Several campaigns also lean on popular culture, including Bollywood nostalgia and Ayurveda, to connect with audiences. Celebrity appearances continue to feature, but often within storylines rooted in ...

As ownership rules tighten under the policy, TAM may struggle to front a ratings agency but could still shape the next industry currency from behind ...

As BARC reapplies, the new policy tests new entrants, clarifies platform data boundaries and may push the industry into another data-dark phase in the interim ...

Industry executives say the real gap is not simple platform view counts, but the absence of clarity on commercial use, disclosures and oversight ...