MAM
Data privacy maze- Five key points for marketing compliance
Mumbai: While I was thinking about some of the most pressing topics globally, this subject struck a chord as one of the most globally talked and debated, specifically in the domain of marketing & advertising.
In today’s digital age, where information is currency, data privacy has become a critical concern for consumers and businesses alike. Marketers find themselves at the crossroads of utilizing customer data for personalized experiences and respecting privacy regulations.
Navigating this complex landscape requires a keen understanding of key issues and proactive strategies to ensure marketing compliance. Here are five crucial points for marketers to consider:
1. Regulatory Landscape and Compliance Challenges
The Challenge
The global regulatory landscape for data privacy is rapidly evolving, with stringent laws such as GDPR in Europe, CCPA in the United States, and various other regional regulations. Navigating these diverse frameworks poses a significant challenge for marketers who operate on a global scale.
With respect to India, the recent Digital Personal Data Protection Act, 2023 emerges as a historic milestone in digital rights after it was passed by the Lower House of Parliament (the Lok Sabha) and the Upper House of Parliament (the Rajya Sabha) followed by Presidential assent making it a law of the land. With privacy at its core, this landmark legislation would empower individuals, redefine business practices, and usher in a new era of responsible data handling. The Act regulates the governance of personal data collected by organisations, and aims at protecting the individual’s privacy by empowering them with rights over the manner in which their data is processed.
Probable Solution
Marketers need to invest time and resources in understanding the specific requirements of each region they operate in. Establishing a robust compliance framework that aligns with the strictest regulations ensures a universal standard. Regularly update privacy policies and ensure that marketing teams are well-versed in the nuances of compliance in different jurisdictions. With respect to India, I find the below key highlights bearing a powerful torch in the right direction.
Data processing agreements mandatory before outsourcing activities to third parties
Periodic Data Protection Impact Assessments made mandatory for Significant Data Fiduciary
Lawful basis of processing consolidated to consent and certain legitimate uses
Data localisation rules relaxed allowing transfers across jurisdictions unless specifically notified
2. Consent Management and Transparency
The Challenge
Obtaining explicit and informed consent from users for collecting and using their data is a fundamental requirement. However, ensuring transparency and providing users with a clear understanding of how their data will be used can be challenging.
Probable Solution
Implement a transparent and user-friendly consent management system. Clearly communicate the purposes of data collection and usage through easily accessible privacy policies. Use plain language to articulate the terms of consent and offer users granular control over their preferences. Regularly review and update consent mechanisms to stay in line with evolving regulations and consumer expectations.
3. Data Security and Breach Preparedness
The Challenge
Data breaches are a constant threat, and the repercussions can be severe, damaging both consumer trust and a brand’s reputation. Marketers must ensure that the data they collect is stored securely and take proactive measures to prevent unauthorized access.
Probable Solution
Invest in robust data security measures, including encryption, access controls, and regular security audits. Implement a comprehensive incident response plan to mitigate the impact of a potential breach. Transparently communicate with users in the event of a breach, detailing the steps taken to address the issue and protect their data.
4. Adapting to Emerging Technologies
The Challenge
As marketing technologies evolve, the methods of data collection and processing become more sophisticated. Staying compliant with existing regulations while adopting innovative technologies, such as AI and machine learning, can be a delicate balancing act.
Probable Solution
Prioritize data protection by design when implementing new technologies. Conduct thorough impact assessments to identify and address potential privacy risks associated with emerging tools. Keep abreast of industry guidelines and collaborate with legal and compliance teams to ensure that innovative marketing strategies align with existing regulations.
5. Cross-Border Data Transfers
The Challenge
In a globalized world, companies often transfer customer data across borders for various reasons, including processing and storage. However, doing so without violating data protection laws presents a complex challenge.
Probable Solution
Leverage legal mechanisms such as Standard Contractual Clauses (SCCs) or Binding Corporate Rules (BCRs) to legitimize cross-border data transfers. Assess the data protection laws of both the source and destination countries and ensure that the chosen mechanism complies with these regulations. Regularly review and update data transfer mechanisms to align with any changes in legislation.
