM AdEx, a division of TAM Media Research. The reduction reflects a broader shift in marketing strategies as companies recalibrate their outreach to consumers amid changing media consumption habits.

Despite the downturn, Hindustan Unilever Ltd. (HUL) and Reckitt Benckiser (India) retained their positions as the leading advertisers on television, accounting for 22 percent and 18 percent of FMCG ad durations, respectively. Household brands such as Harpic, Dettol and Lizol maintained notable visibility on screen.

The contraction was even more pronounced in print media, where FMCG advertising space shrank by 20 percent year-over-year. Dairy giant Gujarat Cooperative Milk Marketing Federation (Amul) and Emami Limited led in print, holding 5 percent and 4 percent market shares, respectively. Patanjali Ayurved, however, slashed its print advertising from 5 percent in FY24 to just 2 percent in FY25.

While television and print saw notable declines, overall marketing outlays from publicly listed FMCG firms remained robust, albeit redirected to digital and emerging platforms. Dabur India Ltd. reported a 1.83 percent year-on-year increase in advertising expenditure, reaching Rs 864.64 crore in FY25, up from Rs 849.06 crore the previous year.

“The advertising ecosystem has evolved significantly post-COVID,” said Snehal Jorigal, Group Head of PR & Infilm at Excellent Publicity. “FMCG brands are increasingly investing in performance marketing, influencer collaborations, and Connected TV. While ad durations on traditional platforms may have dipped, actual spend has remained fairly stable.”

Marico Ltd. increased its ad and promotional spending by 18.4 percent to Rs 1,128 crore in FY25. Britannia Industries emerged as a digital frontrunner, claiming a 44 percent share of FMCG digital advertising. “With the right balance of insight, creativity, and innovation, we aim to ensure our brands remain engaging and relevant,” said Siddharth Gupta, the company’s General Manager for Marketing.

Emami Ltd. also adopted an assertive approach, committing over Rs 690 crore to advertising during FY25. “We intend to continue at this level in FY26,” said Mohan Goenka, the company’s Vice Chairman and Whole-Time Director. “If summer sales hold steady, we expect to see favorable results in the coming weeks.”

Patanjali Foods directed 3.36 percent of its fourth-quarter revenue toward advertising and sales promotions, totaling Rs 325.66 crore, while Godrej Consumer Products Ltd. modestly increased its annual ad spend to Rs 1,020.22 crore.

<a href="https://www.storyboard18.com/advertising/baba-ramdevs-patanjali-foods-spends-rs-325-crore-on-marketing-promotional-activities-in-q4-fy25-66115.htm">Baba Ramdev’s Patanjali Foods spends Rs 325 crore on marketing, promotional activities in Q4 FY25</a>

In a notable exception, Hindustan Unilever trimmed its annual advertising expenditure, reducing it to RS 6,028 crore in FY25 from Rs 6,380 crore a year earlier.

Tata Consumer Products Ltd. has yet to disclose detailed advertising figures, though Chief Financial Officer Ashish Goenka said the company’s promotional strategy remains aligned with revenue growth goals. “Our ad and promotional expenses are being scaled appropriately in line with our top-line growth,” he said.

Jorigal noted a growing preference among marketers for “high-impact, measurable platforms,” including Connected TV. “Brands are no longer chasing visibility for its own sake,” she said. “They’re choosing relevance and effectiveness, and the Q4 uptick in ad spending highlights a more strategic approach.”

<a href="https://www.storyboard18.com/brand-marketing/hul-steps-up-digital-advertising-media-spends-to-drive-growth-for-key-brands-63999.htm">HUL steps up digital advertising, media spends to drive growth for key brands</a>

FMCG giants scale back traditional advertising as digital channels gain favor

In a playful exchange that caught the attention of tech enthusiasts worldwide, Carl Pei, co-founder and CEO of London-based consumer tech startup Nothing, took a light-hearted jab at Apple CEO Tim Cook after the tech giant announced hiring former Nothing Software Creative Director Mladen M Hoyss.

