Mumbai: NDTV Profit has launched The Hook, a new show focused on advertising, marketing, creators, culture, technology and the evolving business of influence in today’s attention-driven economy.
Anchored by NDTV’s Alex Mathew and Aayush Ailawadi, The Hook will explore the ideas, campaigns and brand strategies that cut through an increasingly cluttered media landscape where consumers are constantly scrolling, shopping and consuming content across platforms.
The show was officially introduced at Goafest 2026 through a special session titled “All About Ads: The Hook Between Attention, Emotion and Recall.” The discussion was led by Rahul Kanwal, CEO and Editor-in-Chief, NDTV, along with Alex Mathew, Associate Executive Editor, NDTV Profit. The panel featured industry leaders including Darshana Shah, Seasoned Marketing Professional; Rana Barua, Group Chief Executive Officer, Havas India, Southeast Asia and North Asia (Japan and South Korea); Rohit Kapoor, Chief Executive Officer, Swiggy; and Sam Balsara, Chairman, Madison World.
The launch marks a contemporary evolution of All About Ads, one of Indian television’s early and recognised shows focused on advertising and marketing. NDTV said The Hook aims to take that legacy into a modern media environment shaped by creators, AI, algorithms, data and culture-led branding.
The show will examine themes such as AI in advertising, creator economy trends, personalisation, performance marketing, Bharat-focused storytelling, platform dynamics and consumer behaviour, while analysing the business outcomes behind successful campaigns.
Speaking on the launch, Rahul Kanwal, CEO and Editor-in-Chief, NDTV, said, “NDTV has had a long association with the advertising and marketing community, and All About Ads was an important part of that journey. With The Hook, we are taking that legacy into a very different media moment. The world of advertising today is no longer only about campaigns and visibility; it is about culture, technology, influence and trust. NDTV Profit will bring intelligence, sharpness and credibility to this conversation, and examine why some ideas travel, why some brands endure, and why some campaigns become part of popular culture.”
Unlike conventional studio-led discussions, The Hook will feature conversations and insights from agency war rooms, brand offices, creator spaces, live events, activations and consumer environments. The show will include perspectives from CMOs, creative leaders, media planners, influencers, technology experts and digital disruptors.
Speaking about the concept behind the show, Aayush Ailawadi said, “The biggest campaign is not always the best campaign. The real power lies in the hook – that one sharp truth, emotion, tension or idea that makes people stop, watch, remember and respond. In a world of reels, AI and endless content, originality and authenticity have become the real premium. That is what this show will look for.”
Sharing insights into the editorial approach, Alex Mathew said, “Every brand wants attention, but attention without a hook disappears quickly. This show will ask what makes a campaign memorable, measurable, and meaningful. We will look at advertising not just as creativity, but as business strategy, consumer behaviour, data, media and culture coming together.”
The Hook will launch as a fortnightly digital-first show, with television episodes airing on NDTV Profit. The content will also be amplified across NDTV’s digital and social platforms through short-form clips and deep-dive conversations.
With The Hook, NDTV Profit aims to create a sharper and more analytical conversation around advertising and marketing in an era increasingly defined by attention economics, digital influence and rapidly shifting consumer behaviour.
