Thrive focuses on increasing the believability of brand storytelling by treating influencers more as customers or talent and not just as media channels. This will make influencer marketing an initiative that impacts the purchase journey than being just an amplification vehicle

Other findings of the report say content needs to build audiences in the long term and real-world components help make content distinctive

According to the report, the top five Google searches related to content marketing were: content marketing strategy, content marketing institute, content marketing agency, content marketing examples, and content marketing definition

According to the report, entertainment and romance influenced 37% conversation. Hindi led the UGC creation with 22.5% share followed by Tamil and Telugu

The FMCG giant's coffee brand Nescafe posted a short video on Twitter on ‘How to make Vietnamese coffee' but forgot to remove competitor Amul's Mithai Mate condensed milk

The five-episode web series releasing today will have Dewar's Scotch brand being subtly integrated into the storyline

Besides the unboxing, viewers can also expect a fun video featuring the cast of Inside Edge Season 2 where the underlying themes and rivalries showcased in the show get revealed

The platform for short films organises specially curated panel discussions in six cities which will be aired on a popular television network to drive reach for the brand and the property

As part of the campaign, radio talk shows were held with doctors and nutritionists, educating and empowering listeners to take charge of their health, and guiding them on how to make their daily food rich in micronutrients, including iron, through a balanced diet

Spread over seven episodes, the videos are shot in an intimate informal setting and will be released in intervals on Saregama's YouTube channel. The audio will be available first on Amazon Prime Music

With Jambo's launch, we are challenging the thinking that adults don't enjoy cartoons and animated content, says Anirudh Pandita, Co-Founder, Pocket Aces

Scripted and directed by Taproot Dentsu Creative Head Titus Upputuru, HarperCollins' latest short film is an ode to the art of storytelling. A must watch

Boostcamp is an online platform to train young players about different aspects of sports. These sports enthusiasts are trained by their cricketing heroes about various facets of sports

Wadhwani Foundation will utilise the content studio's skills to generate ideas to make the show on ET Now more entertaining and interesting for viewers in its 8th season

With the merger, MediaMonks adds 50 experts to the team, with the intent of doubling the India business in the coming six months

With a combined reach of 5.2 million, the influencers are posting their personal public washroom experiences to raise awareness on the importance of hygiene

The mix of relatable content and creative storytelling fetched the brand a lot of visibility, leading to search volumes up by 3.5x for the Scripbox app

The brand has launched a video of members of the Asics Running Club talking about the importance of running in their lives. Asics also launched a user-generated content-led contest on social media