Marketing Today

Tết 2026 remains a critical peak season for the FMCG industry, but the context has changed. As consumers become more cautious, prioritizing reassurance, value, and relevance over deep discounts, traditional Tết campaigns are gradually losing effectiveness. This shift raises a new question for FMCG brands: what should be done, and how, to sustain growth during a more cautious and value-driven Tết season?

Today, the conversation among marketers in India has shifted. The debate is no longer about whether digital advertising works; it is about whether it delivers on its full promise and drives real business results. As digital continues to expand, complexity grows: more channels, more formats, and more audience data, all against a backdrop of heightened consumer expectations. Teams are

Brand purpose used to be about telling a good story. A compelling narrative and the right emotional cues were usually enough to signal what a brand stood for.  Gen Z changed the rules.  They aren’t impressed by polished manifestos or high-budget launch videos. They scroll fast, they screenshot faster, and they cross-reference everything. When a message feels inconsistent

The marketing world has been in a long, dramatic goodbye with cookies. But the end of tracking isn’t a disaster. It’s a return to fundamentals.  Here is the reality: Cookies are declining. Tracking is harder. Attribution is messier. But this isn’t the catastrophe it’s often made out to be. If anything, the cookie era trained us to expect clean answers to messy human

The defining shift in marketing for 2026 is structural. AI is no longer a tool marketers deploy at the edges of the organisation; it is increasingly the system coordinating how growth decisions are made. Planning, creative, media, and commerce are being connected through machine-led workflows that learn faster than traditional operating models can adapt. For