‘With evolving consumer demand, role of advertising has altered dynamically’

Changing consumer patterns have advertisers worried. With consumers being in control of the media they consume and how they consume it, advertisers are forced to adapt to the changing media environment. The time has come to explore options beyond traditional advertising, maintained industry experts at The Indian Society of Advertisers’ (ISA) Conference.

Sunil Kataria, CEO, India & SAARC, Godrej Consumer Products Limited (GCPL), said the Indian advertising and marketing industry has evolved in terms of market size, quality of work and technological advancement.