{"id":130052,"date":"2026-03-21T06:41:16","date_gmt":"2026-03-21T09:41:16","guid":{"rendered":"https:\/\/tech.einnews.com\/article\/900838800"},"modified":"2026-03-21T06:41:16","modified_gmt":"2026-03-21T09:41:16","slug":"how-brands-tech-and-storytelling-are-rewriting-media","status":"publish","type":"post","link":"https:\/\/new7.shop\/zerocostfreehost\/index.php\/2026\/03\/21\/how-brands-tech-and-storytelling-are-rewriting-media\/","title":{"rendered":"How brands, tech and storytelling are rewriting media"},"content":{"rendered":"<p> <title>How brands, tech and storytelling are rewriting media, ETBrandEquity<\/title>                                                                       &lt;!&#8211;  &#8211;&gt; &lt;!&#8211;  &#8211;&gt; <!-- Google Tag Manager --><br \/>\n<!-- analytics_gtm_id to be passed dynamically per portal--> <!-- End Google Tag Manager -->    <\/p>\n<header class> <!-- For Accessiblity only --> &lt;!&#8211; <\/p>\n<div id=\"skiptocontent\" aria-label=\"skip content\"> <a href=\"#maincontent\" aria-label=\"skip main content link\">skip to main content<\/a> <\/div>\n<p> &#8211;&gt; <!-- Ads block --> <\/p>\n<section aria-label=\"Top Ads Block\" class=\" top-ads\"> <\/section>\n<p> <!-- Content Header with navigation --> <!-- To be implemented mobile view --> <!-- Mobile Header --> <!-- mobile callout section --> <!-- Top Header InPage Promos --> <\/header>\n<p> <!-- Include layout structure template --> <\/p>\n<div class=\"main-content\"> <main id=\"maincontent\" class=\"layout2\"><\/p>\n<div id=\"news_items_container\">\n<section class=\"container-mid article-section status_prime_article single-post currentlyInViewport inViewPort \" id=\"news_dtl_129695377\" data-article=\"0\" data-href=\"https:\/\/brandequity.economictimes.indiatimes.com\/news\/media\/how-brands-tech-and-storytelling-are-rewriting-media\/129695377\" data-msid=\"129695377\" data-mediaid data-authors=\"[\" data-author-list=\"BE Staff\" data-category-name=\"Media\" data-category_id=\"384\" data-cat_msid=\"47186350\" data-date=\"2026-03-20\" data-index=\"article_1\" data-keywords=\"brand storytelling, digital marketing in India, AI in content creation, regional storytelling, marketing strategies, sports marketing, Uniqlo India strategy, demand creation vs fulfillment, influencer marketing India, media and entertainment trends\" data-type=\"news\">\n<div class=\"article-section__body \">\n<div class>\n<div class=\"article-section__body--top\">\n<div class=\"article-section__body__authors\">\n<div class=\"news-author-container\">\n<div class=\"author-image\"> <img data-opt-id=758893364  fetchpriority=\"high\" decoding=\"async\" src=\"data:image\/gif;base64,R0lGODlhAQABAIAAAAAAAP\/\/\/ywAAAAAAQABAAACAUwAOw==\" fifu-lazy=\"1\" fifu-data-sizes=\"auto\" fifu-data-srcset=\"https:\/\/brandequity.economictimes.indiatimes.com\/Themes\/Release\/theme4\/images\/icons\/et-default-user.svg?w=75&resize=75&ssl=1 75w, https:\/\/brandequity.economictimes.indiatimes.com\/Themes\/Release\/theme4\/images\/icons\/et-default-user.svg?w=100&resize=100&ssl=1 100w, https:\/\/brandequity.economictimes.indiatimes.com\/Themes\/Release\/theme4\/images\/icons\/et-default-user.svg?w=150&resize=150&ssl=1 150w, https:\/\/brandequity.economictimes.indiatimes.com\/Themes\/Release\/theme4\/images\/icons\/et-default-user.svg?w=240&resize=240&ssl=1 240w, https:\/\/brandequity.economictimes.indiatimes.com\/Themes\/Release\/theme4\/images\/icons\/et-default-user.svg?w=320&resize=320&ssl=1 320w, https:\/\/brandequity.economictimes.indiatimes.com\/Themes\/Release\/theme4\/images\/icons\/et-default-user.svg?w=500&resize=500&ssl=1 