{"id":13919,"date":"2026-08-21T05:16:42","date_gmt":"2026-08-21T05:16:42","guid":{"rendered":"https:\/\/enki.studio\/?p=13919"},"modified":"2026-09-30T06:59:46","modified_gmt":"2026-09-30T06:59:46","slug":"what-marketers-can-learn-from-indias-most-viral-internet-shows","status":"publish","type":"post","link":"https:\/\/dev.enki.studio\/enki-new\/what-marketers-can-learn-from-indias-most-viral-internet-shows\/","title":{"rendered":"What Marketers Can Learn from India\u2019s Most Viral Internet Shows"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"13919\" class=\"elementor elementor-13919\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-7728344 e-flex e-con-boxed no no e-con e-parent\" data-id=\"7728344\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-7bdb7d5 e-flex e-con-boxed no no e-con e-child\" data-id=\"7bdb7d5\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-206ac87 elementor-widget elementor-widget-heading\" data-id=\"206ac87\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">What Marketers Can Learn from India\u2019s\nMost Viral Internet Shows<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0cef567 elementor-widget elementor-widget-image\" data-id=\"0cef567\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1536\" height=\"883\" src=\"https:\/\/dev.enki.studio\/enki-new\/wp-content\/uploads\/2026\/08\/Mahesh_Blog_Image1.jpg\" class=\"attachment-full size-full wp-image-13997\" alt=\"\" srcset=\"https:\/\/dev.enki.studio\/enki-new\/wp-content\/uploads\/2026\/08\/Mahesh_Blog_Image1.jpg 1536w, https:\/\/dev.enki.studio\/enki-new\/wp-content\/uploads\/2026\/08\/Mahesh_Blog_Image1-300x172.jpg 300w, https:\/\/dev.enki.studio\/enki-new\/wp-content\/uploads\/2026\/08\/Mahesh_Blog_Image1-1024x589.jpg 1024w, https:\/\/dev.enki.studio\/enki-new\/wp-content\/uploads\/2026\/08\/Mahesh_Blog_Image1-768x442.jpg 768w, https:\/\/dev.enki.studio\/enki-new\/wp-content\/uploads\/2026\/08\/Mahesh_Blog_Image1-1120x644.jpg 1120w\" sizes=\"(max-width: 1536px) 100vw, 1536px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e4c6d97 elementor-icon-list--layout-traditional elementor-list-item-link-full_width elementor-widget elementor-widget-icon-list\" data-id=\"e4c6d97\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"icon-list.default\">\n\t\t\t\t\t\t\t<ul class=\"elementor-icon-list-items\">\n\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-far-calendar-alt\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M148 288h-40c-6.6 0-12-5.4-12-12v-40c0-6.6 5.4-12 12-12h40c6.6 0 12 5.4 12 12v40c0 6.6-5.4 12-12 12zm108-12v-40c0-6.6-5.4-12-12-12h-40c-6.6 0-12 5.4-12 12v40c0 6.6 5.4 12 12 12h40c6.6 0 12-5.4 12-12zm96 0v-40c0-6.6-5.4-12-12-12h-40c-6.6 0-12 5.4-12 12v40c0 6.6 5.4 12 12 12h40c6.6 0 12-5.4 12-12zm-96 96v-40c0-6.6-5.4-12-12-12h-40c-6.6 0-12 5.4-12 12v40c0 6.6 5.4 12 12 12h40c6.6 0 12-5.4 12-12zm-96 0v-40c0-6.6-5.4-12-12-12h-40c-6.6 0-12 5.4-12 12v40c0 6.6 5.4 12 12 12h40c6.6 0 12-5.4 12-12zm192 0v-40c0-6.6-5.4-12-12-12h-40c-6.6 0-12 5.4-12 12v40c0 6.6 5.4 12 12 12h40c6.6 0 12-5.4 12-12zm96-260v352c0 26.5-21.5 48-48 48H48c-26.5 0-48-21.5-48-48V112c0-26.5 21.5-48 48-48h48V12c0-6.6 5.4-12 12-12h40c6.6 0 12 5.4 12 12v52h128V12c0-6.6 5.4-12 12-12h40c6.6 0 12 5.4 12 12v52h48c26.5 0 48 21.5 48 48zm-48 346V160H48v298c0 3.3 2.7 6 6 6h340c3.3 0 6-2.7 6-6z\"><\/path><\/svg>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">Date - 21 Aug 2026 12:16 pm  \/ by <font color=\"#ff355e\"> Mahesh Nair<\/font><\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9244158 elementor-widget elementor-widget-text-editor\" data-id=\"9244158\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Working in business development at a creative strategy and execution partner, I consume a lot of content outside the traditional world of marketing. I follow technology closely, especially smartphones, laptops, gadgets and the creators who review them. So, interestingly, one of the marketing stories that caught my attention recently did not begin with an advertising campaign.<\/p><p>It began with a smartphone.<\/p><p>I first came across <strong>Ai+<\/strong> through the controversy involving technology creators such as Gyan Therapy and Mrwhosetheboss, where the brand\u2019s products, pricing and value proposition became part of a much larger online conversation. What initially looked like a product and technology discussion eventually turned into a lesson in attention, controversy and brand recall.