In conclusion, achieving data privacy and marketing compliance requires a proactive and adaptable approach. By understanding and addressing these key points, marketers can not only navigate the complexities of the current regulatory landscape but also build trust with consumers, fostering long-term relationships in an era where data privacy is paramount.
The author of this article is Shisham Digital CMO Ankoor Dasguupta.
Digital
Content India 2026 opens with a copro pitch, a spice evangelist and a £10,000 prize for Indian storytelling
Dish TV and C21Media’s three-day summit puts seven ambitious projects before an international jury, and two walk away with serious development money
MUMBAI: India’s content industry gathered in Mumbai this March for Content India 2026, a three-day summit organised by Dish TV in partnership with C21Media, and it wasted no time making a statement. The event opened with a Copro Pitch that put seven scripted and unscripted television concepts before an international panel of judges, and by the end of it, two projects had walked away with £10,000 each in marketing prize money from C21Media to support development and international promotion.
The jury, comprising Frank Spotnitz, Fiona Campbell, Rashmi Bajpai, Bal Samra and Rachel Glaister, evaluated a shortlist that ranged from a dark Mumbai comedy-drama about mental health (Dirty Minds, created by Sundar Aaron) to a Delhi coming-of-age mystery (Djinn Patrol, by Neha Sharma and Kilian Irwin), a techno-thriller about a teenage gaming prodigy (Kanpur X Satori, by Suchita Bhatia), an investigative crime drama blending mythology and modern thriller (The Age of Kali, by Shivani Bhatija), a documentary on India’s spice heritage (The Masala Quest, hosted by Sarina Kamini), a documentary on competitive gaming (Respawn: India’s Esports Revolution, by George Mangala Thomas and Sangram Mawari), and a reality-horror competition merging gaming and immersive fear (Scary Goose, by Samar Iqbal).
The session was hosted by Mayank Shekhar.
The two winners were Djinn Patrol, backed by Miura Kite, formerly of Participant Media and known for Chinatown and Keep Sweet: Pray & Obey, with Jaya Entertainment, producers of Real Kashmir Football Club, also attached; and The Masala Quest, created and hosted by Sarina Kamini, an Indian-Australian cook, author and self-described “spice evangelist.”
The summit also unveiled the Content India Trends Report, whose findings made for bracing reading. Daoud Jackson, senior analyst at OMDIA, set the tone: “By 2030, online video in India will nearly double the revenue of traditional TV, becoming the main driver of growth.” He noted that in 2025, India produced a quarter of all YouTube videos globally, overtaking the United States, while Indians collectively spend 117 years daily on YouTube and 72 years on Instagram. Traditional subscription TV is declining as free TV and connected TV gain ground, forcing broadcasters to innovate. “AI-generated content is just 2 per cent of engagement,” Jackson added, “highlighting the dominance of high-quality human content. The key for Indian media companies is scaling while monetising effectively from day one.”
Hannah Walsh, principal analyst at Ampere Analysis, added hard numbers to the picture. India produced over 24,000 titles in January 2026 alone, with 19,000 available internationally. The country now accounts for 12 per cent of Asia-Pacific content spend, up from 8 per cent in 2021, outpacing both Japan and China. Key exporters include JioStar, Zee Entertainment, Sony India, Amazon and Netflix, delivering over 7,500 Indian-produced titles abroad each year. The top importing markets are Saudi Arabia, the UAE, Egypt, the United States and the Philippines. Scripted content dominates globally at 88 per cent, with crime dramas and children’s and family titles performing particularly strongly.
Manoj Dobhal, chief executive and executive director of Dish TV India, framed the summit’s ambition squarely. “Stories don’t need translation. They need a platform, discovery, and reach, local or global,” he said. “India produces more movies than any country, our streaming platforms compete globally, and our tech and creators win international awards. Yet fragmentation slows growth. Producers, platforms, and tech move in different lanes. We need shared spaces, collaboration, and an ecosystem where ideas, technology, and people meet. That is why we built Content India.”
The data, the pitches and the prize money all pointed to the same conclusion: India is not waiting for the world to discover its stories. It is building the infrastructure to sell them.