Hoyss, renowned for his minimalist, user-centric design philosophy, confirmed his move to Apple via social media on May 20. Sharing the Apple logo on platform X (formerly Twitter) with the caption "New beginning @Apple," he also updated his bio to reflect his new role on the "Apple Design Team."

Also Read: <a href="https://www.storyboard18.com/digital/foxconn-commits-1-5-billion-to-boost-india-operations-amid-apples-china-shift-66693.htm">Foxconn commits $1.5 billion to boost India operations amid Apple’s China shift</a>

Carl Pei quickly responded with a message that was equal parts congratulatory and subtly provocative: “Congrats dude, proud of you! @tim_cook let me know if you need any more product help.” 

The playful comment swiftly gained attention, interpreted by observers as a savvy branding move positioning Nothing as a nurturing ground for top-tier design talent sought by even the world's largest tech company, valued at approximately $4 trillion.

Social media reactions were swift and diverse. One user commented, "This shows that Nothing is so good at what it does that even Apple prefers to ‘adopt’ its talent," while another remarked, "This congratulations message looks more like a sarcastic one." 

Also Read: <a href="https://www.storyboard18.com/brand-makers/nothings-co-founder-akis-evangelidis-to-lead-india-operations-as-president-57797.htm">Nothing's Co-Founder Akis Evangelidis to lead India operations as President</a>

Some observers drew comparisons with past Silicon Valley rivalries, notably recalling a sharp exchange in 2005 when Steve Jobs confronted Adobe CEO Bruce Chizen over hiring practices.

Before his tenure at Nothing, Hoyss co-founded minimalist smartphone startup Blloc, creator of the acclaimed Ratio App. His work at Nothing was critical to the design and development of Nothing OS—celebrated for its clean, clutter-free aesthetic in a crowded smartphone market dominated by increasingly complex interfaces.

Pei’s timely comment comes just ahead of the anticipated July 2025 launch of the Nothing Phone (3), expected to further advance the company’s distinctive design philosophy and solidify its position as an innovative force in consumer technology.

Also Read: <a href="https://www.storyboard18.com/brand-marketing/nothing-plans-rs-1000-crore-jv-plans-to-make-india-global-manufacturing-hub-61644.htm">Nothing plans Rs 1,000 Crore JV; plans to make India global manufacturing hub</a>

Carl Pei to Tim Cook after Nothing’s design lead joins Apple: ‘Let me know...'

In response to the terror attack on April 22 in Pahalgam, Jammu and Kashmir, which resulted in the loss of 26 lives, India's travel industry has initiated a significant campaign to rejuvenate tourism in the region, as per media reports.

Spearheaded by the Travel Agents Association of India (TAAI), the "Let's Visit J&K" or “Chalo Kashmir” initiative seeks to restore traveller confidence and support the local economy severely impacted by the incident.

Also Read: <a href="https://www.storyboard18.com/brand-makers/border-residents-in-india-stockpile-on-food-items-amid-indo-pak-tensions-65267.htm">Border residents in India stockpile on food items amid Indo-Pak tensions</a>

According to reports, the campaign has already garnered support from TAAI’s extensive network of over 2,400 member companies across India. Its primary objective is to communicate a message of resilience, unity, and optimism, showcasing tourism as a powerful tool against terrorism aimed at disrupting economic stability.

The initiative has also found significant backing in Kolkata, where about 100 travel agencies, collectively managing around four lakh domestic tourists annually—including approximately 40,000 visitors to Jammu and Kashmir—have enthusiastically joined the campaign. These agencies see promoting tourism as a critical means to counteract the intended economic disruption caused by the incident, the report added.

Also Read: <a href="https://www.storyboard18.com/how-it-works/govt-cracks-down-on-ecomm-platforms-over-sale-of-pakistani-flags-ccpa-issues-notices-66053.htm">Govt cracks down on ecomm platforms over sale of Pakistani flags; CCPA issues notices</a>

Further reinforcing these efforts, Prime Minister Narendra Modi chaired a high-level meeting on May 20 to evaluate the tourism sector's progress and explore measures to boost tourism while prioritising visitor safety. The government’s backing is expected to amplify the reach and impact of the initiative.

