Video has become a 'daily' habit. India is not just Mobile First but is now a Video First Country as well. For Brands this is a new normal & unfortunately there are no shortcuts in winning with this user who is more curious, demanding & Impatient. Your brand is competing not with others in the category but you are competing with the best experience a consumer has ever had. Look forward to sharing some thoughts on how best brands do this and a framework to help guide your decisions !