In this highly competitive age, becoming the leader of a category is like winning consumers without advertising. But maintaining a stance that's thought leading is not very difficult. But how can thought leadership content open your ways of leading the industry? BuzzInContent.com explores

Content offers the unique option of creating higher engagement in the otherwise low involvement insurance category, says Pankaj Gupta, CMO of HDFC Life

The campaign executed by Zero Gravity Community asked people to take up a challenge where they had to gulp, slurp or eat Vadilal ice cream under 45 seconds and post videos on social media with the required hashtags the brand created for the contest

BBC Studios India partnered with the brand and Mindshare to produce a six-episode branded content series that was broadcast in December 2017. The series revolved around kicking the smoking habit. By creating a relatable reality show module, it avoided sounding preachy, and remained exciting and entertaining

The budget hotel brand made comedians travel to unfamiliar cities and share their experiences in the form of shows. Small trailers were packaged and promoted on social media, garnering eyeballs and brand recall

The brand launched a web series featuring Abish Mathew and Mallika Dua, who had to prove their friendship by taking a seven-step challenge. Each challenge tests an attribute of their friendship which the brand arrived at after intense consumer research

Hamsini Shivakumar and Kanika Yadav of Leapfrog Strategy Consulting write that to specifically use music as a strategy toward brand affinity, brands need to create content that is anchored more in culture and less in the category

The content format gives brands an opportunity to engage with the celebrities' audience and build brand affinity

The content partnership aims to leverage the occasion of Family Day to build brand affinity and love for McDonald's

Hamsini Shivakumar and Kanika Yadav of Leapfrog Strategy Consulting take a look at the content that constitutes Spotify Podcasts by brands such as FinShots, Bumble, BloombergQuint, etc., to explain how podcasts can be used to build brand affinity

Ankit Agarwal, Founder, Do Your Thng, writes about how taking the middle path, that blends data with human insight, is imperative for effective influencer marketing

The brand collaborated with 67 influencers across genres in the age group of 20-30 to garner over 80 million views

Intel's Gayatri Makhijani, Perfetti's Ritesh Sud, TVF's Pranav Thakker, and Nobel Hygiene's Kartik Johari discuss the challenges faced by brands and publishers while working on branded content and how one can overcome the same

While some say brands can have their own set of metrics to keep the brand ethos in check, if not universally agreed-upon metric, others say one does not need to have a hawk-eye on the measurement

In episode 7 of BuzzInContent's monthly chat show Content Conversations, Siddhant Mazumdar, Head of Mediabrands Content Studio of IPG, Manika Sharma, Head of Marketing of Firefox Bikes, Rajagopal Menon, Vice-President, Marketing of WazirX and Hansveen Kaur, Business Head of Momspresso talked about how brands can ace community building through content marketing

BuzzInContent caught up with Sivan, Head of Marketing, Cargill Foods, to talk about Gemini Oil's focus and efforts on the content marketing front

Singh, Founder and CEO of the subscription-based online financial education company, says LearnApp is all game for content collaborations with agencies, creators and publishers and talks about his expectations from them

The brand has collaborated with Himanshi Khurana for the Punjab market, Pranitha Subhash for South, Priyanka Sarkar for the Bengali-speaking audience and Hruta Durgule for Marathi speakers