To incentivize travel, the travel industry, as per a media report, is rolling out special promotional packages and collaborating with airlines to offer discounted airfares. These measures are intended to revive tourist inflow and support local livelihoods heavily reliant on tourism.

Official data cited in the Economic Survey 2024–25 underscores the region's growing appeal, highlighting that Jammu and Kashmir recorded a historic 2.36 crore visitors in 2024. This figure includes approximately 65,452 foreign tourists, 5.12 lakh Amarnath pilgrims, and 94.56 lakh visitors to Mata Vaishno Devi. Additionally, as per media reports, Kashmir welcomed an average of 9,500 tourists daily in 2024, marking a remarkable fivefold increase from 2021.

In a press statement, TAAI stated that it welcomes the support of all organizations and individuals willing to join hands in this important mission. Let us come together to restore the vibrancy and vitality of one of India’s most treasured regions.

Also Read: <a href="https://www.storyboard18.com/how-it-works/operation-sindoor-india-orders-1000-daily-removals-of-social-media-misinformation-after-pahalgam-attack-64982.htm">Operation Sindoor: India orders 1,000+ daily removals of social media misinformation after Pahalgam Attack</a>

Travel industry pushes 'Chalo Kashmir' campaign to revive tourism in J&K

With scam calls, phishing links, and fraudulent messages proliferating on OTT communication apps like WhatsApp, Telegram, and Google Meet, the Ministry of Electronics and Information Technology (MeitY) is preparing to initiate stakeholder consultations to address the issue — a move experts and industry observers say is both necessary and overdue.

The Ministry recently gave this assurance during the Joint Committee of Regulators (JCOR) meeting in April, following mounting concerns from the Telecom Regulatory Authority of India (TRAI) and telecom operators over the unregulated misuse of communication apps for spam and fraud.

While no formal dates have been announced, industry insiders expect the consultation process to begin over the next few weeks. Stakeholders include telecom majors like Jio and Airtel (Cellular Operators Association of India), OTT communication platforms such as Meta (WhatsApp), Google, and Telegram, as well as consumer advocacy groups, cybersecurity experts, and digital rights bodies.


Read more:<a href="https://www.storyboard18.com/digital/trai-engages-with-joint-committee-of-regulators-to-discuss-measures-against-fraud-communications-in-digital-63549.htm"> TRAI engages with Joint Committee of Regulators to discuss measures against fraud communications in digital</a>



Although MeitY has yet to initiate formal consultations, insiders anticipate that official measures may not be announced until mid-2026, as the consultation process could stretch over 6 to 9 months, particularly given the expected resistance from Big Tech seeking to safeguard their business interests.

“These platforms have become a Wild West for scammers — phishing links, fake investment schemes, and relentless spam are hitting users daily, costing Indians crores and shattering trust in digital communication,” said Sonam Chandwani, Managing Partner at KS Legal & Associates. “It’s crucial for MeitY to act decisively. Without a coordinated crackdown, we’re just patching holes while scammers run circles around us.”

Currently, spam and telemarketing messages are tightly regulated on SMS and voice calls under TRAI’s distributed ledger system (DLT). But OTT apps fall under MeitY’s jurisdiction, governed by the Information Technology Act and the IT Rules, 2021 — a gap fraudsters have been quick to exploit.

Telcos have long argued that OTT communication apps should be regulated under the Telecommunications Act, 2023, as they rely on telecom infrastructure. Meanwhile, the likes of Broadband India Forum (BIF), National Association of Software and Services Companies (NASSCOM), and the Internet and Mobile Association of India (IAMAI) have argued that OTTs are already governed by the Information Technology Act 2000. In fact, in 2023, the then telecom Minister Ashwini Vaishnaw also clarified that OTT apps are governed by the IT Act and not the Telecom Act.