500w, https:\/\/brandequity.economictimes.indiatimes.com\/Themes\/Release\/theme4\/images\/icons\/et-default-user.svg?w=640&resize=640&ssl=1 640w, https:\/\/brandequity.economictimes.indiatimes.com\/Themes\/Release\/theme4\/images\/icons\/et-default-user.svg?w=800&resize=800&ssl=1 800w, https:\/\/brandequity.economictimes.indiatimes.com\/Themes\/Release\/theme4\/images\/icons\/et-default-user.svg?w=1024&resize=1024&ssl=1 1024w, https:\/\/brandequity.economictimes.indiatimes.com\/Themes\/Release\/theme4\/images\/icons\/et-default-user.svg?w=1280&resize=1280&ssl=1 1280w, https:\/\/brandequity.economictimes.indiatimes.com\/Themes\/Release\/theme4\/images\/icons\/et-default-user.svg?w=1600&resize=1600&ssl=1 1600w\" loading=\"eager\" width=\"40\" height=\"40\" class=\"unveil check-user-initials user-init-cat\" fifu-data-src=\"https:\/\/brandequity.economictimes.indiatimes.com\/Themes\/Release\/theme4\/images\/icons\/et-default-user.svg\" data-src alt=\"BE Staff\"> <\/div>\n<div class=\"author-section\">\n<ul>\n<li>Updated On Mar 20, 2026 at 01:45 PM IST<\/li>\n<\/ul><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<div class=\"article-section__body__news\"> <!-- Display video article in news article for the custom next story --> <!-- Modifying the body placing embeds,promoslots,related etc.--> <\/p>\n<figure class=\"img_container\"><img data-opt-id=758893364  fetchpriority=\"high\" decoding=\"async\" src=\"data:image\/gif;base64,R0lGODlhAQABAIAAAAAAAP\/\/\/ywAAAAAAQABAAACAUwAOw==\" fifu-lazy=\"1\" fifu-data-sizes=\"auto\" fifu-data-srcset=\"https:\/\/mlmjbqro95r8.i.optimole.com\/cb:bOxR.6a5\/w:auto\/h:auto\/q:mauto\/f:best\/https:\/\/i1.wp.com\/brandequity.economictimes.indiatimes.com\/images\/default.jpg?ssl=1&w=75&resize=75&ssl=1 75w, https:\/\/mlmjbqro95r8.i.optimole.com\/cb:bOxR.6a5\/w:auto\/h:auto\/q:mauto\/f:best\/https:\/\/i1.wp.com\/brandequity.economictimes.indiatimes.com\/images\/default.jpg?ssl=1&w=100&resize=100&ssl=1 100w, https:\/\/mlmjbqro95r8.i.optimole.com\/cb:bOxR.6a5\/w:auto\/h:auto\/q:mauto\/f:best\/https:\/\/i1.wp.com\/brandequity.economictimes.indiatimes.com\/images\/default.jpg?ssl=1&w=150&resize=150&ssl=1 150w, https:\/\/mlmjbqro95r8.i.optimole.com\/cb:bOxR.6a5\/w:auto\/h:auto\/q:mauto\/f:best\/https:\/\/i1.wp.com\/brandequity.economictimes.indiatimes.com\/images\/default.jpg?ssl=1&w=240&resize=240&ssl=1 240w, https:\/\/mlmjbqro95r8.i.optimole.com\/cb:bOxR.6a5\/w:auto\/h:auto\/q:mauto\/f:best\/https:\/\/i1.wp.com\/brandequity.economictimes.indiatimes.com\/images\/default.jpg?ssl=1&w=320&resize=320&ssl=1 320w, https:\/\/mlmjbqro95r8.i.optimole.com\/cb:bOxR.6a5\/w:auto\/h:auto\/q:mauto\/f:best\/https:\/\/i1.wp.com\/brandequity.economictimes.indiatimes.com\/images\/default.jpg?ssl=1&w=500&resize=500&ssl=1 500w, https:\/\/mlmjbqro95r8.i.optimole.com\/cb:bOxR.6a5\/w:auto\/h:auto\/q:mauto\/f:best\/https:\/\/i1.wp.com\/brandequity.economictimes.indiatimes.com\/images\/default.jpg?ssl=1&w=640&resize=640&ssl=1 640w, https:\/\/mlmjbqro95r8.i.optimole.com\/cb:bOxR.6a5\/w:auto\/h:auto\/q:mauto\/f:best\/https:\/\/i1.wp.com\/brandequity.economictimes.indiatimes.com\/images\/default.jpg?ssl=1&w=800&resize=800&ssl=1 800w, https:\/\/mlmjbqro95r8.i.optimole.com\/cb:bOxR.6a5\/w:auto\/h:auto\/q:mauto\/f:best\/https:\/\/i1.wp.com\/brandequity.economictimes.indiatimes.com\/images\/default.jpg?ssl=1&w=1024&resize=1024&ssl=1 1024w, https:\/\/mlmjbqro95r8.i.optimole.com\/cb:bOxR.6a5\/w:auto\/h:auto\/q:mauto\/f:best\/https:\/\/i1.wp.com\/brandequity.economictimes.indiatimes.com\/images\/default.jpg?ssl=1&w=1280&resize=1280&ssl=1 1280w, https:\/\/mlmjbqro95r8.i.optimole.com\/cb:bOxR.6a5\/w:auto\/h:auto\/q:mauto\/f:best\/https:\/\/i1.wp.com\/brandequity.economictimes.indiatimes.com\/images\/default.jpg?ssl=1&w=1600&resize=1600&ssl=1 