<\/p><p>And then Ai+ appeared on <strong>Samay Raina\u2019s <em>India\u2019s Got Latent<\/em><\/strong>.<\/p><p>A smartphone company that had largely been discussed in the context of technology reviews and criticism had suddenly entered one of India\u2019s most talked-about internet shows.<\/p><p>That made me wonder: <strong>what can marketers learn when a technology brand chooses a comedy show, rather than a conventional technology platform, to build awareness?<\/strong><\/p><p>The answer has a lot to do with relevance, recall and understanding how Gen Z consumes content.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-3709764 e-con-full e-flex no no e-con e-child\" data-id=\"3709764\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-953d114 elementor-widget__width-auto elementor-widget elementor-widget-heading\" data-id=\"953d114\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">From Tech Controversy to Cultural Conversation<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3bfd770 elementor-widget elementor-widget-text-editor\" data-id=\"3bfd770\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Ai+ entered the Indian smartphone conversation at a time when several technology creators were discussing and questioning aspects of the brand and its products. Gyan Therapy and Mrwhosetheboss were among the creators whose coverage brought significant attention to Ai+.<\/p><p>The situation eventually escalated, with legal notices and disputes around some of the content. The controversy generated even more discussion around the brand, turning Ai+ into something more than just another smartphone company trying to enter a crowded market.<\/p><p>But negative attention is a complicated marketing asset.<\/p><p>It can create awareness very quickly, but awareness alone doesn\u2019t create a positive brand association. A brand can become famous for the wrong reason.<\/p><p>This is where Ai+\u2019s decision to associate itself with <em>India\u2019s Got Latent<\/em> becomes particularly interesting.<\/p><p>Instead of continuing to communicate only through the traditional technology ecosystem, the brand entered a completely different cultural environment.<\/p><p>It moved from <strong>tech conversation to entertainment conversation<\/strong>.<\/p><p>And that shift is important.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-5d5789b e-con-full e-flex no no e-con e-child\" data-id=\"5d5789b\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-a0c87a5 elementor-widget__width-auto elementor-widget elementor-widget-heading\" data-id=\"a0c87a5\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Why Ai+ Chose a Comedy Show to Market a Smartphone<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c077150 elementor-widget elementor-widget-text-editor\" data-id=\"c077150\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>On the surface, <em>India\u2019s Got Latent<\/em> and smartphones don\u2019t have much in common.<\/p><p>One is a comedy and entertainment format built around unpredictable conversations, performers and Samay Raina\u2019s irreverent humour. The other is a technology product competing in one of the world\u2019s most competitive smartphone markets.<\/p><p>But there is one thing they have strongly in common:<\/p><p><strong>Audience attention.<\/strong><\/p><p>Ai+ has spoken about wanting to connect with younger audiences and identified Samay Raina and the show\u2019s audience as relevant to that objective. The partnership positioned Ai+ as the smartphone partner for Season 2 of <em>India\u2019s Got Latent<\/em>.<\/p><p>The interesting part is that the brand didn\u2019t need to turn the show into a technology presentation.<\/p><p>Nobody was watching <em>India\u2019s Got Latent<\/em> to learn about processors, cameras or battery specifications.<\/p><p>They were watching to be entertained.<\/p><p>And that is exactly why the partnership worked as a marketing idea.<\/p><p>The brand entered an environment where people were already paying attention.<\/p><p>It didn\u2019t ask the audience to stop watching entertainment and start watching an advertisement.