Read more: <a href="https://www.storyboard18.com/how-it-works/calls-grow-for-tougher-regulations-on-whatsapp-telegram-as-spam-threatens-brand-safety-58448.htm">Calls grow for tougher regulations on WhatsApp, Telegram as spam threatens brand safety</a>



According to Rohit Kumar, Founding Partner at The Quantum Hub, “Uncoordinated action by individual regulators — even if well-intentioned — can lead to confusion and pushback. That’s why MeitY’s whole-of-government approach is a positive step, especially as it balances privacy concerns with the need to curb fraud.”

Telcos, on their part, have been pressing for KYC-based onboarding of users on OTT communication platforms and tighter integration with TRAI’s spam control systems. However, OTT platforms have resisted any suggestion of being brought under telecom regulation, citing differences in technical architecture, business models, and encryption obligations.

Amidst this regulatory flux, the Department of Telecommunications (DoT) issued a stern advisory to social media and application hosting platforms on February 18, 2025, asking them to remove any content or apps that enable tampering of telecom identifiers like CLI (Calling Line Identification), IP addresses, or IMEI numbers.

The advisory invoked Section 42 of the Telecommunications Act, 2023, under which such acts — including CLI spoofing — are classified as cognizable and non-bailable offences, with penalties of up to Rs 50 lakh and imprisonment of up to three years.

While the legal boundaries remain clear, OTTs are intermediaries under MeitY, not telecom licensees under DoT, the advisory underscores the growing urgency of coordinated enforcement.

Experts recommend mandating AI-based spam detection on communication apps, enforcing opt-out tools for users, and establishing clear platform liability for unchecked fraud.


Read more: <a href="https://www.storyboard18.com/how-it-works/trai-puts-ott-comms-app-regulation-on-backburner-prioritises-satcom-spectrum-framework-43219.htm">TRAI puts OTT comms app regulation on backburner; prioritises Satcom spectrum framework</a>


“Overregulation could stifle innovation, but inaction is far more dangerous,” Chandwani added. “MeitY must set a clear agenda before the mess deepens further.”

It is also to be noted that the rise of spam on OTT communication apps has transformed into an unpredictable and high-risk communication space, from a consumer protection and brand liability standpoint.

"Users are blocking businesses not because of the brand itself, but because they have lost trust in WhatsApp as a communication channel. This damages the reliability of direct consumer engagement, making it harder for brands to operate within legitimate parameters," said a media executive.

MeitY gears up to tackle spam surge on OTT messaging apps; stakeholder consultations likely soon

A routine job advertisement by retail chain Vishal Mega Mart has unexpectedly captured the pulse of the internet, turning the humble position of a security guard into a viral sensation and a subject of nationwide meme culture.

The retail giant, which operates over 645 outlets across India, recently announced a large-scale recruitment drive to hire thousands of security guards. 

Also Read: <a href="https://www.storyboard18.com/brand-marketing/vishal-mega-marts-focus-on-building-strong-brands-enhancing-customer-loyalty-to-drive-growth-49984.htm">Vishal Mega Mart's focus on building strong brands, enhancing customer loyalty to drive growth</a>

While the company's intent was to bolster in-store security amid growing operational demands, social media had other plans.

Within days of the announcement, platforms such as Instagram, X, Facebook, WhatsApp, and Telegram were flooded with memes, reels, and parody posts.

Netizens turned the job opening into an exaggerated aspiration, with catchphrases like "Ek hi sapna - Vishal Mega Mart security guard" and "Vishal Mega Mart chowkidaar first attempt fail" mimicking the pressure-laden language typically reserved for India's most competitive entrance exams, such as UPSC, IIT-JEE, and NEET.

Also Read: <a href="https://www.storyboard18.com/quantum-brief/cheil-bags-fashion-led-hypermarket-vishal-mega-marts-creative-mandate-18482.htm">Cheil bags fashion-led hypermarket Vishal Mega Mart's creative mandate</a>

Fuelled by satire, users began fabricating an elaborate selection process for the role. 

