Ekalavya Bhattacharya, Head of Digital, MTV India, says that people know exactly what they want when they are on the internet. Thus content consumption is evolving, and people are shunning advertisements day by day. In this ever-evolving modern digital age, brands should invest in digital properties to reach out to their audience.

In this video, he also mentions that when a brand thinks about digital properties, it should consider points like utility, immersive pieces of content, brand recall, etc.

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