Across the world, brands are waking up to the need to be part of larger cultural narratives. But being ‘woke’ brings its own challenges.

Brands have always been storytellers, but new platforms bring with them opportunities and complexities that warrant a tweaking of the craft. Welcome to transmedia storytelling.

Chocolate is not something I would share with a friend, but this message on the (real) wall of The Chocolate Room in Bengaluru caught my attention -- "Visit facebook.com/tcrblr and gift your friend a chocolate drink".