One viral post claimed an entrance test had been conducted on April 1, complete with written exams in Current Affairs and English, a Medical Test, Physical Training, and bonus points for candidates with prior guarding experience, martial arts training, or firearm handling skills.

As memes spread and intrigue soared, real curiosity about the actual job details also emerged.

According to data from job platforms like AmbitionBox and Glassdoor, the monthly salary for Vishal Mega Mart’s security staff typically ranges as follows:

Freshers: ₹9,000 – ₹12,000

Experienced guards: ₹13,000 – ₹18,000

Supervisors: ₹19,000 – ₹25,000

Perks include medical coverage, Provident Fund (PF), and exclusive in-store discounts for employees.

Also Read: <a href="https://www.storyboard18.com/brand-makers/meme-marketing-agency-wldd-buys-scoopwhoop-from-the-good-glamm-group-in-all-cash-deal-57487.htm">Meme marketing agency WLDD buys ScoopWhoop from The Good Glamm Group in all-cash deal</a>

The internet can't stop talking about Vishal Mega Mart's security guard hiring. Here's why

The Central Board of Secondary Education (CBSE) has announced the class 10 results for 2025, earning widespread acclaim as the overall pass percentage touched an impressive 96.3%.

Amid the flurry of congratulatory messages and social media celebrations, an unexpected post caught the public's attention - Indian cricketer Virat Kohli's old class 10 marksheet.

Also Read: <a href="https://www.storyboard18.com/brand-marketing/virat-kohli-retires-from-test-cricket-65542.htm">Virat Kohli announces his retirement from Test Cricket</a>

Shared on X by IAS officer Jitin Yadav, the document sparked conversations about the broader meaning of success and the role of academic scores in shaping one's future.

Though the marks weren't particularly exceptional, Kohli's marksheet revealed a consistent performance and reflected his early dedication. He scored his highest marks in English (83) and Social Science (81), earning A1 and A2 grades. His Hindi score earned him a B1 grade, while he received C1 and C2 in Science and Introductory IT.

Yadav, sharing the image, wrote: “Had marks been the sole factor, the entire nation wouldn't be rallying behind him now. Passion and Dedication are the key.”

Also Read: <a href="https://www.storyboard18.com/brand-makers/cricket-world-reacts-as-virat-kohli-bids-farewell-to-test-cricket-65576.htm">Cricket world reacts as Virat Kohli bids farewell to test cricket</a>

The post resonated widely, especially with students awaiting their results. Social media users echoed similar sentiments, lauding Kohli’s journey and the idea that marks don’t define destiny. One user wrote, “Marks are merely numbers on a sheet — true value lies in perseverance and dedication. Absolutely agree.”

The timing of the post is particularly poignant, as Kohli recently announced his retirement from Test cricket, concluding a remarkable 14-year career in the format. Fans now look forward to watching him don the Royal Challengers Bengaluru jersey in the upcoming TATA IPL 2025 season.

Also Read: <a href="https://www.storyboard18.com/brand-makers/virat-kohli-retires-from-test-cricket-heres-what-he-endorsed-over-the-years-65554.htm">Virat Kohli retires from test cricket: Here's what he endorsed over the years</a>

Virat Kohli's CBSE class 10 marksheet goes viral; check his highest and lowest scores

The Indian government is likely to discourage its citizens from visiting Turkiye and Azerbaijan following the two nations' vocal support for Pakistan amid tensions with India. 

Official sources have indicated that Indian tourism, film production, and educational collaborations with these countries could soon face sharp curbs, according to media reports.

Turkiye and Azerbaijan had publicly condemned India's strikes on terror camps in Pakistan and Pakistan-occupied Kashmir (PoK) during Operation Sindoor. Pakistan reportedly deployed Turkish drones extensively during the operation.

