In the new world order, advertisers have to weave marketing with content

Traditional modes of communicating with consumers have collapsed

We are a country of more than 1 trillion media touch points. More than 90 per cent of these touchpoints have come into being only over the last five years. The movement from a single TV per household (more than 95 per cent of India owns a single even today) to multiple mobile screens is nothing short of a revolution. It has also unleashed a tsunami of latent demand for media. Our research indicates that connected users consume 33 per cent more media versus. their data-dark counterparts. The big-small screen has created new consumption occasions like the ‘non-smokers’ smoke break’