MUMBAI: Once upon a brand… In a world flooded with content, the magic of storytelling remains the ultimate spell to captivate audiences and cash in on consumer loyalty.
At the launch of the M&E report Ficci Frames 2025, industry titans came together to discuss the growing influence of curated storytelling in advertising, proving that a well-told narrative isn’t just about selling a product, it’s about building a brand that lives in people’s hearts and minds.
With television and OTT platforms continuing to dominate audience engagement, storytelling has evolved into a strategic art form, transforming advertisements from mere promotions into cultural touchpoints. Whether in entertainment, sports, or news, audiences forge deep emotional bonds with stories, elevating characters into household names and making brands an intrinsic part of their daily lives.
Moderated by Madison Media & OOH group CEO Vikram Sakhuja, the panel featured industry leaders: Ajit Varghese (JioStar), Prasanth Kumar (GroupM), Ashwin Moorthy (Godrej Consumer Products Ltd ), and Ashish Sehgal (Zee Entertainment Enterprise Ltd.). Together, they dissected how brands can maximise the power of storytelling to boost engagement, drive conversions, and optimise their return on media investments.
The panelists agreed on one fundamental truth: storytelling isn’t just about visibility, it’s about relatability. In today’s digital landscape, where consumers are bombarded with advertisements, the challenge isn’t just to be seen but to be remembered. The secret? Emotionally resonant narratives that seamlessly integrate brand messaging into content that audiences already love.
"The most impactful ads don’t feel like ads at all," said Ajit Varghese. "They are stories that resonate, narratives that connect, and moments that become part of popular culture."
Prasanth Kumar echoed this sentiment, explaining that consumer trust is no longer built on frequency alone but on emotional relatability. “You can buy eyeballs, but you have to earn loyalty,” he pointed out, emphasising the importance of crafting stories that entertain rather than interrupt.
With digital fatigue setting in and audiences gaining more control over what they watch and how they engage, traditional advertising tactics are losing effectiveness. This is where professionally curated storytelling steps in, offering brands a way to naturally embed themselves into content without disrupting the viewing experience.
It’s no coincidence that brands that invest heavily in storytelling are also the ones driving stronger consumer recall and, ultimately, better business. With OTT platforms enabling hyper-personalised targeting, advertisers are no longer casting a wide net but rather crafting messages that resonate with specific audience segments.
"The beauty of curated storytelling is that it allows for a seamless blend of brand messaging within content that audiences already love," said Ashwin Moorthy. "It’s not about pushing a product; it’s about making it an organic part of the consumer’s experience."
This shift is evident in the way brands are reimagining their advertising strategies. Instead of simply placing an ad between episodes, brands are now becoming part of the narrative itself. From cleverly placed product integrations in OTT series to brand-led storytelling that feels like high-quality entertainment rather than a sales pitch, advertisers are realising that the most effective marketing doesn’t feel like marketing at all.
And the numbers back it up. A well-executed brand story doesn’t just build awareness, it drives action. Whether it’s increased purchase intent, higher engagement, or stronger customer retention, storytelling delivers tangible returns. As ad spends increasingly tilt towards premium content collaborations, brands are moving away from traditional formats and investing in innovative, immersive narratives that blur the lines between content and commerce.
Looking ahead, the advertising industry is undergoing a seismic shift. Gone are the days when commercials were an unwelcome interruption. Today’s audiences demand content that is engaging, relevant, and seamlessly integrated into their viewing experience. The most successful brands will be those that adapt to this new reality, using storytelling to create experiences rather than just advertisements.
Ashish Sehgal summed it up perfectly: "Tomorrow’s best ads will not feel like ads. They will be experiences, seamless, engaging, and deeply personal."
The panel also touched on the growing importance of trust and credibility in advertising. With misinformation and ad fatigue on the rise, consumers are becoming more discerning about the content they engage with. This places a greater responsibility on brands to ensure that their storytelling is not just compelling but also ethical and authentic.
For advertisers, the message is clear: investing in storytelling is no longer optional, it’s essential. In an era where consumers can skip, mute, and scroll past traditional ads, the brands that win will be the ones that weave themselves into the narratives people love.
As the session wrapped up, one thing was certain, whether on TV, OTT, or digital platforms, the future of advertising belongs to those who tell the best stories. Because at the end of the day, great marketing isn’t just about selling a product. It’s about making people believe in a story and wanting to be part of it.