Also Read: <a href="https://www.storyboard18.com/brand-makers/easemytrip-founder-flags-security-flaw-in-rival-travel-site-claims-china-link-66078.htm">EaseMyTrip founder flags security flaw in rival travel site, claims China link</a>

The move could have far-reaching implications, especially in the tourism and entertainment sector. In 2023 alone, over 3 lakh Indians visited Turkiye and more than 2 lakh travelled to Azerbaijan. With both countries emerging as hotspots for Indian destination weddings and luxury tourism, the expected drop in travel could impact their tourism revenues significantly.

"Indians spend crores of rupees on weddings and holidays in these countries. The government is actively considering steps to slow down such spending in nations that supported Pakistan against India," sources privy to the development told PTI.

The entertainment industry has also reacted swiftly. The Federation of Western India Cine Employees (FWICE) and the All Indian Cine Workers Association (AICWA) have called on Indian filmmakers and artists to boycott Turkiye as a shooting destination. Sources said the government will not offer any support to film shoots planned in either Turkiye or Azerbaijan going forward.

Also Read: <a href="https://www.storyboard18.com/how-it-works/indian-film-bodies-declare-boycott-of-turkey-over-pro-pakistan-stance-amid-rising-tensions-66029.htm">Indian film bodies declare boycott of Turkey over Pro-Pakistan stance amid rising tensions</a>

India’s trade ties with the two countries are already under review. In the April–February period of 2024–25, India exported goods worth USD 5.2 billion to Turkiye and USD 86.07 million to Azerbaijan. 

Imports from Turkiye stood at USD 2.84 billion and from Azerbaijan at USD 1.93 million in the same period. Key exports to these countries include mineral fuels, electrical equipment, auto parts, pharma products, and textiles.

In academia, Jawaharlal Nehru University (JNU) and other institutions have suspended or are reviewing collaborations with universities in Turkiye, the report added.

Also Read: <a href="https://www.storyboard18.com/how-it-works/indians-boycott-travel-to-turkey-azerbaijan-amid-indo-pak-tensions-cancellations-surge-250-on-makemytrip-66120.htm">Indians boycott travel to Turkey, Azerbaijan amid Indo-Pak tensions, cancellations surge 250% on MakeMyTrip</a>

India may discourage film shooting, destination weddings in Turkiye, Azerbaijan amid Indo-Pak tensions

Meta, the company behind Facebook, Instagram and WhatsApp, has asked a U.S. judge to throw out a major antitrust case brought by the Federal Trade Commission (FTC), arguing that the agency has failed to prove that Meta holds an illegal monopoly in social media, Reuters reported.

As per the media report, the FTC’s lawsuit, which has been on trial since April 14, accuses Meta of buying Instagram and WhatsApp to crush competition. The government wants the court to undo those acquisitions, saying Meta bought the apps to stop them from becoming threats.

But Meta told the court on Thursday that the FTC’s arguments don’t hold up. The company said WhatsApp was never meant to be a social network like Facebook and CEO Mark Zuckerberg knew that even before the deal. Meta also argued that Instagram actually grew and improved after the acquisition.

Meta is hoping the judge, James Boasberg, agrees to end the case early based on the evidence so far. If not, the trial will continue and could last into June. The judge could then decide whether Meta broke the law by maintaining a monopoly. If that happens, a second trial would follow to decide what action should be taken.

Read More: <a href="https://www.storyboard18.com/brand-makers/why-brands-are-bringing-influencer-marketing-in-house-66080.htm">Why brands are bringing influencer marketing in-house</a>

Meta also pushed back on the FTC’s attempt to define a narrow market of friends-and-family sharing platforms like Facebook, Instagram and Snapchat, excluding apps like TikTok, YouTube, or Reddit. Meta said that all of these platforms compete for users’ attention by showing the most engaging content.

