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antora chakraborty STORIES

antora chakraborty

Correspondent

antora.chakraborty@exchange4media.com

@

Fuelled by curiosity and an eagerness to learn, I’m fresh out of college and now reporting on the Advertising and Marketing Industry. I'm keen to explore how storytelling meets marketing and how brands speak to hearts, not just markets. I believe the best stories live between data and emotion. Every campaign, to me, is a conversation waiting to be understood.


IMPACT Stories
A Twisted Love Story: How Shoefix and Blinkit Fixed a Broken ‘Jodi’
BY Antora Chakraborty

IMPACT Stories
What Will Take India’s AdEx to ₹2.01 Lakh Crore? TYNY 2026 Explains
BY Antora Chakraborty

IMPACT Stories
VIDEO INTERVIEW: Rahul Shukla of Titan on why a World Chess Champion suits the brand
BY Antora Chakraborty

Creative Zone
Ads in Focus
BY Antora Chakraborty

CMO Interview
The 360° Cover Drive
BY Antora Chakraborty

IMPACT Stories
Europe Is Open. Are Indian Brands Ready to Build?
BY Antora Chakraborty

IMPACT Stories
How Brands Can Win the CX Race: Insights from Havas CX Global CEO David Shulman
BY Antora Chakraborty

Cover Story
Influence Under The Scanner
BY Antora Chakraborty

IMPACT Stories
How Did a Croissant Find Its Place in India?
BY Antora Chakraborty

More From Impact
Is Rohit Sharma’s Padma Shri driving renewed brand interest?
BY Antora Chakraborty

IMPACT Stories
Hyundai leans into cricket’s ‘Deewangi’ with a 360° ICC T20 World Cup 2026 campaign
BY Antora Chakraborty

Creative Zone
Best Ads in January 2026
BY Antora Chakraborty

CMO Interview
Tanishq Stays Natural
BY Antora Chakraborty

Interview
Fully Furnished
BY Antora Chakraborty

Interview
Built in India
BY Antora Chakraborty

Talking Point
Pay Per Ping
BY Antora Chakraborty

IMPACT Stories
'For some of life’s 'Moments', only a natural diamond will do'
BY Antora Chakraborty

IMPACT Stories
What’s the Click-Through Rate of Branded Full-Train?
BY Antora Chakraborty

Spotlight
Tale Of Two Diamonds
BY Antora Chakraborty

CMO Interview
Ferrero’s Golden Touch
BY Antora Chakraborty

IMPACT Stories
'In 2026, outdoor will finally move at the speed of data and decision-making'
BY Antora Chakraborty

IMPACT Stories
‘Be the Challenger or Be Challenged’
BY Antora Chakraborty

IMPACT Stories
VIDEO INTERVIEW: MVS Murthy of Federal Bank on the brand’s refreshed identity
BY Antora Chakraborty

IMPACT Stories
‘OOH in 2026 will be about buying moments, not locations’
BY Antora Chakraborty

IMPACT Stories
‘Media mixes will be shaped by how people actually consume content today’
BY Antora Chakraborty

IMPACT Stories
‘DOOH will evolve into precision-led OOH’
BY Antora Chakraborty

IMPACT Stories
‘Visibility is cheap, but attention is the premium currency’
BY Antora Chakraborty

IMPACT Stories
‘By 2026, AI will be an indispensable cornerstone driving competitive advantage’
BY Antora Chakraborty

IMPACT Stories
'Dynamic, data-driven digital screens are reshaping outdoor media advertising'
BY Antora Chakraborty

IMPACT Stories
'In 2026 the defining trend is ‘Mastering the Many Indias'
BY Antora Chakraborty

Creative Zone
Best Ads of December 2025
BY Antora Chakraborty

Spotlight
Cleared For Branding
BY Antora Chakraborty

CMO Interview
‘No More’ Noise
BY Antora Chakraborty

IMPACT Stories
Why is Tata telling two Diamond stories at once?
BY Antora Chakraborty

