From social media influencers to #metoo, 2018 was a 'brand' new year

Indian brands tread lightly to avoid being crushed by the battling elephants

We’ve had an exceptionally busy year from a brand and marketing perspective. But what sets 2018 apart from previous years is the magnitude of the shocks that hit our brand ecosystem. Shocks that would rank high on a marketing Richter scale, the aftershocks of which will be felt for quite some time to come, as many an action and event from previous years completed its inglorious cycle and had to be reckoned with.

The year we finally broke trust with social media

India’s enchantment with the smartphone, heralded for its potential to change lives for the better, started to turn