The world of advertising and marketing is evolving at an unprecedented pace, driven by shifting consumer behavior, media fragmentation, and the rapid advancement of artificial intelligence. To dissect these complex changes, an esteemed panel of industry veterans came together at StreamNext 2025 by Amazon MX Player for an engaging discussion on the future of brand-building in the digital era.
The session was moderated by Suhail Seth, a well-known adman, strategist, and commentator on branding and consumer behavior. Joining him on the panel were two stalwarts of the Indian advertising and marketing industry—Piyush Pandey, the former Chairman of Global Creative at Ogilvy and recipient of the prestigious Padma Shri award for his contribution to advertising, and Harish Bhat, Brand Custodian at Tata Group, an author, and a marketing thought leader known for his deep insights into brand trust and storytelling.
Their conversation touched upon key themes such as the power of personalisation, the role of influencers, the impact of AI on creativity, and the increasing importance of brand trust in a rapidly changing digital landscape.
Winning Hearts: The Timeless Core of Branding
Setting the tone for the discussion, Piyush Pandey emphasized that regardless of technological advancements, branding remains an emotional game.“Whatever the medium, if you can’t touch the hearts of people, then forget about it” added Pandey.
He pointed out that brands are not built in factories or boardrooms but in the hearts of consumers. Whether advertising through print, television, digital platforms, or AI-driven channels, the fundamental rule remains unchanged—brands that fail to create an emotional connection will struggle to survive.
Harish Bhat reinforced this view, highlighting the importance of both trust and emotional resonance in brand-building. He cited the example of Tata Salt, which was originally launched to address iodine deficiency in India. Over the years, the brand has continued to evolve, now offering iron-fortified variants to combat anemia. According to Bhat, the secret to Tata Salt’s enduring success lies in its ability to stay relevant while maintaining consumer trust. “Brand loyalty is built through trust and storytelling. Whether in print, television, or digital, this fundamental truth will never change”, said Bhat.
Personalisation: The Double-Edged Sword
With today’s highly fragmented media landscape, brands are turning to hyper-personalisation to engage consumers on a more intimate level. Harish Bhat shared how Tata Tea has successfully implemented this strategy by tailoring its blends, advertising, and packaging for different regions across India. “Tata Tea has embraced hyper-personalisation by crafting state-specific blends and messaging. The idea is simple: ‘Desh ki chai, lekin pradesh ki pasand’ (The nation’s tea, but the state’s choice)”, added Bhat.
However, Piyush Pandey cautioned against excessive fragmentation, warning that brands must strike a balance between localisation and broad appeal.“You cannot create an ad for every individual. Instead, brands should focus on creating cultural connections at a community level” he added.
The Rise of Influencers: A Marketing Revolution or Overhyped Trend?
The conversation then shifted to the explosive rise of social media influencers and their growing role in shaping brand narratives. Suhail Seth posed a thought-provoking question about whether influencers truly hold sway over consumers or if their impact is overstated. “Today, there are more influencers than functioning traffic lights. But do consumers really trust them?”
Piyush Pandey offered a reality check, arguing that while influencers can be valuable, brands must carefully assess their credibility and reach.“Clients need to wake up to the reality that not every so-called influencer is impactful. If consumers don’t even know their names, why would they trust them?”
On the other hand, Harish Bhat acknowledged that authentic influencers—who are genuinely passionate about their category—can be more effective than celebrities who endorse multiple brands at once.“Influencers can be more credible than celebrities if they are genuinely connected to the product category. The key is selecting the right voices at the right touchpoints.”
Artificial Intelligence: Creativity’s Biggest Challenge or Greatest Ally?
As artificial intelligence continues to disrupt industries, advertising is no exception. With AI now capable of generating ad visuals, writing copy, and analyzing consumer sentiment, the discussion naturally turned to whether technology might replace human creativity.
Piyush Pandey dismissed this notion, asserting that AI remains a tool rather than a creator.“AI cannot do what has never been done before. It still needs a human mind to spark an idea.”
Harish Bhat broke down advertising into three key dimensions—visual energy, factual energy, and emotive energy—explaining that AI can certainly assist with visuals and data-driven insights, but emotional storytelling remains uniquely human.“AI can improve visual execution, but emotional storytelling is still a uniquely human skill.”
Brand Reputation in the Age of Digital Scrutiny
The digital age has made brand reputation more vulnerable than ever, with social media amplifying both praise and criticism in real-time. Addressing this challenge, Suhail Seth asked how brands should navigate digital trolling and crisis management.
Piyush Pandey stressed the importance of authenticity and resilience, arguing that brands with a strong purpose and trust foundation are less susceptible to short-term reputational damage. “Brands with a strong soul and purpose are less vulnerable to digital attacks. If you build trust consistently, short-term negativity won’t shake consumer confidence.”
Harish Bhat added that digital reputation management is no longer optional—it’s an essential skill. However, he cautioned against knee-jerk reactions to every online comment. “Not every online comment deserves a response. Brands must master the art of agility—knowing when to act and when to remain silent.”
As the discussion drew to a close, Suhail Seth summarized the key takeaways from the session. The panelists agreed that while media and technology will continue to evolve, the fundamental principles of brand-building will remain constant.
