In this edition of The Core Report, financial journalist Govindraj Ethiraj is joined by Amitesh Rao, CEO at Leo Burnett South Asia. They discuss the current state of advertising - how data affects creativity and ideation, the limitations of influencer marketing, premiumisation in India and how that affects the approach to ad campaigns, how story and myth still play a part in communication, the demands of India's growing affluent class and much more.

(00:00) Introduction: Setting the Stage for Marketing Evolution

(01:45) The Digital Disruption in Marketing

(06:25) Consumer Behavior and the Emotional Connect

(09:40) The Changing Role of the Marketing Mix

(13:12) Measuring Marketing Effectiveness in the Digital Age

(15:47) Lessons from Global Case Studies

(18:35) Leveraging Data for Brand Storytelling

(22:10) Evolving Consumer Expectations in the Auto Industry

(25:56) Navigating Growth in ICE vs. EV Markets

(27:36) The Transition from Tech Fascination to Human-Centric Design

(27:59) AI Without the Hype: Transforming Creativity and Productivity

(31:14) Value vs Price: The Modern Consumer’s Mindset

(33:28) Premiumization in India: Unlocking Affluence

(33:43) Sustainability and Consumer Willingness

(35:14) The Convenience Economy: Paying for Ease

(35:44) Looking Ahead: The Intersection of Tech, Insights, and Creativity

(36:00) The Power of Simple Innovation: A Global Case Study

(37:59) Conclusion: Making an Impact Through Creativity and Insight

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