Read More: <a href="https://www.storyboard18.com/how-it-works/india-doing-very-well-increase-manufacturing-in-america-donald-trump-tells-apple-ceo-tim-cook-66065.htm">'India doing very well, increase manufacturing in America': Donald Trump tells Apple CEO Tim Cook</a>

Meta urges judge to dismiss FTC monopoly case over Instagram, WhatsApp deals

In a recent interview, Meta CEO Mark Zuckerberg painted a sweeping vision of a future in which artificial intelligence renders much of the advertising industry obsolete. His comments, delivered with trademark Silicon Valley confidence, have sparked a debate across the marketing world, one that pits automation against human insight.

“You’re a business, you come to us, you tell us what your objective is, you connect to your bank account,” Zuckerberg said. “You don’t need any creative, you don’t need any targeting demographic, you don’t need any measurement, except to be able to read the results that we spit out. I think that’s going to be huge. I think it is a redefinition of the category of advertising.”

Read More:<a href="https://www.storyboard18.com/how-it-works/big-techs-role-misinformation-outpaced-moderation-as-india-pak-tensions-ignited-digital-crossfire-65374.htm" rel="noopener" target="_blank">Big tech's role?: Misinformation outpaced moderation as India-Pak tensions ignited digital crossfire</a>

To many in the industry, Zuckerberg’s remarks signal more than innovation, they suggest a dismantling of the traditional advertising ecosystem as we know it. But while the Meta founder sees a streamlined, data-driven system replacing creative and strategic intermediaries, industry leaders aren’t so sure.

The limits of automation

“AI is only as good as the data it receives,” said Gowthaman Ragothaman, CEO of Aqilliz. “It follows a ‘garbage in, garbage out’ principle.” While platforms like Meta may succeed in automating campaign execution, from asset creation to media buying, Ragothaman argues that true effectiveness depends on the quality of the inputs, which still require human judgment.

“Agencies help brands ask the right questions,” he added. “And that’s something machines can’t do in isolation.”

That sentiment is echoed by Sowmya Iyer, founder and CEO of DViO Digital. While she acknowledges that AI may take over performance-driven creative work, she believes brand-building remains firmly in human hands.

“Strategy, emotional resonance, storytelling - these cannot be ‘spat out’ by AI,” Iyer said. “Efficiency is not a substitute for meaning. And meaning is what makes brands matter.”

Not the end, but a remix

Some in the industry view this moment not as a death knell for advertising agencies, but as an inflection point.

“For Indian agencies, this isn’t the end - it’s a remix,” said Krishna Iyer, Director of Marketing at MullenLowe Lintas Group. “AI can generate thousands of creatives, but it can’t tell you which one will resonate with a Tamil-speaking millennial in Chennai versus a Gen Z gamer in Gurgaon.”

According to Iyer, the role of the agency will evolve, from execution partner to brand steward. “We’ll need to interpret AI outputs, preserve brand meaning, and inject emotional depth into algorithmic logic.”

Others, like Gopa Menon, Chief Growth Officer for APAC at Successive Digital, point to a question of trust. “Will brands hand over all their assets to platforms like Meta? I doubt it,” he said. “The future isn’t about execution, it’s about oversight. Agencies that become AI co-pilots, not competitors, will define the next chapter.”

That evolution requires a new creative posture, not resistance, says Russhabh R. Thakkar, CEO & Founder of Frodoh. "Algorithms can read behaviour, only people can interpret intent. You can automate delivery, but the emotional spark still comes from human insight. The future isn’t AI versus humans—it’s AI shaped by human creativity. This shift forces agencies to cut noise, think faster, and execute sharper. What Zuckerberg calls a ‘redefining the category’ is, to us, a filter that will separate content from connection."

A cultural code still uncracked

For Nagessh Pannaswami, founder of Curry Nation, the cultural complexity of a market like India is reason enough to be skeptical of full automation.

“AI can help with scale and optimization. But it cannot replace the nuanced understanding of local languages, regional sentiments, or the instinctive knowledge of what resonates in Indore versus Itanagar,” he said. “That’s where boutique agencies still thrive, by connecting at a human level.”