IMPACT Stories
Pexpo’s Dhurandhar Marketing: Vedant Padia on the Brand’s Growth Playbook
BY Antora Chakraborty

More From Impact
Is Christmas, the Weaker Sibling in India’s Festive Advertising Market?
BY Antora Chakraborty

IMPACT Stories
Where Social Media Meets Commerce: WPP Media and Meta’s New Playbook
BY Antora Chakraborty

Creative Zone
Ads in Focus
BY Antora Chakraborty

Spotlight
Brought To You By... ‘Reality TV’
BY Antora Chakraborty

IMPACT Stories
VIDEO INTERVIEW: Lara Dutta on Why Arias x Shisenfox Was the Right Eyewear Partnership
BY Antora Chakraborty

IMPACT Stories
Copy, Compete or Confuse? Inside India’s Lookalike Packaging Playbook
BY Antora Chakraborty

Spotlight
Sensory Upswing
BY Antora Chakraborty

CMO Interview
Azaadi: The Nobel Way
BY Antora Chakraborty

IMPACT Stories
VIDEO INTERVIEW: Ajith Mohan Karimpana breaks down Furlenco’s next phase of growth
BY Antora Chakraborty

IMPACT Stories
VIDEO INTERVIEW: Why is DSP Mutual Fund choosing Silence over Noise in Finance Advertising
BY Antora Chakraborty

Creative Zone
Hall of Fame: Best Ads of November 2025
BY Antora Chakraborty

Talking Point
Is Sorry Enough?
BY Antora Chakraborty

IMPACT Stories
Auto Ad Spend Is Surging, is FMCG’s Decades-Long Dominance Finally Under Threat?
BY Antora Chakraborty

Talking Point
From Free to Fee?
BY Antora Chakraborty

IMPACT Stories
Battle of the Binges: Stranger Things' Fantasy vs The Family Man's Relatability
BY Antora Chakraborty

IMPACT Stories
VIDEO INTERVIEW: Kartik Johari Breaks Down Nobel Hygiene’s 2025 Marketing Priorities
BY Antora Chakraborty

Creative Zone
Ads in Focus
BY Antora Chakraborty

Interview
Dot By Dot, Awareness Grows
BY Antora Chakraborty

IMPACT Stories
Bihar vs New York: Which method will write India's next political playbook?
BY Antora Chakraborty

IMPACT Stories
Tata Motors Reboots the Sierra as a Cultural Brand, Not Just an SUV
BY Antora Chakraborty

Spotlight
When Annoying Ads Are Good
BY Antora Chakraborty

IMPACT Stories
VIDEO INTERVIEW: Nitin Saini of Mondelez India on Launching Lotus Biscoff in India
BY Antora Chakraborty

IMPACT Stories
Mapping India’s Future: How Mappls is Challenging Google’s Decade of Dominance
BY Antora Chakraborty

Impact Feature
India’s Protein Push
BY Antora Chakraborty

IMPACT Stories
VIDEO INTERVIEW: SBI Life on Making ‘Thanks-A-Dot’ a Masterclass in Purpose-led Branding
BY Antora Chakraborty

IMPACT Stories
Virat Kohli: The Brand That Inspires Millions
BY Antora Chakraborty

CMO Interview
Profit Meets Prudence
BY Antora Chakraborty

Impact Feature
The Attention Election
BY Antora Chakraborty

IMPACT Stories
#FirstonIMPACT: Sandeep Walunj moves on from Motilal Oswal Financial Services
BY Antora Chakraborty

IMPACT Stories
VIDEO INTERVIEW: Sandeep Walunj of Motilal Oswal on Simplifying Investing Across India
BY Antora Chakraborty

IMPACT Stories
VIDEO INTERVIEW: Mahima Chaudhry on SBI Life’s ‘Thanks-A-Dot’ and breast health awareness
BY Antora Chakraborty

IMPACT Stories
AI-Powered Diwali Campaigns Illuminate Consumer Engagement in 2025
BY Antora Chakraborty

