At the second IWMBuzz Media Summit, in Kolkata, a stellar group of industry leaders picked up a conversation on how branded content is changing in today’s wild media world. Samrat Sengupta from UltraTech Cement led the session, and the panel included Shantanu Banerjee (Dollar Industries), Prachi Narayan (Havas Play India), Debojit Saha (Ice Media Lab), Sanjay Sen (Sen & Associates), and R. Ramakrishnan (Zee Media).
The discussion focused on the evolution of branded content. It has become the area where data and creativity have to coexist. The speakers repeatedly mentioned one point: in a crowded marketplace where brands are struggling to be noticed, it is necessary to combine imaginative thinking with intelligent, insight-driven approaches which are based on data. However, you cannot allow the figures to completely dominate the situation. It is still necessary to have specific objectives and a deep comprehension of the target audience, but that should not hinder the creative people. Data must assist, not strangle.
They talked a lot about the push and pull between chasing performance metrics and making work that actually feels original. KPIs matter, sure, but if you get obsessed with them, you lose what makes your brand unique. These days, people can spot fake a mile away. Authenticity and staying true to your brand’s DNA really count, especially since audiences are getting pickier.
Short-form, “snackable” content came up—along with the trend toward immersive stories that stick with people longer. It’s not either-or; both matter. Sometimes you grab attention with a quick hit, sometimes you go deep and really connect.
Local stories getting global attention got a spotlight, too. People crave something real, not just the same old globalized campaign. The panelists shared examples where campaigns rooted in local culture and real issues went viral and hit both emotionally and commercially.
Media’s more fragmented than ever, so brands can’t just chase the latest format. It’s about building strategies around what your audience actually wants, not just following trends. AI? It’s a tool, not a replacement for human ideas. The trick is using data in new ways, keeping up as everything shifts.
Anticipating the future, the content leaders should view themselves as the builders of the culture. Their activities are not limited to ads only; they are also traversing new technology, social transformations and changing brand objectives and are still trying to create impactful and marketable works. There exists a notable disparity in competencies, particularly in the area of data comprehension and getting the artistic and the data people to eventually talk the same language. This is certainly a problem that needs addressing by the industry.
Bottom line: winning in branded content takes real storytelling, smart data use, close collaboration between brands and creators, and the ability to adapt fast. The brands that succeed will be the ones who mix creativity with precision and never lose sight of what their audience—and their brand—stand for.
Note: The transcription and summarisation above have been partially generated with the help of AI.
Watch the session here to experience a full-fledged, insightful session:
The second edition of IWMBuzz Media Summit in Kolkata was presented by Swastik Stories, powered by Dangal TV, Workmates and OTT Play. Associate partners Havas Play, Nett Value Media and Tribes. Partners—White Apple, Just Lateral Think Ink, Decalogue and The Heritage Academy. An initiative by IWMBuzz Live.