This grounding in cultural context, many argue, is the last bastion of irreplaceable human contribution. Rakesh Hinduja, Co-Founder of Wondrlab Network, views technology not as a threat, but as an enabler.

“AI optimizes delivery. It doesn’t replace trust. The future lies in collaboration, between tech and creativity.”

The black box dilemma

Yet as AI-driven tools become more accessible, particularly for small businesses, some caution that questions of transparency and accountability remain unresolved.

“AI may offer solutions for those who can’t afford traditional agencies,” said Harikrishnan Pillai, CEO and Co-Founder of TheSmallBigIdea. “But what are we handing over in return? Data? Brand control? The system is still a black box.”

Pillai warned that as platforms gain more control over creative and performance, the need for regulation and independent oversight will only grow. “When AI confuses your logo with a competitor’s, who’s responsible? And how do you even find out?”

A shared future

Not everyone is waiting for that future to unfold. Sindhu Biswal, CEO and Founder of Buzzlab, says his agency is already using AI to create high-performing assets at scale, and plans to build AI agents into their workflows.

“We test everything. We let the data decide. The shift isn’t coming. It’s here,” he said, pointing to similar advancements at Google via its Gemini platform.

Still, Biswal and others emphasize that technology and creativity are not zero-sum. In a world of automated abundance, originality may become more valuable, not less.

“Out of millions of ads generated, only a handful truly stick,” Pillai said. “And those come from human passion, not an algorithm.”

Read More:<a href="https://www.storyboard18.com/how-it-works/big-techs-role-misinformation-outpaced-moderation-as-india-pak-tensions-ignited-digital-crossfire-65374.htm" rel="noopener" target="_blank">Your tragedy, their ad: Has digital advertising lost its soul?</a>

AI vs. Agencies: Mark Zuckerberg's vision of ad disruption sparks debate in India

India has restored access to the X accounts of Chinese state-run media Global Times and Turkish broadcaster TRT World after briefly withholding them in response to a legal request.

The accounts became unavailable in India early Wednesday morning but were later accessible again after the suspension was lifted.

Also Read: <a href="https://www.storyboard18.com/digital/xs-global-affairs-account-withheld-in-india-after-request-to-block-8000-accounts-65155.htm">X’s Global Affairs account withheld in India after request to block 8,000 accounts</a>

The temporary suspension was reportedly triggered by forensic findings that linked Turkish-origin drones to Pakistan's airspace violations during recent tensions, according to media reports. Meanwhile, China's state-run news agency Xinhua's X account remains suspended. 

Earlier this month, on May 8, X received executive orders from the Indian government demanding the blocking of more than 8,000 accounts accessible in India. These including accounts belonging to international news outlets and prominent individual users. The order explicitly stated potential penalties, including significant fines and imprisonment of X's local employees for non-compliance.

Also Read: <a href="https://www.storyboard18.com/digital/up-police-suspends-40-social-media-accounts-for-spreading-false-news-about-operation-sindoor-terror-attacks-65923.htm">UP Police suspends 40 social media accounts for spreading fake news</a>

Tensions intensified when the Chinese state-run media outlet Global Times published unverified reports alleging that Pakistan's military had shot down an Indian fighter jet. India's Embassy in Beijing promptly rebuked the outlet, urging verification of facts before dissemination. "Dear Global Times, we would recommend you verify your facts and cross-examine your sources before pushing out this kind of disinformation,” it wrote in a post.

China called for an impartial investigation into the incident and reaffirmed its support for Pakistan’s sovereignty and security. Turkish President Recep Tayyip Erdoğan condemned India’s military response as an "unprovoked violation of Pakistan’s sovereignty," openly backing Pakistan and describing victims of India's strikes as "martyrs."

Meanwhile, Xinhua's X account remains suspended

Also Read: <a href="https://www.storyboard18.com/special-coverage/x-blocks-thousands-of-accounts-in-india-amid-government-orders-65089.htm">X blocks thousands of accounts in India amid government orders</a>

SOCIAL MEDIA