Interview
Sintex: Clean by Design
BY Antora Chakraborty

IMPACT Stories
From Moments to Movements: The Rise of Experiential Marketing
BY Antora Chakraborty

IMPACT Stories
SRK’s Lockable Reel Shows Why Exclusivity Is the New Engagement Hack
BY Antora Chakraborty

IMPACT Stories
Is Tharoor India’s Next Media Muse?
BY Antora Chakraborty

IMPACT Stories
The Tharoorian Effect
BY Antora Chakraborty

Spotlight
Brands Sell Swadeshi Swag
BY Antora Chakraborty

IMPACT Stories
VIDEO INTERVIEW: Gunjan Soni on Making YouTube India the Next Shopping Destination
BY Antora Chakraborty

Creative Zone
Ads in Focus
BY Antora Chakraborty

IMPACT Stories
YouTube India Goes Shoppable
BY Antora Chakraborty

CMO Interview
The Rebel Recipe
BY Antora Chakraborty

IMPACT Stories
Rappers, Rhymes & ROI: When Hip-Hop Became the Soundtrack of Indian Ads
BY Antora Chakraborty

IMPACT Stories
Reel Talk: Episodic Storytelling gets an Instagram Uplift
BY Antora Chakraborty

IMPACT Stories
Tharoorisation of Football
BY Antora Chakraborty and Neeta Nair

More From Impact
Wok-ing The Streets
BY Antora Chakraborty

IMPACT Stories
VIDEO INTERVIEW: Actor Pratik Gandhi on Championing India’s Startup Dream
BY Antora Chakraborty

IMPACT Stories
Startups Get Their Stage: Ideabaaz Launches at NSE with Pratik Gandhi as Host
BY Antora Chakraborty

Cover Story
Q-up for Ads
BY Antora Chakraborty

IMPACT Stories
Not just cricket: How Dhoni redefined celebrity endorsements
BY Antora Chakraborty

IMPACT Stories
Asia Cup Live in Cinemas: A New Arena for Brands to Engage Fans?
BY Antora Chakraborty

IMPACT Stories
Nishant Kedia maps out Rebel Foods’ 2025 marketing strategies
BY Antora Chakraborty

More From Impact
Binge-Branding
BY Antora Chakraborty

Talking Point
A Sadhya Of Ad Spends
BY Antora Chakraborty

IMPACT Stories
Havas India Launches Gate One in India to Drive Outcome-Led Consulting Transformation
BY Antora Chakraborty

IMPACT Stories
Onam 2025: Brands Turn Kerala’s Festival Into India’s Marketing Arena
BY Antora Chakraborty

IMPACT Stories
Global Flair, Indian Roots: The Hidden Stories Behind Famous Brand Names
BY Antora Chakraborty

Spotlight
Updating the Social Game
BY Antora Chakraborty

CMO Interview
The Incred-ible Playbook
BY Antora Chakraborty

IMPACT Stories
Inside CEAT’s CIRCL: CMO Lakshmi Narayanan on One of India’s First Sustainable Tyres
BY Antora Chakraborty

Spotlight
The Unexpected MVPs of Brand Campaigns!
BY Antora Chakraborty

IMPACT Stories
Blinkit’s Parental Controls Spark Debate: Digital Safety or Moral Policing?
BY Antora Chakraborty

IMPACT Stories
VIDEO INTERVIEW: Vikas Iyer on Chinese Wok’s Tier-2 push, IPL bets & growth plans
BY Antora Chakraborty

IMPACT Stories
GPT-5: Upgrade or Misstep?
BY Antora Chakraborty

Talking Point
System Update: Rebooted
BY Antora Chakraborty

TOP STORY

‘Is traditional TV a magnet for growth— the honest answer is: no, not by itself’

Ajit Varghese, Partner & Group CEO, Madison on why growth lies beyond traditional TV, inside large screen systems and digital-first ecosystems


‘India has moved from an expansion phase to an allocation phase’


Digital Eclipsing Traditional AdEx


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