<\/p><p>It became part of the entertainment.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-0fa1d6f e-con-full e-flex no no e-con e-child\" data-id=\"0fa1d6f\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-2db4242 elementor-widget__width-auto elementor-widget elementor-widget-heading\" data-id=\"2db4242\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">When the Brand Becomes the Joke<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9cddcee elementor-widget elementor-widget-text-editor\" data-id=\"9cddcee\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>This is perhaps the most interesting part of the entire strategy.<\/p><p>Brands generally want control.<\/p><p>They want to approve the script, approve the visuals, approve the messaging and make sure the product is presented in the best possible light.<\/p><p>But creator-led entertainment works differently.<\/p><p>The creator\u2019s personality is the reason people are watching in the first place.<\/p><p>So what happens when the creator makes the brand the punchline?<\/p><p>In a recent episode featuring Karan Aujla, Samay Raina joked about phones being stolen from the show and turned the joke towards Ai+.<\/p><p>Something along the lines of:<\/p><p>\u201cBhai, aapke show mein phone bohot chori hote hai, toh apne fans ko bolo AI+ phone kharidenge, no one wants to steal this phone.\u201d<\/p><p>For a conventional brand team, that could sound like a nightmare.<\/p><p>For brand recall, it can be incredibly powerful.<\/p><p>The audience may not remember a list of Ai+\u2019s features.<\/p><p>They may not remember its price.<\/p><p>But they remember <strong>the Ai+ joke from <em>India\u2019s Got Latent<\/em>.<\/strong><\/p><p>And that is the difference between being advertised and being remembered.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-8b83239 e-con-full e-flex no no e-con e-child\" data-id=\"8b83239\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-4158b4a elementor-widget__width-auto elementor-widget elementor-widget-heading\" data-id=\"4158b4a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Why Gen Z Remembers Moments, Not Advertisements<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ffa387b elementor-widget elementor-widget-text-editor\" data-id=\"ffa387b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t\nGen Z audiences are not necessarily opposed to brands.\n\nThey are opposed to being treated like passive consumers.\n\nThey discover products through creators, memes, Reddit threads, YouTube videos, Instagram Reels and conversations with their peers. Their relationship with brands is increasingly shaped by the surrounding culture.\n\nThat changes the role of advertising.\n\nA conventional smartphone advertisement might communicate:\n\n<strong>\u201cHere are five reasons why you should buy this phone.\u201d<\/strong>\n\nA cultural integration can communicate something very different:\n\n<strong>\u201cYou\u2019ve seen this phone before. You know the joke.\u201d<\/strong>\n\nThe second one creates recognition.\n\nAnd recognition matters.\n\nThis is especially important in categories such as smartphones, where consumers are constantly exposed to similar claims around cameras, performance, displays, AI features and battery life.\n\nWhen product categories become crowded with specifications, brands need something else that consumers can remember them by.\n\nSometimes, that something is a cultural moment.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-5fe957c e-con-full e-flex no no e-con e-child\" data-id=\"5fe957c\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-386399a elementor-widget__width-auto elementor-widget elementor-widget-heading\" data-id=\"386399a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Five Marketing Lessons from India\u2019s Viral Creator Economy<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f3e19d9 elementor-widget elementor-widget-text-editor\" data-id=\"f3e19d9\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<h6 style=\"color: #ff355e;\">1. Relevance beats reach<\/h6><p>A large audience is useful only when that audience is relevant to your brand.<\/p><p>Instead of simply asking how many people will see the campaign, marketers should ask:<\/p><p><strong>\u201cWill the right people care that we are here?