India, April 8 -- Haven't you been drawn into a compelling video while browsing the net - only to realise midway that it was actually an advertisement? But, by then, the well-crafted and incredibly designed content has captured your attention.

The product has jostled into your mindspace. And, the job is done.

In today's video-first world, short-form content, live streams, and interactive videos dominate our screens, grabbing our attention instantly. Brands have long shifted from static, text-heavy ads to dynamic video ads. The move aligned perfectly with the smartphone-armed, billion-plus Indian consumers.

A shift to video ads wasn't enough to create top-of-the-mind recall in a discerning consumer class that relies heavily on personali...