How to create content for India's changing times

People value and trust branded content if it's done in a way that is relevant to their needs, and brands can generate up to 300% more leads from organic content.

Marketers today are gung-ho about branded content because it leads to great results, says Rubeena Singh, CEO at iProspect, which represents 160 brands in India as part of the Dentsu Aegis umbrella of agencies.

Content marketing, she believes, offers brands the chance to humanise themselves and make themselves relevant to consumers on a personal level in India.

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