'Unlocked' consumers and the changes we'll possibly see in their daily behaviour - some fun musings and scenarios.

As millennials and Gen Zers take over creative departments across agencies, is the creative brief, as we know it, good enough? Or, can it get better?

The heightened sense of hygiene will create new challenges for brands, not only in the service sector, but also in the manufacturing sector

What happens to brand loyalty when supply drives purchase, questions Anchit Chauhan, when he is forced to buy a toothpaste (brand) he otherwise wouldn't have bought

Here are some of the ways in which the behaviour of the Indian consumer might evolve in the imminent future.