Abhik Choudhury

Netflix's latest global engagement report pokes holes at the assumptions about how audiences engage with content. Here's how these viewers can potentially change the game

With technology on their side, multiplexes need to give a visually alluring experience that's inimitable, especially now because at the present price point, each ticket is worth more than a month’s subscription of any OTT platform in the country

Macro changes are taking India towards a positive era of strong individuality, personalisation, and hyper-targeted yet affordable campaigns. Let’s look at the top five factors to consider before your next year’s campaigns

While the brands in the US have had ambassadors like Maria Sharapova, Kylie Jenner, Uma Thurman, Shakira, Jennifer Lopez, their desi avatars are still practicing obsolete method to attract consumers. Here's why advertising needs an urgent reboot to focus on the other majority of consumers—women

An outline to launch a business for all those who don’t have an MBA degree from a fancy B-school, because that should never come in the way of getting a good deal

From a simple ecommerce purchase to creating entertaining content, Facebook's Metaverse is cruising at breakneck speed to change the very nature of human interaction. Here's how

Strategise to start your professional journey. But, in the process, do not forget that this doesn't have to be a sprint race. Eliud Kipchoge also has an Olympics gold medal, just like Usain Bolt.

The client is the parent, and the agency, a babysitter. It is the agency's job to understand the client and their product's personality, and the result they are looking for, to do justice to a creative brief

In the era of jumping on trends and expecting brands to take a stand, a case for why brands should, in fact, be centrist

From a Content Concierge to virtual watching, and shorter subscription plans, the excitement in the newly 'hotter' OTT space has just begun, and 2021 looks promising