In an interaction with BuzzInContent.com, Benani shares how the brand plans content for wider reach, engagement and talkability, and executes it via both traditional and digital mediums while partnering with co-creators. She also shares how effectively content marketing ROI can be measured

The TV show hosted by Salim Merchant and Anushka Manchanda will bring together India's top musical friends and will trace the journey of their No.1 Yaari over 10 episodes

No Diageo brand has ever before got on board an external content creator in India for its content marketing initiatives. So how has the partnership with East India Comedy helped Captain Morgan grow the brand's affinity? BuzzInContent finds out