1600w\" width=\"590\" height=\"442\" class=\"unveil\" loading=\"eager\" fifu-data-src=\"https:\/\/mlmjbqro95r8.i.optimole.com\/cb:bOxR.6a5\/w:auto\/h:auto\/q:mauto\/f:best\/https:\/\/i1.wp.com\/brandequity.economictimes.indiatimes.com\/images\/default.jpg?ssl=1\" data-src=\"https:\/\/etimg.etb2bimg.com\/photo\/129695566.cms\" alt><\/figure>\n<p>Dear Readers,<\/p>\n<p>This week, the media and entertainment industry underscored a powerful shift &#8211; one where marketing is no longer just about meeting demand, but actively shaping it; where global brands are rethinking how they connect with India; and where technology is poised to unlock an entirely new era of storytelling.<\/p>\n<p>From Uniqlo\u2019s push to build cultural relevance through sport and retail experience, to Vikram Sakhuja\u2019s sharp take on why marketing must move beyond fulfilment, and the growing promise of AI in reviving India\u2019s regional epics \u2014 the message is clear: the playbook is evolving, fast.<\/p>\n<p>Let\u2019s dive in.<\/p>\n<p><strong>Marketing is about demand creation, not just demand fulfilment: Vikram Sakhuja<br \/><\/strong><br \/>Madison Group\u2019s Vikram Sakhuja argues that modern marketing has become overly focused on capturing existing demand, rather than creating new demand \u2014 a shift he believes is limiting long-term brand growth.<\/p>\n<p><a href=\"https:\/\/brandequity.economictimes.indiatimes.com\/news\/media\/marketing-is-about-demand-creation-not-just-demand-fulfilment-vikram-sakhuja\/129623654?utm_source=top_news&amp;utm_medium=sectionListing\" data-type=\"tilCustomLink\" target=\"_blank\" class=\"news-keywords\">Read more..<\/a><\/p>\n<p><em>Why you should care: <\/em>In a data-driven world obsessed with performance metrics, Sakhuja\u2019s perspective is a reminder that brands need to invest in creativity and long-term equity \u2014 not just short-term conversions.<\/p>\n<p><!-- PROMOSLOT_M --><strong>India\u2019s storytelling treasure: How AI will finally unleash our regional epics<br \/><\/strong><br \/>With advances in AI, India\u2019s vast library of regional stories and folklore may finally find scalable, mainstream expression across formats and languages.<\/p>\n<p><a href=\"https:\/\/brandequity.economictimes.indiatimes.com\/news\/digital\/indias-storytelling-treasure-how-ai-will-finally-unleash-our-regional-epics\/129690896?utm_source=top_story&amp;utm_medium=homepage\" data-type=\"tilCustomLink\" target=\"_blank\">Read more..<\/a><\/p>\n<p><em>Why you should care:<\/em> AI isn\u2019t just a tech disruptor \u2014 it could be a cultural amplifier. For content creators and platforms, this opens up a massive opportunity to tap into underserved narratives and audiences across India.<\/p>\n<p><!-- PROMOSLOT_M --><strong>Uniqlo leans on digital, retail experience and sport to build brand awareness in India<br \/><\/strong><br \/>Global apparel brand Uniqlo is sharpening its India strategy by focusing on digital channels, immersive retail experiences, and sports-led storytelling, anchored by its partnership with cricketer Jasprit Bumrah.<\/p>\n<p><a href=\"https:\/\/brandequity.economictimes.indiatimes.com\/news\/business-of-brands\/uniqlo-leans-on-digital-retail-experience-and-sport-to-build-brand-awareness-in-india\/129601321?utm_source=most_read&amp;utm_medium=sectionListing\" data-type=\"tilCustomLink\" target=\"_blank\">Read more..<\/a><\/p>\n<p><em>Why you should care:<\/em> India is no longer just a growth market \u2014 it\u2019s a brand-building battleground. Uniqlo\u2019s approach highlights how global players must localise storytelling and integrate online-offline experiences to win consumer mindshare.