\u201d<\/strong><\/p><p>Ai+\u2019s association with Samay Raina was built around the relevance of his audience to the brand\u2019s youth-focused ambitions.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0c74839 elementor-widget elementor-widget-text-editor\" data-id=\"0c74839\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<h6 style=\"color: #ff355e;\">2. Give creators creative freedom<\/h6><p>The value of a creator comes from their relationship with their audience.<\/p><p>If a brand enters that ecosystem and tries to control every word, joke and reaction, it can quickly lose what made the partnership valuable.<\/p><p>The creator should still sound like the creator.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6533015 elementor-widget elementor-widget-text-editor\" data-id=\"6533015\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<h6 style=\"color: #ff355e;\">3. Humour can build stronger brand recall<\/h6><p>People forget specifications.<\/p><p>They remember stories, jokes and unexpected moments.<\/p><p>That doesn\u2019t mean brands should make themselves the butt of every joke. It means marketers should understand that <strong>memorability doesn\u2019t always come from polished brand messaging.<\/strong><\/p><p>Sometimes, it comes from breaking the expected pattern.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a93a6c7 elementor-widget elementor-widget-text-editor\" data-id=\"a93a6c7\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<h6 style=\"color: #ff355e;\">4. Negative attention doesn\u2019t have to define a brand<\/h6><p>Ai+ had already attracted considerable attention through the technology creator ecosystem and the controversy surrounding the brand.<\/p><p>The <em>India\u2019s Got Latent<\/em> association didn\u2019t erase that history.<\/p><p>But it created another association.<\/p><p>That is an important distinction.<\/p><p>Marketing cannot replace product quality or customer trust. But a brand can continue creating new chapters in how consumers perceive it.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b23273a elementor-widget elementor-widget-text-editor\" data-id=\"b23273a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<h6 style=\"color: #ff355e;\">5. Participate in culture instead of interrupting it<\/h6><p>This may be the biggest lesson.<\/p><p>For years, brands have asked:<\/p><p><strong>\u201cWhere should we place our advertisement?\u201d<\/strong><\/p><p>The more interesting question today is:<\/p><p><strong>\u201cWhere can our brand participate in something people already care about?\u201d<\/strong><\/p><p>That shift takes marketers from media placement to cultural participation.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-5a5ed63 e-con-full e-flex no no e-con e-child\" data-id=\"5a5ed63\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-787451e elementor-widget__width-auto elementor-widget elementor-widget-heading\" data-id=\"787451e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">From Advertising to Cultural Participation<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f7203f0 elementor-widget elementor-widget-text-editor\" data-id=\"f7203f0\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>The rise of shows such as <em>India\u2019s Got Latent<\/em> represents a broader change in how audiences consume entertainment.<\/p><p>People aren\u2019t just watching content anymore.<\/p><p>They are clipping it, sharing it, remixing it, commenting on it and turning individual moments into conversations.<\/p><p>That creates an opportunity for brands.<\/p><p>But the opportunity isn\u2019t simply to put a logo on a popular show.<\/p><p>It is to become part of the moment people remember after the show ends.<\/p><p>Ai+ may have entered <em>India\u2019s Got Latent<\/em> as a smartphone sponsor, but the more interesting marketing lesson is what happened around the sponsorship.<\/p><p>The phone became part of the joke.<\/p><p>The joke became part of the conversation.<\/p><p>And the conversation created recall.<\/p><p>For marketers, that may be the real lesson from India\u2019s most viral internet shows:<\/p><p><strong>Don\u2019t just advertise where culture is happening. Find a way to participate in it.<\/strong><\/p><p>Because in an internet where consumers can skip an advertisement in seconds, <strong>being remembered may be more valuable than simply being seen.<\/strong><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-4f9f253 e-con-full e-flex no no e-con e-child\" data-id=\"4f9f253\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-7187fb6 e-con-full e-flex no no e-con e-child\" data-id=\"7187fb6\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-8ed0aab elementor-widget elementor-widget-image\" data-id=\"8ed0aab\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1402\" height=\"1122\" src=\"https:\/\/dev.enki.studio\/enki-new\/wp-content\/uploads\/2026\/08\/Mahesh_Blog_Image2.png\" class=\"attachment-full size-full wp-image-14003\" alt=\"\" srcset=\"https:\/\/dev.enki.studio\/enki-new\/wp-content\/uploads\/2026\/08\/Mahesh_Blog_Image2.png 1402w, https:\/\/dev.enki.studio\/enki-new\/wp-content\/uploads\/2026\/08\/Mahesh_Blog_Image2-300x240.png 300w, https:\/\/dev.enki.studio\/enki-new\/wp-content\/uploads\/2026\/08\/Mahesh_Blog_Image2-1024x819.png 1024w, https:\/\/dev.enki.studio\/enki-new\/wp-content\/uploads\/2026\/08\/Mahesh_Blog_Image2-768x615.png 768w, https:\/\/dev.enki.studio\/enki-new\/wp-content\/uploads\/2026\/08\/Mahesh_Blog_Image2-1120x896.png 1120w\" sizes=\"(max-width: 1402px) 100vw, 1402px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-f9e99f9 e-con-full e-flex no no e-con e-child\" data-id=\"f9e99f9\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-cad4e21 e-con-full e-flex no no e-con e-child\" data-id=\"cad4e21\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-5e7af9e elementor-widget__width-auto elementor-widget elementor-widget-heading\" data-id=\"5e7af9e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Written By<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-472fc25 elementor-widget__width-auto author-name elementor-widget elementor-widget-heading\" data-id=\"472fc25\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\"><a href=\"https:\/\/www.linkedin.com\/in\/mahesh-nair-6032361b3\/\" target=\"_blank\"> Mahesh Nair<\/a><\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-eab3b89 elementor-widget elementor-widget-text-editor\" data-id=\"eab3b89\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>I work in business development at Enki Studio, where I work closely with brands and businesses on creative and communication challenges.Outside of work, I spend a lot of time following technology, creators, internet culture and the way people discover and talk about brands online. I\u2019m particularly interested in the space where marketing, culture and content intersect, and in understanding why some ideas get remembered while others are simply scrolled past.This blog is an attempt to explore those observations and what marketers can learn from the changing way people consume content.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-5edab79 e-con-full e-flex no no e-con e-child\" data-id=\"5edab79\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-6df0199 elementor-widget elementor-widget-html\" data-id=\"6df0199\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"html.default\">\n\t\t\t\t\t<style>\n    .ms-single-post--img.default {\n    display: none;\n}\n<\/style>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Working in business development at a creative strategy and execution partner, I consume a lot of content outside the traditional world of marketing.<\/p>\n","protected":false},"author":10,"featured_media":13997,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[71,21,73,72,22],"tags":[],"class_list":["post-13919","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brand-strategy","category-branding","category-marketing-strategy","category-startup-branding","category-strategy"],"acf":{"choi\u0441e_menu_page":"global_settings","full_width":false,"header_transparent":false,"header_white":false,"menu_align_page":"default","menu_style":""},"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO 5.0.2.1 - aioseo.com -->\n\t<meta name=\"description\" content=\"Working in business development at a creative strategy and execution partner, I consume a lot of content outside the traditional world of marketing.\" \/>\n\t<meta name=\"robots\" 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