<\/p>\n<p><strong>Stories you may have missed this week<br \/><\/strong><br \/><a href=\"https:\/\/brandequity.economictimes.indiatimes.com\/news\/business-of-brands\/sports-sponsorships-are-not-about-slapping-a-logo-on-a-field-jeff-shafer-lenovo\/129607659?utm_source=most_read&amp;utm_medium=sectionListing\" data-type=\"tilCustomLink\" target=\"_blank\" class=\"news-keywords\">Sports sponsorships are not about \u2018slapping a logo on a field\u2019: Jeff Shafer, Lenovo<\/a><\/p>\n<p><a href=\"https:\/\/brandequity.economictimes.indiatimes.com\/news\/business-of-brands\/sports-sponsorships-are-not-about-slapping-a-logo-on-a-field-jeff-shafer-lenovo\/129607659?utm_source=most_read&amp;utm_medium=sectionListing\" data-type=\"tilCustomLink\" target=\"_blank\" class=\"news-keywords\">Influencer marketing around IPL set to touch \u20b9700 crore in 2026: Report<\/a><\/p>\n<p><a href=\"https:\/\/brandequity.economictimes.indiatimes.com\/news\/media\/india-effectively-bans-real-money-gaming-with-new-law\/129657391?utm_source=top_news&amp;utm_medium=sectionListing\" data-type=\"tilCustomLink\" target=\"_blank\" class=\"news-keywords\">India effectively bans real-money gaming with new law<\/a><\/p>\n<p><a href=\"https:\/\/brandequity.economictimes.indiatimes.com\/news\/media\/indias-fast-growing-micro-drama-segment-faces-subscription-trust-hurdle\/129601533?utm_source=category_listing&amp;utm_medium=sectionListing\" data-type=\"tilCustomLink\" target=\"_blank\" class=\"news-keywords\">India\u2019s fast-growing micro-drama segment faces subscription trust hurdle<\/a><\/p>\n<p><a href=\"https:\/\/brandequity.economictimes.indiatimes.com\/news\/media\/mibs-ott-accessibility-norms-challenged-in-delhi-hc-over-alleged-disability-law-breach\/129646693?utm_source=top_news&amp;utm_medium=sectionListing\" data-type=\"tilCustomLink\" target=\"_blank\" class=\"news-keywords\">MIB\u2019s OTT accessibility norms challenged in Delhi HC over alleged disability law breach<\/a><\/p>\n<p><!-- PROMOSLOT_M -->We hope you enjoyed this week\u2019s roundup of the key stories shaping India\u2019s media and entertainment landscape.<\/p>\n<p>Your voice matters! Join the conversation, share your perspectives, or tell us which trends are catching your attention. Connect with us on LinkedIn at @ETBrandEquity \u2014 we love hearing from our readers.<\/p>\n<p>Stay tuned for next week\u2019s newsletter for more insights, analysis, and stories from the world of media and entertainment.<br \/>\u2014 Team ETBrandEquity <!-- Category Most Read Placement --> <\/p>\n<div class=\"bottom-author-detail-tag\">\n<div class=\"bottom-author-detail\">\n<ul class=\"article-publish-date\"> &lt;!&#8211; <\/p>\n<li> Updated On Mar 20, 2026 at 01:45 PM IST<\/li>\n<p> &#8211;&gt; <\/p>\n<li>Published On Mar 20, 2026 at 01:31 PM IST<\/li>\n<p> &lt;!&#8211; <\/p>\n<li class=\"desktop-view\">2 min read<\/li>\n<p> &#8211;&gt; <\/ul>\n<\/p><\/div>\n<\/p><\/div>\n<p> <!-- Comment Section --> <!-- Comment Section --> <\/p>\n<div class=\"subscription-in-article\">\n<div aria-label=\"Top Newsletter Subscription Section\" class=\"top-newsletter-subs\">\n<div class=\"subscription-section hide\">\n<div class=\"inner-subscription\">\n<p><h2>Join the community of 2M+ industry 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<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>&#8230; connect with India; and where <span class=\"match\">technology<\/span> is poised to unlock an entirely &#8230; care: AI isn\u00e2\u0080\u0099t just a <span class=\"match\">tech<\/span> disruptor \u00e2\u0080\u0094 it could be a cultural 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